Virtues of Brevity

Do you indulge in self praise? Well, once in a while, most of us do. We want to tell others about us else they may make a wrong impression.

The same logic goes while we want to tell them about our hospital and its services. If you have been wondering as to why your boards and advertisements fail at getting noticed, this newsletter will be useful for you.

You will have to learn to resist the temptation of telling more and more about your services. Remember, in advertising, less is more and more is less. A hoarding in any case will be read by commuters. They will not have the time to stand and read about all your latest equipments and the list of services you offer. Lets face it, NO ONE HAS THE TIME. People hate confusion and complexities. In any case they are being bombarded by hundreds of messages everyday through various mediums. You may think that if I do not write all the things then people will not know about it. Here is my lesson- TO MAKE SOMETHING IMPRESSIVE, YOU DON’T HAVE TO MAKE IT EVERLASTING.

Keep it short and simple. Picture speaks a thousand words. So add a picture. Forget the list of services and equipment. Concentrate on what they will get rather than what you have to offer. Yes, it takes a lot of effort and time to be an expert copywriter [that is why the advertising agencies make so much money]. You cannot be as good as an ace creative director in one month. But you can at least get some return on your money by making your message short, simple and relevant. You can even tickle the funny bone by using some humor. Just be careful that your message should not be lost amongst the humor of the ad.

So, the next time when you wear the hat of a copywriter, ask yourself, ‘If I was the prospect, what kind of an ad would interest me.’

Vivek Shukla
Healthcare Marketing Consultant
Sai Mahima Hospital, Ram Nagar,
Dharamshala H.P. 176215
India
Phone +91-9816086868
vivekshukla2002@hotmail.com