Marketers are creative people. We’re storytellers. We try to find new ways to grab attentions when attentions are hard to grab.
But our customers are humans and humans don’t have a lot of brainspace to give to any one message. They’re not some next-gen processor that can handle a firehose of information, they’re more like the brain in my TI-82 calculator that can do some impressive stuff, but only one thing it a time.
It’s why one of my favorite marketing principles is:
Clarity trumps persuasion.
Persuation sometimes overcomplicates and delivers a message that takes more bandwidth to process. Clarity, on the other hand, strips away the fluff to be sure the message is received, consumed, and understood.
And that’s exactly what I love about Epic’s new mobile pass launch video.
It’s not some clever story, it’s simply someone walking toward the mountain, pulling up their pass on their phone, putting their phone in their pocket, and having that phone successfully scanned at the lift. Then getting scanned again and again and again to drive home the point: you put your phone in your pocket and you’re done.
There’s no missing the message. There’s no getting bogged down in a clever, but possibly distracting setup. There’s no fluff. It’s clear and simple with a well-designed layer of repetition to help it sink in.
And making sure that the main character in this story was wearing a kit that was pretty dang close to the Epic brand orange? That was a nice attention to detail to give the video a little extra brand recognition and flow for the viewer.
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