Say One Thing

This is the fourth installment of a seven part blog series called “Keys for a Comeback” written to help businesses and non-profits dealing with challenges due to COVID-19.

Digital marketing experts claim that the average person sees roughly 5000 advertising messages per day. This is truly a brave new world for marketers, so let me ask you this question: Has it ever been more important to have a message that cuts through the noise? With so many voices shouting in the marketplace, you need to be certain your message is clear, consistent and compelling. 

These days, I tend to ignore anything that doesn’t earn my attention, and I’m annoyed when brands waste my time by invading my world with confusing language or visual clutter. Think about it – if I throw five tennis balls to you at the same time, chances are you might not catch any. But if I throw the same tennis ball to you five times in a row, you might just catch it every time. The same goes for multiple messages – it’s just too hard to catch them all at once. Instead, try to be clear and repeat yourself over and over again.

In this current climate, (and truly much of the time anyway), it’s essential to find the one key message for your brand, and throw all your weight behind it. To be clear, you need to be ruthless. Don’t worry about telling potential customers about your history, and the sixteen ways they can get in touch with you. Just choose your most compelling sales proposition and ride that trusty steed into the sunset.