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The One “Brain-Dead Simple Rule” You Need To Follow

How to make sure your customers get the most out of your content by writing about less NOT more.

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Jan-Michael Britten

From the laptop of:
Jan-Michael Britten
England, United Kingdom.


Dear stranger on the internet,

Are you up for playing a little game?

You don’t need to do anything strenuous or physically challenging in any way…

In fact, you don’t need to do anything at all but continue reading (something you’re already doing).

It’s super simple.

Plus, it’ll help me prove a really cool point.

AND, it’ll be fun, I promise.

Convinced yet?

I’m going to take your silence as a sign that you’re actually jumping up and down inside, massively excited and raring to go!…

Am I close?

Heck yeah!

Let’s get this party started:

I want you to move your eyes across each of the coloured words that are listed a bit further down this page…

BUT…

As you do…

I want you to say, out loud, the colour you see and NOT the word itself…

Got it?…

Sounds easy enough, right?

Well, let’s find out…

On your marks…

Get set…

Go…

Red Yellow Blue White Green Orange Purple Pink White Blue Green Yellow Red Orange Green White Purple Pink Blue Orange White Yellow Red Blue Yellow Pink Purple Green Orange Green Purple Red White Yellow Pink

Done?

Excellent!

Now, be TOTALLY honest…

How far along did you get before you ended up saying the word instead of the colour?

If you’re anything like me, you got to the purple coloured word “green” and said…

“Wait, what!?”

It’s a lot more difficult than you’d expect it to be, am I right?

But why?

Good question…

It’s because your brain—like everyone else’s—can’t handle processing more than one thing at a time.

Don’t believe me huh?

Ok, I’ll prove it…

Here’s a quick experiment:

Hold your index finger up in front of your face at eye level and look at it.

What do you see?

One finger, right?

Now, without moving your finger, shift your focus to the background.

Suddenly, you see two fingers.

Why?

Because like I said before…

Your brain can literally only focus on one thing at a time.

When you throw anything else into the mix your attention gets split and your focus gets diluted…

But here’s the kicker…

The same thing happens to your customers when they’re reading your content.

If you overload them with too much information at once they won’t know what you want them to focus on…

And if that happens your content will be lost on them.

The result?

You’ll confuse them.

And if you confuse them, you’ll lose them.

All your hard work will be for nothing…

Wasted.

Which is not what you want!

After all, the goal is to attract customers, not chase them away—Duh.

So, what’s the solution?…

How’d you make sure they stick around like super glue?…

AND that your content knocks it out of the park?

Well, that’s where the “Brain-Dead Simple Rule” comes into play…

This is something I do each and EVERY time I write anything for you to read.

In fact, go take a look at anything on this website and you’ll see this one rule in action.

ALL of my letters stick like velcro to this ONE rule.

It’s so darn simple but so easily and so often overlooked…

Almost EVERYONE underestimates its effectiveness…

But NOT you…

No, from now on you’re going to…

K.I.S.S.

Or in other words…

Keep. It. Shockingly. Simple.

I’m talking…

One idea.

One message.

One takeaway.

That’s all your customers need!

Because when they know exactly what to focus on, they’re more likely to read, understand and take action on it.

Trust me…

I guarantee that if you do this…

Your content will be impossible to ignore.

Because here’s the truth…

Your customers HATE friction.

The more hoops you make them jump through to get what they want, the more frustrated they’ll get with you and bounce.

Simplicity isn’t just easier for them…

It’s also the fastest way to get them to know, like, and trust you…

Which, as you know, is the ONLY way you’ll get them to buy your stuff.

Before you hit “publish” on anything else you write in the future…

Make sure you K.I.S.S-ify it…

Everything changes when you do!

Until next time,

Jan-Michael “keep it shockingly simple” Britten

P.S. Let’s take a minute to break down this letter so that you can fully grasp this rule in action and see how I’ve applied it to the very thing you’re reading right now…

One idea = simplicity

One message = K.I.S.S.

One takeaway = ensure your content is focused and friction-free

That’s all there is to it.

Use this framework from now on…

It’s your secret weapon.

Use it. Master it. NEVER underestimate it.

It’s the ONLY real shortcut to connection and conversion there is.

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