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Media and Communications

ADvice: Keeping Your Advertising Message Simple

ADvice: Keeping Your Advertising Message Simple


Hey everybody, it’s Jeff Swartz from Ethic
Advertising. I wanted to just do a quick video, it’s the
end of the day here, on the importance of keeping your advertising message very clean
and concise. And, having it resonate with the consumer
as opposed to, in all honesty, having it resonate with the business that’s putting it out there. What made me think about this is: I had a
quick conversation with the CEO of the Greentree Sports Complex, which is actually where our
offices are. We rent some space from them, they are a client,
they’ve been a client for a number of years, and, um, we’ve done a couple different things. The most recent thing that we did was really
a basic, simple yard sign campaign. We designed and printed and delivered these
yards signs that was all engineered to getting more individuals who have never tried CrossFit
to come into the Greentree Sports Complex and give their CrossFit program a try, which
is called CrossFit Greentree. So, we’ve done some yard signs in the past,
so the CEO, Melissa, came to me a couple months ago and said, “hey, want to do some more of
them; but, we want it to be geared towards the beginners” for the CrossFit program. And, she was telling me all the ideas that
she wanted to do. And, it was a little bit longer of a sentence. She wanted to include a phone number and a
website; their logo and stuff. And, usually the rule of thumb with outdoor
advertising when you have traffic that is going by pretty quickly, is you want like
7-8 words to get your message across, and that’s it. That’s all you have time for; that’s all that’s
going to be able to resonate, that people are going to actually look at and read. So, you want to keep it concise. It was already too long for the “standard,”
but after hearing everything that she wanted to do, I said, “Well, what’s really important
to the consumers; to the individuals who might want to use a free beginner course?” What if we just did “Free Beginners CrossFit
Courses?” She’s like, “Ya, that’s awesome, that’s great.” And I said, “Well also, we don’t need the
number and the website on there because no one is going to have time as they’re driving
by to jot down either one. Let’s stick to one.” And, we decided to go with the website and
their logo. The CrossFit actually has their own logo,
too–it says, “CrossFit Greentree.” So it has their name in there and everything;
so,it really has, in not a lot of content, all of the information that you would need. They put them out there, probably a month
ago; and, in this conversation this morning, I was just asking, “Hey, how’s that going?” And, she said, we’re getting people to the
classes, people are seeing them, they’re getting a good response. It was a very small investment, but the message
was right, their placement is good out in the market (it’s around the facility on high
traffic areas). It’s really kind of a simple example and a
simple way to showcase that you just need the right information in front of them, because
if she tried to put like, how awesome their instructors are for the CrossFit (which they
are), how great their facility is and how large it is because it’s on this huge turf
field with its own little section and everything, it’d be too cramped. It would just be way too much, and people
would just kind of tune it out and not even have the opportunity to read it because the
font would end up being so small. So, that’s a good example, but that can translate
really into really any advertising medium, whether it’s TV, digital, other larger outdoor
advertising, radio, really anything. But, it’s just vitally important to get the
right information out there, as clean and concise, to get the response that you want. It doesn’t matter if they fall in love with
your company, if you want a direct response. It matters that they actually went to your
website, that they gave you a call, that they came to your location, that they took some
kind of extra action to get them to the next level in the purchasing process. And that’s really all advertising does. It just drives traffic of potential clients. The sales and the closing, that’s all on the
actual business itself. You want to make sure your message is engineered
to get that reaction. You’re never going to sell anything from an
advertisement, but you can get people to sell to, to come to your location, whether its
viral, or brick and mortar, or over the phone. So, anyway, kind of breaking my own rules
on keeping it concise, this is a little longer than I wanted to. But, again, if you guys have any questions
or comments, leave them below, or you can always reach out to me directly via our website,
or Miranda, as well. Love to hear from you, love to answer any
questions, or help you grow your business and help you get more clients, as well. So, that’s it! Have a great night!

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