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118 - Ben Guttmann on How to Design Messages that Actually Work
Manage episode 413234105 series 3273085
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In a world overflowing with notifications and updates, how do you cut through the noise? Ben Guttmann emphasises on clear messaging as a way to get attention, salience and salience. Clarity or simplicity emerges as the beacon guiding us toward effective communication. Ben also gives his insights on how to design simple & clear messages. He answers questions like What defines a simple message? Why is clear messaging essential in various contexts? What are the five dimensions of clear messaging? How does design play a role in crafting clear messages? What strategies can minimize friction in communication? How does empathy contribute to effective communication? Ben Guttmann is an entrepreneur, educator, and advisor who has been trusted to help tell the story of global brands including the NFL, I Love NY, and Comcast NBCUniversal. For ten years before its acquisition, he ran Digital Natives Group, an award-winning marketing agency that partnered with brands including The Nature Conservancy, Grand Central Terminal, and SwissRe, as well as luminaries including Nobel laureates, Fortune 500 CEOs, and #1 best-selling authors. He is the author of the book - "Simply Put: Why Clear Messages Win―and How to Design Them." Connect with Ben Guttmann on Linkedin https://www.linkedin.com/in/benguttmann/ Visit Ben's Website. https://www.benguttmann.com/ Ben's Book on Amazon https://www.amazon.com/Simply-Put-Messages-Win_and-Design/dp/1523004681 Jagged with Jasravee is facilitated by Jasravee Kaur Chandra. Jasravee has over 20 years experience as a Strategic Brand Builder, Communications Leader and Entrepreneur. Please visit Jasravee at https://jasravee.com/ Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/ Email Jasravee at jasravee@gmail.com Index 00:00 Preview & Introduction to Ben Guttmann 03:03 What is a Simple Message 05:18 When Messages Click - Are Perceived & Understood 06:49 Perception vs. Salience: Crafting Messages That Resonate 07:30 Why Brains Prefer Simple - Fluency 11:04 Why Complicated Fails -The Art of Ruining Organizations 15:23 Unveiling Design Principles: Benefits vs. Features 18:35 Keeping it Complicated is Dangerous, Selfish & Cowardly 24:51How to Design a Simple Message - 5 Design Principles 27:24 Focus: The Walmart Example of Design Principle 30:31 Salience: Harnessing the Power of Contrast 33:33 Empathy in Design: Connecting with Your Audience 35:31 Minimalism: Reducing Friction for Maximum Impact 37:51 Simple is Not Easy 39:06 Future of Communication: The Rise of Simplicity 43:18 Rapid Fire - Personally Speaking with Ben 47:25 Connecting with Ben Guttmann Follow Jagged with Jasravee on Social Media Campsite One Link : https://campsite.bio/jaggedwithjasravee Facebook Page : https://www.facebook.com/jaggedwithjasravee Instagram : https://www.instagram.com/jagggedwith #SimpleIdeas #SimpleCommunication #BoldMessaging #CompellingMessages #ClearMessaging #EffectiveCommunication #Marketing101 #ContentMarketing #BrandStorytelling #storytelling #marketingcommunications #ContentMarketingTips #StrategicCommunication#AudienceEngagement #branding101
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