“Less is more” holds true for brands who use simple ads to gain more attention.
You’ve probably heard of K.I.S.S. It doesn’t refer to an intimate gesture or a certain band painted in black and white stage makeup. For most, it’s a saying that requires no explanation but serves as a reminder in business to Keep It Simple… Well, you know the rest.
That philosophy holds especially true today for business owners who are searching and testing various branding methods and seeking to keep, attract and maintain customers. One of the most prominent marketing trends that continues to produce results is a concept applicable to marketing efforts across the board. Website design, marketing campaigns, advertising and promotional materials focused on minimalism can help your business retain your target audience and capture the attention of curious, new customers by providing a clear and concise message they will remember.
If you are looking to cut down the clutter and attract new business, here are four ways to narrow down your message and refine to minimalist perfection.
Visually, customers are drawn to images, not text. You may think it’s important to explain in detail all of the benefits of your products and their key selling points, but that won’t appeal to buyers and shoppers. Advertisements and web pages designed around visuals tell a story that a consumer can process instantly. They see it. They know if they want to dig deeper. A picture provides the brain with a focal point and helps make that instantaneous decision. While language is decoded in a linear, sequential manner, taking more time to process.
Take this old advertisement from Apple below. It’s heavily loaded with text and images of various sizes and placements. The clutter creates a focusing dilemma for readers and immediately eliminates the importance of the text. Apple has long since gravitated away from the word-explosion concept and firmly adopted the concept of minimalism.
Now, Apple conveys brand identity and intrigues consumers with minimal imagery and content, as evidenced below in the more recent ad for the MacBook Pro. In fewer than ten words, the ad displays all you need to know. Apple conquers minimalism and brand identity.
Communicate Key Points
When using content in your brand message, only communicate key points in somewhere between two to five sentences that relay necessary information, including price and basic stats. Showcase special offers and provide links to pages providing product information in more detail. Just don’t make them your most focal banner pages or front-page ad material.
Ask the Experts
When it comes to content that works, there is only one party who knows: the customer. Always request feedback on your product or service from your customers via surveys or referrals. Your customers are the best judges of what works and what doesn’t. After all, they became your customers because of something you did right. Ask them what it was and what you can improve on. Loyal customers are happy to provide insight. It encourages engagement and brand promotion among their peers.
Analytics and marketing firm Kissmetrics says customer feedback helps businesses understand the why behind what people are doing and what causes customers to use or stop using your product.
By matching customer feedback to what is happening in analytics, you get a clearer picture of what is going on in your business and how to fix it. Customer feedback helps determine what customer needs exist and how they are continually changing.
No matter how technical or tricky to explain, use elementary terms that anyone can understand. Presentations in person or in print that are jumbled with remarkable facts and fancy wording don’t do anything to impress customers. Brand presentation must be clear and precise and presented in a way any common customer can identify with – without a lengthy explanation.
One Page Love is a website for users looking to provide the perfect amount of information for a client or target brand audience in just one page, with minimal amounts of information for a user to make a decision and act upon it. They believe in eliminating content “clutter” in order to focus the user’s attention on the most important content.
Zero in. Target your audience. Scale back your message and perfect your content. It’s a concept that isn’t soon going away and one that definitely appeals to those who plan to adopt the K.I.S. for the long haul. (They aren’t Stupid.)