Fresh ideas, seasoned perspectives, and solid marketing strategies to keep you grounded and growing.
From blue jeans to smart phones to insurance, consumers are overwhelmed with options.
No matter what we are in the market for, we embrace brands that make it easier for us to decide. We want just enough information to guide us. It must be relevant to our circumstances. And it must be easy to grasp.
We want “decision simplicity.”
According to the Harvard Business Review, decision simplicity in the purchase process is the #1 reason why consumers are likely to buy your product, do so repeatedly, and recommend it to others.
So what contributes to decision simplicity?
From a content standpoint, decision simplicity focuses on the “WIFM” factor. That’s code for “What’s in it for me?” Smart marketers lead by addressing what is foremost in the consumer’s heart and mind. They answer the “why should I care?” emotional side. Only then do they back up with a description of features and attributes.
From a style standpoint, decision simplicity comes from keeping it short and simple. Consumers don’t want to work hard to understand something. They appreciate direct, simple information that imparts things they can apply immediately.
In this digital age, I’m advising clients to use shorter words, shorter sentences, and shorter paragraphs. Web visitors read more of a page when it has shorter paragraphs, according to research by the Poynter Institute. Even the venerable Wall Street Journal averages 4.8 characters per word. (Source: Public Relations Society writing specialist, Ann Wylie).
Mark Twain once wrote in a letter to a 12 year-old boy: “I notice that you use plain, simple language, short words, and brief sentences. That is the way to write English–it is the modern way and the best way. Stick to it; and don’t let fluff and flowers and verbosity creep in.”
Mark Twain, and Aristotle before him, understood that the most persuasive communications use common, everyday words and a simple style. Their wisdom is even more relevant in this digital age.
Communication begins here.
321 Tenth Avenue, Ste. 1107 San Diego, CA 92101
I brought Leah on board to help my business grow to the next level. With her brilliant marketing techniques and drive, Leah has helped me transform my business into a thriving 1031 Exchange firm and allowed me to focus more on my clients. Leah has been instrumental in my PR, branding and marketing initiatives and I have come to depend on her extraordinary marketing contributions. She is a delight to work with and her tenacity is extremely motivating.
Bill Exeter, President and CEO
Swearingen Communications provided us with both solid marketing strategies and creative ideas and implementation. This spanned our branding, website, and more. Leah Swearingen helped us think differently and see our company from a client’s perspective. We thoroughly enjoyed our professional relationship with her and highly recommend her services.
Jack Shirley, CPA, CGMA, Friedman Brannen LLP
You are the epitome of professionalism, and your work is of the highest quality.
Patricia J. Lane, Director of Administrative Services, DENTONS, Past President, Association of Legal Administrators
One of the best marketing people I know is Leah Swearingen, of Swearingen Communications. She shines when it comes to professional services firms. I personally have seen the work that she has done on behalf of a wealth management firm and a law practice. Great stuff.
James E. Tenuto, CEO, Renaissance Executive Forums
I retained Leah in my role as Executive Director of a prominent San Diego law firm. Leah successfully led the firm in developing a firm-wide marketing culture, marketing plan, and guiding our attorneys. When I launched my own company, Leah was instrumental in helping me create my brand, communicate my services, and develop marketing collateral. My company continues to benefit from her outstanding work.
Nancy Thornton, Founder, Foster Thornton LLC
You make a huge difference in the way our company is perceived in the marketplace. From your good ideas to your execution and follow through, it is fortuitous to have you on board. We have great things to say about you and don't mind shouting them from the rooftops.
Craig Brown, President, Rancho Financial Mortgage