My kitchen is absolutely hideous, like Jake from State Farm Hideous, my cupboards are painted dark green, which is probably the 5th layer of paint covering them at this point.
The instant I moved into my house I ripped off a cupboard door and decided to start sanding and stripping. (not stripping myself, but using stripper).
It was a long process to get the paint layers off, sanding the door was like sucking on a jawbreaker… lots of time to peel away one colorful layer at a time.
Once I got past the paint, I came across the unwanted present of a laminate layer.
I then waged war on that piece of sticky plastic using a gallon of stripper accompanied with blood, sweat, and tears.
After hours of work. I finally reached a single cabinet door that was just wood, no paint or laminate.
So what did I do in celebration?
I gave up.
If you walk into my kitchen today you will still see the one single cupboard door that is unpainted, unfinished, and out of place.
Why is that? Because the time needed to invest into this remodeling it was far more than the value I perceived from it.
I decided that I would rather pay a lot more and remodel the entire kitchen than work on any more of those trashy cabinets.
I know what you are thinking:
This rant is getting long, get to the point or I am gonna stop reading!
Which is exactly my point! The more time it takes someone to complete a task, like reading this blog, the less likely someone will complete the desired action.
Now, this statement most likely did not surprise you!
But yet this common knowledge is rarely applied, especially with complex products.
When a business loves their offering or are too close to the product, their homepage is littered with long paragraphs on how it works, every minor detail is outlined, and an enormous amount of industry jargon is spread through all the pages.
In the process of trying to explain their product, marketers spit out so much information that nobody bothers to read it.
It takes too much time and investment to truly understand what your company does. So they give up and leave.
This is so prevalent that millennials have actually created a term around this exact problem “Too Long; Didn’t Read” (TL;DR)
Millennials actively avoid long paragraphs or anything that takes an extended time commitment – whether it is through a website, or through any communication.
Millennials attention span is getting less and less and to address them you need to be as concise as possible.
So how do you do this?
Any business can test their marketing materials with the 3-second test:
Show an advertisement to a person for 3 seconds, then ask them what you do. – If they do not know, then it failed.
But truly what marketers need to do is to base their marketing off the following:
K.I.S.S. is a common term used in advertising to help copywriters and creatives speak to their audience in the shortest and most comprehensive manner. How do you apply it?
- Always look to shorten sentences – After you write copy, look through it and find ways to say the exact same thing but in fewer words.
- Is it adding value? – Understand where your copy is going, if you are describing product details on the homepage, most likely you can delete it and move it to the product pages. Be sure to check all your writing and find repetitive information and eliminate it.
- For those of you with very complex products, use other means of communication – Look into other ways of communicating, common ways of doing this would be through diagrams, product images, plainer videos or product demonstrations.
^ Simplicity #ForTheMillennials