Most times, simple is hard.
Ask any regular user of Twitter, and they’ll tell you that it’s often tough to get one’s point across in 140 characters or less.
During the phase of creating content – collateral, manuals, advertising, whatever – it’s too easy to succumb to the temptation of making our communication sound grander, more important, or somehow more “intellectual” than it really is.
Too often, we want to show off. We want to revel in the thought that we know something about a subject that the reader does not. As a result, we gild the lily. We embellish, extrapolate and elaborate when – most often – what’s required is something simple.
Most successful organizations in the world are able to distill their communicating down in a way that just about anyone can understand. Think of Apple, Nike, Disney or Ben & Jerry’s and most people know what they do and what they’re about.
So, why do most companies continue to overly complicate their messaging? Because it’s easy.
It’s far easier to make things complicated than to make things simple, no matter what the task. Whether it’s writing text for your website or designing a commercial aircraft, the problem with making things simple is that takes a lot more work.
Take a fresh look at every facet of communication that leaves your company. How easy is it for someone who doesn’t know you, to get who you are?