May 2, 2010 (Watch & Read): See what happens when Microsoft redesigns Apple’s packaging and learn a key rule to follow in all your communications.

Every time I see this video I laugh, but more importantly it reminds me of one of the key marketing tenets, KISS (Keep it Simple Stupid). There’s a common tendency in marketing to want to include as much information as possible in your communications. I know because I frequently fall prey to this trap myself. When you are close to a product or service you usually know it inside and out, forward and backward and you want to make sure everyone else knows the full value proposition, benefits and features as well as you do. However this is flawed approach and one that leads to poor marketing communications.

Here are a few simple points and rules to try and remember and follow in crafting high-level marketing communications…

* Most people have a limited attention span, the more information you try to give them in one communication the less likely they are to retain the key elements or points you want them to walk away with.

* Keep the 20/80 rule in mind, 20 percent of your product or services features or functions will account for 80% of the value. Don’t bury the 20% by throwing the 80% into your front-line communications.

* Review your communications over a period of time. Most successful things don’t start out successful, they evolve into successful. If you give your communications a week of review and time to gestate and evolve you’ll be left with a far better marketing communication piece.

While these rules are simple, they are also easy to lose site of. Make a conscious effort to apply them the next time you craft high-level marketing communication materials (and remember as with most things there are always exceptions where these rules might not apply – i.e., manuals, whitepapers, etc.).

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