Keep It Simple
Embracing Minimalism When Communicating With Customers
The first time I interviewed a content expert in the MedTech field, I ran out of time before I learned what the product we were discussing did. I had jotted down specs, words I needed to look up, and a long list of biocompatible materials. Later, when the account executive saw me struggling to put together a compelling sell sheet, she shared some advice. “When you ask an engineer what time it is, they’re always going to tell you how to make the clock,” she said. “Next time, focus on what matters first.”
I can’t thank that AE enough. Today, while there’s no shortage of available information, the ability to find a key takeaway in a pile of tangential details is essential for creating content that will quickly resonate with an audience.
When It All Changed
Strangely, keeping it simple hasn’t always been the goal, especially in the world of B2B marketing. There was a time when “complicated” was associated with legitimacy, so using industry jargon and talking technically were the status quo. That’s no longer the case. Thanks to our digital immersion, both B2B and B2C customers are constantly bombarded with information, whether it’s for work or their personal lives. That means to capture attention you’ve got to be two things: quick and relevant.
Brevity Starts With Knowing Who You Are
We hear many of our clients say they can’t talk about their product/service using simple language because what they do is complex. This is typically a great opportunity for a branding exercise — one where those familiar with the product state its purpose and differentiators in the clearest language possible.
This type of branding, known as brand minimalism, is currently on the rise. Removing “extra” from your messaging and leaning into simplicity, clarity, and functionality helps create your identity and build trust while respecting your customers’ time and intelligence.
What about the details?
While minimalist messaging is great for awareness level marketing (e.g., capturing attention and building your brand), customers still need those details that help finalize a purchase. Delivering the details aligns with customer movement down your sales funnel.
Your website is the perfect place to deliver those details, and it should serve as a hub of sorts for everything customers need to make educated decisions about your product or services. The key: a balance of simple messaging and making sure you’re leaning into CX and UX principles to find the details at the right time in the user journey.
In Practice
A great example of “simplifying the complex” is this Core Visual Aid from our client TriSalus Life Sciences. They asked for a tool that would cover all there is to know about their TriNav Infusion System designed to help Interventional Radiologists precisely deliver therapy to solid liver tumors. Now that is complicated.
While the Core Visual Aid is packed with information, headlines are simply worded and help the end user (IRs) get fast answers to key questions. Also, while the piece is designed for doctors, it has few barriers to entry. Although technical, the piece was crafted to allow anyone involved in the purchase process to understand the product’s competitive advantages.
Help Is A Click Away
Of course, simplicity isn’t always so simple, especially for those who have been living and breathing a product or service for years. We specialize in helping businesses cut through the clutter and create messaging that will help your business break through.
Looking for strategies to simplify? Let’s talk.
