Making your marketing relative and easy to understand.

If at any point your marketing message becomes difficult to understand then you have lost your customer. The reader (potential customer) must be able to grasp your message in an instant, if not then you’ve not only wasted your money – you have lost a customer not only for now but for the future.

Good advertising builds a reputation of your company in the mind of the customer. Its possible your customer is not in a position to buy from you right at the point of viewing the advert, but they are slowly building up a mental picture in their minds eye of your brand over time. The more consistent you are the your marketing the more likely this seed will grow and they will be confident enough in the future to trust you enough to buy from you.

But this means being consistently good at sending a clear and simple messages, nit over complicating things or you will loose that trust of the customer, and they will remember you for the wrong reasons, and your brand will be associated with being confused.

Take the recent ING Direct TV commercials, does anyone know what on earth is going on in them. They are completely confusing with their fable tales of animals within a forest with baffling morel stories that have no relevance to the product or the brand.

Here is a brief transcript from the advert….

A donkey with a carrot dangling from his nose meets a mole in the forest and asks him if he’d look after his carrot. The mole agrees, but first asks the donkey to tell him his whole life history.

Donkey’s years later the moles says that the carrot is measly not worth keeping, so the donkey gets depressed and ate his carrot and tried to forget the “whole horrid business” (what whole horrid business?)

And the moral is “ It isn’t big to make others feel clever” (What????)

I can only assume that this advert was brutally shortened from its original length and is missing large relative sections of the story. It makes no sense whatsoever! 

Please can anyone help, we have asked 15 people in our office and no-one has a clue.

Here is the video http://youtu.be/Xc6n2H0-LlI

So the moral of this article is keep your advertising message clear and simple, overlook this and you will baffle your audience and damage your brands reputation.

Dean Williams

Dean Williams is a design and marketing blogger working for Print-Print Limited, promoting business and building brands through quality print marketing. If you’re interested in small business promotion then please get in touch hello@print-print.co.uk