the power of simplicity in marketing

Anyone who has talked to me about marketing or has read my articles, ezine, or blog, knows that I a fanatic about making marketing simple. What I mean by simple is that your marketing words make it very easy to understand what your product or service does and how it benefits a person. I believe it is just about impossible to make your marketing message too simple.

Here is an example for a marketing firm pitch:

Version 1: We have developed a new marketing communications paradigm that leads to greater mind-share among target market demographics while driving a positive revenue model.

Version 2: Our marketing helps you get more customers.

Guess what? Confused people don't buy. If a customer has to read your product pitch 10 times to just begin to understand what the hell you are talking about, your marketing words ARE TOO COMPLEX! Nobody will buy from you.

The most important part of marketing is making your message very simple to understand so people easily understand what your product or service does and what is the number 1 benefit.

Here is another reason why you need to make your marketing very simple to understand. Referrals. Word of mouth advertising. How can a person refer your product or service to a friend if they don't understand it. If you look at my two examples above, which one do you think people will understand and be able to communicate to other people? Obviously version 2. Therefore, it is vitally important that your marketing is very simple to understand so people can talk about it. It's a heck of a lot easier for a person to say, "hire this marketing firm because they will get you more customer" than it is to say, "hire this marketing firm because they have developed a new marketing communications paradigm that leads to greater mind-share among target market demographics while driving a positive revenue model."

I mean, DUH! But you would not believe how many clients come to me with a super complex marketing message that nobody understands...and they wonder why they are unable to get any customers from their marketing.

So, once again I am reminding you to make your marketing very simple to understand. The more simple, the better. In fact, dumb it down to death. And try this. Have a 10 year old kid read your marketing message and then ask that kid what is your product/service and why would anybody want to buy it (the benefit). If the kid can't answer your question, your marketing message is too complex. Dumb it down it some more. People don't have time to figure out what you do. As a marketer it is your job to make it so simple that a person can hear about your product/service one time and completely understand what it does and the benefit it offers.

So, can you in 10 words or less describe your service and its major benefit? If no, your message is to complex. Get to the point and dumb it down.

Peter Geisheker, CEO
The Geisheker Group marketing company
http://www.geisheker.com
(920) 471-163
"We don't help you compete, we help you dominate!"

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