Dec 22, 2023
In this episode of The Brainy Business podcast, you will hear an insightful conversation between host Melina Palmer and guest Ben Guttmann, author of Attention!: The Power of Simple Decisions in a Distracted World. Guttmann shares his expertise on the importance of simplicity in communication and offers practical advice on creating messages that resonate with the audience. Through examples and analogies, Guttmann highlights the "Frankenstein problem" of overloading messages with too much information, stressing the need for focus and clarity. He emphasizes the concept of fluency in messaging and how it leads to simplicity and resonance.
The episode also delves into the paradox of choice, the difference between nice and kind messaging, and the significance of context in crafting effective messages. If you're a communicator or marketer looking to improve your messaging and connect with your audience on a deeper level, this episode is a must-listen.
In this episode:
00:00:00 - Introduction,
Melina Palmer introduces Ben Guttmann, author of the book Simply
Put, and provides a brief overview of his background in marketing
and communications.
00:03:10 - Example of Simple Messaging
Ben shares an example of a project he worked on for a power plant
in New York City. The power plant needed an internal rallying cry
to help employees feel a sense of identity and purpose. The slogan
they developed, "Making New York Happen," became a powerful message
that resonated with the employees.
00:06:47 - Internal Messaging with External Potential
Ben discusses another project he worked on, a pro bono campaign to
combat littering in New York City parks. The campaign aimed to tap
into the identity of being a "real New Yorker" and encourage people
to not litter. Although the campaign was not launched due to timing
issues, it demonstrates how internal messaging can have external
potential.
00:10:57 - Empathy in Messaging
Ben emphasizes the importance of empathy in messaging. He explains
that effective messaging should meet people where they are and
speak their language. Understanding the audience's perspective and
using language that resonates with them is key to creating
impactful messages.
00:12:50 - Simplifying Complex Messages
Ben and Melina discuss the challenge of simplifying complex
messages. Ben highlights the importance of finding the core message
and eliminating unnecessary complexity. By focusing on the key
point and delivering it clearly, messages can become more memorable
and effective.
00:14:49 - The Problem of Having Too Much Stuff in Your Message
Ben discusses the common problem of having too much information in
a message, leading to a lack of focus and effectiveness. He uses
the analogy of a website redesign and refers to his own website as
"Franken-site" to illustrate this issue.
00:17:14 - The Frankenstein Idea in Communication
Ben introduces the concept of the "Frankenstein idea" in
communication, where multiple components are put together in a
message without considering their compatibility. He compares it to
the monster in Mary Shelley's Frankenstein, highlighting the
importance of focus and coherence in communication.
00:20:56 - The Sender and Receiver in Communication
Ben emphasizes the distinction between senders and receivers in
communication. He explains that as senders, it is our
responsibility to ensure our message is heard and understood by the
receivers, as they are not inherently interested in what we have to
say. Humility and effective messaging are key.
00:23:03 - The Burden of the Sender
Ben discusses the burden of the sender in communication. He
highlights that it is the sender's responsibility to create a
message that is valuable and engaging for the receiver, as they do
not wake up wanting to hear the sender's message. The sender must
pay the postage to ensure their message is heard.
00:29:41 - The Power of Focusing on One Idea
It's better to pick one piece of an idea and focus on it, even if
it's not the strongest. Commitment leads to better messaging and
concept development.
00:31:26 - Mediocre Feedback vs. Love or Hate
Mediocre feedback is worse than receiving love or hate for your
work. The distance between love and hate is shorter than between
apathy and passion. A little bit of nuance and commitment can turn
an imperfect concept into something better.
00:33:22 - The Paradox of Choice
Having too many options can lead to indecision and apathy. When
there are fewer options, people are more likely to rally behind and
appreciate what they have chosen.
00:35:04 - The Importance of Kindness in Messaging
Kindness in messaging goes beyond being nice. It means caring about
the well-being and outcome of the receiver. Simple and clear
messages, like a parking sign that says "Don't even think about
parking here," can be kind and effective.
00:39:57 - Respecting People's Time
It's important to respect people's time and not waste it with
cluttered or irrelevant messaging. When messages are concise and
get to the point, people are more likely to pay attention and take
action.
00:44:22 - The Importance of Contrast
Ben emphasizes the importance of contrast in communication, stating
that without quiet, there can be no loud. He explains that knowing
what exists is crucial in order to stand out and connect with your
audience.
00:44:56 - Standing Out and Resonating
Ben discusses the significance of context and resonating with your
audience. He highlights the need to understand what resonates with
your audience in order to make an impact.
00:45:20 - Connecting and Getting More Information
Ben directs listeners to his website, Benguttmann.com, where they
can find his blog, sign up for his newsletter, and download the
first chapter of his book for free. He encourages connecting with
him on LinkedIn or other platforms.
00:45:53 - Conclusion,
Melina's top insights from the conversation. What stuck with you
while listening to the episode? What are you going to try? Come
share it with Melina on social media -- you'll find her as
@thebrainybiz everywhere and as Melina Palmer on LinkedIn.
Thanks for listening. Don’t forget to subscribe on Apple Podcasts or Android. If you like what you heard, please leave a review on iTunes and share what you liked about the show.
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