Marketing Minute - The Tennis Ball Theory

Throw six tennis balls at someone at once and chances are, they won’t catch a single one. Throw one tennis ball, and they’re almost sure to catch it. It’s the same in marketing. Try to convey too many messages/benefits in your ad and the consumer walks away with nothing. Stay focused on one message and your ad has a chance of making an impression. Add to this theory the fact that most people aren’t paying attention to start with and you really start to see the point. Keep it simple. Keep it focused. Lob it in there and let those who are paying attention, grasp it.