Yep I said it.
Your marketing and advertising is too complex.
I find that SO many businesses are suffering from this.
And what exactly do I mean? Because, let’s face it, marketing automation is something that isn’t exactly easy.
Well there’s no better way to dive into it than with a cool story, right? I would hope so.
When I was constructing our marketing automation demo on our site, I had a huge challenge posed to me.
Not only did I have to effectively illustrate something complex as something simple, I had to transparently show a bunch of tech stuff usually going on behind the scenes in such a way that everyday normal business owners such as yourself could actually make some kind of sense out of it.
And we were (and currently are) the only person out there that has any kind of marketing automation demo.
So – how does a person make something complex, something simple?
Well, I created the outline of the demo, crafted all the scripts, and recorded all the videos in our production studio.
Only to find out when we got to editing that the videos, well, they just weren’t that good. (Apparently I’m not as good in front of a camera as I am behind a computer screen)
But a big problem I found was the scripts weren’t that good, they weren’t very clear, all this stuff was still pretty confusing and I knew that someone with no marketing automation experience would be left at the end of the demo, scratching their head – That definitely was NOT what I was going for.
So, I went back to my local Starbucks and starting rewriting the scripts. I incorporated the now infamous “cheesecake” example parallel to accompany the demo, so I hoped it would be more relatable.
It also made the scripts quite a bit longer, but I had faith I could keep the videos fairly short.
So – went back to the production studio, recorded all the cuts again, and got them to the editing desk.
Turns out, these videos were MUCH better. That’s good news, so we cut them all up, put them in the site, finished up the demo, and I took a walk-through of the entire process.
and the demo, was…. LONG and even MORE confusing.
So long in fact, it took me OVER 40 minutes to get through the entire thing, that’s bonkers. Automation is cool, but nobody wants to sit through 40 minutes of examples unless they were mad in the brain.
I lost interest in the demo myself about halfway through! (And I’m probably the most ideal type of client for me!)
So – whats the point here? Well in trying to make something more simple, I have somehow managed to make it twice as long, and even MORE confusing than before.
The point is this – when you are doing your sales, your marketing, and your advertising, keep it simple.
But don’t OVER-SIMPLIFY.
So what is the core mistake people make that leads to complex marketing?
They start adding simplifications on top of their core offer or description. You need to TAKE THINGS AWAY.
If you have a core offer that is good, but not too clear, ask yourself “what can I take away from this that doesn’t need to be here, so only the meat and bones remain?”
One of my all-time favorite quotes I use for this is from a gentleman named Antoine de Saint-Exupery, and it states:
“Perfection is Achieved Not When There Is Nothing More to Add, But When There Is Nothing Left to Take Away”
Strip what you can OUT of your marketing, or your advertising. Cut it to the bare bones, when there is nothing left but what you NEED to say, then and only then do you add simplifications in.
So what have you just done? You’ve just eliminated all the CRAP in there that’s NOT important. Many copywriters use this tactic when creating sales letters and other pieces of copy. They write, write, and write. Then they scale back to the bare bones, and add in again. Rinse and repeat until it’s clear and concise.
Now, let’s be clear, you don’t want to just have a message saying “I have this for sale, buy it now!” You need to keep your core marketing angle and/or stories involved, just cut out everything that doesn’t need to be there.
So – what ended up happening with the marketing automation demo I created?
Well when we went in and edited everything for the 3rd time, I just started cutting. I was trimming stuff like a mad-man. Anything that didn’t directly relate to the marketing automation demo, I tossed to the curb.
And I trimmed out over HALF of the videos in the presentation.
That’s right, only half was good examples and entertaining walkthrough – the rest, basically junk that I told myself would make it more simple, but just made it complex and boring.
Because I was putting simplifications on top of an already broken foundation. Another one of my favorite sayings is “you can’t polish a turd”. So if something isn’t that great, don’t spend time trying to fix it, spend the time remaking it good, then you can build on top of a solid base.
So the entire marketing demo was cut from OVER 40 minutes to just over 17 minutes, start to finish. Highly engaging, effective, and to-the-point.
Sales isn’t a complicated process – Offer something, tell the prospect why it will improve their life, and the interested ones will buy. End of story. As in-depth as we get here with complex marketing automation tactics, it’s easy to forget the basics. This is a good reminder that the basics are the basics for a reason, because they work!
And if you want to see the polished, finished product. Make sure you head on over to http://CGMarketingAutomation.com/Demo
You can see for yourself how clean and concise we made the demo. It shows you transparently how marketing automation actually works, and most importantly, how you could use it for your business.
That’s all for this post, see you soon!