In this episode of the Duct Tape Marketing Podcast, I interviewed Ben Guttmann, a marketing and communications expert, professor, and author of Simply Put: Why Clear Messages Win — and How to Design Them. He’s an experienced marketing executive and educator on a mission to get leaders to more effectively connect by simplifying their message.
Currently, Ben teaches digital marketing at Baruch College in New York City and consults with a range of thought leaders, venture-backed startups, and other brands.
Key Takeaway:
From the design of his book cover to the clear title, Simply Put: Why Clear Messages Win―and How to Design Them, Ben highlights the importance of simplicity. He talks about concepts like fluency and discusses how the things we perceive as easy often bring about positive reactions. Ben and I explored the five key principles of simple messaging: being beneficial, focused, salient, empathetic, and minimal. Understanding these principles can significantly impact the way you market your business.
Questions I ask Ben Guttmann:
- [01:32] What was the thought process that went into trying to make the book cover as simple as possible?
- [04:56] Why do clear marketing messages win?
- [06:30] Do you find it is actually harder to be simple?
- [10:48] Is simplicity a technique that people can actually use in some ways to mislead?
- [12:05] What are some examples of great messages and why?
- [14:03] What are the five principles of how to create simple and effective marketing messages?
- [15:33] How do you show empathy in your marketing message?
- [19:10] How can people connect with you and where can they find your book?
More About Ben Guttmann:
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