The document provides tips for creating concise yet effective marketing communications. It recommends interrogating information to identify the most relevant points, prioritizing 3 to 5 key highlights, knowing the audience intimately, segmenting content for different information types, using creative graphics and video, telling stories to inspire in addition to facts, and creating shareable social content. The overall message is that less can be more when it comes to engaging audiences by focusing on only the most pertinent information.

1. LESS
IS
ram kapoor
Executive Director, Marketing & Digital communications

2. WHY?

3. Info overload! No time, patience!
First, attract attention.
Then, show relevant message.

4. HOW?

5. #1: INTERROGATE YOUR INFORMATION

6. DIG DEEP. DISCARD FREELY.

7. DIG DEEP. DISCARD FREELY.

8. BE RUTHLESS.

9. EVEN INCREMENTAL IMPROVEMENTS MATTER.
≠

10. #2: PRIORITIZE, PRIORITIZE, PRIORITIZE

11. DESIGN NEEDS TO BREATHE F R E E L Y
≠

12. #3: HIGHLIGHT 3-5 POINTS
3 5

13. BUT REMEMBER, NOT ALL DESIGNS ARE BORN EQUAL
≠

14. #4: FUNNY THING. WORDS CAN BE GRAPHICS TOO.

15. #5: USE YOUR MEDIUM. CREATIVELY.

16. #5: USE YOUR MEDIUM. CREATIVELY.

17. #6: KNOW YOUR AUDIENCE. INTIMATELY.
≠

18. SEGMENT YOUR INFORMATION – CREATE SEPARATE SPACES
FOR EACH INFORMATION TYPE.

19. #7: THE WEB IS A MOVIE THEATER. USE VIDEO!
http://corp.financialengines.com/helping_you/why_help_matters.html

20. #8: FACTS IMPRESS, STORIES INSPIRE.

21. #8: FACTS IMPRESS, STORIES INSPIRE.

22. #9: GO SOCIAL... CREATE SHAREABLE CONTENT.

23. #9: GO SOCIAL... CREATE SHAREABLE CONTENT.

24. Feel free to reach out:
ram.kapoor@berkeley.edu