Less is more

Written by Chen Hindi

On June 12, 2022

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.

You win, and then you win!


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