The principle of simplicity
“How much text should we use?” is a question clients ask us daily.
While detail can be powerful in a whitepaper or legal document, digital marketing doesn’t need the same approach. Websites, slogans, and pitch decks should be simple and clear. That’s what keeps their audience interested.
Simple text performs even better when supported by thoughtful graphic design. Working together, they can explain complicated ideas or share detailed information in a way that keeps the reader wanting more. That’s at the heart of simplicity: sharing only what people need to understand an idea.
As a business owner or entrepreneur, you’re passionate about what you do. So it’s natural to want to share everything you know – all the features, benefits and vision you’ve spent so long creating.
However, in our experience, this can be overwhelming for a new reader. While they process this information overload, your key messages may be missed.
The answer? Keep messaging simple. Focus on what’s truly important to that one specific reader.
As the old saying goes, it’s quality over quantity.
Working examples
Copywriting
Research shows that 80% of people read headlines, but only 20% read the rest of the copy. Hook your audience with short and snappy headlines.
Hefty paragraphs or sentences over 20 words tend to lose the reader’s attention, especially online. Some experts in the industry recommend keeping paragraphs to just a couple of sentences. By trimming the word count, you’ll find you say just enough to provoke questions and encourage contact.
Presentations
When it comes to presentations, less is more. We live in a fast-paced world where instant gratification is the norm. Even Microsoft celebrates the 10-20-30 rule: ten slides that take twenty minutes to present, using a 30-point type.
While you’ll want to adapt to your audience, think clean visuals, minimal text, and a sharp focus on the core message. This helps your audience stay engaged and absorb the information.
Websites
On average, users spend only 52 seconds on a webpage – you’ve got less than a minute to share your message.
Messaging and information on the website can be light. Say just enough about your main message to encourage action.
Slogans
Simple language doesn’t mean boring. Simple language increases the chances of recall of your message and has more impact. There’s science behind this: clarity and creativity are two essential components of a successful slogan.
Think about Nike’s slogan, “Just Do It.” These are three impactful, memorable, and simple words. The slogan is inspirational and far from boring.
Simple messaging forces you to be creative and helps you get to the point. This shows you’re trustworthy, reliable, and know what you’re talking about – just what every business wants.
Conclusion
Understand the power of simplicity and use it to your advantage. Tease the audience with enough information to make them feel engaged, excited, and hungry to know more.
