Direct marketers know the value of saying a lot with only a few well chosen words. The idea of being concise and to the point has never been as important to a marketing message as it is now. The popularity of sound bites, text messages and tweets proves that people want their information succinctly.
If that is the case, then why do so many companies deem it necessary to overload our senses with too much information?
Patrick Sullivan owns and operates the Oak Hill Insurance Agency. Blessed with the gift of gab thanks to his Irish forbearers, he is often called upon to spin a yarn or two for the children’s library hour or chronicle the history of the town’s founding families at the Oak Hill History Museum. He keeps his audience enthralled with tidbits of information and an enthusiastic approach to the subject. Unfortunately for Patrick, that kind of talent can be the demise of a message in a marketing strategy.
Never one to say in three words what he can say in thirty, Patrick advertises his business in detail. Ad nauseam. Every bit of information about what agencies he represents, the different types of services they provide, the cost bases and comparisons and even links to the provider’s websites are readily available. His marketing messages are packed so full of details, that potential clients lose interest almost immediately. They do not care about the whys and wherefores of one type of policy over another. The public only wants to know that Patrick can help them with their varied insurance needs.
While business is fairly steady, Oak Hill Insurance Agency is not setting the world on fire.
Bert Morrow on the other hand knows the advantages of keeping things pithy to spark interest. Bert runs the Quick & Easy Insurance Consortium. Some say his way of communicating is curt and he sees that as a positive. In all his business dealings he is known to find out what is needed and cuts to the chase. He uses that ability to his advantage. All of his marketing messages, whether they are in the form of a direct mail piece, television advertisement or his website, are made to pique a potential client’s curiosity.
Recipients of Bert’s marketing know in a matter of seconds that his organization handles any and all types of insurance needs. He advertises the Quick & Easy Insurance Consortium as being a supermarket of insurance requirements. Every one of his marketing messages alludes to phenomenal coverage at competitive rates: simply call or email for more information. Bert learned early on that when offering services with variables, it is better to encompass a client’s needs one on one instead of attempting to inundate the prospect with too much information.
Quick & Easy Insurance Consortium runs rings around the competition.
How can you take your company brand and create a buzz? Design a marketing message that is pithy. When you think of UPS for example, do you think of brown service vans delivering boxes, or do you think of “See what brown can do for you”. Pep Boys “Does everything for less”. Fox News is “Fair and Balanced.” Energizer “Keeps going and going and going.” These marketing messages not only keep brand recognition at the forefront but they are also designed to attract the public’s interest.
Which way would you rather advertise?