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Simply Put: Why Clear Messages Win – and How to Design Them
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Today's episode will make you think differently about the power of simplicity in messaging and how to achieve it.
In this episode, Eric interviews Ben Guttmann, an accomplished author, marketer, messaging expert, and professor, to discuss the importance of clear and simple messaging in effective communication. Ben shares insights from his book, 'Simply Put: Why Clear Messages Win and How to Design Them,' which highlights his journey from running a marketing agency to exploring the science behind communication, messaging, and persuasion. He advocates for simplicity, explaining how it significantly impacts the audience's understanding, liking, and trust towards a message. Ben recounts a successful marketing campaign for a New York City power plant that fostered company pride and community recognition by focusing on the theme 'Making New York Happen.' He also outlines five design principles for creating compelling messages: beneficial, focused, salient, empathetic, and minimal. Ben emphasizes the sender's responsibility to ensure messages are not only heard but resonate with the audience, advocating for simplicity and empathy in marketing and beyond.
Check out Ben's Web Site and Book
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01:32 The Power of Simple Messaging
02:44 Case Study: Rebranding a Power Plant
06:21 Insights from Ben's Book
08:58 Design Principles for Effective Messaging
10:26 Final Thoughts and Recommendations
11:43 Closing Remarks and Appreciation
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Chapters
1. Simplifying Messaging for Effective Communication (00:00:00)
2. Achieving Messaging Fluency in Marketing (00:06:13)
3. Advertising and Audience Communication (00:12:06)
143 episodes
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