Art of Marketing You–KISS

Whoah….isn’t overwhelm our middle name these days!  There is so much going on out there and we feel like we just have a couple minutes to attend to everything.  “Let me see quickly what this is or what you are showing me and then I’m on to the next website or booth.”  If you are like me you see a blog post, newsletter or even a booth at a show and once you feel overwhelmed or confused you just leave or click to the next thing.

So, is your booth or website overwhelming or confusing to the would-be buyer?  Ask yourself what it is exactly that you sell?  If someone wanted to buy or procure your item is it simple and easy? Do you have too much text or too many ideas that you are trying to convey in your work, your website, or your booth?

I’m sure you’ve heard of the principle KISS (Keep It Simple Silly).  This slogan couldn’t have more relevance than in today’s culture where we find ourselves in constant overwhelm.  Our attention span is that of a 2 year old.  Oh look shiny…and they are on to the next booth and clicking to the next site.

When I think of the most successful artists, I know exactly what they sell.  It’s one concept with several versions.  It’s not complicated, isn’t diverse or confusing.  Take a good hard look at your site, flyer, booth, and work.  Could you possibly be overwhelming or confusing your buyer?

Did you know that brands with messages written at or below the fifth grade reading level are 25% more successful than those more complex.  Do you have simply presented text with easy to read fonts?  Are the colors pleasing and do they send the right psychological message.  

The world is overstressed and taxed and so we seek out things that are easy to comprehend and understand.  Things that make us feel good.  Look at Apple, Anthropologie, and Starbucks, to name a few.  They have simple ideas, simple websites, and they are wildly successful!  Apple’s commercial doesn’t try to tell you all the things that you can do with an MacBook Air, for example.  It plays a simple and catchy tune and shows you it can fit in an envelope.  You know it does a lot.  They just want you to know it’s small.  It’s that simplify trend we are seeing everywhere.  How can you simplify your brand?

Here is an exercise to try.  Find yourself a fifth grader.  Show them your business card, a picture of your booth, your work and repeat your 30 second (or less) elevator speech.  Then ask them to tell you what you sell and what you do.  Use adverbs and adjectives sparingly in your copy.  Edit, edit, edit.  Make it short and sweet.  Be truthful and authentic.