Plain and simple... if your marketing is confusing, it’s not working. Clever slogans and creative wordplay might sound cool, but they don’t drive sales. Major, well-known corporations can do this. They can be slick. They can be cheeky. That's because most people already know who they are and what they do. But for everyone else—yes, for everyone else—you must be as clear and articulate as possible.
Do not force your potential clientele to use too many brain cells to figure out your business model, because they won’t do it. They will literally keep moving and call the next company. The human attention span is 8 seconds long. Think about that...
So, what sells? What grabs attention in such a short timeframe? Clarity.
People don’t buy the best product. They buy the one they understand immediately. Think about it: how often do you see a business with a slick message that leaves you wondering, What exactly do they do?
That’s a problem—and it’s costing them money.
Your marketing should answer three simple questions for your audience right away:
1. What are you offering? Be direct. Don’t make people guess.
2. Why should they care? Show them how it makes their life easier or better. Always sell the consumer benefit, not the features of your product or service.
3. What’s the next step? Make it easy to take action.
Forget trying to be the funniest or most original. Focus on being the most clear. People don’t have time to unravel a cryptic message or dig around to figure out what you do. If your marketing doesn’t make sense in a split second, they’ll move on to someone else. I've seen firsthand, while working with clients who had confusing messaging, chunky websites, etc., that after clearing this up, their sales improved almost immediately.
The businesses that win aren’t always the ones with the best product—they’re the ones with the clearest message. It’s not about being flashy; it’s about being helpful.
So, stop overthinking it. Stop trying to “amaze” people with wordplay. Say what you mean. Make it obvious how you help. Then tell them exactly what to do and exactly how they can buy it.
That’s how you turn interest into revenue. Because in the end, clarity is what pays the bills.✌️
Justin Hubbard
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