The reason why we trade overwhelming complexity against results-getting simplicity
I’ve been a funnel and marketing optimization bro for many years.
I spend hours optimizing the colors of my CTAs, running endless split tests, and focusing on stupid metrics that didn’t move the needle.
The reason? I was sold on the magic marketing tactics that were supposed to solve all my marketing problems.
My motto was: if you want to make it work, it must be complex. If it were simple, everyone would have done it.
Over the years, I realized that real pros don’t focus on many tricks, but on the little basics that matters.
Don’t run before keeping in balance
To achieve anything in any field, you need to master the basics.
This is not only true in business, but in any other discipline. From Wing Chun Kung Fu to gardening or mechanics…
There are a few simple concepts (the 20%) that you need to master to achieve most (80%) of the outcome.
The good news is that this lowers the amount of information you have to consume. But on the flip side, it requires a serious skill set of sifting through the 80% of noise.
More than that, it requires you to learn from those who deeply understand the 20%.
The 20% are mostly very simple concepts. But cary deep meaning and consequences. You could spend years (or a lifetime?) before truly mastering them until they become second nature.
So the real quest ain’t about chasing complexity. But the simple concepts that truly move the needle.
How to deploy the skill set of identifying the 20% and sifting through the noise? That’s a story for another day.
But for now, let’s just answer this question right here: If we only need a few core principles, why can’t we focus on them?
Why do we trade overwhelming complexity against results-getting simplicity?
Once you understand the answer to these questions, you’ll make better decisions. This will lead to less stress, more meaningful work, and ultimately more results.
They’re two main reasons why we trade simplicity for complexity.
Designed to get distracted
Basics and high-level concepts are usually old. Very old.
The fact that humans are motivated by fear didn’t change over the last 6 months. And it won’t for the next 6 centuries.
When you use fear in your marketing, you’ll always reap more rewards than changing the color of your button.
But let’s be honest: oldness ain’t sexy (unless you’re a collector.) But oldness works.
Why? Because oldness means that the concept has been time-stress-tested and survived over the years. (Lindy effect)
So if you want results, you’d better bet on old and proven than new and questionable. Unless you’re a gambler.
This is true for every aspect of your business.
Instead of asking “what’s the new way to achieve XYZ” ask yourself: “What’s the old and proven way to achieve XYZ”
What’s old and proven in terms of audience acquisition? What’s old and proven in terms of problem to solve? What’s old and proven to make more sales…
Boring? Maybe.
But the answer to these questions will help you get rid of shiny object syndrome and build your business on solid foundations.
Easier said than done.
Do you know why? Simply because our pre-frontal cortex is designed to get distracted by novelty.
Here’s a quick test. Which title is more enticing: -How to sell online courses? or -The new way to sell online courses?
I’ll bet it’s the latter. And that’s the dilemma.
Complexity makes the fool look smart
“Most geniuses—especially those who lead others—prosper not by deconstructing intricate complexities but by exploiting unrecognized simplicities.” — Andy Benoit
Complexity sells.
There’s a famous saying in the marketing world that goes like this: Simplify for results. Complexify for profits.
In other words: make your system look complex to make people buy… but keep yours simple to get results.
This is why you see so many online courses and “strategies” looking like rocket science.
This is why you think that you need a complex system to succeed.
And when you take the time to deconstruct how others have been successful, you’re probably telling yourself that "no, I couldn’t be that “simple.”
But it is.
Making things stupid simple is the leitmotiv in all my content: free or paid. It’s also how I help my clients set up their businesses.
This allows you to stop BSing yourself and do the real work.
If your offer ain’t converting… it’s not because of the color of your button. It’s because you messed up on the basics.
(What are the basics of creating high-converting offers? This is something we’ll dig deeper into in the future.)
Here’s another example: If you publish a new piece of content every day, won’t you think that in 5 years, you’ll be a recognized authority in your niche?
I bet you will.
This is simplicity. It’s simple to be consistent… But most people will look for shortcuts. But there ain’t no shortcuts.
Think like Steve Jobs
Simplicity doesn’t mean it’s easy.
iPhones are simple to use. But building and designing 'em ain’t easy.
Simplifying your workflow is the safest bet you can make this year to succeed.
Instead of chasing never-ending novelty and complexity that will suck up 80% of your time, only leading to 20% of results…
Ask yourself how to master the 20% simple time-stressed principles to achieve 80% of results.
If you need personalized help to set up your business in a simple and effective way, reach out.
Matt Giaro