If you’ve got a great idea, don’t dilute it. Simplicity results in better traction for your idea. You need to give people one idea at a time, so they can grab onto it, digest it, and see how it relates to them. Not only that, but the simpler the idea, the more likely it is for people to share and pass it on.
Think about the really successful online writers, like Seth Godin. He’s made a career out of taking single concepts, focusing on them one at a time, and getting a bajillion hits to his blog as a result. Once people buy into his one-key-thing-at-a-time approach to ideas, they’re then more likely to buy into him as a concept, and push his (more complex) books up the best-seller charts.
So, keeping things simple isn’t dumbing down. It’s providing people with an easy way-in. That’s just good marketing. Much of marketing is to simply get people in the door – THEN you can give them a whole variety of reasons to say inside.
Most of the readers of this blog work in the information profession, like I do. This means we have a complex sell. Library services are myriad, but your promotion must be in bite-sized chunks. Libraries are complicated, but your marketing must not be. The secret to good communication is to market one thing at a time.
Here’s an example of a poster promoting a library. In theory, it ought to be good. It looks okay, uses a nice font. But more importantly, it tells you about all sorts of amazing library services! What’s not to like? How you can resist this?
But actually, this poster doesn’t work. There’s too much going on, it does not provide an easy way in. You’re relying on people grabbing on to the part that relates to them, and then taking an action (coming to the Library) because of it – in most cases, that’s too big a leap of faith. You’re much better off dividing that list up into individual posters, and putting them in the most relevant areas for their specific target groups. So for example this message, even though it’s only one useful thing instead of many useful things, is a much more powerful piece of marketing:
Then you make ANOTHER poster to cover another aspect of the original:
Or you can take multiple concepts but tie them together into one easily-digestible, relate-able, shareable package:
Finally, if you really want to put several library services into the same piece of promotion, you can do this and STILL have the one simple message for people to take away. In the example below, you’re saying to people that the library is a welcoming place, that they can come in and use the wifi and enjoy the cafe, without being judged for not using the books and journals. But you’re also listing all the other things they MIGHT do if they so desire. As I said above, much of marketing is to simply get people in the door – then you can give them a whole variety of reasons to say inside.
So remember, keep it simple. Market one thing at a time. It WILL yield tangible results.
(All of these posters are available on my Flickr account via an Attribution Creative Commons licence. Note that it’s NOT a ‘no-derivs’ or ‘non-commercial’ license – in other words if you can find a use for these ideas, but want to change and adapt them to your own purposes, feel free to do so.)