How many sandwiches do we need?

This is a picture of a text a Director sent to a Runner on a recent shoot telling him what sandwiches to buy. You will either see this as a list of sandwiches to buy or a list of the menu with the sandwiches to buy indicated by the italics on the side. Which is it?

Marketing is the same. If your message is not clear you will end up with the wrong customers (or sandwiches in our case). Here are six tips to ensure perfect communication from your marketing.

1. Keep it simple

No one wants the wrong sandwiches. Keep things simple, make them clear and avoid being over complicated or jargon-heavy.

2. Give context

Whether advertising in print, on radio, online or through a video, a simple message with a clear context in relation to the world and your business will always be understood and remembered than that, seemingly, have no place.

3. Have one call to action.

If you ask people to do two things at once they will do nothing. Have one call to action per commercial.

4. Use the right creative

If you have a brand that is all about making people feel good then your creative should build on it. This is your concept/theme and making sure all of your brand touchpoints reinforce the same one will make it work harder for you.

5. Say the same thing but in different ways.

Each platform you use has a slightly different audience and technical requirements therefore what you say is as important as where you say it.

6. Use the right people.

Using an agency that understands clear communication is key. If you are not getting the right results then it is time to look elsewhere.