Only say what’s important

Matthew Zammit

Jan 19, 2021

Sometimes you’re too close to your product to see where you’re being too detailed or too vague… or just not clear!

This Founder was trying to explain a complex product which has multiple levels and is targeted to a very niche audience… but was saying it all on the first part of the homepage!

This was creating confusion and was overwhelming to read all the details at once.

Defining what the product is for and who’s it for, we managed to focus on the most important message and then started giving more details along the way to tell a story and show more benefits.

At each stage of communication only say enough to move your audience to the next step without confusing them. We want our audience to get curious and ask “how?”… and then we tell them more.