People buy things they understand.

If it’s too complicated, they’ll often choose someone else who can describe it better.

Even if it’s an inferior brand.

In describing our products/services, we need to:

• Describe a clear path to purchase

• Cut excess copy

• Use layman’s terms

• Avoid overused terms (“family-owned,” “customer service,” etc…)

A simple website and clear call-to-actions go a long way.

Look at your marketing with fresh eyes and ask, “Is it easy to understand?”