Advertising that makes an impression. It is as easy as K.I.S.S.
K.I.S.S. (the advertising and principle, not the
band) is a very important tactic in building an effective marketing campaign. K.I.S.S. stands for “Keep it Simple, Stupid” and goes hand in hand with another one of my favorite marketing expressions: “You only get one chance to make a first impression.” In 2012, US businesses spent over $171 billion on advertising and marketing campaigns designed persuade consumers. That’s a lot of money! And, arguably, much of that was spent without following this simple concept. Since the stakes are so high, make sure you consider the following 5 important keys to K.I.S.S. when writing your marketing plan:
1.) Benefits sell, features tell
2.) Humor is overrated
- Feature: “The Volvo S-80 has dual-stage side impact airbags for both the driver and front passenger."
- Benefit: “You and your family will be safe from head-on and side impact collisions when driving the Volvo S-80.”
- Humor is hard to pull off and even harder to make effective.
- What could go wrong?
3.) Less isn’t necessarily more, but too much is definitely not good!
- Your prospective customers may not understand the humor, or worse yet, won’t think it is very funny
- Just because someone thinks the message is funny doesn’t mean they will remember the advertiser (think about all those creative Super Bowl ads)
- Creating humor in your advertising message often takes valuable time that could be better spent selling the benefits of your product or service
- Your message should be written as an invitation to find out more about your product or service – no more, no less
- “To see how much homes in your neighborhood are selling for, go to longandfoster.com”
- Your commercial messages will never provide as much time to talk about your products or services as your salespeople or marketing representative will have…so don’t try
- One of the sure fire ways to have your advertising message lost is trying to include too much information at one time
4.) Keep it Short & Sweet - short words and phrases work
5.) Be interesting
- Short statements, claims, benefits, web addresses, and names are easier to remember than long ones, so make it easy for the consumer to remember you
- “15 minutes could save you 15% or more on car insurance… GEICO.com”
- Make your advertisements interesting and/or entertaining, but remember you only have 3 seconds to capture and hold someone’s attention
- One of my personal favorites is this opening used by a heating/air conditioning contractor: “Your wife is hot!”
- Now they have your attention to talk about their air conditioning repairs or specials
- Don’t save the best for last, you may never get there.
- “50% off a complete furnace check-up” – If your offer is the compelling reason that will get your prospect to contact you, start with it
- Begin with the punch line…then tell the joke
K.I.S.S. - It’s an easy principle. Follow it and your advertising message will be much more effective!
An effective method to developing a powerful commercial message is through brainstorming. Here is a step-by-step guide
to making your next brainstorming session productive.