Simple Sells – But Your Customers Aren’t Idiots

There’s a lot to be said for simplicity in advertising.

Short words, short sentences. Basic verbs and easy concepts.

But some of the most powerful and memorable messages in advertising haven’t always been so direct and clear.

Sometimes, there’s deliberate obscurity. There’s complex language.

There’s a mystery to unravel – and a little bit of brainpower to use along the way.

And there’s absolutely nothing wrong with either approach .Continue reading