Why is simplicity so complex?

Why is simplicity so complex?

Why do we give undue credence to complex concepts?

Complexity bias.

We’re fooled into believing complex concepts are better than the more straightforward ones.

Marketers make frequent use of complexity bias.

We incorporate confusing language or insignificant details into the copy.

Yet, these terms often mean very little to consumers.

Siegel+Gale’s Global Brand Simplicity Index ranks brands according to simplicity or complexity.

The findings?

Since 2009, a stock portfolio of the publicly traded simplest brands in their global Top 10 outperformed major indexes by 679%.

Yet, even with this knowledge, I’m guilty of overly complicating.

I continually find myself streamlining messaging I write for clients.

I’m asking, how can I make this clearer and more concise?

Recently, after struggling with a client, we broke through.

Not because we figured out how to jam in more persuasive copy.

It was the opposite.

We figured out how to say less.

I wonder where else I’m overcomplicating.

It’s easy to measure sales copy effectiveness and optimize.

But most areas of life don’t have this feedback loop.

What areas of your personal or professional life are you overcomplicating?

Where might the simple solution be best?

Simplicity Is The Ultimate Sophistication

Christian Banach

Christian Banach

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