The Power of a Simple Message
Communication is key, so as long as your communicating in some shape or form with your customers, you’re for sure doing something right. Although, how effective is it really if your communicating the wrong way? There’s a million directions we can go with this, but we’re going to start at one very crucial aspect: keeping it simple.
It can be so tempting to try to fit every detail into every communication that you send out, can't it? There may have been times where this is exactly how you have felt: "I have a limited budget, people need to know all the things I could do for them, so they can, well, buy from me! This is my chance!"
The reality is: people have only seconds of attention to give, and they’re simply looking to quickly understand how your message is relevant and how it could benefit them. Although, they also need the chance to learn and get to know you—something that can only happen one step at a time.
The key to a simple message is staying relevant to your audience being clear about what you’re asking them to do in that moment of attention they're giving you.
A Simple Message: The Basics
Finding Relevance
Relevance, above all, is extremely important to keep in mind when creating a simple message. I often equate this process to dating for my clients. When you're new or unknown in the marketplace, it's almost exactly like going on a first date. You generally don't want to tell the other person every single thing about you, about your past, about people in your life or other details. You save those for a second or third or fourth date. You spread it out over a period of time, focusing on a few relevant, interesting points at the start. It's the exact same with consumers and brands. Through figuring out exactly what information is relevant, it allows you to stay on topic and opens the door for your customers to take away what you want them to remember. If you're trying to build a relationship with your customers (the best long-term marketing strategy), you have to go in steps and build toward them knowing more and doing more with you; one step at a time.
Moving Forward
And after that first date, you might hear something like, "So, would you like to go out again sometime?" Their making a point to continue the relationship! The same thing goes with customers. Once they are aware of who you are, what is a logical next step for them? (Remember: One step at a time.) Should they watch a video, subscribe to your newsletter, or follow you on social media? And when they do this next step, what can they expect—what will they get in return? Your second date will have an agreed-upon location, date, and time, right? Set simple, clear expectations and follow through on something customers can do with you.
Google's home page is notoriously simple. While an extreme example, it's abundantly clear what they want you to do here.
be clear
Take your website as an easy place to start. On each page of your site, what is the simple message they're getting about you? It’s important to look at every aspect of your brand—as a message can be much more than simple text. It can include images, video, stories, call to action, etc. Users are asking themselves 'Where am I?' and 'What can I do here?' Are you answering those questions on each page? They may love everything you're saying or showing, but if they don't know what the next step is, most of them will move on and never take action. Be clear, simplify your messages, and pick one main call-to-action for each page.
A challenge for the pod
Ask someone how they would describe your business or product to their friend. Can your message be repeated and easily understood with little context? Do they know the first step in getting to know you? If you ask them to look at your website, do they know exactly what you're asking them to do?
Give this a try and see how it goes! You might be surprised how your message is landing with others. Maybe it's time to simplify and focus on some very specific actions that customers can do as you build a relationship with them.
still lost? here’s a start.
Write out your primary message. Now say it in one sentence instead of three. (If you're already at one, congrats!) This makes it much easier to repeat to others.
Right after your one sentence, briefly state three key differentiating points to which your audience can relate instead of listing every feature of your product or service. This makes it more personal and easier to remember.