James Dean was a man of few words, and it showed. When he made a point (“You’re tearing me apart!”), you knew it. No questions.
If you know what your point is, here’s what you should do:
Put it at the top. First. Up front.
In practice, it’s tougher than it sounds. Most people (and too many marketers are included in this group) aren’t comfortable writing or designing this way. There has to be some pre-get-to-the-point staging for them.
This is especially true when given a canvas such as the web and a palette like web design. So many options. Businesses get tempted to throw everything up on a screen to see what sticks.
Everything is a terrible option. When you choose everything, what you neglect is focus. Instead of having a point, you have a blob. If your blob is big enough, yes, you can take over the world with it. Just like in the movies.
You’re not the blob. You’re not trying to take over the world. Your business can’t use that method, so you have to focus.
But isn’t that a brilliant paradox? The more you try to say, the less effective you are at saying it. It’s an old adage, but sometimes it just hits you over the head.
Those are the times you should listen.
James Dean said more in the back of a convertible with a cowboy hat pushed down over his face than most people will say in a lifetime.
Less is more. Choose your words carefully.
