One of the hardest challenges in our business is simplifying our client’s message to its core emotions and values. It sounds so simple, and so many think they can do it for, and by themselves. It’s more than a challenge to focus on the simple value of a product or service, than address the complexity of the market environment, and the barrage of messaging customers receive every day.
In 25 years of helping people craft and deliver their company’s message, there’s one simple, important step that is often passed by. Simplifying the message. Stepping back for a moment and saying with intent – How can we make this simpler? Then start stripping away at each and every word and thought until you find the very core basics left.
I can guarantee that your target audience will not only be more responsive, they’ll consider your message a welcome lifeline in a sea of complexity. What is most confusing to them is a result of giving them too many options at once, then not clearly helping them make a choice best suited to their specific needs.
In order to be simple, you must first go to the extremes of complexity – and peel back the hyperbole and marketing speak until you reach the core message that speaks to solving your customer’s problem – or enhances the basic values of their everyday lives. Then…the message will resonate like none before.
The difficulty is in taking yourself out of your current thinking – and stripping away the constructs you’ve built about your product or service that you’ve convinced yourself is exactly what your customer wants. Your perspective counts, of course – but your customer’s counts more. Without polling or engaging them one-on-one, you’ll only guess at how your brand is perceived – and how best to communicate what can best be sold.
No matter what stage your brand development is currently in – whether a start-up or an established product or service – you’ll be well served by taking a moment to step back, and simplify your messaging.
If you’re challenged in doing that by yourself – call on us – and we’ll help you through the process to your success.