Simple is Good

It’s a fact. You’ve said too much. You’ve said so much that I forgot the point at which you said too much. I even forgot why we started talking in the first place. Confused? So is your Audience. The most common mistake we all (yes, all) make is overcomplicating our message. Every single product, creative, and message suffers from this. Complication is messy, information is a killer, and to say less is more (is more). I have a litmus test for my deliverables.

Goodnight Moon is a children’s tale with the pacing of a…. tortoise. Each page extends the imagery of the room and adds a small piece of the action. Nothing converts a toddler to sleep like the rhythmic reading of Goodnight Moon.

There’s a lot going on in that room for bedtime. Due to the pace, however, it’s easy to understand what is happening and its value. Your marketing MUST strive to meet the standard of Goodnight Moon.

Give the audience what it needs only for that moment.

Only 👏🏼what 👏🏼it 👏🏼needs.  So, to your audience, I say. Good Night, 🌜.Good Night, landing page hero section. Good Night video sales letter that establishes social proof and authority. Good Night visual that explains the user journey process. Good Night referral. Good Night call to action. Good Night form fill.Good Night, 🌜.

Good Night, new user.

-Grady