Harry Beckwith Says the #1 Problem w/ Marketing is….
… a complete lack of clarity.
I see it all the time – businesses that sacrifice being clear for being clever. And it’s a money loser in marketing if ever there was one.
I should know.
In a former life, I was the headline writer for a lifestyle magazine in South Carolina. Sometimes, I would proudly submit what I considered to be a brilliant ad - and then sink as no one got it. Example: I had a restaurant client who wanted to advertise their new Jazz Night. So I spent hours writing an ad that read like a Ginsberg-esque beatnik poem. I loved it. The client loved it. So we ran with it.
Well - the ad didn’t work and Jazz Night died.
Meanwhile, another restaurant client was raking in customers with an ad that read like this:
½ Price Appetizers
Monday – Friday
Clear. To the point. And everything my ad wasn’t. So as you’re creating marketing materials for your business, try this experiment:
Picture your target customer. Remember that he has no idea what your business is or what it does (even if you think he knows – pretend he doesn’t). Now picture him walking down a crowded street with a cup of coffee in one hand and a screaming kid in the other. He sees your ad for a fleeting second as he passes by.
Did he get your pitch? Did he catch your name?
If not, go back to the drawing board and keep trying until he does.