I’ll make this simple. Your customers are stupid. They don’t know about your business, they don’t know your industry jargon, in fact they don’t even care. All they care about is themselves. They are selfish, you can’t change that, so get over it. But you can use it to your advantage.

Remember customers are stupid. So don’t try to hard to impress them. Keep it simple and get right to the point. To often marketers think they are the next Michelangelo and start creating breathtakingly beautiful ads. All these ads really do is impress other marketers, and stroke egos. They don’t convert, they don’t make money. Now there will always be exceptions. But as a whole, your customers are bombarded daily with marketing message. Tell them quickly what you have to offer and move them along. You need to get them into your conversion funnel, or sales process, not sitting around admiring the beauty of your ad.

Now a good looking ad does have benefits, but there is a balance. Make sure your ad looks good enough so that it isn’t distracting in its ugliness, but not to beautiful that it takes away from your message.

Remember customers are stupid, they need things presented very simply to them, and they will respond. Get too creative and they will be confused and just move on.

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