Are you saying too much to too many people?
Has your marketing message become a bit like the window of this excellent local Thai restaurant? You can see what happened.
Normally they would simply show whether they were open or closed. A classic rotating sign. Job done.
Then they were takeaway only. Open, but you could not sit in.
They were busy in the kitchen, so they asked customers to ring the bell to collect their order.
Deliveries still needed to be delivered.
They began accepting Deliveroo orders, who are actually taking away rather than delivering.
Then Uber Eats orders arrived too.
Apart from learning that you need to make things ultra clear for Deliveroo drivers, what can we take from this?
As the restaurant tried to communicate with each new audience, new messages were added. As clarity faded, the important messages were repeated, crowding the window further.
There were three audiences arriving at the door. Customers, deliveries and takeaway drivers.
But there was only one essential action. “Please ring the bell.”
What is the most important message you need to get across to all your audiences?
Use that on your shopfront with a clear arrow to your doorbell.
