Stop making your prospects' brains burn extra calories

Think about the last time you visited a website and couldn't figure out what the company actually does.

"We're a dynamic solutions provider leveraging synergistic opportunities..."

"Our innovative growth-hacking framework optimises..."

(I still have no idea what either of those mean 🤔)

Here's the thing: your potential customers are already juggling countless decisions and being bombarded with information.

The last thing they need is to burn mental calories trying to decipher your message.

That's why we as business owners need to do the heavy lifting:

• Every hour we spend clarifying our message is time our prospects don't have to spend figuring us out
• Every word we refine is energy they can dedicate to making a purchasing decision instead

Over the last two weeks, we've worked on understanding our customers and crafting clear One-Liners.

But sometimes we still slip back into using industry jargon and complicated explanations.

Next time you're writing any marketing message, ask yourself:

"Could I explain this to my neighbour over the fence?"

If the answer is no, it probably needs simplifying.

Because when you have a clear message, you're not just making it easier for your prospects.

You're helping them understand how you solve their problem and why they should choose you.

Here's to making marketing simpler,

Joel

P.S. Want a quick way to spot jargon and complicated language? Try the free Hemingway App (hemingwayapp.com). Just paste in your text and it'll highlight complex sentences and hard-to-read phrases. I use it all the time to keep my marketing simple and clear.