Keeping things simple should be part of every company’s marketing & product strategies. Simplicity wins over complexity. The proof is all around us.
Take the Wii gaming console for example. Today Nintendo announced that this tiny box with goofy animated characters has sold more than 50 million units, beating out its rivals Microsoft’s Xbox 360 (30 million) and Sony’s PlayStation 3 (21 million). Hard-core gamers who love games with intricate stories and detailed graphics are more apt to buy an Xbox 360 or PlayStation 3. But your mom & dad are more likely to actually play Wii bowling or tennis. The simple gaming platform is the clear winner.
Look at the iPod, too. Most gadget review sites note that it’s not the best sound compared to many lower-costing mp3 players. But its easy-to-use design is a hit.
Even in B2B markets, simplicity dominates. When IBM runs print & TV ads for its servers, it could include lots of words about the products’ scalability, speed and more. Instead, it simplified the benefits pitch by showing how IT departments can go from a room full of network equipment and cables to a rack of IBM servers.
At too many companies, potential customers check out the website or review marketing collateral, and then ask, “What do you do?” It doesn’t matter how sophisticated you believe your products are or how much R&D you spent to develop them. Simplifying your sales and marketing message will get you more sales than a technical datasheet.
Focus on the benefits instead:
- cost savings
- improved productivity
- easy configuration
Test your new messaging on partners and existing customers. Tweak your marketing as much as needed. Keeping it simple is your key to winning.
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