Advertising and marketing in all its forms burns so much cash. Unfortunately, for all its being expensive, there is even no way to trace which parts of the campaign are making the real impact to the target audience.

All these so called communications strategy seem like a hundred arrows shot at random until one hits the target; the problem is no one will ever know whose shaft hit the bull’s eye. There’s a sad side about any forms of advertisement, sad but worth pondering: no one really gives any thought whether the ads are posted or not or whether they are effective or whatsoever. No one really cares. It is understandable if the target audience is already indifferent to the various marketing communications strategy because to tell the truth, they could not already tell which ones to believe. The target audience are already saturated with hundreds if not thousands of advertisements every day; they are no longer delighted by its presence. Rather they maybe get pissed because it has become an unwelcome interruption with their routine which they consider to be far essential than anything you could ever offer.

The point here however is not to give up utterly all efforts of marketing communications nor you cease to strategize. What you need to do is to polish whatever it is you’ve got, make it simple and do it in a way that actively engages your target audience. The strength of your message will certainly matter; the other half of the whole thing is how you convey that message. So here are some of the steps that may help you say what you want to say the best way.

• Make it brief – Anything you want to say, things that could really get the attention of your audience, compress and say it in 3 seconds. Make it simple and concise without actually losing the essence of your message. So you may have to be just creative enough to do this. It may be difficult for a while but when you already start going, everything else is a piece of cake. When people already start buying into your tag lines, that’s the time you pull them over to one side and spill everything you got with all the specifics and details.
• Establish your principle – what makes a good advertiser from a bad advertiser is principle. A good advertiser knows what matters to him. Your principle will see you through when you are confronted by hard decisions.
• Be specific– ambiguity does not play well in advertising. When you say things, say it in plain language. There is nothing to gain if you let things hung by the thread. Your target audience will appreciate your clarity when you are specific at all times.

Advertising is already hard enough; make your life simple by enforcing your clarity with your target audience.