Long Story Short – Those words almost always come too late
A friend drops by and starts talking about his or her trip to a clothing store. They go on and on about the sale, the clothes, the new styles. This goes on for about 5 minutes, and then they say…well anyway…to make a long story short – yada yada yada. And then the long story continues to get longer, not shorter. Has that ever happened to you?
In the first place you were right in the middle of your favorite show on TV or listening to your favorite tunes or working on something you enjoy. Secondly, you don’t even like that store, their clothes, or their styles. And finally…if you hear this friend say “to make a long story short” even one more time, you’re gonna explode.
You’re not the only one who feels this way.
We’re all so bombarded with messages everyday we sometimes even tune out our friends when they start to ramble too much. It’s a healthy brain function. Filter in the key words. Filter out the noise. If you were asked to give a number of how many marketing messages you saw, read, or heard today, I’ll bet the number would surprise you. And if you were asked to recall one in particular, your mind would immediately go to the short one with the memorable sound-byte or punch line.
Why should it be any other way? After all, the cool stuff today will have a cooler version next week, or next month, or next year. Remember the model name and watch for the upgrades. Simple.
Then your long term memory can focus on the ultimately more important things like:
•Names to go with faces
So…I hope I’ve made this long story short enough to to show how short messages are vital when it comes to marketing and creative media. Hello? Hello? Anybody there?
Your friendly digital marketing composer,