The first mistake in advertising is saying too much.
Company leaders and sales teams want every potential customer to know everything they can do. My own associates sometimes make this mistake as I often have, because we all have a strong desire to grow our businesses.
Growth results from value delivered with singular focus and repetition. In marketing, your clearest path to growth should concentrate on only one thing, not three, not five, but one. Let’s look at how some small businesses do this:
- Meridian Construction builds dream homes on New Hampshire lakes – Build your dream.
- Bow Auto Parts delivers the highest quality used auto parts – Save money on high quality parts.
- SF Tools designs and manufactures the safest gas-powered heat tools – Control the heat!
- Inception Technologies digitizes paper records and simplifies enterprise workflows – Work smarter.
- Hunt’s Photo Education teaches photographers higher skills – Perfect your picture-taking.
- Chuck Sink Link creates excellent marketing content – Attract better customers.
These are all successful and growing businesses that stick to a single core value offering and communicate it consistently. And this is done through various channels using a variety of images and words to keep messages fresh and dynamic. The same primary message can be 
repeated using various means, angles, and tactics. That way, your consistent message can engage wider audiences, longer.
Consistent and Dynamic
Keep your brand focused on the one thing you do best and keep repeating it so your market will easily understand and respond. It’s easier to know, like and trust one idea than multifaceted or complex messages.
Keep your advertising creative, keep it simple, and keep it going!
