There’s always the moment. The moment where you step away from simplicity and add in the kitchen sink. And I know you mean well because you’re coming from a place of service, wanting to do all you can to help–to share everything you know and have learnt. When you ‘see’ what other people don’t see, and you ‘know’ there is another/better/faster/smarter/other way, of COURSE you want to share it.
But please don’t share it all at once. We’ll freak out. We won’t see the wood for the trees, it will be too much to take in, we’ll make the (wrong) assumption that it’s super-complicated and we’ll never be able to do it.
Instead please do us the immense favour (we will be VERY grateful) of making it as simple as possible. There is much beauty in simplicity, and we very much want to skip through all the detail you have collected and get to the point. We very much want to buy the point and not all the data from along the way.
We trust you’re well read and well researched. We know you have experience and can do your Thing (because you’ve told us that in your content and stories), but honestly we don’t want to buy ‘the whole Thing’. We want to buy the outcome of your Thing, the point of your Thing, the result you know we can have if we follow the instructions of your Thing. So we’re very happy if you leave out all the learning and the complicated stuff and take us straight to the finish line.
Now, if we need to know how it works, please teach us (but simply). If we need to ‘get under the hood’ to understand the moving parts, please put clear labels on them–it will really help us.
And actually, this will help you too–it’s a LOT easier to sell something that’s simple than something that’s super-complicated. It’s a lot easier to explain the result if it’s a clear point we’re aiming for. It’s a lot easier to market when you have a simple, clear message to share. Start waffling and we’re off.
So be very clear–your Thing is simpler than you think. We trust you know your stuff, you don’t have to talk us through in minute detail to convince us :)
Want to talk more about this?