by Aimee Pagano
Albert Einstein once said, “If you can’t explain it to a 6-year-old, you don’t know it yourself.”
I realize this quote is somewhat overgeneralized and oversimplified. If you’re selling a groundbreaking medical device to a neurosurgeon, you’re bound to use technical four-syllabled—and beyond—words that aren’t necessarily rolling off of the tongues of most 6-year olds, or even most adults for that matter.
No, this quote is more about simplicity. Your knowledge of a product or service isn’t based on your ability to use gargantuan (see, it’s easy to do) words. It’s your ability to translate the essence and value of that product or service at the most basic level so that it’s easily digested by all of your audiences.
Sounds simple, right? Pun intended, but no…simplicity is not always as easy as it sounds. Here are some great examples of messaging simplicity at its finest:
#1—Trello (web copy)
This project management tool takes direct and approachable to a new level. By describing how you can use their tool to manage everyday household tasks, Trello very clearly illustrates how the tool works. Of course, Trello’s target audience knows the functionality of this tool can be utilized for far more complex scenarios, but it’s still an excellent way to demonstrate a system that is inherently robust in a very simple way.
#2—Uber (automated email)
While their vehicles may not always follow suit, Uber’s email campaigns are always clean and concise. This automated email is an excellent example. Through icons, headers and simple directives, the reader is easily guided through Uber’s targeted offerings.
#3—Salesforce (landing page)
Salesforce combines accessible copywriting with relatable content marketing to create this effective landing page targeted to start-up companies.
#4—GymIt (logo, banner, ‘About Us’ web copy)
This proudly traditional fitness center shows that a little humor, empathy and most importantly simplicity can go a long way.
#5—Flair Interactive’s very own banner ad
Shameless plug? Maybe. Still, this post is about simplicity and this banner ad perfectly exemplifies it.
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