There’s no stopping a great idea, especially when it’s as universally true as the KISS principle. “Keep it simple, stupid” has become an axiom across many industries, from software design to journalism, urban planning to auto manufacturing.
Even a business as technical and complex as online marketing can benefit from a healthy dose of simplicity. In fact, one could argue that KISS particularly applies to marketing, since the impulses that induce people to buy are usually pretty basic -regardless of whether they’re buying goods or services.
How might the KISS principle shape your digital marketing efforts? Here are a few suggestions:
- Junk the jargon and trash the tech talk. Speak plainly and clearly in your online communications, whether it’s a blog post, feature article, Facebook post or tweet. Avoid hyperbole and stick to the facts. If your product or service is really that good, the facts should sell themselves.
- Don’t spread your message too thinly. Identify where on the web you most need to be and then stick with those mediums. While it’s OK to try new things, keeping your marketing efforts tightly targeted can help you avoid wasting time and money on media that don’t reach your current and potential customers.
- Remember that there are people making purchasing decisions on the other end of your marketing efforts. If it helps, as you’re crafting your digital content envision someone you know as the end-user. Would your grandmother understand all those highly technical specs you’re salting your content with? Or would she appreciate translation into plain English? Would your cousin respond to that hard sell you’re tweeting? Or would he be more receptive to the simple facts?
- Technology has made many aspects of our lives, including marketing, more complex. But it can simplify your online marketing efforts, too. Take advantage of software or web-based tools that help you track your online campaigns, monitor what’s being said about you online, and measure the results of your efforts.
Still not sure KISS will work for you? Maybe this will help convince you. Leonardo da Vinci, one of the greatest complex thinkers of all time, had this to say about sticking with the basics:
“Simplicity is the ultimate sophistication.”