When marketing your product, you always want to stand out and be memorable. In an effort to be memorable, though, you can run dangerously close to simply being unclear.
I talked about this a few months ago with the death of Google Stadia. Their main commercial for the service was bonkers, and simply being clear about their offering would have worked far better.
In his book “Radically Relevant“, author Blake Howard puts it this way:
“It’s a mistake to sacrifice clarity on the altar of distinction.”
Or, as Donald Miller has said repeatedly over the years:
“The answer to confusion is always no.”
Of course, this is much easier said than done. Crafting a message that is both clear and compelling takes some work. This is something we do quite a bit of at GreenMellen, and we can certainly help you if you need it.
To DIY it, though, start with the books from the two gentlemen quoted above, with Blake’s “Radically Relevant” and Miller’s timeless “Building a StoryBrand“. Simply taking the time to explore that kind of content will quickly get your clarity into the top 10% of businesses in your market, and it can only get better from there.