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.