Keep It Simple, Stupid – Trumps Two Syllable Mantra

Donald Trump stupid

One day I will get around to writing an article about the day I met Donald Trump, in his office, in Trump Tower on 5th Avenue in New York. But, until then I’ve been writing about some of the great insights gleamed from The Sales & Marketing Summit. Last week I focused on how Charles Darwin was an accidental web designer. This week I’d like to focus on how simple Donald Trump is 🙂

The need for simplicity was a re-occurring theme during the Summit and something that has been preached by marketers since the dawn of the sector. You are probably familiar with the acronym in the title of this article KISS i.e. ‘keep it simple, stupid’, which has been around since the 1960s (when it was first invented by an engineer on the Lockheed spy plane). It is just as important fifty years later and maybe more so in the digital age, where you can be restricted to only 140 characters.

Like him or, more than likely, loath him, there is no denying that Trump is a master communicator. Trump’s success was covered in a great presentation at the Summit by Marshall Kingston, Brand Manager at Kepak.

Marshall pointed out that Trump resonates with people because he keeps things simple. This applies to not only what he says, but how he says it. He goes to great lengths to keep things as simple as possible, so much so that he rarely even uses words of more than two syllables. Ironically Mexico  and America are some of the few three syllable words he says. It’s true too, watch one of his speeches and count his words of more than two syllables. Other than names you’ll struggle to find them. I can’t believe I never noticed this.

Keeping it simple is one of the most important, if not THE most important, rules of communication. Trump ensures that by keeping what he says simple, the result is that as many people as possible can understand him. This is why he is such a hit with working class Republicans and those that are less-educated. He is probably one of the few politicians they understand because he doesn’t try and make himself look, and sound, intelligent, by using complicated phrases or words; just the opposite in fact.

Trump’s approach to communication can be summed up beautifully by one of his most famous sayings, which he loves repeating. He’s famous for saying that he“used to call people incompetent, but now he just calls them stupid”. The term ‘incompetent’ is ambiguous and subjective, because different people will have different views on what they judge to be incompetent. But everyone knows what stupid means, so there’s no confusion – it a hit with people. It also means he’s gone from using a four syllable word to a two syllable word. Genius.

Over my career I have always stood by the mantra that you should never use three words when two will suffice. I suppose this can also apply to syllables too.

Simon Palmer, Marketing and PR and Goldfish.ie

 

 

 

Charles Darwin the accidental web-designer

business telecoms

I was at the Sales and Marketing Summit in Dublin this week. It was held in the RDS alongside Tech Connect, which is attempting to fill part of the very large gap left by the Web Summit. The good weather afforded by this time of year was certainly an advantage and there was a great line up of speakers, with some excellent case studies to discuss.

It was fascinating hear about the different techniques people use for digital marketing. What has worked and, just as important, what has not worked. There were some common themes that kept emerging during the day, which I thought it would be helpful to summarise in a series of articles.

One presentation that I loved was by a Frenchman called Louis Grenier, who is fighting the good fight helping organisations improve their websites in order to boost sales. He started his presentation with an image of a statue of Charles Darwin, which thoroughly confused the audience and made them chuckle when the first words he said were: “I suppose you are wondering why the fuck I have put an image of Charles Darwin on the screen for a presentation on web design?”

Why indeed. After all, why would a nineteenth century naturalist be relevant to 21st century website design? Well, it turns out he is and it is because of lions. Yes lions. Mostly due to the way the pesky creatures would creep up behind us before they pounced on us.

The result of this big-cat skullduggery was that humans evolved their peripheral vision. Well, the ones that didn’t get eaten did. So much so that we can often see things on the periphery, before we see things directly in front us. This is why the most important elements on a website should always be around the edge of the screen, as this is where we see things first.

I can’t remember if this was part of Grenier’s presentation, or another one I saw, but A/B testing has also shown that we see faces first when we are presented with a new page. This allows organisations to use faces to direct a user towards important elements of the webpage i.e. have the face looking at a sign-up page.

More so, we see faces that are looking at us first, which is probably also related to protecting ourselves during evolution. Faces in adverts that look directly at the viewer are more likely to be clicked on, than faces that are looking at something else e.g. a laptop screen in the advert. Stock photos also perform worse, so create your own.

Lastly businesses need to repeat messages throughout a website, with the main USPs repeated on every page if possible. Grenier said that this is because you will have probably forgotten 80% of this article within two days and you will have already started to forget parts. Just don’t forget to look out for those lions.

Update: after I posted this article Louis very kindly added his presentation in the comments below: to view it please click here.

Simon Palmer, Marketing and PR at Goldfish.ie: the provider of low-cost cloud-based business telecoms, call recording and QuVu, the only contact centre management software you will ever need. 

Goldfish.ie nets Feed Henry, Digital Marketing Institute

The signing of our new clients was covered by Tech Central today. We signed the Waterford based app developers Feed Henry. We’ve also signed up Dublin’s Digital Markerting Institute, which does what it says on the tin and teaches people digital marketing, such as social media, anf web-based PR.

Goldfish.ie

Goldfish.ie nets Feed Henry, Digital Marketing Institute.

8 May 2014 |

Wicklow-based business VoIP provider Goldfish.ie has won contracts to provide telephony services for app developer Feed Henry and the Digital Marketing Institute in Dublin.

Goldfish.ie’s existing client base includes IDG Direct, University of Limerick’s Nexus Innovation Centre amd construction firm John Sisk & Son.

Gordon O’Neill, managing director, Goldfish.ie, said: “VoiP is the natural choice for companies like Feed Henry, with more organisations like them starting to realise the benefits. With a cloud-based system they can get a flexible and professional service without all the additional overheads and call costs you get with a traditional phone company.”

TechCentral Reporters

Read more:

http://www.techcentral.ie/goldfish-ie-nets-feed-henry-digital-marketing-institute/#ixzz32SOd8HFa

2014 Going Swimmingly for Goldfish.ie As It Nets Feed Henry and the Digital Marketing Institute

app developer

Irish Voip firm also had a successful 2013 as revenues up by 77% 2013 and clients increased by 40%  

7th May, 2014; Dublin, Ireland: Wicklow-based cloud telecoms firm Goldfish.ie is looking forward  to another successful year after being appointed by both Feed Henry, the app development company, and also the Digital Marketing Institute in Dublin (see below). The company continues to operate within the buoyant business-VoiP sector as more organisations move to cloud-based technology for their telephones. With clients increasing by 40% in 2013, leading to a 77% boost in revenue, Goldfish.ie has grown consistently each year since the firm was founded in 2010.

Continue reading “2014 Going Swimmingly for Goldfish.ie As It Nets Feed Henry and the Digital Marketing Institute”

Goldfish.ie sign up the Digital Marketing Institute.

Goldfish.ie is continuing to grow its client base with new organisations in Ireland. More and businesses are realising the amounts they can save with a cloud-based telecoms system. This awareness is growing as more and more areas around the country get access to high- speed broadband. One of our new clients is the Digital Marketing Institute.

Digital Marketing Institute

Continue reading “Goldfish.ie sign up the Digital Marketing Institute.”

Newstalk / The Right Hook’s technology experts recommend Goldfish.ie

Every week on Newstalk, George Hook’s show The Right Hook has a technology slot where the stations resident technology expert Jonathan McCrae reviews new services, gadgets, apps or any aspect of new technology.

This week he talked about setting up a business and some services that were available that can help businesses keep their costs down. He recommended Goldfish.ie for any new firms wanting a low cost business telecoms services. Good old George seemed impressed too!

You can listen to the clip in full below

How to access Goldfish.ie’s telephone services

The video below explains how to access Goldfish.ie’s services and take advantage of their low telephone call costs and professional telecoms’ services.

New lines can be assigned immediately, all you need to get up and running is a broadband line. You don’t need anything else, no hardware and no delay waiting for an engineer to come a fit your telephone system. And, when your organisation grows, and you move on, you just unplug your phone and take it, your numbers and existing services with you.

It really couldn’t be easier.

Goldfish.ie’s voip technology used on Europe’s tallest skyscraper ‘The Shard’

Shangri La Hotel

Goldfish’s voip technology is being used in the construction of Europe’s largest skyscraper ‘The Shard’ in London Bridge, designed by Renzi Piano.

This video provides an introduction to The Shard Of Glass, Europe’s tallest skyscraper, located at London Bridge. Designed by architect Renzo Piano the name comes from the pointed design mimicking that of a sharp shard of glass. ‘The Shard’, as it is know locally, will be mostly office space and high-end apartments. At the very top though will be Europe’s first Shangri La Hotel, which was constructed by Goldfish.ie’s client’s John Sisk & Son Ltd who used Goldfish.ie’s telecoms technology on the construction of the hotel. Not a bad claim to fame for Wicklow firm.