What You Don’t Show is Just as Important

When I write, I tend to get very wordy (Probably a skill I picked up while in university, writing papers that had a length requirement :D)  Now a days when I write, I always try to remind myself to be more concise.  Whether I am writing for an email campaign, a mailer or an ad, the challenge for me is figuring how to say more, with less.

With the amount of advertising ‘noise’ consumers are bombarded with on a daily basis, it is more important now than ever before to use short but impactful messaging.  You may only have a few seconds to catch their attention and to get your message across.  Consumers’ attention spans have shortened and it is our job as marketers, to present better content (whether it is more entertaining, meaningful, funny, or educational etc.) in a more concise and succinct manner without compromising on the quality.

I saw these YouTube ads for divorce lawyers the other day – and I must say, they do a brilliant job of saying a lot with very little.  This just goes to show that sometimes, what you don’t show or say can be just as effective in getting the message across.  I will have to remember this for my next email campaign – maybe I should learn to leave more to the imagination!

*Also, when you are watching these videos – just let them play! Don’t believe it when they tell you the video’s been removed :)

Agency: Wing
Advertiser: Esteban Gergely Law

 

 

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