In order to persuade people, sometimes it is necessary to simplify complex notions to such an extent that people can no longer conceive of them as being intricate. How can this be achieved?
It is possible to construct intricate messages using straightforward material. One effective method is to draw a comparison with something already familiar to the audience that bears some resemblance to the subject matter, and subsequently outline the differences. In this case, comprehensibility takes precedence over precision. Even if a message is highly accurate, it holds no relevance in the decision-making process if it fails to be comprehended by the audience, rendering it worthless.
Those who effectively execute this strategy
Intel faced a challenge in persuading customers to purchase computers containing a superior, albeit more costly, version of their chip. They needed to effectively communicate the precise nature of their product to potential buyers. They could have employed the technical jargon, “It’s a chip that contains most of the functions of a processor on a single integrated circuit.” However, such verbiage would have been unintelligible to anyone without advanced computer knowledge. Recognising this, Intel’s marketing team opted for a more effective approach: explaining their product through an equation, “The Intel chip is the brain of your computer.” This description clarifies that the chip drives the computer and why a more advanced chip is superior. A more intelligent “brain” can accomplish more in less time, making the benefit to the consumer apparent.
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