Creating a message that sticks isn’t about what you say, it’s about how you say it.
Say it in a way that's too complex and it feels like an obstacle to overcome. Turning us away before we ever get started.
Yet, make the message too simple and it doesn’t engage us enough to keep us going. We become bored and lose interest.
The best messages strike the right balance. Complex enough to keep us engaged, simple enough that we can see the path ahead.
You want to invite people in with your message. Giving them something that piques their interest, gets them excited, and gives them cause them to go deeper.
When information is too complex, it obstructs our way forward. We don’t know where to start or what to look for. It’s too dense to make sense of.
By making the information we’re presenting clear, engaging, and exciting, we can create a more compelling message that invites people to take the next step on their journey.