John Jantsch, founder of Duct Tape Marketing, recently posted on American Express's OPEN Forum an article on marketing confusion. He asserts that it's impossible to sell to anyone if you over-complicate your message. It's a back-to-basics commentary on much of today's marketing, and I have to agree.
Keep It Simple Stupid (or K.I.S.S.) comes to my mind here. John is completely right. It is always best to have a single, focused message. Don't pile on the features and adjectives. Focus your message into one single, strong, best-case selling effort. You only get one real shot to implant a positive perception into the mind of the consumer. It's better to be simple and focused, than over-informative, confusing, and ultimately ... pushy.
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