Minimalist Marketing: Make It Simple To Buy From You

cash registerWe’ve all experienced it.

You went to a website, but didn’t take action. You read a sales brochure, but tossed it aside when you finished reading. Or you said “Let me get back to you!” after a sales person pitched you.

Why didn’t you take any action? Why didn’t you buy?

Well, there could be dozens of reasons. But one common reason might be the message – and message delivery – was too complicated. And you didn’t know how to proceed.

This happens all the time…

1. The potential buyer can’t find the “Buy Now” button on the website. There was too much crap on the website.
2. There isn’t an easily identifiable “call to action” on the brochure. All the “Pulitzer” prize-winning copy and photos, and design elements look great. But it is all clutter.
3. The seller didn’t make the simple ask. Oh sure, the seller said a lot of cool stuff, used a lot of big words, but never actually asked for the sale…

My co-host Stone Payton and I had Theo Jamison on our High Velocity Radio Show recently. She was speaking about some simple, yet profound and meaningful, actions a business could take that would have a dramatic and positive impact on their customer experience. I mean, seriously, these were simple and inexpensive ideas…

Stone said something like “and I bet the business said it was too simple to work, right? Only complicated solutions could possibly work.”

He’s right. Why do we make things so complicated in business? Process can be simple. Design can be simple. Systems can be simple. Sales can be simple.

We have a tendency to think that fancy design, bells + whistles, and flowing flowery language are impressive and make potential customers say “ohhhhhhh.”

But most of the time it clutters and confuses.

You have something to sell. It is something that people need. It can make their life better, their business better. So why do we insist on making it harder – and more complicated – for people to buy?

Minimalists strip away the clutter to focus on what matters, on what is most important. So, strip away all the clutter so that your customer can buy from you. Without having to crawl through a complicated maze of words, pics, buttons, ads, graphics and platitudes to do what they really want to do – become your customer.

What do you think?

[my original Minimalist Marketing post]
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[pic from borderfilms on flickr]

  • http://ypsgroup.com/ Todd Youngblood

    I agree and think the concept also applies to everything we write. From simple e-mails to blog posts to articles to white papers to books.

    When an editor read the draft of my first book he said, “Cut 2/3 of the words and you’ve got a winner.” I did and it was.

    Next time you write an e-mail to a customer: 1) Draft it 2) Cut 2/3 of the words 3) Marvel at how much more compelling your message has become

  • Todd Schnick

    Yeah, that’s great advice. I just read a great book by Fried + Hansson called Rework. They said the same thing. They cut the original draft by over half, and made it better.

    I always write what I want to write, and then edit back towards a word count goal. And lots of old schoolers give me lip for my brief emails, but it just makes sense to keep it simple…

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  • http://www.psbydesign.com Theo Gilbert-Jamison

    Todd, thanks for reminding us just how important and actionable simplicity really is. We can never hear this message enough.

  • Todd Schnick

    Thanks Theo. Appreciate the inspiration! It is amazing how simple changes to an organization can have profound long-term impacts, you know?