“Simplicity boils down to two steps: identify the essential. Eliminate the rest.”
– Leo Babauta
We live in a complicated world and it’s getting more complicated by the minute.
Let’s look at two places where it would be very easy to get complicated, BUT we must simplify both if we want to attract and retain clients.
ONE: In the Sales Room, during the selection process, the last thing we want is complication!
How do we avoid complication? Several ways come to mind:
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Show less images. We narrow and then narrow more until we have only the cream of the crop left.
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Prep a Suggestion. We start at the end of the sale and work backwards as we’ve already planned their entire purchase. The client only needs to add or subtract from our “base” as they tweak what we suggested. More often than not, they leave it as is or make very minor changes.
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Use ProSelect. This is the best tool we have seen in decades in this industry. It makes our Suggestion visual. Their images, framed and in the proper sizes, come to life in the client’s home. Help clients visualize…their art…in their space…in the proper size.
Two: We make sure our promotional materials are image oriented (visual), not text laden (verbal).
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Use effective visuals to convey a message, tell a story, and allow anyone to understand what you’re talking about.
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Use words sparingly and thoughtfully.
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Use negative space effectively to allow the visuals to breathe.
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Use quotes to add emotion.
Here is one of our content pieces, the Walden E-Booklet, that we created to introduce prospects to our work. Note the lack of overwhelming text and how we used negative space and quotes.
Walden E-Booklet
Above, see how we created a visual to simplify a complicated concept or even one that is not so complicated, but would take time for the client to figure out.
The problem: We realized some of our clients did not understand how to take photos of their walls where their portraits might hang to send to us before the sale.
What we did: After trying to use videos and written instructions, we finally created a one-page illustration showing what to do. We print it out and hand to the client.
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