The best, most effective marketing I found is the simplest marketing. So less is more, whether it’s the design of your website or the story you tell about your products or your business. So, I want to give you an example of this in real life that hopefully makes this point for you.
I live in Minnesota, and this is our state flag, and currently there’s a committee underway to redesign it, because it’s no longer meeting the needs of the state. And there are a couple problems with it. One, it doesn’t really look any different from a lot of other state flags, which have a blue field, a circle, white emblem with a design in the middle. Just a different design mostly. But another issue is because this design is so specific, if you look closely at the drawing, you’ll see a whole lot of stories being told there. Over time that story is no longer relevant. It isn’t accurate to what’s important to the state, and in some ways it’s actually inappropriate in our society.
So, compare that with this flag, which, you know, like I know, and actually this evokes emotion in me, I think about this country, Ukraine, and the challenges they’re having and who they are as people and their history. This flag, you can’t make it much simpler, right? You could have a single color flag, I suppose. Yet this simplicity has a huge, just a strong, strong message in it. In Ukraine, they talk about the blue of the sky, and the yellow is field of wheat, and which really just gets back to the core of who they are, right? Their, history, their tradition, their land, their people. No, they’re not all farmers. But that’s the point. By simplifying the history and distilling into the meaning of the flag, it makes room for meaning to be attached to this by all the people.
So I encourage you to make room for meaning in your business. Step back, turn the volume down. Take some words off of your website. Remove some of the flashy images from your PowerPoint presentations, and trust your prospects and your employees to understand the meaning when you share it in a very simple and clear way.
Doing that, you will find that less truly is more when it comes to how you communicate, as long as it starts with the meaning, the truth of who you are and what value you provide in your market. Saying it in a simpler and less sophisticated way often is the, the loudest way to say it.