I think it was Mark Twain that said, "I would have written a shorter letter but I didn't have the time." He obviously understood that making something simple can be very difficult.
This fact alone probably explains why technology messaging tends to be very complicated and long so that nobody understands what you are trying to say except for those that work for the company (which is hardly the target audience). I guess in technology, companies don't want to spend the time (and resources) to make their messages simpler and easily understood by the target audience... but they must.
On top of that, they change the messaging frequently to try and make it better. Rarely do these changes result in a simpler message which would make sense. Instead they make the message inconsistent.
It's been said that you need to communicate the same message 7 different times for someone to remember it. If you're changing your message around every few weeks or months then how will your prospects remember what you were trying to say if they hear something different every second time.
If you message is both complex and inconsistent (likely the case) then you are compounding the problem. For your marketing to be successful, it's crucial that you not only spend the time to simplify the message but also use it consistently for the duration of the campaign and across all media. This will without a doubt improve the effectiveness and increase the awareness and number of sales-ready leads.
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