On his song, Moment of Clarity, legendary rapper Jay-Z caused quite an uproar amongst hip-hop aficionados when he rapped, “I dumbed down for my audience, and doubled my dollars. They criticize me for it, yet they all yell ‘holla.’”
The gripe so many hip-hop heads had with that line was that they believed not only did Jay-Z insult his audience by admittingly dumbing down his lyrics—they also claimed he committed a far worse transgression—he insulted hip-hop as an artform.
But now some twenty-plus years after the release of Moment of Clarity (which is featured on Jay-Z’s The Black Album) time has made it quite obvious that Jay’s approach to simplifying his content for his audience was not only a winning method for articulating his message through music—it was also an extremely profitable move.
If your startup’s marketing messaging isn’t yielding the ROI that you believe it should be, one of the reasons for that is probably because you’re not taking the same approach towards your messaging that Jay-Z took with his rhymes.
The value of simplicity
I would be remiss if I did not emphasize that simplifying your marketing messaging isn’t about insulting your audience. In fact, it’s quite the contrary. Simplification actually helps your audience save time and avoid burning calories by not having to think too hard about how your brand’s offerings could help them solve their problem.
So, as Jay-Z also raps in Moment of Clarity, “Go with what makes sense.” And what makes sense, particularly from a financial standpoint, is to give consumers what they actually want—which is simplicity.
Studies show that 55% of consumers are willing to pay more for simpler experiences. What’s more, 64% of consumers say they are more likely to recommend a brand that delivers simple experiences.
Not only does the data confirm that consumers prefer simplicity, it shows they are willing to pay extra for it and just as importantly—are willing to refer your business to other people if you provide it!
Still need further convincing that a simplistic approach to your marketing messaging is the way to go? It is estimated that companies that fail to provide simple experiences leave an estimated share of $98 billion on the table.
When it comes to customers, confusion often causes chaos. And that chaos could lead to customers turning towards your competitors if your startup's marketing messaging isn't clear.
The way to simplify your startup’s marketing messaging
Simplifying your startup’s marketing messaging begins by neutralizing any and all noise that could potentially confuse your audience. It also involves articulating these four things in your marketing messaging in the clearest ways possible:
What the consumer is ultimately searching for.
The obstacles the consumer is facing which could prevent them from obtaining what they’re searching for.
How your offerings are the best option to help them attain what they’re searching for.
The steps they could take to purchase your offerings.
“In every line of copy, we’re either serving the customer’s story, or we’re descending into confusion. We’re either making music or making noise. No one remembers a company that makes noise.” Writes New York Times bestselling author, Donald Miller, in his book, Building a Storybrand: Clarify Your Message So Customers Will Listen.
So, instead of being one of the forgotten companies that make noise, clarify your marketing message for your audience and do like Jay-Z did—double your dollars.
Allow us to simplify your startup’s marketing messaging for you
At Decryption, we create clear contemporary culture-focused marketing content for our clients that conveys to consumers just why purchasing their brand’s products or services will help them attain what they’re ultimately searching for.
Contact us today to schedule a complimentary call and we'll begin taking the first steps towards spiking your startup’s sales!
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