Simplicity Is The New Sophistication - Part 1

Have you ever walked down the street in New York City? It is breathtaking. Thousands of people walk along the widewalks, dressed and looking so differently and even speaking different languages. The wide boulevards are crammed with buses and taxi cabs. The air smells of exhaust, grime, food and perfume from passersby. All around you tall buildings touch the sky. Giant billboards displaying expensive watches and attractive models vie for your attention. Near Times Square, they mesmerize with blinking lights and glowing digital screens. It's Broadway, Wall Street, Greenwich Village, Chinatown, Little Italy! New York envelopes and draws you into its bigger-than-life. Nothing else is quite like it.

New York is also a metaphor for modern life. It is big, bold, complex, everywhere and overwhelming. You can't escape it - not for long - and it forces your total engagement.

In a New York City world, what kind of advertising stands out and captures people's attention? Is it the audacious, flashy, in-your-face billboards of Times Square, ever trying to outdo what came before? Perhaps. Many people think so and much marketing rolls down that noisy path. But let me ask you this: In an overstimulated and overwhelmed society, do people want more of the same? Or do they really crave the exact opposite of the New York City world? Something that settles and pulls them back into balance.

You can make a strong case for the latter - for advertising that is simple instead of complex and soothing instead of overbearing. Here is another way to put it: Simplicity is the new sophistication and serenity is the new excitement. If your products and marketing reflect these values, they will be different and stand out, and people will be drawn to them, like bees to honey, because they offer a welcome respite from the New York City world!

To Make a Point, Tell a Story

Think of one or two presentations you recently heard. What do you remember about them? Here are some things you probably do not remember: lists of bulleted items, flashy slides or catchphrases like "seamless" and "paradigm shift". Assuming you were awake, what you probably remember is a story. Maybe the presenter shared a personal experience or an interesting customer anecdote. Somehow that embedded in your mind and became what you took away.

Isn't it funny that the ways we are "supposed" to present (i.e. slides, bullets) no longer have the intended impact. Perhaps these tools have become cliche - worn out from overuse. But a good story never becomes cliche. People relate to stories. They connect with our life experiences.

So if you want to make a point, tell a story.

The 80/20 Rule Applies to Marketing

I am a big fan of efficiency. Not all the time, mind you. If I am hiking in the Sawtooth Mountains or having a drink with friends, I just want to enjoy the moment. But when it comes to solving a business problem, I want achieve it with as little time, effort and expense as possible. Life is too short to do otherwise.

That is why I like the 80/20 rule. Also known as the Pareto principle, this rule of thumb states that 80% of the outcome is due to 20% of the causes. It is one of those statistical patterns that generally holds true in life, whether you're talking about science, business, athletics or anything else. For instance, I bet 80% of your business revenue comes from 20% of your customers, plus or minus a few percent. Take a look - you'll see!

The 80/20 rule also means that a precious few marketing activities can have a major impact on your sales growth. You don't have to do everything, nor should you. Better to focus on those precious few - those 20% activities - that will yield the best return on your marketing investment. That is the most efficient solution to the challenge of marketing and business growth.

The question is - what are the precious few marketing activities for your business?