Simplicity In Marketing

In a world that is spinning out of control; with consumers being bombarded with hundreds of advertising messages per day in a variety of mediums, it is imperative to develop an understanding of the consumer's thinking to develop an edge in advertising.

Consumer's get confused with excessive stimulus. Consumer's also become very selective in their perceptive processes given the amount of advertising to which they are exposed. This leads to a dulling or tuning out of any advertising that takes extra effort to process.

Also, consider that consumer's selective perception leads to a filtering out of branding that is complicated or includes excessive products or services. Thus, focus and simplicity in marketing are keys to developing consumer's attention and loyalty as well as maintain that attention and loyalty.

In a recent Keynote report on the state of online retailing, it was noted that those retailer's who focused on one product or service were more successful than those companies who offered multiple products or services. This is in part due to how folks on the internet operate. They want ease of access; they want relevant information; and they want speed. A retailer with multiple products or services must have a very simple, easy to use search process and purchase process if they are to maintain a consumer's attention and loyalty because the consumer will tend to lose focus and leave their website if it is confusing or difficult to navigate.

What does all this mean? It means "keep it simple silly". The best marketing, whether on tv, through the radio, or via online rich media provides simple, factual information that evokes an emotional response. This hooks in the consumer while at the same time meeting the thinking needs of the information seeker.

It also means that all your marketing, in all your chosen media channels needs to be congruent so as not to confuse the consumer and lead to them filter out your marketing message. Use the same colors, message, wording, and graphical presentations in all your marketing contact to maintain focus and allow the consumer to track you through all media channels.

Finally, maintain simplicity in your brand development. This will also allow your consumer to maintain focus and not become confused when processing your marketing message. Try to focus on one concept as you create your brand and then develop it. Use big concepts that elicit perceptions of benefits. People purchase product or service to, in part, save time, improve social status, increase efficiency, improve self-perception, or to improve safety and security. Focus your brand around one of these foundational concepts and then stick with it over the long term.

If you focus on presenting a simple and well-focused marketing message, you'll have more success than if your marketing is complex and generalized. Take time to examine your marketing message and simplify where necessary to grab the consumer's interest and keep it.

*************************
Darrin F. Coe, MA holds a master's degree in psychology and operates "The Center For Understanding Consumer Thinking at http://www.consumer-thinking.com He is available for consulting. Contact him at darrinfcoe@consumer-thinking.com or 719-275-5907 after 5:00 PM mountain standard time.
**************************

---

How to Make Profits With a Commission Mailing Business

There are many mailorder publications that will list... Read More

Successful Non-for-Profit Fundraising Letters Share Eight Qualities

You'll be encouraged to know that the art of writing... Read More

Unique Marketing Ideas That Generate Cash!

First of all - keep in touch with your customers!... Read More

Open Doors by Building Relationships

"You can make more friends in two months by becoming... Read More

The Surprise Inside!

Think about all those Cracker Jacks you ate as a... Read More

Deceptive Marketing and Procrastination

Procrastination is every marketers worst nightmare.This applies on three fronts.Firstly... Read More

Sum of Its Parts

I just spent a week at the beach with my... Read More

Communication Breakdown - Dont Let It Happen To You

Do you have Communication breakdown?How are you communicating with your... Read More

Top 9 Strategies To Attract More Clients Now

1. Advertise in trade journals, ezines, and web sites that... Read More

Principles of Marketing 101

Marketing results should be measured in only one way ?... Read More

Top 10 Benefits of Hiring a Marketing Writer to Write Your Marketing Materials

1. It costs less to delegate to a professional than... Read More

Create Free Internet Buzz with Your Workforce

There are many different ways to increase your traffic on... Read More

Business Marketing Strategy

The term business marketing strategy might sound like it is... Read More

Quiz: Where is Your Marketing Message?

Wondering if your marketing message is dancing in the spotlight... Read More

The Process of Change in Marketing Approaches

In a world economy that is in constant flux and... Read More

Take It To The Customer

In the past, purchasing ad space was the solution to... Read More

Make Your Mailing a Home Run, Not a Strike Out!

You can use great design and copy to get a... Read More

Your Marketing ? From The Couch To The Cash Register

When you put time or money into any marketing plan,... Read More

Connecting With Your Clients

Many service professionals tell me that they are uncomfortable with... Read More

Ten Reasons Why Most Yellow Page Ads Fail -And Yours Does Not Have to

Grant Directory users are ready to buy Yellow Pages have... Read More

You Cannot - Not Market

Everything you do - or don't do sends a message... Read More

You?re In Charge. Now What?

For years now, you have been waiting patiently for that... Read More

Non-Profit Success Requires Ongoing Marketing

In a crowded marketplace of ideas, it is important for... Read More

2 Step Marketing

Do it Right.I receive postcards all the time. The other... Read More

The YOU Factor

I don't mean you, I mean the YOU that is... Read More

Business to Business Direct Mail Sales Letters Need an Offer (and Heres Why)

In direct mail, the offer is the incentive or reward... Read More

The Top 10 Ways to Market your Business or Professional Practice Without Advertising

Every business and professional practice MUST be in the public... Read More

Celebrity Product Placement: A Primer

With more and more companies wanting to integrate their products... Read More

How to Pick a Winning Business Name

What's in a name?Think of your business name as an... Read More

Marketing Planning - Preparation and Accountability

We all know the saying, "Failing to plan (prepare) is... Read More

Do You Get Attention With Your 30-Second Introduction?

I went to a networking event the other day where... Read More

Pricing Strategies in Marketing

Price is an often overlooked marketing strategy, as many tend... Read More

Case Study: How to Get a Big Boost in Response by Taking Your Marketing to the Extreme

Want a big boost in response and quick sales from... Read More