Simple Sells. Clever Confuses.
Yesterday I asked people to describe their business in 7 words or less... And to record a 30-second video pitch. Not a second more. A few brave ones did it.Most didn’t. Because here’s the truth… When people pitch, they often try to impress rather than connect. They use big words that sound intelligent. Or clever phrases they think make them sound professional. But if a 12-year-old can’t understand it, half your potential customers are gone before you even start. Clarity beats cleverness. Every time. Look at the some of the biggest brands in the world: Nike → Just do it. Apple → Think different. L’Oréal → Because you’re worth it. Google → Organise the world’s information. Tesco → Every little helps. McDonald’s → I’m lovin’ it. Adidas → Impossible is nothing. Airbnb → Belong anywhere. Harley-Davidson → Live to ride. Ride to live. Subway → Eat Fresh KFC → Finger Lickin’ Good Coca-Cola → Open Happiness Pepsi → For the Love of It Ford → Built Tough BMW → The Ultimate Driving Machine Audi → Vorsprung durch Technik (translated: “Advancement through technology”) Mercedes-Benz → The Best or Nothing Volkswagen → Drivers Wanted Jaguar → Grace, Space, Pace FedEx → The World on Time Disney → The Happiest Place on Earth Lego → Play On eBay → Buy It. Sell It. Love It. Visa → Everywhere You Want to Be Mastercard → There Are Some Things Money Can’t Buy De Beers → A Diamond Is Forever M&M’s → Melts in Your Mouth, Not in Your Hand Red Bull → Gives You Wings Burger King → Have It Your Way Dove → Real Beauty Netflix → See What’s Next Spotify → Music for Everyone BBC → Inform. Educate. Entertain. LinkedIn → Connect to Opportunity YouTube → Broadcast Yourself None of those lines are complicated. But every single one connects.Instantly. Simple is memorable. Simple is powerful.Simple scales. If you need a paragraph to explain your business, you haven’t yet got a business that connects. If you can’t pick up your phone right now