The Everything Syndrome

That Swiss army knife is great, it has everything in it, and it can do just about anything — if you don’t happen to have any real tools around. The multi-tool sacrifices the ability to do any one thing great, by trying to do everything. Unfortunately, the same is true of a lot of marketing pieces. Anxiety about not missing anything leads to cramming in every last little thing a company can do, so we overload the copy. We think we’re communicating (and therefore selling) the value of the company, but we’re often just causing confusion. In the end this makes messaging less memorable. Each piece of marketing collateral should be serving a purpose, a particular function within your selling process. Don’t try to make every piece do everything. Instead, try to make each piece effective in its given role, and don’t be afraid to hang your hat on the one thing that your company does best. Otherwise, you may end up with a stack of Swiss army knives and still not be able to hammer in any sales.

Share
This entry was posted in Branding Thoughts, context, mad scribblings, tools. Bookmark the permalink. Post a comment or leave a trackback: Trackback URL.


Warning: Use of undefined constant thematic_postcomment_text - assumed 'thematic_postcomment_text' (this will throw an Error in a future version of PHP) in /homepages/38/d219234922/htdocs/wordpress/wp-content/themes/buddymatic/library/extensions/comments-extensions.php on line 97

Warning: Use of undefined constant thematic_postreply_text - assumed 'thematic_postreply_text' (this will throw an Error in a future version of PHP) in /homepages/38/d219234922/htdocs/wordpress/wp-content/themes/buddymatic/library/extensions/comments-extensions.php on line 104
Post a Comment

Your email is never published nor shared. Required fields are marked *

*
*

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <s> <strike> <strong>

  • Doodle Delivery – Subscribe!

    Subscribe to occasionally brighten your inbox with a bundle of doodles wrapped in a few thoughtful thoughts on being a beacon in this crazy-wonderful world.
  • Search

  • Left Brain + Right Brain = My Blog

    This blog is chock full of joyful drawings and a few musings on personal branding, startups, creativity and being a beacon.

    Featured Posts


     
  • The Be A Beacon Show

  • Send a Free eCard

    If the drawings on this website give you a smile why not share one? I added a free ecard system so you can send "doodlegrams" to anyone you'd like. Go ahead, send a smile! Just click on the words eCard (free) below any doodle on the blog .
     
  • Categories

  •  

  • Archives

  •  

    Caitlín Mowbray"I adore your doodles... I swear looking at those bunnies lowers my blood pressure, calms my mind and makes me smarter. Who needs meditation when there are bunnies?"
    ~Caitlín Mowbray - Meditation Teacher, Astrologer and Soul Provocateur

    Find David on Bloggers.com