It's often stated that the best ideas are the simplest ones, and in marketing, it is no different. Busy people in a cluttered world have no time to learn or decipher complex messages. Further, your message needs to be told numerous times before it sinks in.
I was therefore impressed when I visited my local Apple store recently and saw a huge display for the new iPad 3. Above the large image of the product was just one word: resolutionary.
Knowing that the single most substantial improvement to the iPad 3 was the resolution of its screen, Apple came up with the perfect marketing message—and it was only one newly-created word. The world resolutionary is memorable, on-point and—most importantly—simple. It provides Apple staff and zealots alike with an easy way to spread the word about what makes the third iteration of the iPad even better.
I'm not saying inventing a word is always the best way to get your message across. But, in this instance, it works brilliantly.
When you’re crafting a message, use the resolutionary case study as a guide post to keep your message focused and simple.
Matthew Weiss is an admitted business learning junkie. He reads only business books and magazines (well almost only) and attends dozens of business workshops, keynotes and panel discussions each year. In this blog, he provides quality, take-home value from "all of the above" and shares his personal thoughts and experiences. Weiss is a New York traffic lawyer and sole owner of Weiss & Associates, PC, a boutique law firm specializing in vehicle and traffic matters throughout New York State. He is also the former Global Learning Chair for the Entrepreneurs' Organization. He can be reached at email@example.com.
He can be reached at firstname.lastname@example.org.