When it comes to creating or refining the core messaging for your tech company or SaaS business, you should always keep it simple.
And we mean really simple.
Don’t overthink it. Don’t focus on the what ifs. Don’t let your purpose get complicated by the details.
Take John F Kennedy’s message from 1962 as an example:
“We choose to go to the moon.”
Out of this world goals – but still a simple message
As two history graduates, and one who was probably old enough to remember it the first time around, it seemed fitting to use this example as we celebrate the 50th anniversary of humanity walking on the moon.
Looking back, there was something so perfectly simple about his message to the world on that day.
JFK said that the US will go to the moon. They got down to it right away, and that’s what they did. They landed on the moon.
Of course, it took over 7 years and more than $19 billion, but they did it. They did it because they were inspired by a simple message. One that said everything it needed to.
No-one was under any illusion it was going to be simple to accomplish. It would be damn near impossible. No-one had thought about all the logistics, the technology, the infrastructure or any of the immense complexities.
But that didn’t matter. What mattered was his simple inspiring message – we choose to go to the moon – that says everything it needs to.
It was a message to his fans and his supporters - his customers if you will – asking for their faith and trust in this new venture.
It was a message to his competitors – the USSR – showing America’s superiority and their commitment to be the best.
And it was a message to a wider audience who had yet to buy into his dream, his vision, his product – but who soon would.
A simple message that inspired a programme of epic proportions, and led to computers in our pockets, sat navs for our car, and pens that write upside down (plus countless more technical innovations).
Simplicity in tech is key too
One look at the big tech companies, and you’ll see that simplicity is vital for successful messaging.
Take Apple. Think Different. It’s not a specific, short-sighted message. It’s not focused on a single product or service. But it immediately tells you everything you need to know about the company and the business. It inspires you.
Or Amazon. From A to Z. For a company that does virtually everything, their strapline is incredibly simple, and yet, says it all.
Or Slack. Be Less Busy. It doesn’t speak to anything about the instant communication & software that makes up the core of Slack’s business, but it does inspire and intrigue – and addresses the big benefits of what Slack does.
Contrast these with Microsoft, who’ve gone through a variety of ‘key messages’ over the years.
Where do you want to go today?
Your potential. Our passion.
Be what’s next.
Empowering us all.
They’ve all been used in the last 25 years, and none of them really resonate. They’re too clever. Too abstract. Too bland.
Not simple enough.
Our message is simple.
Simple isn’t easy. Simple messaging isn’t simple to come by.
JFK’s ‘We choose to go to the moon’ message doesn’t just inspire and resonate with his target audience (and beyond). It also has purpose and drive, something to strive for. And it does all of this in a simple and easy-to-understand manner.
Our message is simple too. We help you with the words that win business.
Because finding the right message is tough. We focus you on what matters. We ensure you have the big goals in mind. And we help you fight the urge to complicate.
We do all the complicated stuff. We cover every medium, every channel and every product. But that’s not what’s important. What matters is our simple message. The words that win business.
One small step toward transforming your business messaging with us, could be the giant leap in the future success of your tech company.