Customized Multi-channel Marketing - hosted by L2

Apparently, I’ve been living under a rock, according to the commenters. I had not seen this video (posted at John Batelle’s Searchblog) but that’s okay. It just proves that I occasionally do pull myself out of the computer room instead of  spending all my time looking for the newest funky stuff.

The video illustrates a nifty difference in marketing approaches. On the one hand, there’s the minimalist approach: highlight the stand-out features and trust your audience to want to find out more. On the other hand, there’s the all-information-is-good approach. In this latter type of marketing, every message is of equal value and importance and it all must be communicated right up front.

While I want info to be easy to find, the "everything up front" approach is a little (intimidating, exhausting, overwhelming, distracting, confusing). Choose your adjective or make up your own.

White space is appealing. White space is soothing. I am arguing for more whitespace in our next brochure. It also makes a handy place for people to take notes.