The principle “Keep It Simple” very much applies to marketing.
The principle is most violated by trying to get over too many concepts or messages. They have 12 things they want to make sure people know in their Yellow Pages ad. They end up not getting any of them across.
Just ask yourself, of the campaigns you remember, what do you remember about them? One fact, one image, one slogan.
Volvo: safe Swedish made cars.
Crest: approved by the American Dental Association.
iPhone: there’s an app for that.
That doesn’t mean you can’t cover a lot of points to support your main point. But there needs to be a single focus or main point or at best you dilute your efforts.
A word to the wise….