We know from experience that keeping communications simple always achieves the best results. However, finding ’simple’ can be a complex and challenging process.
Of course using simple language in your brand marketing requires you to have a clear understanding of your brand proposition, but it also requires you to have enough confidence to stand out from the crowd and not to hide behind a wall of jargon and dry business-speak.
That sounds simple enough you may think, but it’s amazing how many businesses fail on both counts. And this is strange given that when we become consumers we know what appeals every time: simplicity and readability. I always follow the rule, if you wouldn’t say it don’t write it (have you ever written to a friend in bullet points?).
Imagine you’ve been handed a company brochure and you are about to open the cover. What you be your answer if at that moment the person handing it to you ask you the following questions:
Would you like there to be more copy or less?
Would you like pictures to tell the story?
Do you like to read bullet points or be told a story that engages you?
I know what I’d prefer.