A credible and respected study has shown that two-thirds of us are “right-brained” – we respond based on feelings, emotions and early impressions. This holds true for everything we encounter, and marketing communication is no exception.

The marketing point: Say what you have to say to your prospects briefly, getting to the point ASAP. While you’re at it, a bit of graphic and verbal imagery can help to create a lasting impression. We can give you specific  examples that make this point.

Ask Allan Starr.

When in conversation we tell someone something they did not really need – or want – to know, there’s a pretty good chance they will roll their eyes and say, “TMI” (too much information!).

This can apply to marketing communication, as well. Are you feeding your prospects too much information, more than they care to swallow – let alone digest?

There are ways to make your point – even more effectively – using wit, creativity and brevity. We can tell (and show) you how.

Ask Allan Starr.

Information overload is a fact of life, one which surely will become even more prevalent in the future.

A credible study has shown that fully two-thirds of us are right brained. We act on instinct and emotion rather than verbosity and the standard lengthy messages we receive.

The savvy marketer will respond to this by getting right to the point, sending brief and relevant marketing communications. If these also are creative, original and memorable – all the better.

Remember: your prospects have more to do with their time than devote themselves to studying what you send them. Give them – and yourself – a break by being succinct and pertinent with the points you make.

People may be receiving marketing messages, but that doesn’t mean a meaningful percentage of them are “swallowing” them, let alone digesting them.

I believe this problem calls for the application of some key strategies, some of which will be dealt with in future articles. For now I’ll focus on a couple of desirable characteristic for creating winning communication – brevity and simplicity.

This is necessary for several reasons. Here are a few:

Information overload

Obviously, there are tons of materials and messages being sent our way. And, credible studies have indicated that fully two–thirds of us are “right brained,” often acting more on hunch and emotion rather than absorbing detailed information.

Attention span

The average human attention span has shrunk from 12 seconds in the year 2000 to eight seconds in 2013.

The deletion impulse

From a digital standpoint, a great many of us have three devices from which we are constantly deleting messages – including desktops, tablets and smart phones. In my case, I notice this has created an ever–increasing tendency to delete things before actually pausing a bit to consider what they may contain Admittedly, I’m a bit “trigger happy.”

Wordiness

Most marketing messages are simply too wordy for their own good. So, the tendency is to use this for an excuse to disregard them entirely (does this sound like anyone you know?).

Speaking of verbosity, those are enough words for now. Next time, we’ll deal with another characteristic – relevance.