Why Less is More in Marketing: Understanding the Dilution Effect
We all know sometimes it's tempting to cram as much info as possible into an advertising or email campaign to get our message across. But, hear us out - sometimes less is actually more!
The Pilothouse team explored this study, which speaks about the Dilution Effect and its impacts on advertising performance.
According to their findings, using too many unique selling points (USPs) can actually weaken the impact of your advertising.
Their findings concluded:
USP 1: 90% strength
USP 2: 50% strength
Overall argument strength: 90+50/2 = 70%
This is referred to as the 'Dilution Effect'; a common phenomenon in marketing that occurs when too many different messages or themes are included in a single campaign. When too many messages are communicated, it can dilute the impact of the overall message, making it less effective.
For instance, if a company promotes a new product in a marketing campaign, but also tries to include information about their company's history, commitment to sustainability, and customer service, the message can become unclear, making it less effective in promoting the new product. In such cases, it is better to focus on a single message or theme that is most relevant to the target audience.
The same applies to email marketing campaigns. Including too many messages in an email can be overwhelming for the recipient, leading to lower engagement rates.
How to avoid the dilution effect in advertising and email campaigns?
✅ Try to avoid communicating too many different ideas in a single campaign. You should have a clear and focused message that is targeted to the specific audience, and this is the point you shout about!
✅ Understanding the needs and interests of your target audience and tailoring the message accordingly
✅ Be consistent in your messaging across different platforms
To sum up: if you've got one killer USP that you know your audience will love, don't water it down by throwing in a second one!
Drop us a line today if you want help getting the most out of your email marketing campaigns - we'd love to help! 💕