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May 29, 2009 by Mark MaierARIA Radio posted Part 3 of their Radio 101 series, it focuses on keeping it simple....
"Simplicity is often a forgotten principle of sound communication. People are far more likely to remember a single-minded proposition. The lengthier and more complex any communication becomes, the less likely that anything will be retained.
In advertising, as in any human communication, less is more. Throughout history, the world?s greatest communicators have observed this dictum. They?ve been gifted with the ability to distil often-complex notions into simple, and nearly always emotional, one-liners. It is also the distinguishing hallmark of all great enduring advertising campaigns. The skill in achieving simple expression is only exceeded by the skill in resisting the relentless pressure to be complex."
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