May 2004

Don't make your readers work for your message. "Make everything as simple as it can be," said Albert Einstein, "but not simpler"... "Simple is good -- and it gets results"

Simplicity... Seems elusive in our complex world, doesn't it?

"Make everything as simple as it can be," said Albert Einstein, "but not simpler."

That's a broad statement--and when used as a guide in marketing--one that carries great power. The fact is you're much more likely to be understood--and to get the response you want--when your message, your offer, your call to action are all simple.

But perhaps even more importantly, you're more likely to get your message read. In the deluge of information and messages we encounter every day-we-get-out-of-bed, it's hard to single out which messages are important to us--that might bring some welcome addition or improvement to our hectic lives. We need help; we need filters. We need simple.

A participant in my recent workshop Writing for the Web asked, but don't we run the risk of insulting the more experienced readers by simplifying our message? A valid question.

Einstein's got the answer--"...but not simpler." No one among us objects to saving a little time and effort while getting the information we need. We don't want to work any harder than we have to. So in most cases if you have something important to tell me--and so does this guy over here--but you start giving me the history of the product and the number of installations, and the blah, blah, blah, and the other guy tells me, Hey, you don't have to buy any additional pieces--you get it all for one low price!"--who the heck am I going to listen to first? Who would you listen to first?

Yes, sometimes engineers, scientists, doctors and lawyers are drawn to complex-looking material. But that's conditioning. They are people, too, just like you and your customer, and they don't really want to work hard for their information if they don't have to. So find out what they really care about in all the gobbledygook, then convert it to a simple explanation of why they would want to use this product. They'll pay attention.

If you're like most people, you'll listen to the person who makes sense to you first--the one who lets you know right away "What's In It For YOU." So, do your customers and prospects a favor--give them marketing messages that help them filter out the unwanted. Make sure they get simple, clear, reader-oriented messages. Then you'll be sure to get first dibs on their attention.

Sincerely,
Barbara

Good wishes for a happy Memorial Day holiday to our U.S. readers. Freedom is precious; thank you to those who have given so much to defend it.

Some of what’s going on at ReallyGoodFreelanceWriter.com:

• Presented my half-day workshop on "Writing for the Web" for participants at Cleveland State University.


• Posted recently at Blog for Business on how simple works when thinking of marketing ideas


• Helped a mid-sized Cleveland manufacturer design a dramatic new approach to its advertising.


• Created totally fresh copy for a small design company's web and print materials for a manufacturing customer.


• Learned the trials and tribulations of med-tech companies in Northeast Ohio at a Crain's-sponsored program.


• Did a reality check at Progressive Insurance where a usability expert from Compuware explained the "cognitive walkthrough" (definition: common sense) method of testing your site's user friendliness.