If The Most Important Thing You Have To Say Is To Attract Mythical Creatures, Everything You Communicate Needs To Be Precise and Measured.
- Writer for DDI on Medium
- Jul 22
- 2 min read
Updated: Jul 23
IT JUST MIGHT BE THAT YOU’VE FIGURED OUT WHAT YOU NEED TO SAY, IF YOU’VE FOUND WHERE THE FOCUS OF YOUR SERVICES LIES. BUT HOW ARE YOU PRESENTING THE CLIENT’S SITUATION THROUGH THIS LENS?
Maybe what you’re saying isn’t factual; maybe you’ve changed up the framing here and there.
Words or expressions that mean nothing to the people you’re focused on building a returning clientele with make it hard for your ideal client to recognize themselves in the problem you’re solving.
That’s the benefit of precision and the power in being measured in how you say what you want to say. Everything about your messaging serves the purpose of your brand’s voice—the Northstar guiding your ideal client out of The Great Exodus to nowhere to your services and the value it provides. So if the additions or omissions you make do not strengthen the most important thing you want the client to know about you (your thoughts and ideas), you’re better off cutting the excess.
Less IS more.
I know that’s a weird concept when you’re trying to pack everything on that canvas. Working as a designer in our local advertising industry, I contributed to some of that thinking. But a well-designed message can say a lot with very few words or none at all.
For example, long before Leonidas and his 300 Spartans became famous, there was Gideon. God sent him into battle against the Midianites with only 300 men and a promise of victory. Also, the four horsemen of the apocalypse are all symbols of the evolution of demon power.
So, a good brand does not communicate less because it has less to say. It communicates less because it understands what matters most.
Leonidas understood this...
So, yes, be strategic in how you deliver your idea if it's to be recognized and associated with you, but if you also want the messaging that supports it to be remembered, believed, and acted on, be intentional and respectful of what earns a place in it.
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