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Free Time with Jenny Blake
251: Simply Put—Reducing Friction on Sales Pages and in Business Communication with Ben Guttmann
Dec 19, 2023
Ben Guttmann, marketing and communications expert, discusses reducing friction on sales pages and in business communication. He emphasizes the importance of clear messages and personalized communication on sales pages. Ben also highlights the significance of focusing on benefits rather than just features and explores alternative marketing strategies beyond paid ads.
36:13
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Quick takeaways
- Effective communication is about reducing friction and targeting one specific person rather than a mass audience.
- To convey a clear message, it is crucial to eliminate unnecessary complexity and distractions by adopting a 'so that' framework instead of an 'and' framework.
Deep dives
Importance of Clear and Concise Communication
Clear and concise communication is crucial for business owners, especially when describing their offerings on sales pages or in newsletters. Often, business owners struggle with simplifying their message because they are too close to their work and find it challenging to separate their knowledge from what the audience wants. Moreover, in the age of information overload and short attention spans, it is important to minimize friction and reduce complexity in communication. By focusing on one clear objective and using language that feels intimate and conversational, business owners can create a stronger connection with their audience. Drawing inspiration from successful communicators like Taylor Swift, who makes every lyric feel personal, and utilizing the tactic of communicating to one person rather than a mass audience, can have a more significant impact. Ultimately, it is essential to recognize that nobody wakes up wanting to hear advertisements or lengthy emails, and by respecting the audience's time and needs, business owners can increase engagement and effectively convey their message.
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