3 words are scarier to an advertiser than “i love you” is to a frat boy.
Its ironic that a message about being clear could be so unclear. While someone in military may understand that the message is saying; “Communicate Clearly.” An average Joe may look at this and have absolutely no clue what is going on.
The Elements of a Clear Message
Who wants this?
What are the benefits
Will they believe it
Behind every advertisement is a message. Behind every message is a sale. If your message isn’t being received clearly you didn’t do your job. We send messages daily. Through our body language, e-mails, tweets and our tone. If our message isn’t clear then neither is our story. Which means its impossible to share.
Being clever is great when it allows a sense of discovery. Its not great when it allows a sense of embarrassment.
Next time you try to tell your story. Think about a KISS.