When crossing the street in West Allis the other day, I noticed this sign:
Who would have thought that crossing the street was so complicated? My kids understood the basics of walk/don’t walk before they started kindergarten, and they never would have been able to read this sign back then.
Sometimes, the same thing happens with marketing, especially when you are trying to market a service. You can’t show anyone what you are selling, so you explain, and explain, and explain… Recently, I met with someone who called it “feature puking.” It may be a little gross, but it is a good analogy.
So what’s the lesson? Figure out what matters to your audience. Tell them that, and then STOP. Too much information can actually make decisions more difficult. (Even if you are just deciding whether or not to cross the street.)
Christina Steder is the President of Clear Verve Marketing and works with clients to plan, create and execute marketing campaigns. Follow her on Twitter as @clearverve.