Information Overload – Why Marketing messages should be pithy


Direct marketers know the value to say a lot with just a few well-chosen words. The idea of ​​being concise and to the point has never been as important to the marketing message as it is now. Popularity sound bites, text messages and tweets proves that people want their information succinctly.

If that is the case, then why do so many companies feel the need of a lot of our senses with too much information?

Patrick Sullivan owns and operates Oak Hill Insurance Agency. Blessed with the gift of gab thanks Irish forbearers, which he frequently called upon to spin yarn or two for library hours or the children of the story of the founders of family farmhouse in Oak Hill History Museum. He keeps his audience enthralled with tidbits of information and enthusiastic approach to the subject. Unfortunately for Patrick, so talent can fall message 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 organizations he represents, are different types of services they provide, the cost bases and comparison and even links to the Provider present. Marketing his message are packed so full of information that potential customers lose interest almost immediately. They do not care about the whys and wherefores of one type of strategy over another. The public just wants to know that Patrick can help them with different insurance needs.

While the company is fairly stable, Oak Hill Insurance Agency is not setting the world on fire.

Bert Morrow, however, know least keep things pithy turn interest. Bert runs Quick & Easy Insurance Consortium. Some say his way communication is Curt and he sees it as a positive. In all his business that he is known to find out what is needed and cuts to the chase. He uses that ability to his advantage. All marketing messages, whether they are in the form of direct mail pieces, television advertisement or his website, are made to pique the curiosity of a potential customer is.

Recipients marketing Bert is a few seconds to his agency handles any and all types of insurance needs. He advertises Quick & Easy Insurance Consortium as a supermarket of insurance claims. Every one of his marketing message referenced in phenomenal coverage at competitive rates: simply call or email for more information. Bert learned early on that when offering services to the parameters, it is better to hide the client needs one on one instead of trying to inundate prospects with too much information.

Quick & Easy Insurance Consortium runs circles around the competition.

How can you take your company brand and create a buzz? Design your marketing message is pithy. When you think of UPS, for example, do you think of brown service vans deliver boxes, or do you think “See what brown can do for you.” Pep Boys “makes up for less.” Fox News is “fair and balanced.” Energizer “Keeps going and going and going.” This marketing message not only to maintain brand recognition in the forefront, but they are also designed to attract public interest.

Which way would you rather advertise?