Just the Facts!

By I.J. Hudson

This is basic communications theory:  You want the message to get through without a lot of noise.   

However, that doesn’t keep some firms from screaming at the top of their font. Total turn off!

This post was prompted by something I got in the mail today.  It was a direct marketing firm offering to “Make your phones ring! Crowd your aisles with Customers!”  Both sides of the flyer were crammed with copy about everything they could do for you.  I’ll bet somewhere in there - there was a message. I'm going to call them to help me with direct marketing?

I argued with myself over emailing these folks and offering my services.  I have helped small businesses make their message stand out.  They started with a brochure that had way too much stuff on it.  I helped them clear the clutter.  “Just the facts” – Sgt. Joe Friday.   Okay, just the facts, but worded in a memorable way.

What problem are you solving?

How are you different from the other guys?

Here’s how you get started.

My point is simple.  State your case – and toss all the verbage/fonts/whatever  gets in the way of your core message.  

If I can’t find your message instantly, I’m not going to call to ask you to explain it.  

You get one shot to be remarkable, to attract my attention.  Don't wind up in the trash.