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قدرت سادگی

Posted آژانس تبلیغاتی ویرگول

می توان شکست را برای برخی از محصولات پیش از عرضه پیش‌بینی کرد. البته نه به این دلیل که کارآیی ندارند، بلکه به این خاطر که تولید آنها معنایی ندارد.
کامپیوترهای Apple Newton را در نظر بگیرید. این دستگاه به صورت همزمان دارای کاربردهای متنوعی در قالب یک دستگاه فاکس، یک دستگاه پیج، یک جا تقویمی و یک قلم کامپیوتری بود.

خیلی پیچیده است.

این محصول موفقیتی نداشت؛ در حالی که کامپیوتری با نام تجاری موسوم به Palm Pilot، که خیلی ساده تر بود، با موفقیت فوق‌العاده ای مواجه شد.

 

بهترین راه برای نفوذ در افکاری که از پیچیدگی و آشفتگی تنفر دارند اینست که پیام خود را به نحو بسیار ساده‌ای بیان کنید.

قدرتمندترین استراتژی ها آنهایی هستند که روی یک کلمه متمرکز شده اند. (ولزفارگو، روی سرعت؛ ولوو، روی ایمنی؛ لیستراین، روی کشندگی جرم)
تجارب فوق به ما می آموزند، که نباید همه داستان خود را مطرح کنیم. کافی است تنها روی یک ایده متمایز کننده تمرکز نموده و آن را به افکار دیگران رسوخ دهیم.

اگر برای پیدا کردن آن کلمه‌های ساده احتیاج به ترفند خاصی باشد، آن ترفند این است که در ویراستاری پیامتان بی رحم عمل کنید.
هر آن چیزی را که دیگران می توانند به همان خوبی شما ادعا کنند، حذف کنید. هر آن چیزی را که اثباتش مستلزم تجزیه و تحلیل‌های پیچیده باشد، فراموش کنید. از هر آن چیزی که در برداشت ذهنی مشتریانتان نمی گنجد، اجتناب کنید.

 

“تمایز یا نابودی؛ جک تراوت”

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