Complexity is easy; simplicity is hard. There is a lot of noise out there. If being simple were easy, everybody would have mastered it. That’s a great thing; when your competitors are convoluted, simplicity sets you far ahead of the pack. Whether it’s your offerings, your service, all the ways you engage with your customer or your marketing messages, simplicity gives you a big advantage.
Complexity alienates and destroys value. People have enough of it every day. Customers are busy; they don’t have time to sift through noise to dissect what you really do and how it applies to them. Simplicity streamlines customers’ (and prospects’) lives and respects their time and money – that makes you stand out! Companies that offer products and services based on technology are especially vulnerable to the complexity trap. You can’t explain complexity with more complexity. Rather, the only antidote to complexity is simplicity. Simplicity takes work. There is elegance and efficiency in simplicity; and keeping it simple makes it easy for customers to do business with you.
So where do you start with “simplicity” summer cleaning? Outline or map out everything (and I do mean everything!) you do in marketing. Then ask, “Where can I simplify?”
Leverage social media tools and good, old-fashioned human conversations (yes, these still work!) to vet products and services. Not using your engaged customers as a market research panel? You should be, as they can lower your research cost and product risk. They can tell you if something works before you go down a certain road, or tell you if your current offerings aren’t working. Focus on your high-end customers, especially. Social media tools aren’t just for communications; they can help you better understand usage patterns, needs and wants, and that makes them ideally suited for getting at great information that can help you streamline your business interactions. Still, they must be used together with human touches. Those touches can get at information that other approaches can’t.
Have you ever walked down the bottled water aisle at the grocery store and wondered if a brand really needs dozens of varieties of water? Companies segment to reinvigorate margins and profits – it’s the product life cycle in action. However, more choices mean more complexity for the customer. Examine your offerings. If several overlap and benefits are unclear to prospects, simplify by repackaging into fewer options. You’ll likely see margins improve as well. I’ve done this recently, and it has made a difference.
What are all the ways you engage with your customer? Track all the ways you touch your customer or prospect. Map out your experience flow. Look at ways to simplify and add value for your customer. Too many unnecessary touches can actually reduce value. For example, I worked with a company where each division conducted separate market research projects on the same customers. That often meant that customers would be asked to fill out surveys four times a year. Is that really necessary? No. Consolidate into a single touch that respects your customers’ time and is likely to yield better data for you. If touches add value separately for your customer, keeping them separate makes sense. Often times, however, we’re thinking about our own convenience when we should be considering that of our customer base. Touches should be meaningful to your customers and prospects, first and foremost.
Look at all your marketing channels – all the ways you get to your audience. Call your own phone number. Does it go into a black hole, or are calls routed appropriately and returned? Does it have an outdated voice mail message? (I am guilty of this on occasion)? What about your inbox with online leads – what outgoing messages to people get when they submit a query? And, what do you do with that lead? One client set up an inbox to track incoming leads through the website. What did they do with those inquiries? Often nothing – leaving customers to have to find other channels to get the help they needed. This adds complexity, creates a poor customer experience, and doesn’t benefit the company. Make sure that the touches you keep – whether newsletters, social media, or emails – offer something that makes a difference to prospects and customers. The key is quality “touches.”
Look at all of your communications. Are they simple to understand? Are they consistent? Streamline your message, and make sure your channels are integrated into a content network that reaches customers easily. That means that all channels talk to each other – that’s where the multiplier effect is.
Be sure your language is clear, simple and compelling. Cut out jargon. Jargon is like a bad restaurant experience where no one is really served well. It’s lazy and that is why we over-use it. We don’t have to think. Here’s the rub: when you use jargon, you end up sounding like everyone else with no unique voice. So dare to be different by being simple.
Here’s a quick litmus test: can you articulate the essence of your business in ten words or less? You should be able to. It’s not easy – and that’s the beauty of it. It will take you a number of iterations. Mine did and I’m still evolving it. It’s a work in progress. This exercise forces you to distill your value into a simple statement. Simple is memorable. For example, here’s my statement: “I help organizations turn marketing-speak into human stories that connect.” Get rid of “inside” language that you use internally because it won’t be meaningful to customers. The detail of “how” you get results for clients doesn’t matter at the highest level – the results matter. Ask for feedback. Rinse and repeat! Hang in there.
Knowledge and expertise is a double-edged sword. It’s fantastic to have a number of things under your product umbrella, and to want to share that expertise. However, you can’t hold your customer or prospect hostage while you explain – verbally or in writing – everything you offer. An elevator pitch should focus on one idea; I mean a 30-second elevator ride, not 30 stories heading up the Sears Tower.
Simplicity takes commitment. Yet, think for a moment how much complexity can cost you. Most people won’t tell you if you are convoluted, so get ahead of the curve and ask your best customers.
Coco Chanel, the great fashion designer had it right: before you leave the house, take one item of jewelry, clothing or an accessory off. Like great fashion, less is more when it comes to great marketing.
Keeping it simple benefits your customers and you. That’s the simple truth. Can I get an, “Amen?!”
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