I’m sure you have heard about subliminal messages in advertising? This was pretty trendy marketing conversation a few years back. I’m not really going to give you advice on how to go about creating subliminal messages, I am actually talking about just the opposite–making sure that you send clear, concise and easily understood messages with your marketing materials and advertising campaigns.
When I caution against double messages, I am really trying to caution against trying to do too much with your marketing campaigns and slogans. People will get confused if you say something like your product is “easy, complete, and extensive” for example. You may have the purest of motives, but when you start to cram in too many words or visuals that contradict each other, you are creating confusion that could keep customers from purchasing your product or service.
While I have seen some pretty clever marketing campaigns, I have also seen some that bombed because the business was trying to be clever or trying too hard to do too much with a line or message. You really don’t want people to say “I don’t know what that means” or, worse yet, not be able to figure out what exactly you are trying to sell. Keeping the message clear, direct, and concise will most likely get you more sales than confusion or clouds of ambiguous meaning.
Finally, watch out for double messages that could be offensive. You may have the best of intentions and be completely oblivious that your slogan, product name, or marketing images has “another meaning”–it helps if you get other opinions and input prior to going “live” with a marketing campaign. A mix of ages and demographics can also help you see other sides and meanings to anything you may have chosen. This will help you to catch it if any of your messages are saying something other than what you intend.
Also: What is the “Clincher”?