Why your marketing message needs to be simple enough that a sixth grader understands.

January 10, 2012 in Branding, MAGAZINE, Network Marketing Tips

    I was talking to my dad a few days back and he was telling me how it would have been cool if I studied medicine and became a doctor, and we would have three doctors in the family.  I said look Pops, that’s what I call him, you wish playboy.  You just want us get together and talk smart people talk.

    Not happening.  I remember he would take me to his doctor buddies homes when I was younger and they would have conversations that you would need a dictionary and an encyclopedia to understand.  He would say things like species of identical plumage, congregate and close proximity.  What?

    In sixth graders language, that means bird of a feather flock together.  I would say to him, “why didn’t you just say that instead?”  So it’s safe to say that you will never read an article on new billionaires from my dad because it will go over all of our heads.

    So here’s my point.  A lot of you are smart and extremely knowledgeable about the products and services you provide, but the customer isn’t.  Do you ever stop and think for a second why Apple and Steve Jobs were so successful, especially during their product launches?  Steve Jobs would always promote the product in terms of a sixth grader language so the customer would understand.  Rather than him saying the new Iphone has 35 gigs capable of high resolution video conversion and 45 mpsg’s that encapsulate the files in gigahertz, who understands that?

    He should say something like the new Iphone can hold up to 5,000 songs, and you can take a picture underwater.  How simple is that?  It’s about keeping it simple stupid.  Now this method of keeping it simple can give you a lot of flak from other so-called professionals in your industry, but who cares if your customers are happy.

    Now a really cool dude I know and fellow entrepreneurs saw an ad that we did with me giving Keril rabbit ears.  We all can agree that’s extremely silly right?  So he sent me a message expressing his concerns. His thoughts where “A company where one owner is giving the other owner bunny ears is not going to get the look you want.”  I thanked him for sharing that because I think that he has our best interest at heart.  But here’s what the ad did for us the same day he sent that message.

    It was our highest converting ad of the day.

    The reason that ad worked so well was because people can resonate with business owners who are running businesses and still having  tons of fun doing so.  Once your message starts to show people how smart you are, people start to feel a disconnect from you and what you stand for.

    Alright folks, that’s all I have for you today.  Now I want to hear from you, what are your tips and strategies to resonate with your market?  Leave a message in the comments section and click on the like button, and let’s make this thing go viral, you dig.

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