3-Second Test You Must Take

For any printed marketing--and even some electronic marketing--be sure you take the Three Second Test. Place the piece at a distance a potential viewer would see the material and count for three seconds.

Now, ask yourself: what message is communicated?

If the primary marketing message can be communicated within three seconds, your piece is solid. If more than one message is coming through during the timeframe, you may be trying to do too much.

The worst result of the Three Second Test is if you cannot articulate any message from your piece. In this case, you should probably start over and refocus on the primary message.

Now this test doesn't work for everything. A sales letter, for example, requires a bit more. The test is best for print ads, flyers and direct mail. It can also work for banner ads and e-mail blasts.

Regardless, the idea is clear: any marketing piece needs to get to the point clearly and quickly. Boil down your communcation to one clear and concise primary message.

Move your business to the next level with the Three Second Test. You will be challenged but you will achieve results.