Simple Storytelling: Do More With Less

It’s an interesting time to be a marketer. Not only because of the continuous back-and-forth and trial-and-error of digital marketing but because it’s becoming increasingly more difficult to stand out from the rest of the noise that’s crowding the world wide web.

Think about it. With a few simple clicks, you have access to endless information on any topic you can dream up. And with every search, you’re being served more advertisements than ever before. As marketers, we have to figure out how we can make sure our message is seen. It’s our responsibility to take a step back and re-evaluate our strategy for sharing our clients’ stories because the digital landscape is constantly evolving.

So, what do you do? As Dwight Schrute famously told Ryan Howard, “K-I-S-S. Keep it simple stupid.”

Instead of trying to cram everything about your company into a single advertisement, keep it simple. Really consider who you are talking to, what crucial information they need to know and what specific action you want them to take. The quicker you can get your point across, the better. Stop trying to impress your readers with flowery prose. Make your point clear and concise.

Need more convincing? According to a recent study, 61 percent of consumers would recommend a brand if it has a clear proposition that saves them time. In other words, the more straightforward you are with your customers about who you are and what you offer, the better off you will be.

Whether you are writing a blog or sharing a social post, keep your content short and to-the-point. If you are interested in creating videos, keep them to less than one minute. Research has shown that, on average, users will stay on a single page for less than a minute. Which means if you’re not able to get your point across in under 60 seconds, chances are you will lose the attention of your audience.

Below are some easy ways you can start simplifying your content today:

• Review every element of your web page, blog or social post and make sure every element has a purpose. Cut any excess or unnecessary content.
• Before you publish anything, ask yourself if the content you’re sharing will provide value to your audience. If it doesn’t, head back to the drawing board.
• Don’t bury the lead. Share the most important information first.
• Provide clear direction and next steps for your audience, e.g. adding a ‘Schedule your appointment today’ button at the end of a blog post.

Our team at TRIO is all about keeping things simple. If you’d like help simplifying your brand story or engaging with your audience, let us know. We’d love to help!