Clients come to Stoltz Marketing Group with all sorts of marketing needs. They can be brand refreshes. New product or business launches. Shifts in marketing strategies. Or, sometimes just a logo. After we discuss their marketing and business objectives, the conversations ultimately turn to the many things that make their products or services unique. Sometimes that list gets long. And while that’s a good starting point, if it remains long, it can be a case of, “too much of a good thing.”
To be clear, it’s great to have a lot of positive things to say about your company or products. But forgetting the value of simplicity and trying to convey too many positives at once can lead to a confusing message. And that can lead to low marketing return on investment (ROI).
Simplicity in Marketing: the Demonstration.
When I give brand-planning talks, I sometimes ask an audience member to stand. I then toss them a bunch of tennis balls all at once. Of course, they drop each one. I then wait a few seconds and toss them one tennis ball, which, of course, they catch.
The point of the demonstration is to highlight that, while your company may have many things to sell to your audience, it’s important to focus on what really makes it unique, and why your audience should care about it in the here and now. In other words, simplicity and repetition are key to delivering a message that resonates.
And that all starts with your brand position, which is the foundational sentence that drives all of your marketing, and many times, even your operations. Identifying an effective brand position requires a willingness to pare away the meta-language you as a marketer think is important.
For instance, if you’re a technology company, it might be really enticing to say your brand position is, “We offer unique enterprise SAAS workflow solutions via proprietary IP to link peer-to-peer devices for better workflow, file sharing, and task management.” When in reality, you probably should just say, “We liberate your team to work smarter, any where, any time.”
Getting to that concise brand position requires a wiliness to do smart brand planning up front: audience research, SWOT analysis, competitor analysis, and a fearless paring away of the clutter. Once that’s complete, the magic can really happen in the form of identifying unique value propositions (UVPs), and developing marketing planning and creative campaigns, whether they include digital marketing, content marketing, influencer marketing, or traditional print and mass media advertising.
Either way, your dollars are best spent to get it right by pouring the right brand foundation, instead of shot-gunning ideas and dollars hoping for a solution that sticks. By focusing on simplicity in your marketing message your audience will have a better understanding of your value, and I promise, they’ll never say, “your message is too simple!”