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Win your Customer with a Sentence, not an Essay

Jason Khoo: Marketing with Simplicity, Not Complexity

I was at Walgreen about an hour ago and I was walking around the aisles and came across Hot Cheetos Fries. I knew not to do it, I spent months trying to get back into shape, countless games of basketball, and hours of staring at my stomach in the mirror. I looked at the back of the bag knowing how unhealthy the bag of chemicals was for my system. I tried so hard to convince myself to tell myself no. I began reciting all the reasons why it was bad for me, how for my health this was one the worst decisions I could make.

After what seemed like an hour long worth of reasons, but really, was probably only about 30 seconds, I made my decision.

I bought the bag of Hot Cheetos Fries.

Why? Quite simply because I wanted to taste the blend of spiciness and soft potato chip texture of these fake fries. After a whole set of debate and reasoning on the no side, one simple argument on the buy side of the debate won. It tasted good and would give me momentary pleasure.

We need to remember the best arguments are not overload with information, reasoning, and logical conclusions. The best arguments are the ones that tap into our emotion and feelings immediately. Buying the chips gave me a sense of momentary pleasure. I kept trying to convince myself with reason and logic to not buy the chips, but i succumbed to my senses.

If I had maybe tried convincing myself not to buy by picturing the sadness of looking at the mirror or that inferior feeling of being at the beach, it would have prevented me from the purchase.

So remember, lots of research and thought goes into the persuasion of the sale, but at the end of the day we need to realize that simplicity wins the day, not complexity. That is why every essay has one theme, every episode has one moral lesson.

What is the simple message of your advertising? Can it be summarized in one emotion or sentence? Or is it a complex aggregation of arguments and logic?

(P.S: I feel terrible right now after eating those Hot Cheetos Fries. ARGH!)




The Pyramids - A visit into Conveying Simplicity through Chaos

JiahongJason - The need for Simplicity

The pyramids. Within the framework of our mind we simply know these monoliths as "they pyramids" However, within a couple split seconds of the word, our mind creates an image of a pyramid. The thousands and thousands of bricks, the elaborate labyrinth within, and the centuries that they have lasted. It is no doubt that these constructions inspire awe in us, heck I can't even build a properly looking sand castle, let alone build a pyramid!

Why do I bring up the pyramids? It is because it teaches a great lesson on how our minds work. As said earlier, an intense and incredulous amount of work was put into these pyramids. We can only guess how many died during its construction.

At the end of the day though, these pyramids are simply known as the pyramids. They are not known as the ancient monoliths constructed by thousands of slaves for pharaohs. Nope they are just pyramids.

Remember that everything we do is culminated often into one idea or a couple words. The mind cannot and will not remember a paragraph of information, nope, it will categorize. Ensure your marketing efforts follow the same. You don't have enough of a customer's mind time to get them to remember an essay. However, if you are able to set up a conceptual place in their mind, they will provide you more time and attention to your message.

Build your concept and convey it concisely. Just remember, the pyramids are simply, the pyramids.