In Marketing 101, we’re taught to begin with a positioning statement. It’s our raison d’être, our reason for being. And it should be distilled to the point that it could fit within a sentence or two.
We’ve even turned it into a formula: What I do + Who I do it for + How it helps them. When developing a marketing plan, we follow the formula without giving much thought to why it works.
But it’s based on a principle that every successful business understands. Basically, if a business idea is big enough to succeed, you can express it in 25 words or less.
It’s an irony few people grasp: Breakthrough ideas are based on simple concepts.
Why, then, do we make marketing such a complicated process? Just as our story should be simple, so should our message, strategy and tactics — because the more complicated we make it, the less likely we’ll hit the mark.
Simplicity should be the goal in all our marketing
Whether you’re dealing with a campaign, a particular piece of copy or your strategy as a whole, be careful not to make things too complicated. Marketing shouldn’t be an ineffective system that takes more time and energy than it deserves.
In the words of Henry David Thoreau, “Simplicity, simplicity, simplicity!”
Return on investment is a good measure, not only of money invested but also time and resources. Especially as traditional marketing is replaced by relationship and content marketing, it’s important to keep things in focus.
Why do we need to build relationship? Or develop content? Or write a website? All marketing is for the purpose of one thing, to make more sales.
Make things too complicated, and not only will you get caught up in the details, forgetting your bottom-line purpose, you’ll also confuse your prospects. Keep things simple for them and yourself and you’ll achieve better results.
Simplicity in your messaging
The best message is based on one idea, well expressed. It’s targeted to one person, appealing to one emotion, asking for one action to be taken.
If you need to say more than one thing, either distill it until it becomes a single hard-hitting message or break it up and deliver it one idea at a time. Sometimes our messages are complicated because we haven’t taken the time to figure out what we really want to say.
Mark Twain, I believe, would agree. Listen to what he wrote in his notebook (1902-1903): “The time to begin writing an article is when you have finished it to your satisfaction. By that time you begin to clearly and logically perceive what it is that you really want to say.”
Not that we have time to write and then rewrite every message. But we shouldn’t need to if we plan properly. Think through your message before you sit down to write. Determine up front what needs to be communicated and why. That way you can narrow the scope of your message and hit your target squarely between the eyes.
Simplicity in your overall strategy
Who’s in the driver’s seat? Is your marketing plan driving your message and media choices, or is it being driven by all the shiny new toys in the marketplace?
Ideally, your business has a driving purpose for existing. This is the unique selling proposition that differentiates you from your competition. It’s also the underlying message you deliver regardless of the media you choose.
That keeps things simple.
So every direct response marketing message supports a key strategy in your marketing plan. As does your website, editorial calendar, fall marketing campaign and next week’s auto-responder email.
Start with your USP. Then branch out from there. Don’t be afraid to implement new strategies, but do it wisely. Make sure they support your overall marketing plan and don’t require everything to be revamped for them to work.
Think time and resource management. If you want to add new strategies or new platforms to your marketing mix, you need the resources to make them possible.
Don’t have the staff? Then you need to rethink your plan. Either hire a freelancer who can make it happen or wait until you have more resources.
For every campaign, make a written plan. Without it, your employees will waste countless hours trying to fulfill the plan as they understand it. Get it down on paper (or in your intranet) so your objectives are clear.
Need help writing a communication plan? Consider contacting a professional who has experience creating multi-platform, multi-level communication plans. It can make all the difference in keeping everyone on the same page.
Powerful marketing. On-target copywriting. Persuasive sales pitches. It doesn’t matter what your endeavor. The greatest work you do will also be the simplest. It’s like Peter Lynch says, “Never invest in any idea you can’t illustrate with a crayon.”
If it’s truly a great idea, it will also be simple.
What are your thoughts on simplicity in marketing? Share your ideas below.
