“But what are we actually selling here?”
I ask this all the time because honestly? It’s often not clear.
Way too many brands are hiding behind clever copy, buzzwords, or over-complicated messaging.
But if your audience has to think too hard to understand what you do… they’ll move on.
🧠 The brain is lazy.
If it’s not simple, it’s ignored.
The smartest copy is often the clearest.
→ Not “solution-oriented omnichannel frameworks”
→ Just “we help you sell more online”
Forget what school taught us about big words and fancy phrases.
In real life, simplicity wins.
Megan Bouton cartoon says it all. 👇
Say what you mean. Say it simply. And say it in a way real people understand.
Credit: Julian New