How Experts Use Clarity To Increase Leads

A complex offer that provides 100% value is half as good as a simple offer that provides 50% value. This principle – one that we use often – is indicative of the human experience. If you can’t understand the value, you just can’t buy it.

Marketing experts use distillation to get to clear calls-to-action. Â For instance, at GEM, we spend countless hours dissecting the value propositions of our clients to make sure that the proposition is clear both in message and in relevance. That means putting a clear value in front of the audience at the right place and at the right time.

Although this concept seems simple, the simple fact is that many marketers miss this pursuit by a wide margin. When you’ve ever seen a tagline that left you feeling like you must have missed something, that’s a good example of lacking clarity. Or, when you’ve seen a television ad that left you wondering how you’re supposed to feel – that’s another example.

There should be no room for error in the mind of your audience; that is, you should place the intended thought in your audience’s mind as if it were their own. Otherwise, you risk missing your brief window to create a cognitive link between your product and its value.

Clarity of purpose, clarity of communication, and clarity of value is how experts use clarity to increase leads. When customers understand you, they’ll go to your product or service when the need arises. If they don’t understand you, they won’t remember you; if they don’t remember you, I think you can guess what doesn’t happen next.

Every great company offers an elegantly simple solution. What’s yours?

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