Short and sweet…the power of simplicity

While designing the Aardvark App, which is launching soon, I began thinking about paring down. Apps by definition are short, they are simple, used effectively they are very powerful. Potentially more so than a full blown website.
We sometimes fall into the trap of believing that more is better. More words, more figures, more descriptions, simply more…
We have all got lost in websites that are as wordy as a short novel. You shouldn’t need an essay to explain yourself. You know your product, you know your strengths. Just say it. Simplicity is beautiful.
Don’t allow your potential clients to get lost in your ramblings.
I am reminded of two anecdotal tales. The first, a quote attributed to Mark Twain:
“I didn’t have time to write a short letter, so I wrote a long one instead.”
The second of Ernest Hemingway who bet a table of writers that he could tell a story in six words. His story was:
“For sale: Baby shoes. Never worn.”
He won his bet.
Think about it. How can you sell yourself in six words?
Happy marketing!