A Very Simple Email.

I dont know about you, but i hate things being complicated for no reason.

I hate marketing acronyms…

I hate jargon…

and I hate things that are complicated to use…

Not because i can’t understand them and figure it out.

But because there shouldn’t be a reason for me to “figure it out” in the first place.

Here’s a quick story about what I mean:

Right now, at the tech startup im helping with DR marketing, we’re getting ready to launch a new version.

Here’s there’s a problem.

While it has all the features that our ICP would love…

The UI looks nice and clean…

And it doesn’t really have any bugs…

It’s just very complicated and unclear on how the user should use it.

I was using our platform the other day and felt stupid trying to navigate it.

That is a very bad sign…

Because I can usually pick up on things fast…

Instead - and i just sent the notes to the engineering team - it should feel natural navigating through the platform…

Almost like common sense…

or like intuition —- you kind of just know how you should use it.

Great products, ads, and people are simple.

Why?

Because the human mind is lazy.

Your brain is an energy-saving machine.

It wants to think as little as possible, while still getting the highest ROI for it’s attention…

So when something is complicated — like learning how to use a software with little instructions…

or complicated marketing copy with big words…

The brain gets angry and frustrated…

And it gets rid of all things that confuse it - because it’s going to take too much brain power to figure it out.

The lesson here is simple.

Make things EASY to understand.

Not because your customers are stupid —- they are far from it.

But because you want to give them a good experience and make it easy for them to consume whatever you give them.

This golden rule of being simple applies to literally everything in life.

One of the best ways to think about this the pic below…

So to make it simple, here’s what you should take from this email:

Use simple words.

Have simple routines.

And have simple products.

Simple is ALWAYS good.

I’ll update you soon on the metrics and everything after we make these changes to the software and you’ll see what i mean.