The point of contact is any place where your potential client has the opportunity to see your marketing message. Would you like to know why your not getting any sales?

Well, chances are you are confusing your client at the point of contact.

Let me state clearly that NOT ONE person or business in their right mind EVER knowingly buys a product or service that is "harder to use" or "more complicated" than what they are currently using.

If you want to stand out from your competition SIMPLIFY your marketing message, simplify it some more and when you think you couldn't simplify it anymore, simplify it again!

Simplifying your marketing message sends the reader (your potential customer) the message that you can help them with their most pressing problem: CONFUSION ... confusion about whatever they are seeking a solution to.

This is also the rule for CREATING products and services... create products and services that ELIMINATE or, at least, help to eliminate confusion or dissatisfaction for your prospects and customers. If you can take a complicated subject and 'simplify' it so that anyone can understand it, you can write compelling sales copy too.

In fact the most powerful and most compelling sales copy has, at the most, TWO MAJOR IDEAS running through the letter. Most great letters only have ONE major 'idea' and one or two supporting ideas in the letter and that's all you need in a sales letter to generate sales. The rest of the body of a sales letter simply support these major ideas.

Any sales letters you write will fail if they are too complicated for your reader. Even if your reader is an engineer, you better be able to make the letter simple to read and easily understood. People all over the world are barraged with information, ads and marketing messages of all kinds.

The one's your prospect doesn't have to work too hard to understand and implies a benefit is the one that gets read. It's as simple as that. Copywriters are paid thousands of dollars to deliver this one thing: An ad or sales letter that gets results. Those results are based on getting as many people as possible to READ the ad or letter and take action. How simple should your headline be? How about this:

"At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock"

Easy to understand and it includes a BENEFIT... this is one of the greatest headlines of all time (written by David Ogilvy)

"This singular book wields a strange power over its readers giving them a magnetic personality"

Again, easy to understand and includes a benefit: "giving them a magnetic personality"... a great headline that's as simple as can be (written by John Caples).

As the story goes, John Caples, an inexperienced copywriter at the time, created the headline above in a shorter version that read: "This singular book wields a strange power over its readers". But the more experienced copywriter he was working for at the time added the phrase, "giving them a magnetic personality" which had the effect of adding a benefit to the sentence. It was a simple and powerful headline that was extremely successful in selling a book on personal development.

Here's the point of this discussion: Simple and easy to understand is better than complicated when communicating with your prospects. And when writing headlines always add a direct or implied benefit into the headline of your marketing messages.