Advertising Common Sence  Rule #1: The Use Of A Single Message

In a world over-saturated with words and images, how do you get your ads to rise above all the din and captivate an interested audience? Simple. By creating advertising campaigns that convey only ONE single magnetic message.
Over the years, research and studies conducted by leading advertising firms have repeatedly proven that direct response ads that have the highest response rates are those that usually convey a single message to the intended audience. This single message could be the unique selling point of the product/service or even the biggest benefit gained by using the product/service.

As with most other forms of advertising, you only have 3 seconds or less to communicate your product/service core message to the audience. Anything longer, your prospects could be lost, for good.
Nordic Track, one of the world’s best-selling exercise equipment manufacturers did exceptionally well, using this single message advertising strategy.

When they were advertising their brand new cross country ski exerciser, they used a single message that was simple, to the point, and compelling in nature, i.e. “World’s Best Aerobic Exercise”. Instantly, the audience was hooked and this provided Nordic Track the instantaneous brand, quality and price justification they needed.

Here’s an example that’s closer to the hearts of most of us: The iPod.
Apple did an excellent job of this one single message thing with the iPod. Instead of using all the usual technical and industry jargon with GB, bandwidth and so forth, they simply positioned the iPod advertisement to say “1,000 songs in your pocket.” Done deal. The rule here is to keep the your marketing message simple and magnetic.
Identify your product/service biggest benefit or your most unique selling point. Encapsulate that into one single sentence, modify it into something magnetic, and you’re done! You now have a simple yet compelling message to show the world!

 

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