

The 5 Factors for Crafting Simple (Read: Effective!) Messages
247 snips Mar 4, 2024
Ben Guttmann, a marketing educator and author of "Simply Put," shares insights on crafting clear and effective messages amidst our media-saturated world. He discusses the importance of simplicity, highlighting benefits over features to better connect with audiences. Guttmann offers actionable strategies like replacing "and" with "so" to enhance clarity and the Jenga tower analogy to illustrate minimal messaging. His tips aim to help anyone—from parents to entrepreneurs—craft influential communications without falling into the trap of complexity.
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Simple Messages
- Simple messages are easily perceived, understood, and acted upon.
- Senders complicate messages, while receivers prefer simplicity, creating a communication gap.
Fluency
- Fluency describes how easily we process information.
- Fluent messages are preferred, trusted, and liked more, as they require less mental effort.
Information Overload
- People are constantly bombarded with information, leading to shorter attention spans.
- This "fight or flight" mode can cause us to filter out potentially valuable information.