Let’s Talk KISSing: Keep It Simple (Seriously)
OVERVIEW
Whether related to business, project management, marketing, or even engineering design, the concept of KISS* (commonly known as “Keep It Simple, Stupid”) has been around since the 1930s, yet leaders often struggle to remember the significance of its philosophy. When KISS isn’t prioritized in a company’s business strategy, it can be hard for customers, investors, clients and even employees to understand 1) exactly what your company does, 2) why it matters, and 3) why selecting your product/service is the best option for them.?
*For the sake of this post, I’m voting to edit this acronym to “Keep It Simple (Seriously)”, because simple really is essential, and I don't believe in calling anyone "Stupid".
In marketing, a no-KISS strategy can make it all too easy to fall into the sticky-sweet trap of literal wordplay. So many ideas! So many ways to differentiate us! Let’s really make them pause and say wow by showing all the things!?Nope.
WHY IT MATTERS
When it comes to defining a company, many of us love to create, write, and innovate, but oftentimes, that “artistry” can result in copy that gets too convoluted and strategies that get too complicated. Trying to convey too many concepts, too many hashtags, or too many campaign streams just isn’t sustainable, or even effective. Add in an overloaded table with a lot of conflicting opinions and well…it’s a recipe for relentless rumination.
At the end of the day, it’s essential to remember that the most common recipients of your marketing are humans unassociated with your company looking to make key decisions based on their reception of what your company conveys. If they don’t easily understand, you risk losing them forever. Marketing is a blend of empathy, collaboration, and well-executed strategy, after all.?
SO…you’re interested in keeping it simple? You want your marketing to reflect the needs of your consumers, instead of the egos of your executives? No fear! Let’s talk specifics behind the principle of KISS.
DEPLOYING KISS IN MARKETING
In terms of marketing, how do we deploy the principle of KISS? A few high-level examples:
Start by identifying key terms that represent what your company sells/provides, and try not to get too weedy. What do you want your company to be best known for? What are your competitors most known for (good and bad)? Where are the opportunities for you to stand out?
Ever heard the phrase, “Tell them what you’re gonna tell them”? Yeah, do that. While difficult, being able to balance creative, memorable copy with concise, digestible concepts is crucial here. (We’ll talk more about concepts such as Messaging Matrices in future posts, so stay tuned.)
When visitors land on your homepage, are they inundated with conflicting options that fight for their attention? Making sure your website is clean, streamlined, and navigable inspires potential customers to realistically learn more about your company, not immediately feel confused or overwhelmed (it is all about them after all).
From company hashtags to imagery, what is the takeaway you want viewers to have when they encounter your content? What is the specific ask you are tying to that particular post? How do your campaigns differ from each other (if you have multiple), and how do they coherently tie into the overarching marketing strategy and business goals for the company? Does the persona you convey accurately reflect the values of your company? Social media is no longer the funny thing the kids do. It’s valid, influential, company-impacting marketing.
When visitors read your company’s blog, do they gain something from the interaction, or does it confuse them further? How does your content positively represent your company in a way that new visitors can understand and feel connected to? Content may be considered king, but don’t forget about that multi-directional queen: intention.
IN CONCLUSION
Whether in business or marketing specifically, keeping it simple (seriously) is an essential part to any company’s success. Unfortunately, without everyone aligned on the same page, it can become a very rocky, rocky ship that even the best employees can’t navigate. When juggling the complexities of multiple perspectives, goals, and inputs, finding balance will be the difference between developing marketing that sings and marketing that whispers. Take it from the infamous Steve Jobs (Apple) himself:
“Simple can be harder than complex: You have to work hard to get your thinking clean to make it simple. But it’s worth it in the end because once you get there, you can move mountains.”
Move those mountains, and make it happen. Keep it simple (seriously).?
Additional Resources to Explore:
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