Your customers love simplicity and hate complexity. 

Complexity is confusing and intimidating, so if your marketing, communications and customer service feel complex, you’ll scare customers away. 

By keeping your messaging and your processes simple, you’ll make it easy for people to do business with you. 

Don’t be afraid your customers will look down on you for making things simple. Studies show that people who can explain ideas in simple terms are regarded as more intelligent than those who can’t. 

Your goal should be to make everything so simple that a child would be able to do business with you.