It is better to advertise with simple messages and have everyone understand you, than to advertise with complex messages and have only 20% of viewers understand you.
Brilliantly clever advertising executives often come up with ad campaigns that dazzle viewers. Viewers may be dazzled, but whether they can discern what is actually being communicated in ad remains to be seen.
When considering how you want to phrase your advertising copy, don't tailor message to what would impress you. Tailor message to what would sell to everyone.
The fact is, most people only read, listen, and watch advertising with a tiny percentage of their brain. When I'm watching TV and it comes time for advertisements, I usually head to kitchen for a handful of M&Ms. But I can still hear TV.
The human brain takes in everything that goes on--sights, sounds, feelings--so whether your viewer is consciously paying attention to your message or not, some level of their psyche is taking it in. But whether your message is stored away in long-term memory depends on clarity of your ad.
I don't remember things I don't understand. No one does. So your advertising will only make a long-term impact if message is clear. Otherwise, it will be forgotten within minutes.
That is why it is important to keep your advertising copy as simple as possible. One of top two reasons marketing fails is because ad isn't clear.
Here are some imperative tips to keep in mind when writing and designing your ads:
1. No jargon. Many advertisers make mistake of using their own industry jargon and buzz words when writing their ads. As much sense as they make to themselves, they may not be making a bit of sense to common consumer.
Remember, your advertising isn't just targeted at your fellow lawyer or your computer engineer friend. You are talking to administrative assistants, mechanics, artists, hair stylists and teachers. If you want their attention, speak same language they do.