Determine exactly what problem or desire the product, idea, or change actually addresses for this specific person. For example, rather than presenting a smartphone as a multipurpose device with numerous capabilities, you might focus on how it simplifies staying connected with grandchildren through video calls if that’s their primary interest.
Focus your explanation on the most immediately relevant advantages rather than providing a comprehensive feature list. “This medication would help reduce your joint pain and only needs to be taken once a day” is more compelling than a detailed explanation of all potential effects and mechanisms of action.
Resist the urge to mention every capability or aspect, especially those unlikely to be immediately valuable to them. When introducing a new appliance, for instance, focus on how it simplifies their most common tasks rather than explaining all fifteen functions, many of which they may never use.
These techniques work because they align with the cognitive preferences associated with Simplification Instinct. Many people, particularly as they gain experience, develop a heightened focus on fundamental value and purpose rather than comprehensive details or novelty for its own sake. By identifying what genuinely matters to them and presenting information accordingly, you make it easier for them to evaluate and potentially adopt new ideas or products.
Remember Boundaries
While focusing on core benefits is effective, ensure you’re not omitting information about significant downsides or limitations that would affect their decision-making.
See also: Understanding the Drive For: Simplification Instinct and Tip: Communicating Clearly and Concisely
