What sparks your curiosity or motivates you to take action? Interests obviously vary from person to person, but there’s one consistent factor that significantly impacts our ability to draw others in: simplicity.

People gravitate toward concepts that are easy to understand in a few words yet still poke at the imagination.  The goal of a message should be: when people hear about it, they ask questions.

Spanx is a great example. If I told you that Spanx are “body shapers” would you be interested in finding out more? How would your impression change if I called them Power Panties? A girdle?

Body shaper is a gender-neutral description that’s easy to understand—it’s obviously slimming. And their sub-brand Power Panties works really well in targeting women while fighting the stigma of control-top undergarments.  Most importantly, upon hearing it you probably have questions. What do they look like? How do they work? Who wears them? And so on. It’s clear yet thought provoking.

Capturing that special element to compel people to action is less about wordsmithing and more about figuring out the key concepts you want to focus on. And those drilled-down concepts form your brand’s foundation. Examples:

1. Home Depot- Home improvement center for the do-it-yourselfer
2. The Simpsons- Dysfunctional family cartoon sitcom
3. Staples- Office supply ordering made easy
4. Levi’s- Classic American jeans

Ultimately, it’s this over-arching concept that helps you answer the fundamental “why?” question for your customers. Leverage your first impression by giving an easy-to-digest tidbit that hints at that “why,” and their curiosity will bring them to you with an appetite for more.

- Bianca Abate

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