Yes, I know that’s the title of a movie that was of the idiot class but it certainly does apply to your target market.
I think I recently reminded you that you won’t go broke underestimating the intelligence of your market.
Now I’m not being nasty or suggesting you have cultivated idiots; I’m really just asking you to face the truth. And the truth is that you think your marketplace knows more about whatever you’re talking about than they really do.
You’ve gotta remember the K. I. S. S. principle… keep it simple stupid. Make sure you always spell out what you’re talking about in simple words, simple sentences explaining simple thoughts.
For heaven sake, don’t suffer from the curse of assumption, the belief that everybody knows what you know. The fact is, if they knew what you know, they’d be doing your job.
Get Winston’s great audio series on “The “how’s things?” call” for just $8 here
They are looking for you to make it simple… give them information, advice, assistance, ideas, explanations, illustrations, case histories, reasons why (or why not).
So, sock that to them!
I was reminded of this philosophy when I attended a seminar, on all things, about keeping chooks in your backyard.
People have forgotten or simply don’t know the link between the meats they eat and the animals that produce it. They rarely make the connection that the animals die in the process!
So, one of the biggest problems backyard chook keepers have is knowing what to do when a chook reaches the end of its laying life. If there are no eggs they don’t want to give it free board and lodging! But they just have no idea what to do.
And what should they do with the chook that’s reached the end of its egg producing life?
Well, perhaps they could offer it to the Colonel at KFC but the chooks will be too tough for him. Otherwise, there are a few organisations that do take retired egg layers but they are few and far between.
So what are they supposed to do with those chooks that need to be retired? Kill them! Yep, that’s right kill them and eat the poor little chooks.
But, of course, people who take up backyard chooks for eggs not eating obviously can’t kill’em. And, when they take up backyard chook keeping nobody will bother to tell them they have to play the part of the ultimate reaper.
As I said you’ll never go broke underestimating the intelligence of your market!
P.S. If you really want to know how to keep things simple and understandable ask the lovely Felicity miracles@winstonmarsh.com.au to send you a copy of my article on Readability Scores.
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