Strategy

Simplicity is always the key to getting the message

Often the simplest messages are the best, even when you are trying to communicate incredibly difficult concepts.

So think about how you can break everything you do down into simple language and you will see a remarkable turn around in the success of your communications. 

Think about the best slogans or messages:

  • Nike - Just do it.
  • Cancer Council - Slip. Slop. Slap
  • Liberal Party  - Stop the Boats.

It doesn’t matter whether you are selling a product, an idea, a political party or a concept - simplicity always works best.

Now, think about your business. How do you get to simple, so that you can communicate better? 

Here is one way that I have found works well for me. It needs to be done over a few days to get the best results.

Start by writing down what you do as a business, what your product is designed to do, or what concept you want to convey.  Everything needs to be put down on the page. No detail should be left out. 

Make it as detailed and fulsome as possible.

Do this without editing it in any way. 

This may be a long and complex document and may be full of jargon or very technical speak, but that’s ok at this stage. Getting the whole story on paper is important.

Now, start to take out the unnecessary words, edit the sentences to make them simpler. You should be able to at least halve the content from your original exercise. 

When you have done this, walk away for a day at least.

A day or two later, look at what you have got. Can you group ideas together, are there two or three key themes. Find them and group the simplified messages into these groups.

Finally, order the importance of these themes and you should have the basis for some simple messages that can effectively deliver you success.

CONVERSE

Having the 20 most powerful nations’ leaders land on our doorstep in November can be a boon to your business, if you manage it right.
Read More>

Your brand is the soul of your business. It's time to invest in its future.
Read More>

Often the simplest messages are the best, even when you are trying to communicate incredibly difficult concepts.
Read More>