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I did a keynote last year titled, Messaging so clear prospects say, “I want it!” Have you ever felt that way before? You know that feeling when you hear someone explain an idea so clearly that it just clicks? When that happens, it’s not by accident. It turns out we’re wired for that feeling.
And that feeling is called the Simplicity Effect.
The Simplicity Effect is a cognitive bias that makes people (you, me, prospects) gravitate toward messages that are easy to understand. If your message requires a decoder ring to interpret, your audience moves on faster than a first-time whiskey drinker who just ordered it neat.
In branding and messaging, complexity kills. The harder something is to understand, the less likely people are to remember it, trust it, or act on it.
Yet, I see experts make the mistake of overcomplicating their message daily. While they believe more detail equals more credibility, the opposite is true; the simpler your message, the more powerful it becomes.
So, today, let’s break down why simplicity works, how complexity weakens your brand, and how you can leverage the Simplicity Effect in your message, offer, and marketing.
Pull up a bar stool, and let’s get into it.
Why Simplicity Wins (Every Time)
We’ve all walked into a bar or restaurant, scanned the menu, and immediately felt overwhelmed by options. And before you know it, you’re asking everyone else what they’re getting because there are too many things to choose from.
That’s what happens when our brains need to think. We look for the easy solution because, believe it or not, our brains don’t want to think. The brain doesn’t want to burn calories trying to figure something out; it’s lazy.
The Simplicity Effect is a cognitive bias based on the principle that our brains prefer information that’s easy to process. The more effort something takes to understand, the less we trust it.
The menu scenario happens when potential customers hit your website or marketing materials and can’t figure out what you do, how you help, or why they should care. However, instead of asking the person next to them what they are having, they leave your site and go to your competitors.
That is why it’s super important to distill your complex ideas into something effortless to understand. It sounds counterintuitive, but effortless understanding leads to action.
Why Complexity is a Brand Killer
Experts love detail. So, they often assume that their audience wants all the details. The reality? People don’t want to work hard to understand what you do. If your message is complicated, prospects move on to someone who makes it easier, and I hate to break it to you, but your audience doesn’t care how smart you are either; they care about how you can help them.
Complex/complicated messaging causes:
❌ Confusion – People can’t figure out what you do, so they move on.
❌ Analysis Paralysis – People delay making a decision if something is hard to understand.
❌ Lost Sales – Unclear messaging means people won’t feel confident hiring you.
In branding, complexity looks like this:
❌ Over-explaining what you do in a way that confuses people.
❌ Jargon-filled messaging that only industry insiders understand.
❌ Trying to be clever instead of clear.
Instead of making your audience feel smart, complexity makes them feel overwhelmed—and when people feel overwhelmed, they say “No.”
How to Apply the Simplicity Effect to Your Brand
If you want to build a strong brand, your message must be so clear that people instantly get it. The good news is you don’t need a total rebrand to get there; you probably just need a messaging detox. Here’s how to clean up your brand’s message so it resonates instantly.
1. Start with One Clear Idea
What’s the ONE thing, your core message, you want people to remember about your brand? If someone could only take away one thing from your brand, what would it be? If you can’t sum it up in a sentence, it’s too complicated.
Instead of saying, “We provide customized leadership development programs to help organizations create high-performing teams.”
Say: “We turn good managers into great leaders.”
Simple. Impactful. Repeatable.
2. Use Simple, Concrete Language
Avoid jargon. Jargon is a deal-breaker. If your audience needs a dictionary to understand your offer, you lose them. Replace abstract ideas with real-world examples. The goal is to make your message as easy to repeat as possible.
Instead of: “We help businesses optimize strategic alignment for sustainable growth,”
Say: “We help businesses grow with certainty.”
Tip: Test your message on a 12-year-old. If they don’t understand it, neither will your audience.
3. Cut the Fluff
Remove anything that doesn’t add clarity. If your message takes too long to explain, it needs refined. The best brands say more with less.
Instead of: “Our coaching program leverages neuroscience-backed methodologies to unlock leadership potential.”
Say: “We help leaders perform at their best—without the burnout.”
Rule of Thumb:
- If it sounds like it belongs in a corporate memo, cut it.
- If it sounds like a real human would say it, keep it.
4. Make Your Message Repeatable
If your audience can’t easily repeat your message, it’s too complicated. A great test: Say your brand’s pitch out loud in one sentence. Would someone immediately get it and be able to repeat it to a friend? Would a 12-year-old understand it? If not, simplify.
Instead of: “We provide executive coaching, strategic advisory services, and leadership transformation programs.”
Say: “We help executives lead with clarity and confidence.”
5. Make Your Offer Crystal Clear
An unclear offer is like a bar menu without descriptions—you’re making people guess what they’re getting. Be a good human. Don’t make a fellow human’s brain guess.
Instead of: “We offer personalized coaching, workshops, and strategic guidance to enhance leadership development,”
Say: “We offer 1:1 coaching and leadership workshops to help you grow your business without burnout.”
Last Call: Simplicity = Influence (and Sales)
The brands that rise to the top aren’t the ones with the most complex solutions. They’re the ones that can explain their value the clearest.
If you want people to trust you, be clear.
If you want your message to land, simplify.
If you want your brand to grow, distill your message down to what truly matters.
Follow this framework:
✔ One Clear Idea – If your message isn’t clear in one sentence, simplify it.
✔ Ditch the Jargon – Your audience isn’t impressed by big words. Be real.
✔ Cut the Fluff – Do it if you can remove a word without losing meaning.
✔ Repeatability – If people can’t repeat your message, they won’t remember it.
✔ Clear Offer – Make it easy for people to understand what you do and how you help.
The best brands don’t just communicate—they resonate. Make it easy for people to say, “I want it!”
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PROMPT to use the simplicity effect
Prompt:
Analyze the following copy using the Simplicity Effect framework. Identify areas where the message is clear, concise, and easy to understand, as well as areas where complexity, jargon, or over-explanation may be creating confusion. Provide specific suggestions to simplify the messaging while maintaining its impact.
Evaluation Criteria:
- Clarity – Is the message immediately understandable, or does it require effort to decode?
- Conciseness – Is the core idea expressed in as few words as possible without losing meaning?
- Jargon-Free – Does the message avoid industry-specific terms that might confuse the audience?
- Emotional Impact – Does the message create an immediate connection, or does complexity dilute its effect?
- Repeatability – Could someone easily repeat the message after hearing it once?
Output Structure:
- Strengths: What aspects of the copy effectively apply the Simplicity Effect?
- Opportunities for Improvement: Where does complexity, jargon, or unnecessary detail make the message harder to grasp?
- Suggested Simplifications: Rewrite key sections to improve clarity and impact while retaining the intended meaning.
Copy to Analyze:
[Insert website URL, marketing materials, or messaging here]
