A common mistake made by a lot of businesses and ad agencies is that the marketing message is not clear. What benefit is an ad if the customer doesn’t understand it, or they never find out how buying your product or service will benefit them?
First of all, don’t try to be too cute. How many TV ads do you see that you find really funny? The next day you tell your co-workers about the humorous ad but can’t remember what company it was for. Sure, that TV ad might win a creative award, but if you can’t remember who it was for, or what they were selling, what was the point?
Some magazine ads suffer the same problem. Next time you are thumbing through a magazine, take a little extra time and look at the ads. Cover up the company name at the bottom. If you can tell what they are selling and a really good reason to buy it, then it is an effective ad. If you have to uncover the company name to see what type of business they are in, then they have failed.
Be crystal clear in what you are selling and the benefits to the customer. Keep it simple so everyone can understand. Sure it’s okay to mix in some humor, but not at the cost of clarity.