The Beauty in Simplicity
Have you ever looked at your marketing and wondered, “Why did we cram in so many features? Wouldn’t it be better to focus on something simple?”
Many marketers have a hard time making that call. Focusing your campaign on one bullet point—perhaps just one aspect of one product—limits the customer attention you can attract to other important (and often large revenue-producing) parts of your portfolio. From a risk-limiting point of view, this can look like putting all your company’s eggs in one basket.
And on some level, that’s what it is. You’re betting on the killer feature you believe is your strongest sell. You’re taking a big risk.
From my experience, most marketers will never take that risk. But here’s why you can stand to employers and marketing headhunters out if you do.
So Fresh, So Clean
Every car has 10,000 features worth selling. But when you go to the Audi or BMW websites, for example, you only see one or two things featured on the home page. That’s because smart marketers know the laundry list belongs further down the sales funnel, after you’ve already attracted the customer’s interest.
An example of Audi’s No-Frills Marketing in Action
Feature lists don’t grab attention; they feed it once it’s already there. But at first contact, you’ve got to take a calculated risk. You’ve got to put one attention-grabber out front.
A Case Study Marketing Headhunters Love
Whole Foods is a company that handles the routine with expert skill. In their weekly mail-out circulars, they’re front and center with their loss leaders for that week, the respective sale prices, and not much else. They take a risk on the message that matters.
The moment you start letting extra messages in, on the other hand, your brand message gets diluted. Customers instinctively filter out most marketing content these days, so why make your brand even easier to ignore by giving the customer unnecessary information?
Customers who want more detailed information will go looking for it anyway, and you should always make that available somewhere—on your website, for example—but details shouldn’t be what’s right out front. They’ll only make your product harder to remember.
You’d think that keeping things simple would be a no-brainer. Which begs the question of how all this drag on your messaging builds up in the first place.