Have you ever considered the first steps that customers need to take in order to engage with you and your company?
Have you ever considered how it would look if it was simplified to the point of obvious?
Essentially, there are three super-simple questions we can ask ourselves:
1. Do they know what we do?
2. Do they know what problem we solve?
3. Do they know how to purchase it?
Most of the time we're all so busy with the day-to-day hustle that the simple things get covered with the stress of running a business. What might seem painfully obvious to us is potentially brand new to the customer. And it's this disconnect that creates confusion. As business owners, we're so keen to get our message across that we can sometimes overcomplicate what it is we are trying to say.
People haven't got the time to de-code a clever play on words on a brochure or a website or in an email signature. They just need to know what it is you do, how that solves a problem they might have and how they go about purchasing it.
That doesn't mean that you can't be creative or innovative. But everything you produce, everything you say and do, the focus should always be on communicating these three salient points. If something feels slightly over-egged or confusing, it probably is, and the customer won't spend time trying to figure it out. They've already moved on.
People are information-rich and time-poor. Keep it simple.