Make information simple.
Communicate complicated issues simply and power will be rewarded, for example The Guardian’s wonderfully adept data blog.
Above, the image describes the UK deficit over the last 33 years. You can see what’s happened and who was responsible. One image turns what could have been a very long history lesson into an instant, tweetable story.
Two million people read The Sun every day for the same reason. Journalists there excel at transforming a very complicated story into one attention-grabbing, succinct headline. Within the industry, The Sun journalists are highly respected.
You need to do the same with your business. Describe the main value proposition in one sentence:
- Share a car to reduce commuting costs
- Auto-find the best price
- Easy bookkeeping
- Never run out of toilet roll again
- Any film, anywhere
- Wine tasting, delivered
It doesn’t matter if your business also does many other things. Focus on one. Procter & Gamble don’t write,
Fairy Liquid: Good for cleaning. But we also do Gilette razors, Old Spice aftershave, Duracell batteries, Tampax and Pampers.
They create a brand a focus on one position. That’s it.
Explain it in one sentence. It’s not the consumer’s fault if they don’t ‘get it’. It’s yours for either timing it wrong, or communicating badly. Have a look at The Guardian’s data blog and learn how they turn big issues into compelling images. Then try it for yourself.