So often, our efforts to outshine our competitors result in overselling ourselves. We attempt to position ourselves as experts in our field and confirm that position by using complex language and industry-specific terms. We try to impress rather than inform, and we end up with a message that is more confusing than compelling.
Clients often tell me they don’t want to “dumb down” their message. “If people don’t understand our product, they’re not our target customer anyway.” Well, I don’t know how a refrigerator works. But I definitely need one. And when I buy one, it’s not because a refrigerator expert gives me a lesson in refrigerator technology that optimizes cooling and tells me when I should buy more fruit and less ice cream. It’s because someone I’m comfortable with introduces me to a reliable machine that keeps stuff cold.
Simplicity is not a sign of stupidity. It’s a path to clarity that truly engages listeners and moves them to the best possible response, “Tell me more.”
Let’s talk about making your business’ message simply amazing. Contact The Wordsmith today!