Monday, January 4, 2016

Are You Diluting Your Own Marketing Message?

Regarding the marketing materials that you're putting out into the world, the most important aspect is your message. The flashiest, best-looking print mailer, banner, booth, etc., doesn't mean a thing without a clear, concise message to back it up. Take a step back and examine whether or not you are, in fact, diluting your own message in your marketing materials. Ask yourself these simple questions.

Are You Overloading the Audience?

Graphics, interesting font choices, and other elements can all be great tools to help get your message across-- but they should be complimentary to your message. Every element that you use in your materials that is not contributing to your message is taking away from it. If your materials have "a lot of style, very little substance" (i.e., tons of bright colors, flashy logos, images, etc.), you could actually be sabotaging your own efforts. Start designing your materials with your message in mind and then lay everything else around it. Don't start with a cool design and then try to make your message fit into it.

How Long Does it Take to Discover Your Message?

In order to achieve maximum effectiveness, your message needs to be as simple as possible. "This company is the one you can trust." "This product can solve your problems." "This service will make your life easier." These are overly simplified examples of marketing messages that can be identified and absorbed quickly and easily. If it takes longer than 30 seconds for your target audience to realize what you're trying to say, you've probably already lost them.

Do You Have Enough White Space?
White space can be a graphic designer's best friend. People don't want to read a wall of text to find out what you're trying to say-- they want to be spoken to directly and succinctly. If brevity is the soul of wit, white space is the soul of a marketing message. Whatever you're trying to say, you can probably say it more concisely than you initially want to.

Anything that isn't directly contributing to your marketing message is actually taking attention away from it. People shouldn't have to work to figure out what you're trying to say-- it should be immediately clear. Keep these simple, yet effective tips in mind, and you'll be in a better position to make a connection with your target audience.

Peter "The Printer" Lineal
Plum Grove
2160 Stonington Avenue
Hoffman Estates, IL 60169
847.882.4020 Ext: 133

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