CLARITY
Most people spend most of their time on the “sexy” aspects of marketing. Ironically, the “boring” fundamentals of marketing usually have much more leverage in them, and can therefore move the needle on your results a lot more.
Clarity is one of the “boring” marketing fundamentals that very few people pay attention to.
It’s just not sexy. It’s not exciting. It’s not persuasion. It’s not a sales funnel. It’s not automated or delegated.
But, so much marketing is unclear.
And guess what?
If your marketing is unclear, and people can’t understand what you’re saying… it doesn’t matter how sexy, or persuasive, or shiny it is—it will fail.
Because what do most people do when they encounter something (especially marketing) that they don’t understand?
They leave. They disengage. They close your website. They end your call or meeting. They delete your email. They throw your letter in the trash.
“Our marketing is clear. People understand it. We don’t need to worry about this.”
Don’t be so sure.
Lack of clarity is one of those marketing mistakes that isn’t so obvious or easy to catch.
This is one of those issues where you might not know what you don’t know... if you know what I mean.
Get someone else to audit your marketing for you. Ask them to tell you what it means. Ask them to tell you what your marketing is saying, and see if their take is the same as yours.
You’ll probably be surprised.
Most people don’t realize that their marketing is actually really confusing. That’s why there’s so much marketing that’s unclear.
Anyone who wants more customers, and better customers, should do these two things…
Realize how important clarity is in marketing, and make it a priority
Get good at creating (writing) marketing that is clear, and easy-to-understand
What’s the problem? What’s in the way of creating marketing that is crystal clear?
People don’t realize writing is a skill
Curse of knowledge
Most people don’t really understand their market
