Why So Complicated?
- Hamlet
If someone needs to read the manual over and over just to use your product, the product might be capable, but it's also complicated. And in this day and age, your future users really don't want to read that much.
How do you expect them to understand what's in it for them if it's buried in complexity? How will they spread the word when it's this hard to explain? And even after they convert, can they operate it on their own, or does every step require hand-holding?
Yes, explainer videos exist. Some solutions need onboarding. But less still means more.
Your potential users should understand your value quickly. They should be able to browse your site, find what they need, navigate your product without a manual, and want to come back because it's simple, intuitive, and they actually know what it does for them.
This is easier said than done. But it's not optional. The more you simplify, the more your users do the work for you: recommending you, pitching your value to others, and becoming the evangelists that no campaign budget can fully replace.
This applies to your message, your assets, your site, your product: everything you put in front of your audience.
Get to the point. Get practical.