Poetry Doesn't Pay

You have 3 seconds.

That's how long your prospect gives your message before their brain decides: stay or scroll.

In those 3 seconds, poetry loses to clarity. Every. Single. Time.

Gillette spent decades perfecting sophisticated campaigns. "The Best a Man Can Get." Beautiful. Poetic. Dead.

Then Dollar Shave Club uploaded one video: "Our blades are f***ing great." 

Guy in warehouse. No poetry. No sophistication.

Gillette's share dropped 20 points. Dollar Shave sold for $1 billion.

(I used to write poetic copy. My conversion rates disagreed.)

The prospect's mind isn't a poetry appreciation society. It's a bouncer. 

Complicated? Rejected. 

Simple? Come in.

Your competitors are adding features... benefits... emotional triggers...

You? 

Subtract. Strip. Until five-year-olds get it.

The companies winning? 

They're not saying it best.

They're saying it simple.

Poetry doesn't pay. 

Clarity does.