Use the ‘Less is More’ Philosophy to Break through Media Overload

Howard Gossage, one of the earliest innovators in advertising, once said that people don’t read ads. They read what interests them and sometimes it’s an ad.  The point is that people don’t inherently hate ads; they just hate bad ads that don’t bring value or otherwise matter to them.  Today that phenomenon has evolved even further, as the average consumer has become highly skilled at tuning out messages that are neither of interest nor intended specifically for them.

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This increasing ability to shut down messages means that marketers need to refine their efforts rather than simply expand them.  Less is more, and more of the same simply won’t do the trick. Channels, messages and targeting all must come together to effectively reach the right audience with pertinent communication.

The ability to deliver a succinct message, respecting the intelligence and value of the audience in the process, is highly prized by marketers.  An innate characteristic of front door marketing, this singular, uncluttered channel is in line with the evolution of the ‘consumer brain.’   In fact, according to a now well-cited study by Stanford University researchers, the human brain is just not well-suited to media multi-tasking and being bombarded with multiple streams of electronic information.

Are you considering the ‘how, when and where’ factors in reaching your target audience? Using the front door may help your message stand out with value and meaning, and break through on a much more personal level.