Four is confusing

Four is confusing

In creating any B2B communications we all know that it’s important to focus on one singular message. The same is true for the call to action. If you leave your target audience with too many options you may be causing yourself more damage than good. At first blush, options seem good, right? Not so much. It actually can result in your audience taking no action.

The other day driving into work, I saw a material handling van with decals promoting Yale forklifts. Got it. But what I didn’t get were the four web site addresses listed on the back of the truck. Frankly, I couldn’t remember any of them (without this photo) because it was too much information to recall for a quick, moving billboard. My suggestion, go back to the basics and focus on a singular, strong call to action or way to respond…like listing just one web address.

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