When you try to sell any product, idea or message, the simple thing is a good strategy of marketing to achieve this goal.
Observe the following video:
[Source]
Think about it …. Which are the main characteristics of the laptop that it is being publicized? What are their attributes?
In this advertising, Apple tries to publicize his product in a very simple way. In fact, there are no specifications of which if the MacAir laptop has a processor of last generation, if it is the most powerful processor of the market or not, neither which is the capacity of RAM memory, or if the graphical card belongs to such-and-such model, or if the hard disk is so many Gigabytes or Terabytes. The message here is very simple; you can have one laptop so thin that you can place even in an envelope.
The final objective is that clients think or give all his attention in this particular idea.
Remember when something is difficult itself to communicate probably the better thing it is to go away for the simple thing, the complex ideas tend to confuse the public and it does more difficult getting attention needed on behalf of our hearing. It is important to think about an alone thing, or probably two attributes, the most important ones, and try to communicate these ideas in a simple and effective way. It is the key of success.
Best regards to the whole community,
leovidalm