Keep Your Eye On The Ball…Focus

We’ve all heard those run on ads where it just seems like a laundry list of an advertiser’s services. We do such and such and so and so and this and that and we do such and such better than everyone else, plus we have the best service too, blah, blah, blah…

I get it. The goal for them is to put it all out there. If you throw enough against the wall, something has got to stick. What they don’t realize is that it actually does the opposite. The ad becomes noise in a vast sea of more noise that the listener, viewer, reader tunes out. Conversely, an effective ad is created when it makes only one solid point, but makes that point beautifully. A good example of this principle at work is the AT&T series of ads that exemplify “It’s not complicated…” by speaking to a group of kids and asking them, “What’s better more or less? Bigger or smaller?” etc. Each ad makes one point. AT&T is better because it has more coverage. It’s simple and focused by making one point, and it’s beautifully illustrated, thus very effective. So, when it’s time to create your next ad campaign, remember the principle of focus.