The curse of knowledge sometimes prevents us from speaking simply about what we sell. As business owners, we often need an outside perspective to help us create clear, simple messaging.
Imagine a scale of 1 to 10. If you’ve invented a widget, you understand that widget at a 10. You know everything about it and all of it’s possible uses. However, I have never heard of your widget so I understand it at a 1. IF what you offer solves a problem for me, I will buy it when I understand it at a 2. However, most leaders and widget creators tend to sell it with a message that is closer to an 8. That means that you are asking me, the consumer, to move from a 2 to an 8 before you give me the ‘buy now’ button. It’s the equivalent of asking me to chase you through the grocery store to catch the checkout lane. I just won’t do it and neither will you. Simplifying your message adds clarity. People are drawn to clarity!