As in life, so in business, the best things are the simplest. Let’s take a closer look.
THE BEST COMMUNICATION IS THE SIMPLEST
The most famous scientist who ever lived, and the person responsible for giving the most famous equation of the world: E=mc2, was, yes we all know, Albert Einstein. What made this man so famous and made his theories create the maximum impact was not just his genius in analysing things, but in his ability to explain even the most complicated theories in the simplest manner possible. Even a layman, a non-scientific brain could understand them. One of the simplest explanations of Einstein’s ‘Theory of Relativity’ was given by a young fellow, and this is what he said: “When a man sits with a pretty girl for an hour, it seems like a minute. But let him sit on a hot stove for a minute and it seems longer than an hour. That’s the crux of the Theory of Relativity.” Einstein too could simplify the various laws of physics and make everyone understand them.
We live in an “over communicated” society where an avalanche of news, messages, ads, et al, greet us every single day. If you want to stand out, you need to be simple; it’s the best way to beat the clutter.
Think of the punch line of any advertisement you like. Chances are, it will be short and simple. The most memorable advertisements have been the simplest ones.
Ask a creative guy and he will tell you how difficult it is to be simple. Simplicity is an art, and as one of the most famous artists of our times Leonardo Da Vinci said: “Simplicity is the ultimate sophistication.” A great machine is not necessarily the most sophisticated one; it’s rather the one that’s simplest to understand by the person who will use it. The corollary? A great marketing message is the one that’s absolutely clear to the consumers. “Iodex maliye, kaam pe chaliye” is the simplest way to describe a quick-pain relief ointment. “The ultimate driving machine” best describes the pleasure that money could buy! BMW remains the world’s hottest brand. Alka Seltzer’s punch line “Plop, plop, fizz, fizz, oh what a relief it is!” made the brand an instant hit. From Nike’s “Just do it” to McDonald’s “I’m lovin it” to Coca Cola’s “It’s the real thing”, those are simple sentences that have been responsible for creating the magic and making the brand name stick in the mind of the consumers.
In today’s world, it’s of utmost importance to focus on simplicity. In fact, your future survival will depend on it. According to UNICEF, “Nearly a billion people will enter the 21st century unable to read a book or sign their names and a third of them are women.” According to the National Adult Literacy Survey (1992), some 47% of the US population demonstrated low levels of literacy. The case would not be better for most other economies. As business people, we need to understand that these are our consumers and if we really want to sell them, or tell them anything, it better be simple for them to truly understand and appreciate the message. Read More....
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