Are you smart enough to simplify?
It’s hard to get to simple but when you do clients love you for it.
Because they don’t have to overwork their brains.
But if you look around it often seems like marketers are trying to go in the opposite direction.
Cute. Clever. Complicated.
You can amuse yourself. You can even win an ad award. But still sell nothing.
95% or more of marketing I see does this. Such a waste of time and money. It horrifies me and keeps me awake at night.
You deserve better than that.
I’m reminded of some great advice from David Ogilvy.
“I don’t know the rules of grammar… If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think. We try to write in the vernacular.”
I advise you to print out and place this quote next to you. Then anytime you’re working on your marketing check it against the quote.
Or to make it even simpler ask yourself this. Am I talking their language?
Well. Are you?