• Brett Mercuri

Marketing Tip: Keep Your Message Concise

Updated: Aug 20, 2020

According to a 2014 UK study, the average smart phone user checks their phone 221 times per day. Add all the other daily distractions in the world and brevity in your message is of the utmost importance. Attention spans are short.

Too many times advertisers try and force feed too much information into a message so the consumer is turned off. They put in a phone number, address, website and 7 different offers. No one can absorb that much information at once. Keep your message concise.

Verizon: you know from the “Can you hear me now?” campaign that they have the best network. Their customer benefit is they won’t lose your calls.

Sprint: you know from their current “cut your bill in half” campaign that they are cheaper. Their customer benefit is price.

Their messages are on point. They don’t add in clutter that takes away from their main customer benefit.

Remember, the RIGHT message to the RIGHT audience for the RIGHT results.

What’s the customer benefit that drives consumers to your doorstep? Focus on it and your advertising will be more successful.

About the author: Brett Mercuri has over a decade of experience as a marketing and advertising consultant with iHeartMedia which reaches 250 million people across the US. Specialties include radio advertising, digital marketing and event sponsorship. He can be contacted at brettmercuri@iheartmedia.com or by phone at 412-919-8524.

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