The Art Of Keeping It Simple

Last night I was watching one of my favourite shows, NCIS. This show is in its 12th season and has always been solidly entertaining, but it wasn’t until last night that I figured out why.

This show revolves around several characters, but they are all extremely well developed and likeable in their own ways. In essence they function like a synergistic unit, with all the parts well oiled.

Last night’s show was a little different in that two other separate groups were brought in to investigate the crime they were trying to solve. And slowly, as the momentum of the show started to build so did some other, not so good things. The show became jumpy. The characters, because there were so many of them, didn’t really get properly set up. Towards the end, you got the feeling that the writers had build a story so complex that they had lost control.

The effect was that it kind of ended up looking like a bit of a Keystone Cops movie, but the most important thing of all was that I noticed it, when it really should have been pretty seamless.

 The Object Lesson Here.

j0302829If you think of this TV show like a piece of marketing communication, a web site or a brochure or direct mailer, you can easily run the risk of wanting to throw in everything but the kitchen sink.

However, when that happens and you put it out there into the real world, you’ll find that there are a lot of people who will find that lack of focus confusing, not showing respect for the finite amount of time they are giving you and worst of all, they will think that you are rather inept for putting out something so complex in the first place.

None of that stuff is going to do you any good. In fact, it can hurt your efforts in ways that you will probably never really find out about.

The Workable Solution.

Keeping it simple is a very difficult thing to do. Especially for owners of smaller businesses who have small budgets and feel they need to tell everybody everything all the time in order to feel they are making the most of their communications. But it’s also true for medium sized businesses who may not have a skilled marketing person to manage their communications, and therefore end up trying to tell everybody everything all the time.

j0284915 copyThe solution is an investment in someone who will take your offering and organize the communication of it in ways that will effectively reach the people you need to talk to. This does not have to be a big agency, design firm or marketing company. There are a number of highly qualified individuals out there who can help you on every level, and there are some multi-skilled individuals that can offer you everything an agency can at a fraction of the cost.

These people have usually had many years of experience in helping larger companies simplify and effectively focus their communications, so they can easily do the same for you.

But the first thing you have to understand is that whatever size your business may be, you cannot always grow it on your own. But you can also be smart about the kind of people you engage to help you simplify and focus your communications and in the process increase their effectiveness. O&U Signature

I create and implement strategically focused

branding, advertising & promotion for companies

who appreciate solid creative thinking and value reasonable rates.

Jim Murray Creative Director
Direct Line: 416 463-3475
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