The power of a simple message
Ken Segall is an advertising and marketing consultant who spent 12 years working alongside Steve Jobs at Next Computers and Apple. His legacy includes the ‘i’ naming trend and Apple’s memorable ‘Think Different’ campaign. These days Ken is an advocate for the power of simplicity in business and communication.
It is easy to see how Apple’s commitment to simplicity has contributed to their popularity. From their product names to their advertising campaigns, everything Apple presents is clean and simple. Even if you’re not a fan of their products, we can all learn from Apple’s example.
As Ken says, when you do something simple in a complicated world, it stands out. If you’re in a room full of business people who are spruiking themselves and you can simply communicate how your service benefits a potential client, you will be remembered.
If you can present a new idea at your workplace in its simplest form, it will be easier to get your colleagues on board. If you can highlight one main benefit, instead of overwhelming your audience with a laundry list of features, people will take up your product because they know exactly why it will help them.
While Ken has a wealth of knowledge, these three tips will get you started on the path to simple.
Use real language.
Speak to people like they’re people! This one is common sense but it’s often lost in a world of technical specs and jargon. But how would you explain your business to your friend who is outside the industry?
Pare it back.
Apple reportedly uses Picasso’s The Bull to demonstrate the power of paring things back to their essential components, showing that even a simple abstract drawing can still effectively convey a bull. When it comes to presenting your business it is easy to let the excitement take over and overwhelm with details. Whether it’s your elevator pitch or a description of your new program, spend some time whittling it down to the fewest number of words that will effectively convey your message.
Focus on the benefit.
Choose the one thing that your ideal client will love and share that (in simple, human language). As with jargon, it’s easy to fall into the trap of talking about what you love about your business, but that isn’t always what your client wants or needs. Understand what will help them and offer it up in a small number of words they understand.
My challenge to you is consider your own message and business in light of Ken’s advice. What is one thing you can implement today that will put you on the path to a simpler offering?
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Want to know how you can learn to better articulate how you change your clients’ lives? Book a discovery call with our founder Kerryn Powell.
Kerryn is brilliant at facilitating deeper connection and authentic conversations. With over 30 years of experience in building networks and communities, Kerryn understands that in this ever-changing business landscape, it has never been more important to connect with the right people to build trusted and profitable relationships.
Kerryn works with business owners and professionals, to make sure they are having better conversations that articulate their value .
