A good rule of thumb.

Rule of Thumb:?A simple principle or guideline that helps us make decisions quickly, without needing to over-analyze the situation.

They're?informal shortcuts, typically based on experience or just pure common sense. Some examples we all know:?“measure twice, cut once”?and?“the?five-second rule”?(a?favorite for seasoned parents). Or my new personal favorite,?“Make?sure the needle in the EpiPen is pointed at your leg and not your thumb before you stab yourself.”?(That last one is based on recent experience and a slight lack of?common?sense on my part.)?

You can find some of these rules in B2B marketing, too. There’s the?“three clicks”?rule that suggests users should be able to find any page on your website within three clicks. It’s not scientific, but it helps when designers are creating a user-friendly experience. Or the?“one?call-to-action per email” rule that keeps things focused and clear?to?readers.

Your prospects are in the same boat—on the clock, looking for shortcuts, and sorting through a ton of information. If you bury your message in jargon, overload them with features, or make it about?you?instead of?them, you’ll lose them faster than I lost feeling in my thumb. They’ll be gone before they fully understand what you can offer them.

Think about your messaging as a lifeline. When your prospect has a problem, they need a rescue, not a dissertation. Like me with that EpiPen, they don’t have the patience for confusing instructions or unnecessary complexities. Complexity is the enemy of understanding, especially in a chaotic world full of marketing noise. ?

“The clearer the message, the broader the reach.” —?Donald Miller

The next time you’re reviewing your website, sales copy, or product messaging, a good?rule of thumb is to ask yourself, "Would my mother understand this?"?Because if not, it’s costing you prospects. Take it from me and my moment of?crisis: if?the user experience is confusing, it’s useless, no matter how effective the product or brand might be.

Clear messaging is your lifesaver in the fast-paced, information-heavy world of B2B.

Keep it stupid simple.?

If you confuse, you lose.?

Sláinte, ??? ??? ???

Eric

Marjoram

Two ways I can help:

1. As a strategic advisor on B2B brand marketing & messaging strategy
2. As an external team, helping support how that message gets applied and amplified

Talk is cheap: Book a free consultation with me to see if there's any way I can help.

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PS. Another rule of thumb I like to use is?“Don’t?ever take things too seriously.”?Yes, the yellow jackets got the best of me that day?(as?did the EpiPen), but it made for a great story and a great costume idea.?