Did you ever read any stories about Simple? He was a character created by Langston Hughes, and the stories were published in a segregated black newspaper in Chicago in the 30′s.
The stories are important, but not any more than Simple himself. He is the story, breaking through everyday life’s roadblocks with that particular brand of common sense that makes the rest of us say, “Why didn’t I think of that?”
Simple could teach marketers a lot. A message that appeals to the “well, of course” reaction in us all. Something simple- that’s what’s called for. Here are 5 reasons why that works.
1) Simple messages are easy to understand. If it requires explanation, we’re lost. A clean page sends a powerful message. Get to the point already.
2) Simple messages are easy to read. This is the difference between you average local law office spot and a Nike ad. Everyone knows what both are, but who’s really leveraging that preexisting knowledge?
3) Simple messages are clever. People hate change, but they really appreciate something different. You can say a lot with a little, but you have to choose your words wisely.
4) Simple messages introduce complex ideas. Go back to the google example I linked to. The algorithm they use might be one of the most complex pieces of code ever engineered. How did they present it? With their name, and a search box.
5) Simple messages are sticky. I recently read Made To Stick again (pick it up- it’s required reading on this subject). As the Heath brothers put it, simplicity isn’t about dumbing down- it’s about getting to the core of your message. People are more apt to remember you if you can simply convey who you are.
If you have to explain everything about what you do, your message is lost. People can’t remember everything about you. Make it simple.
What are your ideas about simplicity? Share your best example with us- I’m definitely interested in hearing about simplicity in all its forms…
Tags: content, content marketing, writing