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Perfection is achieved not when there is nothing more to add, but when there is nothing left to take away. — Antoine de Saint-Exupéry, 1939
When did marketers start assuming that the way to stand out amidst loud and flashy advertising methods was to be even louder and flashier? We’re faced with increasing evidence, statistics, and research findings indicating that consumers are tired of being bombarded with extraneous information, which distracts rather than assists them in their buying decisions.
According to research done by CEB, the most effective way to reach consumers isn’t through elaborate and complex websites, ads or sales copy, but rather through simplifying the decision making process: in other words, presenting exactly what consumers need to know, while leaving out the rest. In fact, they found that companies who simplified and streamlined the decision making process for their customers were 86% more likely to make a sale.
The key to modern marketing? Simplicity.
