I call it - “I bought a new board game, let me explain the rules”, but out in the wild it’s known as the Cognitive Load Theory.
Ever zoned out when friends explain a new board game's rules? That's exactly it.
When there’s too much on the table (literally in this case), your brain becomes overwhelmed. BOOM! Confusion, indecision, and decreased performance comes into action.
Now picture someone feeling this when they see your Meta ad. The multi-step offer you have? Might sound easy to your marketing team, but Beth is already zoning out. That loyalty program with a complex points system? Luke ain’t got time to read your T&C.
Make it simple. Make it short. Make it effortless to understand. Clarity in marketing helps to captivate your audience.
Thus, before launching your next campaign think, am I sure our audience won't feel like we're about to deep dive into "Warhammer 40,000: Conquest"?
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