You probably know the feeling. What stands between you and the thing you want is layers of unnecessary packaging. You thought you were getting something good, but you have to risk slicing open a finger to access it. There’s even a Wikipedia page for “wrap rage.”
The marketing lesson is this: stop frustrating your customers with meaningless layers.
In marketing, these maddening plastic clamshells can be:
– Overly packaged “content” instead of clear information
– Brand messaging that chokes off any glimmer of thought leadership
– Bells and whistles that get in the way of what people want to know or do
There’s a dismal reality that explains why this metaphorical unnecessary packaging exists. It’s because there are content professionals that are there to create it. It’s because there are too many bored self-styled “creatives” toiling away in marketing roles trying to make their jobs more complex and interesting than they are.
It takes a lot of discipline to stop, say “This is what this is,” and wrap it with a sufficient but plain wrapper.
And that’s my trademarked “Chris Fox ‘Cut the S***’ Moment™” for 26 April 2024.
