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Breaking down the wall

Posted by Vicki Moulton on August 18, 2009

wall

What was the last marketing campaign that got your attention?

Maybe it had a great “hook,” a catchy slogan, or a jaw-dropping image. Or maybe it just followed the basic guidelines for breaking down the wall between the messenger and the audience.

1. Define your message.
What are you really trying to say? The heart of your campaign should be one simple message. Make it easy to find, not buried underneath clever headlines or hidden behind slick images.

2. Get to the point.
The average reader’s attention span is much shorter than you think. If someone is quickly scanning your ad, they need to see your main point immediately, or you’ll lose that potential client’s interest altogether.

3. Keep it clean.
Give the piece some breathing room (i.e., white space). Find one image, instead of three, that captures the essence of your campaign. Don’t fill up the page with endless paragraphs. Fewer, more carefully chosen words will communicate your message more effectively.

4. Know your audience.
Who are you trying to woo with your campaign? What is their main concern? How can you help? Your message should reflect an understanding of your audience’s core business.

5. Always be closing.
The old sales mantra also applies to marketing. The “call to action” must be prominent. Go to this website. Call this number. Get your coupon here. The goal is to bring in more business, to close the deal. Make it easy to find, and the new business will follow.

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One Response to “Breaking down the wall”

  1. Fern said

    As a freelancer and having to wear all the “hats” your tips are great for someone whose area of strength is not in marketing. I’ve actually been struggling on my own e-mail marketing campaign so I’m happy to have found this bit of advice. Now I have something to check my work against.

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