Recently, I was presenting at a Marketing Conference for the local Equine Industry. We were discussing the importance of clear communication, when one of the attendees mentioned that for years she has had a sign out on the street stating simply “Lessons”.

Recently, she replaced the sign with a new sign that reads “Riding Lessons”. To her surprise, a neighbor said to her “I never knew you gave riding lessons.”

Wow, what a HUGE lesson to the marketer in each of us.

So often, we assume that people will know what we are selling and we leave out really important information. We talk in our industry lingo. We use abbreviations and acronyms. What we fail to do is to put ourselves in the place of our audience and realize that they don’t necessarily know everything that we know about our product or service.

Now lets get back to the horse farm sign. We now know they offer riding lessons, but I can’t help but wonder what type of riding lessons are available. Do they teach english or western riding? Can I learn how to jump? Or maybe I would rather learn how to do barrel racing like in the rodeo. Do they have horses there that I can ride, or do I need my own horse? Do they teach beginners or advanced? They are still assuming a lot. Maybe they are assuming that I will just stop by and ask all these questions … but I’m a pretty busy person. And, I’m not even sure it would be OK to just stop by.

The reaction of the horse farm owner was “We are a horse farm, what kind of lessons did she think we give?” The fact is, she probably just didn’t think. Chances are, she did not care enough to put much thought into it. People are bombarded by marketing messages every day, at every turn. Most of them, we do not even notice. It is the job of the marketer to provide information in a manner that is appealing, that is easy to understand, and that is informative.

Do not waste your money on marketing messages that are ineffective. Put yourself into the shoes of your audience. Give them the information they need. Give them a reason to choose you! Do not assume they know why they should.

June Bisel

BBG&G Advertising, Inc.

Visit us on twitter at BBGGadv

Labels: advertising, marketing

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New media, such as Facebook, Twitter, blogs, Flickr, YouTube, online games, and mobile devices, along with web sites and email, has enabled consumers to have a voice more than ever before and to feel that they have an effect on business and corporate responsibility. In fact, according to the 2009 Cone Consumer New Media Study, an online survey by Opinion Research Corporation, 62% of users polled believe they can influence business decisions by voicing their opinions online.

Consumers are using new media to research products and the corporations that make those products, and are making buying decisions based on what they read. Positive information leads to sales, while negative information leads to consumers switching brands and even boycotting certain brands or products. This is particularly true of issues concerning the environment, health and wellness, safety, ethics, and human rights. It wasn’t that long ago, if you recall, that a large number of consumers were boycotting all products made in China because of the safety issues with several children’s products made there.

New media is giving consumers a voice, and a way to share information in real time.

They want to know what is in products and how they are made. They are interested in the community involvement of corporations, their philanthropy, and even in the way they treat their employees. For the most part, they trust what they are reading through new media channels and feel confident that companies who engage in conversation through new media outlets are being honest and transparent.

Companies can utilize new media to build trust with consumers, to find out what is important to them and to make changes as needed. New media is forcing corporations to be more responsible members of the community at large.

If you haven’t joined in the conversation yet, now is the time to get started. Social media should be a part of your 2010 Marketing Plan. It is expected that 59% of businesses will be adding social media to their marketing mix this year.

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Simplicity has always been key in advertising — hence, the KISS method (keep it simple, stupid). Oftentimes, it is this concept that I find most difficult to convey, and as I look through our local publications each day, it is evident that many of our local businesses fall into the same pattern — trying to fit everything they do into one ad.

So I thought this would be a good opportunity to share some rules on developing a good ad. I call them my Simplicity Rules.

- Know your audience

- Advertise where the majority of your audience is likely to see it

- Pull readers in with a catchy headline

- If using a graphic, make sure it is relevant

- Copy content should be direct and to the point

- Hone in on the benefits of your product or service

- Keep plenty of white space

- Do not forget the Call to Action

- Provide contact information

- Do not clutter the ad

Lets face it, we are all on information overload. If advertising is not presented in a manner that is invited and enticing to our audience, no one will read it. Cluttered ads are stressful and will be overlooked.

Labels: advertising tips, KISS method, simplicity in advertising, tips for designing ads, writing tips