K.I.S.S.
K.I.S.S. - "Keep It Simple Stupid".
The old "They laughed when I sat down at the piano..." press ad. Written by John Caples 80 years ago (1932).
He said
Don't make ads simple because you think people are low in intelligence. Some are smart and some are not smart. The point is that people are thinking about other things when they see your ad. Your ad does not get their full attention or intelligence. Your ad gets only a fraction of their intelligence . . . . People won't study your ad carefully. They can't be bothered. And so you have to make your ads simple. |
âJudge your success by what you had to give up in order to get it.â
― Dalai Lama XIV
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