When people are asked to design a marketing campaign, most people try to cram as much information, graphics, and smooth talking points into it as they can. It seems there is a philosophy out there that teaches people more always means more; the more content you throw out there, the more success you’ll have. However, thinking counter intuitively is sometimes a much better route – why not have the philosophy that less is more; that more could actually mean less?

Do you remember any jingles from when you were a kid? Depending on how long ago that was, you will immediately know that when you hear the word “Pokemon” that you “gotta catch ‘em all” or that the ingredients for a Big Mac are “two all-beef patties, special sauce, lettuce, cheese, pickles, onions on a sesame seed bun.”

Effective marketing is much more than buying a couple of ads. To grow your business, you need a comprehensive branding campaign. You have to identify your target audience and reach them BEFORE they are ready to buy. That way when they need your product, they will come to you first. After that, your winning customer service will keep them coming back.