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recitation of facts, features, and presumed benefits.
Lesson Number Five: Keep the Message Simple
The best advertisements are the simplest; they are the easiest to understand and to remember. Web-video commercials that spew facts and figures and multiple benefits are blurry flashes of noise, instantly forgettable at best and irritating and counter-productive at worse. Audiences, no matter how interested, will generally only absorb one cogent thought from a marketing message.
With Geico, “it’s so easy a caveman can do it” delivered by the familiar angst ridden character that makes the message easy to remember and the spokesperson easy to relate to. Compare that to the Esurance cartoon commercials were the message gets lost in a dizzying display of irrelevant animation.
Lesson Number Six: Make the Messenger
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