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When you paint a room, you usually can’t use the same tool to paint the walls AND edge the trim. You’ve got to use different techniques to get the job done effectively.
Think of the walls as broad, brand-centered messages. You use a big brush and make large strokes. You don’t get caught up in tons of details. You simply get the paint on the wall for everyone to see.
Many times, I hear radio spots and see print ads that seem like they are trying to deliver broad messages about a business. But then, the ad deteriorates into a rapid-fire list of services and products and special offers.
Too often, the advertiser – very focused on the expense of the ad – tries to shove everything possible into their 60 seconds, or their half-page.
They’re trying to “paint the wall” with a tiny brush and lots of little strokes.
The audience gets overwhelmed and retains nothing from these kinds of ads.
Take a look at some national advertisers. Some of them do a great job of delivering broad ads that don’t lose the audience in specific details.
I recently saw a TV commercial in which the voice-over simply reads the text found on the front of a bottle of Budweiser: “This is the famous Budweiser beer…” It’s a broad, brand-centered ad, and it’s a good one for the target audience watching an NFL game. There’s not really a call to action, but that isn’t the purpose of the ad. The ad reinforces the nostalgic brand image.
It’s a message painted with a large brush. It’s easy to view and easy to remember.
But, what about “edging the trim”? What if you have specific product messages to deliver to your audience?
McDonalds does a great job with specific messages about their products.
Despite the dozens of offerings on their menu, their ads spotlight a single item, like a “juicy, melty McDouble sandwich.” Often, they’ll mention a complementary item, like “a small fries, or fruit parfait from our Dollar Menu,” but the overall ad stays focused on a single message, and delivers a succinct call to action.
If you are a small business looking at the prospect of an ad campaign, consider your goals, and create your ads appropriately. If you are a new business, or your main goal is exposing people to your business, “paint the walls.” Deliver a broad message that establishes your identity with your audience.
If you need to promote specific products or events, “edge the trim.” Focus on one product or promotion, and deliver a more detailed message. Be very clear about the call to action.
Resist the urge to try and do it all in one ad. Don’t try to pack your ad with an overload of information that includes both broad messages and loads of details. Instead, focus on your audience’s’ ability to comprehend and retain your message, whether a broad, brand-centered message, or a specific product or promotion-centered message.
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