Do you have a primitive fear of being brief?
Most of you will only read or skim this sentence.
Less than half of you will read this second sentence.
Very few of you will read beyond this sentence.
Your marketing message may have eight seconds to connect with a recipient.
You must be brief.
- Don’t be visually dull with an image that no one will remember
- Forget about filling a page with too many words that no one reads
- Wise up -the recipient of your message probably doesn’t care about every feature built into your gizmo
- People care about benefits – what your product or service will do for them
- Be careful so you don’t blend into average and ordinary – no one notices the wallpaper
- It is disruptive patterns that stand out, not the norms of a category
Marketing will work best when it sent to someone who has given you permission to share ideas with them and when you are respectful of their time. They still want you to get to the point.
Marketing communication works best when the message is about the benefit the recipient receives to help make their life or work more manageable.
Quick.
Get to the point.
Be brief if you want to be heard.
P.S. If you have two more minutes, read this if you want more information on why brevity rocks.
Attention-grabbing: Being brief helps you capture your audience’s attention quickly and effectively in today’s fast-paced world where people have shorter attention spans.
Clear communication: A concise message ensures your marketing or branding communication is clear and easily understandable. It minimizes the risk of misinterpretation or confusion.
Memorable: Short and punchy messages tend to be more memorable. They stick in people’s minds and are easier to recall when needed.
Increased engagement: Keeping your marketing content brief encourages higher engagement rates. People are more likely to read or watch a short message in its entirety, increasing the chances of them taking the desired action.
Mobile-friendly: In the era of mobile devices, where content is often consumed on smaller screens, brevity becomes even more important. Concise messages are easier to read and digest on mobile devices, ensuring a better user experience.
Social media effectiveness: Platforms like Twitter, Instagram, and TikTok have character or time limitations. Being brief allows you to convey your message effectively within these constraints and make the most of social media marketing.
Differentiation: In a crowded marketplace, brevity helps your brand stand out. By succinctly conveying your unique value proposition, you can differentiate yourself from competitors and attract your target audience’s attention.
Time-saving: Shorter marketing and branding materials take less time to create and revise. This efficiency allows you to focus on other essential aspects of your business while maintaining an effective marketing strategy.
Versatility: Brief messages can be adapted and used across multiple channels and platforms. You can repurpose them for different purposes, such as social media posts, email newsletters, website banners, or offline advertising.
Cost-effective: As brevity reduces the need for lengthy and complex content, it can contribute to cost savings in content creation, production, and distribution. It allows you to optimize your marketing budget and allocate resources more efficiently.
Photo by Crawford Jolly on Unsplash
You can set up a time to chat with me about your marketing challenges using my calendar. Email me jeffslater@themarketingsage.com Call me. 919 720 0995. The conversation is free, and we can explore if working together makes sense. Watch a short video about working with me.
