The value of keeping it simple

It has never been more challenging to be a consumer than it is in 2016.

Today’s channels of communications are so numerous and pervasive that they have become annoying. Your content now competes with about 30 trillion other indexed pages on the Internet. Throw in e-mail, social media, robo-calls, and more cable channels than one can remember (all supported by more television commercials than one can absorb) and you get the picture.

The sheer volume of communications has reached point of communications overkill.KISS maze

Which brings us to simplicity.

KISS still works

We’ve all heard the “Keep It Simple, Stupid” rule throughout our business careers.

That we remember KISS is a direct reflection of its simplicity. In fact, it may work even better today because of the multiplicity of communications messages that bombard us daily.

It takes seven impressions before your message begins to stick

Marketing research studies underscore the importance of redundancy. A general rule of thumb is that it requires seven impressions before your message actually begins to make an impression on a consumer.

With that in mind, one of our tenets at Wellons Communications is “tell ’em what you are going to tell ’em … and tell ’em again and again.”

That’s not necessarily an original idea (there are scant few original ideas). It’s an idea borrowed from one of the pioneers of modern marketing, William Wrigley Jr., who built one of the most successful enterprises in American business history by adhering to the maxim “Tell ’em quick and tell ’em often.”

So, what happens when you combine simplicity with consistency?

When you keep your message simple and consistent, you can break through the clutter. It’s an approach that has been effective for our clients. And it’s a simple approach that can work for your business, as well.

How simple?

Simply give me a call at 407-339-0879 or e-mail me at will@wellonscommunications.com. Share what kind of marketing challenge you are facing and allow us to come up with an affordable, simple solution that can help you sell your product or service.

Online reading: Changing the way we think

In today’s society, it’s getting easier and easier to reach for our phones and tablets to read the latest news story, article or book. Businesses and classrooms are turning away from mail-outs and textbooks in favor of marketing emails and ebooks. But what does that mean for the way we take in information?

Digital reading Apparently, a lot. According to The Washington Post, your brain doesn’t comprehend the information you read online the same way it does in print. Digital screens seem to cause people to focus on the information they are reading at the time instead of how it fits in a broader context.

Researchers from Dartmouth College and Carnegie Mellon came up with different experiments that could compare the effects of reading on different platforms. In one experiment, a group of participants read a short story online and another group read a printout of the story. A pop quiz was given to the participants once they were done reading, and it revealed that the physical-copy readers scored better on questions requiring participants to make inferences, while digital-copy readers scored better on concrete questions about the text.

According to the researchers, the results of the experiments show that our reading comprehension is changing as it is becoming more typical to read information on a digital platform. Our thought processes may slowly be evolving so that we will have to make an effort to look at the bigger picture.

So what does that mean for PR? Even though communications professionals will likely still make use of digital tools, the study shows the key is to try and make digital audiences think more abstractly. When writing an article that is going to be consumed via screen, try to challenge yourself to put in context which will help readers think critically along with the facts of the story.