{"id":27522,"date":"2020-09-16T20:39:38","date_gmt":"2020-09-17T00:39:38","guid":{"rendered":"https:\/\/honeybook.site.strattic.io\/?p=27522"},"modified":"2024-05-29T04:58:55","modified_gmt":"2024-05-29T11:58:55","slug":"why-clear-beats-clever-in-your-brand-messaging","status":"publish","type":"post","link":"https:\/\/hbb.dev.reliablepenguin.com\/blog\/why-clear-beats-clever-in-your-brand-messaging","title":{"rendered":"Why Clear Beats Clever in Your Brand Messaging"},"content":{"rendered":"\n

How to make sure people understand what you do\u2014AND want to book you\u2014with your website copy.<\/em><\/p>\n\n\n\n

\"brand<\/figure>\n\n\n\n

\u201cOkay. Seriously.<\/em> What the what<\/em> is going on here?\u201d <\/p>\n\n\n\n

Scrolling. Scrolling. Scrolling. <\/p>\n\n\n\n

It was my second time cruising through the homepage from top to bottom and I still couldn\u2019t figure out where to sign up for grocery delivery. It was 2:30 in the afternoon and nearly pre-school pick-up time. I wasn\u2019t about to spend another second figuring this out (confession: listening to the latest episode of Unlocking Us while waiting in the pick-up line is a highlight of my day) so I bounced. <\/p>\n\n\n\n

The worst part is, this company came highly recommended to me by a friend. By the time I landed on their website, I was literally credit card in hand. Just take my AMEX and give me groceries and same-day delivery in exchange, okay? Please thanks.<\/em><\/p>\n\n\n\n

I was ready to throw money their way but they lost my business because of one big mistake:<\/p>\n\n\n\n

They weren\u2019t <\/strong>crystal clear <\/em><\/strong>about what it is they offer, what their process is and how I could take the next step with them.<\/strong> <\/p>\n\n\n\n

I\u2019d spent nearly two full minutes trying to figure out how this service worked — did they deliver to my area? What was the membership fee? How could I sign up?– and instead got lots of pretty pictures and vague (and totally useless) information about their backstory and mission statement. <\/p>\n\n\n\n

Here\u2019s the thing: that two full minutes I gave is about 90 seconds more than the average person visiting your site for the first time will give you. <\/p>\n\n\n\n

Don\u2019t waste precious time trying to be clever. <\/h2>\n\n\n\n

Call me crazy but the businesses that succeed aren\u2019t necessarily the best at what they do, but I guarantee they\u2019re better than their competitors at clearly communicating their message. <\/p>\n\n\n\n

Case in point: even though I was ready to buy from the first grocery delivery company, I went with a competitor that I found (thanks, Google!). <\/p>\n\n\n\n

Why? Because the second I went to their website I knew right away that they could solve my problem (busy working parents with small kids at home needing something in the house other than apple sauce pouches) and how to get started (click here to sign up!<\/em>)<\/p>\n\n\n\n

It really was that simple. <\/p>\n\n\n\n

Bottom line: you need to be smart in your business (obviously) but you don’t need to be clever in your copy or messaging. <\/p>\n\n\n\n

In fact, I’ll argue that <\/strong>clear <\/em><\/strong>beats clever every day (and twice on Sundays).<\/strong><\/p>\n\n\n\n

When peeps land on your website they need to instantly know just two key things:<\/p>\n\n\n\n