Have you ever asked someone what they do and the five-minute response left you confused and completely unclear on the answer to your question?
It happens all of the time.
We overcomplicate what we do for many reasons. Maybe we think it makes us sound different or smart. Perhaps because we understand it so well, it seems easy to understand, so we assume others will get it. Whatever the reason, you’re failing to effectively attract new customers and clients if you’re making people think too hard about what you do.
A person’s brain already burns a lot of calories. While making up only 2% of our body weight, it utilizes up to 20% of our energy. The brain needs consistent energy to function at peak levels. Because of this, it’s adapted to save energy when necessary. Our brains have evolved to work really hard at solving problems we’ve identified as important. It disregards information that’s unimportant or too complicated and not a priority.
That’s why people lose interest in complicated messaging. They don’t see the value yet, so when it gets too hard to understand (usually within seconds) they give up and move on.
To get attention and hold interest, your message needs to be quick and concise. We like to say that we want to Keep It Stupidly Simple. You just want to give a potential client a “kiss” of information that answers a few questions: What you do, who you do it for, and how you do it.
How to Structure a Clear and Concise Message That Works
For instance: I’m a divorce attorney who works with high-net-worth business owners by partnering with them to protect their assets and future earnings.
Too specific? No.
You’re stating who is your perfect client. That doesn’t mean you won’t work with anyone else. Simply that this is the perfect client. In person, it’s a conversation starter. Maybe they know someone like this or, more likely, they ask more questions like: “Do you only work with this type of person?”
Of course not! But now you can address it!
Plus, in today’s digital world, you can make a different statement entirely so that online algorithms show the right ad to the right person.
Another ad may say: The divorce attorney for men who value their time with their children.
Any father facing divorce knows how scary it is to risk losing their kids. This message, and some variations, would easily resonate with them. And, again, with today’s technology, you can tailor many messages to single out specific segments.
Other examples:
- The gym for those who are serious about building muscle.
- Lawncare for busy Pittsburgh homeowners.
- We provide dental care in a calm, low-stress environment.
All of the above messages answer what you do, who you do it for, and how (or its implied). In that last one, a dentist may say “The Stress-Free Dental Exam!” but it comes off as a generic tagline and doesn’t provide the feeling that words like “calm, low-stress environment,” do. A Prospective client can put themselves in the situation and feel comfortable before scheduling an appointment.
Here are some tips to KISS your marketing message:
- Keep it short. In person. In your marketing. Use fewer words.
- Identify your ideal customer. You want someone to say, “Hey! That’s me!”
- Solution. Allow the customer to picture or feel what working with you would be like.
- Stimulate curiosity. Make the person want to spend more brainpower learning about you. Suggest how easy it is to get started or work with you. Or how quickly they will see results. Make them want to ask more!
Creating Your Own
To begin, use this format:
I am a ____________ who works with _____________ to _________________.
It’s not set in stone. You may have to take it for a walk with your family, friends, and co-workers. Try it out and see what types of questions arise. Can you get even more specific about your customer or punchy about the outcome?
Bonus Tip: No industry jargon. Speak to the common person. Assume they don’t know anything. As always KISS.
Presenting a clear message in this manner reduces confusion and the thought required to understand your value.
When you make your value clearly apparent in a simple way, you’ll get more clients.