Get to the Point

Creativity is a great way to make your message “sticky” – to help customers retain it long enough to act on it.  But sometimes, the message itself is so simple and powerful that it can stand alone.  Case in point: a recent bank ad tries to be clever to get the idea across that they’re open on Sundays.  But since a lot of banks are closed on Sunday, is it possible that “Now Open Sundays” is the best way to make that point?  Marketing needs to be creative and engaging when you’re differentiating yourself from the competition.  But when the way you do business differentiates you all by itself, let it do the heavy lifting.