Monday, March 31, 2008

Business KISS

If you’re in the business world, you’ve probably heard of the acronym KISS. What does it stand for? Keep it Simple, Stupid.

Too many times, business owners decide to write their own company materials, whether it is their main website copy, their promotional materials or even their business plan. Often, they can be “too close” to the business, as they have been a part of it since its inception. The mistake that can be made is that they say too much in their message and they lose potential business because of it.

As I posted in the previous blog, you want to make sure that you can fit your company message on the back of a business card. If you can’t, it’s too complicated to explain to your target market in an advertisement. Customers like uncomplicated products with a simple value proposition.

When you are looking at another company’s information, it’s easy to see when you are being shown too much information. You can feel it. You glance at the page and feel overwhelmed. You can’t grasp the general message. As a result you put down the written material, close the browser window or tune out or mute if you’re watching a commercial.

The same can be said for your company brochure or packaging. I know you want to get your message across, but the key is to pique peoples’ interest, not tell your entire company story.

If you have ever purchased anything from Apple, I’m sure you felt the difference in the experience. When you opened your quality packaging with minimal copy on it. It felt sleek; it felt special. Rather than sporting a bunch of bright stickers demanding your attention, with a lot of hype, all of their product packaging is just simple and streamlined. (Now I’m sure you windows users are immediately turned off by what I just said – but until you’ve had that experience, please give me the benefit of doubt) Less is more.

When it comes to your own business, it can sometimes be easy to forget that you may be saying too much. It’s understandable. This is your baby and you’ve got a lot to say about it. You’ve invested long hours and good money in this thing and you want to make sure everybody knows how great it is!

I myself am guilty of the very thing I’m preaching about. I’ve got a lot to say! I’ve got things I want to show people and I have a tendency to want to include everything. I have to constantly check myself to try and make sure that I’m not going overboard.

In the next post I’ll look for some examples of “too busy” to show you.

Joanne

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