By Chris Cowlbeck

We cram as much as we can into a flyer, document, brochure, yellow page or paper ad, knowing that more is better – we have to “get our money’s worth”.  It’s easy to do – just write down everything you can think of and send to the media rep and tell ‘em to get it in there.  We think, “customers need to have all the info at their disposal” in this age of mobile madness.

We now have stats that support less is more.  Arbitron released a report showing digital billboard viewers didn’t want much of the info we put in ads.  Texting is a no no as is use of hand-helds while driving.  What are your chances of remembering a phone number until the next stop light or home unless it’s 1-800-HOSPICE?  So…… Phone numbers – out, Addresses – out, Websites – out.  Goodness gracious, what’s left you ask?

Good ole marketing, that’s what.  Give away free hundred dollar bills along with just your company name – it’s amazing what folks can do when they put their minds to it.  This holds true especially in small communities.  Give ‘em what they want and they’ll find you.  Recognizing it’s very hard to do, several businesses on this page have limited to an address or a phone or reduced the impact of that information.

The challenge is word reduction.  Eliminate words and you create space to highlight your brand, logo, products and message.  Figure out the quickest way to get the point across.  Think of ten possible word combinations, then cull 9 of them.  One will rise to the top.  Think of funny or catchy phrases.   Consult your favorite jokester to poke fun at your service or message.

Advertisers have gotten onto the bandwagon and are realizing the value of branding, pictures and top-of-mind awareness.  Many of you are getting some encouraging results, even during these difficult last few quarters.  Do pat yourselves on the back!