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Simplicity is Key
By Kath Blackwell
Getting your message "out there" to your surfers or webmasters - whoever your target audience happens to be - is always best done simply.
Use simple terms and approaches to get your viewers to understand you - and understand what it is you're trying to sell. It's been proven that many of the dazzling "wow" factor ads that we see on the 'Net do attract the interest of the surfers, but most lose them before they can click through, because while it is "cool," it just doesn't sell. Viewers need to have a basic understanding of what you're about, before they will want to click through, or ever make that sale.
When you create your advertising slogans, testimonials or sales pitches, don't think about what would be impressive to you - think about what would be impressive to your audience. If your audience is seeking a specific niche, use wording and lingo attached to that niche. On the other hand, try to balance things by not using too many buzzwords, so that the curious non-lifestyle surfer would still be interested in what you are offering. You don't want them to need a sex thesaurus or dictionary to know what those big words mean!
I AM A DONUT!?!
I saw a comedy skit on HBO a few years ago featuring the comedian and actor Eddie Izzard. He was talking about how people don't really listen to what you say, it's 50% about how you look, 40% about how you sound and 10% of what you actually say that gets across. He illustrated this point with an example of President Kennedy saying, "Ich bin ein Berliner," during a famous speech made in Germany. He meant to say, "I am a Berliner," as if to say, "I am one of you." However, the actual translation of "Ich bin ein Berliner" is "I am a donut." Yet the German-speaking crowd still went wild when he said this, not with laughter but with enthusiasm because of how he looked and sounded when he said it. Kennedy was indeed a powerful speaker - he sold his message to these people even while butchering their language.
So if we apply this theory to Internet-based advertising, our attention to the ads would be 50% of how it looks - meaning, how pleasing it is to the eye, what catches our attention and what holds that attention. Then 40% about how it sounds...well, unless you're doing an audio-text ad, I would apply this to how the text in the ad sounds - what approach you are taking, and who you are addressing. The final 10% goes to what you are actually saying - or rather selling. If you've done it right, the initial 90% will do the selling of the actual product or service in the final 10%. So when we get down to it, 90% of what you do when considering a new ad is purely cosmetic and text-driven. The concept behind the whole thing may only be a mere 10%, but it does tie it neatly all together to create the whole package.
The fact is that people only pay attention to what they read, listen and watch with regard to advertisements on the television, via the Internet or in magazines with a small percentage of their brain. They give their total focus to the program or content, but while the ad is in view they are usually thinking of other things. You need to grab their attention and hold it long enough to get your point across. Your brain will absorb the information presented to it, will notice the bells and whistles, maybe even read the text - but what is dependent upon how long they will remember your ad or will feel compelled to act upon your ad- is how clear and understandable it is.
This is where "simplicity" really comes into play. Say what you mean - and mean what you say. Get your point across simply, yet dynamically enough that it will be remembered. Radio jingles that stick in your head, commercials that stay with us forever ("Let's get Mikey! Yeah! He won't eat it, he hates everything!"). This is what you're after when creating a simple, yet memorable ad. I'm sure that if you think about it, you'll remember a certain banner ad or spot that caught your attention and caused you to remember the product or Web site it was promoting.
THE DO'S AND THE DON'TS
Here is a simple point-by-point listing of things you should always do when creating an advertisement - and a list of things you should NOT do if you want that ad to succeed. Let's start with the positive first:
DO...
Make your ad clear. One of the top reasons advertisements fail is that they aren't clear enough to their audience.
Say what you mean. State the facts, don't over-complicate things - and make sure to get your point across as simply as possible.
Connect with your audience. If you're trying to target a specific market, use images and themes that will appeal to this same audience.
Read your ad over out loud, and ask friends/family for opinions. It always helps to have a "second ear" or eye to look over your ad. It can help you see it from a fresh angle or avoid a mistake you might have overlooked because you were "too close" to the project.
Use words and phrases that sell. Things like "free sample," "free trial," "for a limited time" and "hurry - act now," will create a sense of urgency that will result in more sales or conversions.
Think about the big picture. Create ad campaigns - not just single ads. Think about what worked for you the time before and build upon that. We've all seen those "series" commercials that build upon similar characters, ideas or concepts to the ad that ran before it.
DON'T...
Use jargon. Buzzwords may sound "cool," but unless it's a widely used term, you could be losing half your audience with a single word.
Use big words. Smaller words get to the point faster, make a bigger impact and are more memorable. You're not out to impress your consumers with your vocabulary skills. You're out to sell your product!
Lose your message. Keep things concise. Don't explain the whole project as if you're speaking to a boardroom or a bunch of rocket scientists. Pick a few of your product's best features and focus on those.
Forget that you are trying to "brand" your product and company name. Repetition of your company name, product or Web site address helps to build a relationship between you and your customer. How many people inadvertently say they are going to "Xerox" something rather than "copy" it? That's branding - people remember Xerox as "the" copy machine and even use it in everyday language and conversations. And - everyone knows what they are talking about when they say it!
What it all boils down to in the end is that simple phrases, simple ideas and simple looks are what work best in advertising. Whether your advertising is online, on the television, via radio or in print, simplicity is key. Remembering the most important ingredients, and then combining them in a simple, yet effective way - is what will make your ad succeed. Those flashy "in your face" ads might look good, but they don't always yield results. Be direct, be precise, be consistent - and you will find that you'll create some of the most effective advertisements with the best staying power and conversions. A little truth - and simplicity - in advertising can work wonders!
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