As a marketer, you must become a lifelong student of the following two things:
(1) your market and (2) human nature.
Now, here’s something about human nature you should pay more attention to.
It’s this: People subconsciously seek simplicity. People are busy, stressed, and they want simple solutions for their problems.
That, my friend, is why I’m always bending your ear about simplicity. It’s that important. Plus, I suspect some of you have the attention span of a gnat, so it can’t hurt to be a little redundant from time to time, now does it? Whatever.
Now perk up and listen closely:
If you can make life more simple for your clients and customers, you will always be a welcome guest in their lives. Now, here’s something else: when it comes to simplicity…
… You Can’t Overdo It!
Think about it.
If you provide a brain-dead simple solution for your clients and customers, do you really think they will bitch and moan and say, “Ah, dammit, this guy just makes everything too simple, too easy, and too effortless. I’m sick of it!! I wish he would make it more difficult!”
Of course not.
People want simple solutions and they want them dished up in a simple and straightforward manner. Did you catch that last bit? Yes, simple solutions explained and delivered in…
… A Simple and Straightforward Way!
Sadly, most business owners overcomplicate everything. I’m talking about confusing websites, confusing job titles, confusing sales pitches, with confusing product descriptions. You know, the average business website has so much incoherent babble it would confound a cryptologist. I’m telling you, Gary Busey tripping on mushrooms could write more coherent sales copy than the crap that’s on most websites.
Now, know this:
Confusion is like quicksand to the human mind. A confused mind is a mind that’s stuck in a swamp of indecision. That’s right. A confused mind can’t make decisions. You know, there are a LOT of great products and services out there that get passed up simply because they are not marketed in a clear and simple way.
Bottom line: A confused prospect will not buy.
Now, Harken unto me. Papa Maverick has a law. It’s, of course, very simple:
Thou Shalt Not Overcomplicate!
Look, in theory, that law may be simple as pie, but putting that law into practice is hard as hell.
It’s almost like we are hardwired to overcomplicate stuff. Now, don’t you underestimate (like most people) how very hard it is to override this natural tendency.
Hey……… am I just shouting into the wind here?
Do I have to quote a prominent figure for you to finally realize how important simplicity is?
Well, if that’s what it takes to get it past your unyielding and tireless bullheadedness, that’s what I’ll do. Ah, well, I guess the following proverb is true: Only with his subscriber list and in his own house is an email marketer without honor.
Okay, I hereby give you (begrudgingly) the following Steve Jobs quote:
“Simple can be harder than complex: you have to work hard to get your thinking clean to make it simple. But it’s worth it in the end because once you get there, you can move mountains.”
Now, if you own my 24 laws book, I suggest you go dust it off, find a cozy chair, and turn to the chapter titled: The Law of Simplicity (it starts on page 123)
If you don’t own the 24 Laws book and are wondering if it could help you drag in more dollars, then you can check it out here: https://kelvindorsey.com/24-laws-sales-page/
Your friend,
Kelvin
Email Marketing Maverick
