Apr 10
26
Why you should KISS much more often.
No, I’m not talking about kissing somebody. With “KISS” I’m referring to the acronym Keep It Simple Stupid (or for the more G-Rated version, Keep It Simple Silly). You’ve probably heard this expression before.
Anyway, this is really great advice to live by in just about all aspects of life. So how then does it apply to business, or more specifically, marketing?
For example, many attempts at advertising fail because business owners, entrepreneurs and even marketing companies tend to want to share anything and everything about their product or service… all at once!
Advertisements like these are often ineffective because they are too wordy and make you feel like you’re on information overload. As a result, they’re end up being vague and uninteresting.
I suggest that this is the exact OPPOSITE approach that should be taken. With very few exceptions, detailed solicitations can be effective only AFTER you have their trust and attention. This is difficult (not impossible) to do without already having a relationship with the target customer. So take the safe route and KISS!
Also, many advertisers try to be all things to all people in order to not leave anyone out. Again, not good and certainly not as profitable. Here’s a better way…
Your message should be targeted to attract a SPECIFIC audience with the goal to produce a SPECIFIC outcome. For instance, in an advertisement don’t just tell them to contact you. Give them specific instructions: “Call Jim at 208-555-0000 and ask for the Summer Special before 3pm on Saturday”. The latter example is sure to produce a higher response rate.
As well, keep in mind that whenever possible the old saying Keep It Simple Stupid, or KISS, should be applied in all of your marketing materials, not just ads!
~Brodie