“If you can’t explain it simply, you don’t understand it well enough.” — Albert Einstein
I never met ol’ Albert so I couldn’t tell you for certain if he actually said that ever, but that quote is commonly attributed to him.
Here’s a similar, more modern version that my 9 year old (who I have met), loves to say whenever I’m rambling…
“Put the fries in the bag!”
i.e, Get to the point!!
Those two ideas carry the same energy. And they both highlight something that business owners should do, if they want to make more money by doing less work.
We’ll get to what that “something” is in a moment.
Before that, here’s a fun example.
Infomercials.
These things sell billions by sticking to one clear formula: show the problem, show the solution, repeat. They don’t tell “brand stories” or bother complicating anything at all.
In fact, they do the opposite.
When I was a kid, my younger sister swiped our moms credit card from her purse and ordered some art supplies from the TV.
All she needed to know was what a credit card was and how to use a phone. By making it so dumb-simple to order their products, a 5 year old was able to buy!
And that’s the point for today. Stop obsessing over clever funnels and fancy branding. Put the fries in the bag.
Confusing your prospects by having too many steps in your sales funnel kills your business. And having a complicated or unclear offer doesn’t make you look clever, it breaks trust and weakens your position.
Because if a 5-year old can follow an infomercial and commit identity theft, but your prospects can’t understand how to buy from you, you’re doomed.
If you want help to clarify your offer, and make it impossible for the right audience to say “no.” then check my calendar and book a free call.