Stop Making Noise

How to sell effectively

Easy to complex. That’s how it should go.

The easier it is to understand a product, the better it is for the customer to decide. When communication is complex, it is noise.

Take a laptop computer for example, instead of saying…

“this has an octa-core processor and a dedicated graphics memory”,

…you might want to say,

“twice faster than a regular computer with great graphics quality for games and design”

You choose.

More than half the buyers don’t even know what an octa-core processor is anyway.

The goal is to make the decision simple for the consumer to make. Vague, complex, and too much information is noise.

An HBR study reveals something interesting — the decision simplicity index

Our study found that the best tool for measuring consumer-engagement efforts is the “decision simplicity index,” a gauge of how easy it is for consumers to gather and understand (or navigate) information about a brand, how much they can trust the information they find, and how readily they can weigh their options.

The easier a brand makes the purchase-decision journey, the higher its decision-simplicity score. Brands that scored in the top quarter in our study were 86% more likely than those in the bottom quarter to be purchased by the consumers considering them. They were 9% more likely to be repurchased and 115% more likely to be recommended to others.

When a product has features and information that a consumer might be interested in, the way to get it across is to make it easy to learn more. It can be as easy as scanning a QR code or reading a note, but, never put the complex information forward, because it’s noise.

Let's continue this tomorrow…