Just A Tip: Keep Creative Briefs… Well, Brief

Marketers’ messages should focus on creating the disruption in their targets’ mind that drives them to this point. I’d bet BIG money that this doesn’t happen when we insist on throwing everything plus the kitchen sink at them. And yes, that means leaving a lot of the details out.

If you love your targets (and you should), then respect them and keep it simple. Craft your message around the single most compelling idea that captures your target’s interest. You’ll break through the clutter, and your targets will reward you for your respect.

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