On clarity

« Out of the mouth of babes »… they so often say when a child just blurts out the truth. In this case, we should say « Out of the drawings of babes »…

Look at the following drawing handed by a first grade girl to her teacher as a homework assignment. 

when-i-grow-drawing1What are your first thoughts? Not so nice ;-).

Let me explain the whole story behind that picture. 

After it was graded and the child brought it home, she returned to school the next day with the following note:

Dear Ms. Davis,

I want to be very clear on my child’s illustration. It is NOT of me on a dance pole on a stage in a strip joint. I work at Home Depot and had commented to my daughter how much money we made in the recent snowstorm. This drawing is of me selling a shovel.

Mrs. Harrington

Thanks to my friend Andrea T. who forwarded me this picture as a joke. However, after a good laugh, it made me think about something interesting.  We, as marketers,  do not pay enough attention about how our messages are understood by our audience. We assume they understand what we want them to understand. Whether it is online, on TV, radio, paper or even in face-to-face conversations.

I receive and I watch tons of creative ads that are certainly funny or original but,  I am often struggling to identify what is the message the advertiser wants me to recall from its ad.

I am certainly not the only one.

To me,  an unclear message equals noise and waste of money. Did you work on your USP recently?

PS: I will do a post on the importance of having a clear USP in a future post. Be sure to come back.