Comments on: Does Anyone Remember How to K.I.S.S.? http://blog.aspenms.com/2009/11/09/does-anyone-remember-how-to-k-i-s-s/ Built to Sell. Engage. Retain Fri, 07 May 2010 16:33:31 +0000 http://wordpress.org/?v=2.9.2 hourly 1 By: Tristan Espiritu http://blog.aspenms.com/2009/11/09/does-anyone-remember-how-to-k-i-s-s/comment-page-1/#comment-9136 Tristan Espiritu Tue, 24 Nov 2009 05:52:29 +0000 http://blog.aspenms.com/?p=362#comment-9136 One pitfall marketers in any discipline can fall victim to is the use of meaningless adjectives and superlatives. In the effort to try and "spice" up the copy, they end up as you said, making it confusing and often times irrelevant. The best way to sell a product or service is to find the inherent truths in them, then creatively communicate those truths to your target with minimal exaggeration. Here's a great exercise: Write your ad without using any adjectives. You'd be surprised at how powerful your copy becomes and how the truth rises to the top of your messaging. One pitfall marketers in any discipline can fall victim to is the use of meaningless adjectives and superlatives. In the effort to try and “spice” up the copy, they end up as you said, making it confusing and often times irrelevant. The best way to sell a product or service is to find the inherent truths in them, then creatively communicate those truths to your target with minimal exaggeration.

Here’s a great exercise: Write your ad without using any adjectives. You’d be surprised at how powerful your copy becomes and how the truth rises to the top of your messaging.

]]> By: Chris LeSueur http://blog.aspenms.com/2009/11/09/does-anyone-remember-how-to-k-i-s-s/comment-page-1/#comment-8574 Chris LeSueur Fri, 13 Nov 2009 04:07:15 +0000 http://blog.aspenms.com/?p=362#comment-8574 Sadly, it seems to be going the wrong way for a lot of marketers. I recently saw a sign for a BOGO event. Should we expect the public to know what BOGO means? Even worse, do they know what it means?? Advertising is best when it communicates clearly, gives a compelling reason for its existence, and rewards the reader/viewer/passerby with something to think about, smile about or talk about. Like a great conversation. Sadly, it seems to be going the wrong way for a lot of marketers. I recently saw a sign for a BOGO event. Should we expect the public to know what BOGO means? Even worse, do they know what it means??

Advertising is best when it communicates clearly, gives a compelling reason for its existence, and rewards the reader/viewer/passerby with something to think about, smile about or talk about. Like a great conversation.

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