“If you can’t explain it to a six-year-old, you don’t understand it yourself.” – Albert Einstein
In this fast-paced, information-overloaded world we live in, clarity has become a rare and valuable asset. Your customers are bombarded with messages every day, and if yours isn’t crystal clear, it will be lost in the noise.
Consider Nike’s “Just Do It” slogan. In three words, they’ve managed to encapsulate an entire philosophy. It resonates with anyone who has a goal, a dream, or an obstacle to overcome. That’s the power of simplicity.
But how can you achieve this level of clarity in your messaging?
- Focus on the Customer: Your message should be centered on what matters most to your customer. What problem are you solving for them? What desire are you fulfilling? Focus on that, and cut the rest.
- Use Clear Language: Avoid industry jargon and complicated language. Speak to your customer as you would to a friend. If a six-year-old can’t understand it, neither will your busy, distracted customer.
- Have a Clear Call to Action: What do you want your customer to do next? Make it obvious and make it simple. Whether it’s signing up for a newsletter, making a purchase, or sharing your content, your call to action should be unmissable.
- Consistency Across All Platforms: Your message should be the same whether it’s on your website, in an email, or on social media. Consistency builds trust and reinforces your message.
Action Step: Review your messaging across all platforms. Is it clear and consistent? Simplify wherever you can, and ensure that your call to action is strong and obvious.
Remember, simplicity is not about dumbing down; it’s about focusing on what’s essential. It’s about respect for your customer’s time and attention. It’s about communicating in a way that resonates and sticks.
If you want to dive deeper into the art of clear and compelling messaging, check out my book pick of the week: “Building a StoryBrand” by Donald Miller.