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The Power of Simple Messaging

The Power of Simple

In complex and competitive B2B industries such as financial services, technology and healthcare, brands are struggling to differentiate themselves. The market is inundated with established companies and newly launched start-ups offering seemingly identical products and services. In response, many brands fall into the trap of complex messaging; inflated language, buzzwords, and laundry lists of technical proof points, to stand out and demonstrate their point of difference.

In reality, this approach often compounds the problem. The good news is, there is a better, simpler way.

The word ‘simple’ is often misunderstood to mean ‘basic’ or ‘dull’. However, this notion couldn’t be further from the truth. ‘Simplicity’ is defined as ‘a quality of being easy to comprehend or execute’. To create simple messaging means to create intelligent messaging that communicates to the customer exactly what they need to know, at the right time and in a way they understand.

So why is simplicity so important?

Humans are naturally drawn to solutions that are easy to comprehend, straightforward, and effectively resolve their problems. When faced with too many variables, customers can become less certain of their ability to make the right decision. This increased cognitive burden leads to biased decision-making and a preference for the easy and simple option (which often results in sticking with familiar providers).

Embracing simplicity is therefore a powerful way to stand out in a crowded complex market. This is validated in Siegel and Gale’s research which found a significant 76% of customers are more likely to recommend a brand if it offers a simpler experience or communication, and an impressive 57% of customers are even willing to pay a premium for such streamlined experiences.

So how can you make your messaging simple?

  • Think customer first: Understand what your customers need and address their problems directly. Avoid overwhelming them with unnecessary details; instead, provide the essential and relevant information right away. Clearly communicate why your solution stands out and how it can benefit them. Not sure what your customers really need? Research, both primary and other forms, are excellent ways to uncover and validate the messaging which will resonate.
  • Trim and Reduce: Eliminate fluffy, obscure language, and inflated words that only complicate your message. Achieving simplicity requires ongoing refinement. Continuously ask yourself if your message could be simpler.
  • Stories, not facts: People remember stories better than facts. Rather than bombarding your audience with technical proof points, convey your message through a compelling story or metaphor. Straightforward storytelling simplifies complex information into a narrative your audience understands, increasing brand recall.
  • Remain consistent: Consistency is vital for simplicity to work. Repetition over time reinforces the impact of messaging on potential customers. Avoid frequent changes in your messaging, as this can hinder the development of clear brand perception. Instead, maintain a balance between creating distinct and unexpected creative while retaining familiar brand elements and messages which reinforce your positioning. This approach encourages both recall and recognition.

Whatever you want to achieve, embracing simplicity in your messaging is a great start. Keep these four considerations in mind and you’ll be well on your way to resonating with your audience and distinguishing yourself competitively.