When I look back on my 40 year career in the advertising, marketing, PR and design industry, I have discovered some important facts, shortcuts and tricks that I'll be sharing with you on this blog. My hope is that you can incorporate some of these tidbits into your work so that your marketing efforts will generate more results and become more productive.
Here is this week's tip for you to ponder.
"When creating a promotional campaign, ad or collateral material, you can be clever or clear. Clear is always better".
There is a tendency in the advertising business to get overly creative with a priority placed on winning awards rather than generating results. I have seen this mostly with inexperienced shops, do-it-yourselfers and amateur marketers who fall into this trap all too often.
When doing your work, always keep in mind that measurable results are more important than awards and you may resist the temptation to see how clever you can be. Your business, or your clients, will reap the benefits as a result.