Stupid Simple

Are you always clear when you go to a website what that company does? Is it obvious what business they are in and what exactly they sell or what problem their product solves? For me, it’s often not very clear. It is as if the person designing the site doesn’t realize that I am not in their head. Stupid simple marketing rules.

I like when things are so stupid simple because marketers often forget that a new prospect may be clueless about what you do. They might stumble upon your site, and you have about seven seconds to explain your value proposition. Think of Denzil Washington’s role in that movie Philadelphia, where he asks Tom Hank’s character to explain it to me like I’m a six-year-old.

Can you explain it in terms that eliminate the need to hunt for information? If I want to reach you, is there a big button that I can click to get my problem solved? Are you telling me a clear and easy story to follow where the words and pictures say the same thing? Are you explaining to me how a clock works, when all I need is the time?

Your message should be so clear that I see you like a painkiller, who can eliminate what ails me?

Overwhelming Complexity

A new client in the retail bike industry needed some marketing advice. She approached me last month to review her website and to help improve their communications. I spent more than one hour trying to understand what business they were in, what services they provided and how to get help. They dumped so many technical papers, links and articles in my lap that their website was like an anti-marketing device meant to confuse the reader. Most of their links sent me off of their site, so I had to find my way back to their home.

What customer is willing to spend an hour wading through this wasteland? It was like being dropped in a new city without a street name, a sign post or any directions.

Post-It Process

We went through an exercise to help guide the redesign of her site but also to help her refine her messaging. I had her answer five questions on a little post-it note so she couldn’t write too many words. The little pieces of paper helped her think before she wrote.

In one sentence, tell me what is the primary business service (or product) you sell? You may do ten things, but what is the particular business function that represents the majority of the opportunity you want to attract through your marketing efforts?
In one sentence, explain the problem your service or product solves.
In one sentence, tell me how you make a customer feel after they work with you and you solve their problem.
In one sentence, tell me why you are better or different from your primary competitors. It is very helpful if only you provide this feature or service.
Tell me who specifically you want to reach.

A Simple Statement

It comes down a simple declaration.

I can help a customer (define who that customer is) who has this problem (define the problem you solve) by selling them this product or service. (Describe how your solution works to solve the problem). It will make them feel (express the emotion).

Example: We repair expensive racing bikes that no longer work at peak performance. By using our twenty-three point check-up and our proprietary brake lubricant, you will feel like you just took your bike out of the box it came in when you first bought it.

Once you crafted this information, your website (or other communication) should focus on delivering this essential message. Crafting that statement takes time but it will become the anchor to your communications. The graphics, visuals, copy, pricing and navigation are all framed by this precise message.

Take the Test

Invite ten people who you want to sell to spend fifteen minutes on your website in exchange for a small donation to a charity of their choice or a discount off of a service or product. After the fifteen minutes are over, ask them to complete a short online survey (test). If most of the viewers fail, you need help. How will you make sure your main marketing message is received as intended?

It should be as easy as riding a bike.

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Need help with your communications efforts? Are your tires a bit flat? Call or email me to set up a time to talk.