Owning a Word in the Mind of the Consumer

We’ve started fighting for complex and hard to digest words. We want to be noticed by using more „elegant” and complex words. By using these type of words we have the “certainty” that we can educate the client to start using them too.

But I think this is wrong.

There’s nothing more wrong that using fabricated or way too complicated words. I’m again referring to the K.I.S.S. principle (Keep It Simple Stupid) that I like. More marketing campaigns should be based on this principle. The most successful campaigns “stuck” to the mind of the consumer simply by using simple words.

An example would be Federal Express, who shortened its name to FedEx while also using the word “overnight”. The simplest words taken straight from a dictionary are the best. It is the supreme sacrifice in marketing and not many are ready for this kind of sacrifice.

The most efficient words are simple and benefit orientated. Regardless of the complexity of the market, focusing on a simple word will always be better. A complicated problem asks for a simple solution!

Words have different meanings. They can be divided into benefits (cavities prevention), services (home delivery), audience (young people), sales (favorite brand).

In conclusion: Words have to be simple.
Important: Successful strategies are always expressed in simple words.

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