This morning Seth Godin is talking about questions to ask when designing marketing materials. As usual he’s spot on… read more here.
The normal tendency is to spill it all out on the paper or whatever media you’re using. Tell the whole story in a few square inches or less. Resist!
The goal is gather interest and move things along. That’s all. Don’t try to explain the whole mountain. Move it.
Don’t try to weave the entire sweater. Begin with that string that everyone wants to pull.
Whether it’s an ad, article, brochure, web page or some piece of collateral, keep it simple. Remember that you’re attracting a human being to this. Think hard of who that is and what gets them going, what moves them.
The concept of being able to explain whatever it is to your grandmother comes into play. Unless Grandma gets it, it probably won’t work.