Selling to the overwhelmed

We're all overwhelmed. Too much information and not enough time to absorb it. Too many choices to make whether we're buying breakfast cereal or mustard. It used to be that if you wanted to buy a phone you had a choice of a black desk model or a black wall phone - now you have dozens if not hundreds to pick from.

What does this all mean? It means we have no spare time. Doing something means not doing something else. We're overwhelmed with too many features on electronic devices. Features we don't understand or even care about. We yearn for things that are simple, direct and easy to understand.

Apple understands this. They design products for simplicity and usability. They have raving fans (including me).

It's all about clarity. In an age where we're bombarded with information it's more important than ever to communicate in a way that's simple, direct and that leaves no room for misunderstanding. Websites should be simple and easy to navigate. Copy should be short and easy to read.

Also use custom photos to communicate your message. They speak volumes and can be understood in seconds. They're perfect for simplifying and speeding communication. They provide clarity.