Sometimes Less is More in Marketing Content

Okay, I admit it, for some time I have been telling my clients when it comes to content on their websites, blogs, and elsewhere to err on the side of more, more, MORE! And I am right. Especially since the latest change to Google’s search algorithms, as long as it’s relevant it really helps your search engine optimization. It can also draw more customers and prospects to you, position you as expert, and allow you to start the selling process before you even have direct contact with potential buyers. All pretty important.

But there are also lots of instances when it’s more about less, less, LESS! No, I’m not eating my words. It really is important to offer lots of content in your marketing, just not everywhere in your marketing and advertising. If you think about it, when to provide less really is pretty obvious. In marketing and advertising sometimes we only have a few seconds (or less) to grab someone’s attention and make your point.

When (and where) to be concise in your marketing and advertising.

• Magazine or newspaper ads — aside from maybe the Playboy cliché people do buy these print publications for the articles. And, while ad sales is what makes the world go ’round for these publications, people don’t usually buy them for the ads. Advertorials aside, people don’t really read copy-heavy ads. Don’t believe me? Ever read that legal copy adjacent to a pharmaceutical ad? Me neither. So the trick when designing your print publication ad is to make your point with both your visual elements and your copy. Pick one or two points to make and encourage potential buyers to seek your product in the store or visit your website.
• Radio or TV Spot — Unless you are made of money advertising to the masses can be costly. Most businesses can’t afford to incorporate a big media buy into their budget. You also don’t want to bore people with spots that are too long. They’re probably already stuck in traffic, let’s not put them to sleep. What to do? Rely on repetition and brand recognition. Repeat your message throughout several individual spots and time slots. You may even want to run several different spots all with a slightly different message.
• Email Marketing — Nope, email is also not the place to tell your life story. While it’s a great one-to-one form of marketing, you simply do not have the recipients undivided attention. Don’t fill that email with tiny type describing every feature and benefit of your product. Trust me, they’re not going to read it. Make it short, simple, and to the point. Have a good call to action and make use of the best part of email marketing: links! Use links back to your website, blog, newsletter sign up, or even articles about you. Unless it’s a special message just for them, invite them to forward to a friend or share the message on social media.
• Social Media — Speaking of social media, here’s a place where you aren’t allowed to be too wordy, you are literally limited. For example, you can only tweet 140 characters and while social media sites like Facebook do allow for much longer status posts, do you really want your main point to be found after the “See More”? For some that extra click is just too much work. The trick is to say one thing at a time. You can deliver many different messages on social media. Spread them out across the hour, day, week (whatever makes most sense). It’s also okay to repeat the message, as long as you don’t do it too often.

So, more is not always better. If you are overwhelming your target market with too much information they will almost always tune you out. Nothing’s worse in marketing and advertising than potential buyers whose eyes have glazed over or who have fallen asleep. If you have successfully made your point quickly they will seek more information (if they need it) and buy your product.