This is an important aspect that everyone has to consider when it comes to advertising. Most people believe that they can land a prospective customer by filling their advert with the utmost information as possible. But is that true? On the contrary, it works just the opposite way. The reason why you put up an advert is to get people’s attention towards your brand and not to create a conversion right away. Advertising is only the first step to convincing a customer, information is for blogs on websites. That’s the exact reason why you have one. The chain of conversion starts with an advert which has contact information to get in touch with you.
A customer can collect all the details that he/she needs by browsing through your website to get a clear idea on who you are, what you do, and if you are trustworthy or not to carry out the purchase. Many people somehow have conceived the idea of hitting their audiences with as much information as possible, hoping that it would turn into a sale. They load their adverts with details such as information on the event, features of the products on sale, or info on recruitment details to a point that the prospective customer gets confused asking themselves, “is this really for me? Or, is this exactly what I am looking for?” So in a compulsive attempt to draw your customer closer, you have actually driven them away. Though this may be considered by many as the right approach, you might also want to re-think the ‘LESS IS MORE’ strategy.
A Harvard study on the same explained how more information can affect your customers, “Companies have ramped up their messaging, expecting that the more information they provide, the better their chances of holding on to increasingly distracted and disloyal customers. But for many consumers, the rising volume of marketing messages isn’t empowering—it’s overwhelming. Rather than pulling customers into the fold, marketers are pushing them away with relentless and ill-conceived efforts to engage.”
So, if you are looking to draw a customer in, you might just want to create that interest that kindles them to look you up. Your website or blog is the best place for you to convey your sales pitch. Here your customer is mentally prepared to go through an elaborate report or sales pitch that you have planned, and not in your advert. Half of the job is completed once your client or customer is on your website. Now all you’d need to do is find ways to convince him to make the purchase.
Well a study was conducted with two camera brands that placed an advert. Both brands A and B were given the same amount of space in the advert. Brand A decided to fill its space detailing the features of the camera. While brand B decided to utilize the space adding pictures and slogans related to the experience the user can have. To their surprise, users fled to brand B as they felt more comfortable with the human touch that was given to the advert, and many said that the detailed description used by Brand A only confused them on the purchase, making them take a step back to think before deciding.
Well, firms are still learning how to embrace the white space in an advert. This is in relation to inexperience. The sad part is that many are yet to figure out that they are doing it wrong.