It may be safe to say that because of technology, we now live in a sound-bite world. We have a life that is always on the go with increasing responsibilities both personally and professionally. More things to do, in less time to do them. Working from home instead of the office. Office? How 1950!!
Yes, we have entered the world of Brevity.
Marketing Brevity is all over the place. Look at:
- Express and self-checkout: Can’t wait in long lines behind all those slow people to buy something. Well let’s check out ourselves.
- 10 minute oil change: My late Dad bought his own oil and changed it himself. But not in 10 minutes. (His son never changed oil yet)
- Samples at Costco: Try before you buy….and you do buy!!
- 1 hour photo: But that’s like forever if you print off your home computer/printer.
- Twitter: Did anyone say 140 letters?
- The Bottom Line: That phrase is in the Buzz Word Hall of Fame for good reason.
While we are surrounded by brevity, some businesses did not get the phone call informing them that brevity in marketing/sales works. Why do they want to tell us everything under the sun about their product or service immediately? Ads that are jam packed side to side up and down with nothing but words. Websites with full screens of text. Look for the tease. Something to catch your attention. Not a hammer over our heads.
Marketing is about impact. A reaction. Brevity provides that.
Marketing brevity is a little bit like an appetizer. You give your target a “Taste” before you bring on the main course or the “sell” Get to know each other first.
What makes YOU take notice of something new?
In keeping with the spirit of brevity, this article has to be a minimum 300 words and word-count got me there!