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Content Creation: Is Less Still More?

Coles Marketing Less is More

No matter what your vocation, from Hollywood actor to marketing executive, you’ve no doubt heard the advice that “less is more.” The phrase, first attributed to poet Robert Browning, has evolved into an almost universally-accepted truth

Christopher Lloyd

Christopher Lloyd

that audiences appreciate a simple, subtle presentation over a loud, brash one.

Nowhere is this more prevalent than in marketing and websites, where we’re constantly being told people don’t want to see a wall of text on a homepage, or wade through tons of content before getting to the information they came for.


Simplify and streamline

Jason DeMers at Forbes sums it up well: “We’re faced with increasing evidence, statistics, and research findings indicating that consumers are tired of being bombarded with extraneous information, which distracts rather than assists them in their buying decisions.”

In his article focusing on the marketing success of Apple, DeMers argues consumers want us to simplify the decision-making process. The best way to do this is by giving them the information they need to know — and leaving out the rest.

He also includes some salient data, like only 16 percent of website visitors read every word on a page, and the average American sees anywhere from 250 to several thousand ads or marketing messages every day!


Less>more? Still?

But is “less is more” really the right approach for EVERY circumstance and outreach platform?

After all, the great movement in marketing these days is “brand journalism,” in which companies bypass traditional media and tell stories directly to the audience. Also called content marketing, the goal here is not to just sell, but to provide useful and/or entertaining information that will lead them back to the company’s products and services.

For instance, one of the things we often do at Coles Marketing is create articles for a client’s website or newsletter, such as gardening tips or planning for the new Medicare investment tax. In this case, a well-researched column of 500-600 words, including attractive photos and useful links, would seem to fall under the definition of “more is more.”


Spare on top, thicker below

And in some audience engagements, people really do want more information than a superficial outline. Medical care and financial investment are two areas that immediately spring to mind.

If you were looking for an OB/GYN or someone to help you plan for retirement, who would you choose: someone with very vague rah-rah type of content on their website and messaging, or a company or organization that demonstrated its deep knowledge base?

Also, Google’s latest algorithms favor lots of subheadings and links, so more content is often better for SEO purposes.

Our take is your initial engagement with an audience should be simple and direct, but give them a pathway to discover more in-depth information about who your company is and what you do. The strategy should be like male-pattern baldness — spare on top, but thicker below.

For example, we recently created an entire new website for a healthcare provider client. Their homepage and navigation are models of elegant simplicity. But you can also go deeper into the subpages and find a wealth of knowledge about various medical conditions.

So in short: give them less, but offer them more. And Coles Marketing can help!


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Huh? The Phrases that Puzzle Us

Did something you did get you “in a pickle” the other day? Or do you have no idea why you could be in a popular side dish? And why do you always “wear your heart on your sleeve?” Wait … Is that even physically possible? If so, it’d be pretty messy.

There are many commonly-used phrases of the past that some people of today may not really understand the meaning of. And future generations will probably really be curious about how you can actually have “a chip on your shoulder.”

Our October BuzzWise Newsletter has an article in it about some puzzling phrases and the meanings behind them — along with some quips from the Coles team. 🙂

Check out the article here, and take a look at the entire October BuzzWise Newsletter here! And don’t forget to sign up for our mailing list to receive future newsletters!


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Content is King in Email Campaigns

Are your e-newsletters stale?  If the answer is yes, you are not alone.  In today’s fast-paced, ever-evolving marketing world it’s a challenge to keep your audience engaged. 

At Coles Marketing Communications, we develop campaigns to keep your audience engaged.  Our philosophy is “content is king,” no matter what the marketing medium

As a full service marketing communications company, we have the capability to research, write, design, shoot video, track email campaigns and keep the conversation going after the campaign has been completed.  We recently rolled out a twice a month email campaign to central Indiana golfers, which offers video tips from the Pro and specials to five RN Thompson Golf courses.  The courses include: Ironwood Golf Course, Winding Ridge Golf Course, Smock Golf Course, Southern Dunes Golf Course and Gray Eagle Golf Course.

Readers are engaged with updated material, weekly specials (offering some of the cheapest golf rates in central Indiana) and quality video golf tips from Scott Morris (PGA Pro) to keep golfers on top of their game.

If you’re interested in receiving the newsletter, visit the RN Thompson web site to sign up.


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