Simply Put: The Secrets to Designing Effective Messages
Why do some messages work when others don’t? Why do some ideas break through, why do some slogans stick in your brain, and why do some leaders inspire change – when others don’t? The answer is simple. Literally.
The most effective communicators in the world all structure their messages the same way, by designing for simplicity. But the problem is, simple is hard work. Our brains are programmed to complicate. Our world incentivizes more, more, more. It takes deliberate, intentional effort to communicate in a way that seems effortless. In this talk, award-winning marketer and author Ben Guttmann will share a five-part framework from his new book that allows anybody – marketers, leaders, entrepreneurs, advocates, and others – to communicate with clarity.
Ben Guttmann is a marketing and communications expert and author of Simply Put: Why Clear Messages Win — and How to Design Them. He’s an experienced marketing executive and educator on a mission to get leaders to more effectively connect by simplifying their message. Ben is former co-founder and managing partner at Digital Natives Group, an award-winning agency that worked with the NFL, I Love NY, Comcast NBCUniversal, Hachette Book Group, The Nature Conservancy, and other major clients. Currently, Ben teaches digital marketing at Baruch College in New York City and consults with a range of thought leaders, venture-backed startups, and other brands.