Connecting with customers: Keep it short and simple

WHY is it so hard to keep things short and simple? Because it is hard. Someone once said: "If I had more time, I would have written a shorter letter."

Ask CEOs to tell you why you should use their product or service and most will fail to respond succinctly. You're likely to be buried in a blizzard of words that describe what the company does but not necessarily the value you get. Ask why you should pick their product over their competitor's and most will struggle to answer. It's not a trick question. Choosing between different providers is the critical decision for customers.

For a company to be successful, its value proposition needs to be different. But this has to be communicated effectively to have any impact. Messages stick when they are short and simple and preferably have an emotional appeal. Why is this so hard for companies and leaders?