All You Need is a Good Idea!: How to Create Marketing Messages that Actually Get Results

Chapter 7. BEING CLEAR IS A GOOD IDEA

The purpose of a good idea is not to show the world how clever you are. I'm sure you have seen some ideas that are too clever by far, making you feel you need a roadmap or thesaurus to figure out what they are trying to say. A good idea is never convoluted, obscure, or impenetrable. By definition—or at least my definition—it can't be a good idea if it is confusing. A good idea can be cryptic, and it can be intriguing; it can't be irrelevant or puzzling. If you are so enamored with your ingenuity you truly believe the reader will be willing to wade through your verbiage just to get to your oh-so-clever payoff, you will be oh-so-wrong. The point of a good idea, never to be forgotten, is to sell more Phufkels.

Being clever will help your good idea stand out and be noticed. Being too clever may reward your ego, but it will do little for your sales. Clear does not mean dull, safe, or obvious. But it does mean your idea communicates what you want it to; it conveys the message you have determined has the best chance of getting attention. In short, being clear is often surprisingly more effective than you might suppose. While clarity can lead to a good idea, it often can be a good idea in itself. That's why it is not a waste of your time to write down ideas that seem simple and obvious to you. They won't necessarily be simple and obvious to your target. At the very least your message should be straightforward and convey what you intend to communicate. ...