“Simplicity means the achievement of maximum effect with minimum means.” – Albert Einstein
Everyone likes to agree with the less is more philosophy… except when it comes to their web site. Then we become Andrea True fans, and start singing, “More, More, More.” There are so many flashing boxes and rolling texts, along with so many static elements you feel overwhelmed. People will tell you that’s because we need them for sales, but that doesn’t do much justice for the client, does it? We’ve already invented the web version of “too many commercials.” I’m so proud.
Like radio itself, we may have forgotten that the “less is more” concept has less to do with us than it does our listeners. Their lives are so busy and fast-paced that they don’t have time to pay as much attention as we think. We’re not simply battling for share of listening any more, we’re fighting for share of attention. Yes, they can be listening to you and still not be hearing you.
Jumping back to the web, most stations seem to think the over-communicating concept doesn’t need to apply to their web page. They’re so boxy and busy that it’s hard to follow even I’d you’re looking for something. But boy, are there a lot of cool widgets and effects. Who needs strategy when you can have a talking cartoon come on when someone arrives at the site? Bottom line is the web sites are much more about us and our needs than anything to do with a listener.
In the rush to monetize the web we’ve created sites that are so ineffective that we have to give them away as “added value.” (That’s radiospeak for “free stuff.”) The focus on the dollar is so strong that we don’t care what the consumer, let alone the fans, want.
That’ll work well.
The less is more application to your web is simple. Less clutter and less flasiness. More focus on your P1’s and what they want, less focus on the size of your cume. That’s part of the new marketing philosophy people like Seth Godin are talking about. The 20% of people who give you 80% of your success. Find out what’s important to them, and make sure they have it.