A story from Ken Segall’s book, Insanely Simple, about his experience as part of the advertising team working with Apple:
At one agency meeting with Steve Jobs, we were reviewing the content of a proposed iMac commercial when a debate arose about how much we should say in the commercial. The creative team was arguing that it would work best if the entire spot was devoted to describing the one key feature of this particular iMac. Steve, however, had it in his head that there were four or five really important things to say. It seemed to him that all of those copy points would fit comfortably in a thirty-second spot.
After debating the issue for a few minutes, it didn’t look like Steve was going to budge. That’s when a little voice started to make itself heard inside the head of Lee Clow, leader of the Chiat team. He decided this would be a good time to give Steve a live demonstration.
Lee tore five sheets of paper off of his notepad (yes, notepad—Lee was laptop-resistant at the time) and crumpled them into five balls. Once the crumpling was complete, he started his performance.
“Here, Steve, catch,” said Lee, as he tossed a single ball of paper across the table. Steve caught it, no problem, and tossed it back.
“That’s a good ad,” said Lee.
“Now catch this,” he said, as he threw all five paper balls in Steve’s direction. Steve didn’t catch a single one, and they bounced onto the table and floor.
“That’s a bad ad,” said Lee.
I hadn’t seen that one before, so I rather enjoyed it. And it was pretty convincing proof: The more things you ask people to focus on, the fewer they’ll remember. Lee’s argument was that if we want to give people a good reason to check out an iMac, we should pick the most compelling feature and present it in the most compelling way.
Keep it simple. I often struggle with a “kitchen sink” approach when I speak, wanting to throw in everything that might be useful. But what is most important and how can I make that stick? What do I need to cut so that I can give more attention to what matters most? Make it clear.
Kill the bullet points. Hone your idea to the essentials, and craft your message with simplicity and clarity.