There is a somewhat famous Albert Einstein quote that goes: “Make everything as simple as possible, but not simpler.”
I think the application of that thinking to marketing, and more specifically marketing messages, is crucial, now more than ever. Confusion breeds caution and caution breeds no sale. No matter how complex your solutions are you must find a way to communicate them in very simple terms – terms that make it very easy for the prospect to jump directly to results.
There are two very important paths that one must develop in an effort to simplify their business and brand promise – message and process.
Your core message should be simple, clear, consistent, and buzzable. One of my favorite examples of this strategy is a St. Louis entrepreneur by the name of Scott Ginsberg – Scott, or Hello My Name Is Scott as some know him, has done the same simple, clear, and buzzable thing for 3000 + days and it is his business. (Go find out for yourself!)
Your process should be simple, clear, consistent and visual. By process I mean, generically, how someone gets the results they are after through your product, service, or engagement. For some, it may be an actual mappable set of steps that makes explanation of “how you work” a simple affair. For others, a diagram of success might help tell the story. (Two books on this subject you might check out – The Back of the Napkin – Dan Roam and slide:ology – Nancy Duarte.)
Here’s the diagram I use to demonstrate the components of a Duct Tape Marketing system and marketing plan. I keep working on it trying to get it down to one or two words, but not simpler.