When you create for online platforms, where there’s so much noise, you should focus your message.
Here’s a quick proof from someone who is most definitely not in the bad company of marketers. Adam Grant and colleagues looked at a large university sending out emails to a 1,000 alumni who never donated before. The emails focused on 2 different reasons to donate, one highlighted helping others – your donation will support someone else, while the second highlighted personal benefit – your donation will make you feel better about yourself. Both performed more or less the same.
So then they tried a third version – combining the 2 reasons, thinking it would outperform. The odds of donations dropped by half (from 6.5% to below 3%).
Too many businesses try to communicate all the benefits of buying their products/services in one breath, one Facebook, Instagram, Google Search or banner ad as if more is more, but the reality is that less IS more.