Less Can Be More in Marketing

Less Can Be More in Marketing

The tease for 60 Minutes extended interview with Donald Trump is clever.

Less Can Be More in Marketing:  Takeaways

• Succinct
• Persuasive
• Clever use of a short soundbite:  “60 Minutes” reference by the new president himself
• Showcases the exclusive
• Conveys attitude with “Where else?”

Viewers have short attention spans.  Especially when it comes to commercials.  Some promo producers like longer spots.  But when we test promos with viewers, if they’re not hooked in the first few seconds, they don’t stick around.

About the Interview

After frequently deploying his controversial Twitter account over the last year to wage his White House campaign, President-elect Donald Trump is now promising to be “very restrained” with his use of the social media platform while in the Oval Office.

“60 Minutes” correspondent Lesley Stahl, in an interview to air Sunday on CBS, asked Trump whether he would continue utilizing Twitter as president. Trump replied with this: “I’m going to be very restrained, if I use it at all, I’m going to be very restrained.”

“I find it tremendous,” he said of the social media platform, which he credited for winning the White House race. “It’s a modern form of communication. There should be nothing we should be ashamed of.”

If you or your staff are challenged writing tight promos, contact me.  Over more than three decades, I’ve consulted media companies on creating video promos that hook viewers:  bob@kaplitz.tv.