Below is a list of 50 words. See if you can figure out the connection.
A, am, and, anywhere, are, be, boat, box, car, could, dark, do, eat, eggs, fox, goat, good, green, ham, here, house, I, if, in, let, like, may, me, mouse, not, on, or, rain, Sam, say, see, so, thank, that, the, them, there, they, train, tree, try, will, with, would, you.
They are from the book ‘Green Eggs and Ham’ by Dr Seuss.
The book was the result of a bet between Seuss and Bennett Cerf, his publisher.
After Seuss completed ‘The Cat in the Hat’ using just 236 words Cerf bet him that he couldn’t write an entire book using a maximum of 50 words.
So, Seuss did it.
Those 50 words are the ONLY words used in the book. And ‘anywhere’ is the ONLY word that has more than one syllable.
Green Eggs and Ham was published on 12th August 1960. It has sold over eight million copies. Millions more have read it. You’ve probably read it at some point.
Often, less is more.
Why are we talking about this? Winning in FMCG means winning with shoppers. To win with shoppers categories and brands need a few big strengths.
We call them Shopper SUPERPOWERS.
There are 5 of them. We talked about the second one – visibility – last week.
The third one is SIMPLICITY. Being easy to process.
It’s about range simplicity. A range that is efficient for shoppers AND efficient for retailers.
A range that prioritises the products that shoppers want to buy. Bestsellers are bestsellers for a reason. A range that gives shoppers differentiated choice. Different formats. Different benefits. Different price points. Don’t give shoppers lots of versions of the same thing when you can give them different things. Don’t give them lots of niche flavours when you can give them the top flavours.
Shoppers will tell you they want more choice. But what they actually need is less choice.
It’s about merchandising simplicity. Shelf layout (or online navigation) that is simple and intuitive.
No shopper stands at a fixture and goes through a purchase decision hierarchy in their heads. They decided years ago whether they used a spray or roll-on deodorant. Whether they prefer brand A or B. Put the 100+ decision-tree deck to one side. Think about the simplest and most intuitive way of merchandising your category. This is how you get the A=Z approach in Herbs & Spices. The prescription (+1.5, +2.0 + 2.5) in glasses.
Your job is not to reflect how shoppers shop. It is to direct how they shop.
It’s about promotional simplicity. Promotions that are really easy to understand.
Shoppers don’t do the maths in store. They don’t have the time or inclination. They want to make an easy choice, not work through every permutation to make the optimal choice. So, make it easy. Simple promotion mechanics expressed in a simple way. It’s why the Lunchtime and Dine-In meal deals are so successful. This is what you get. This is what you pay.
If you’re explaining, you’re losing.
It’s about message simplicity. Communication that uses shopper language, not your language.
That uses few words. That uses short words. That uses everyday language. It could be a prompt. Think Wrigley’s “got gum?” It could be a direction. Think Kleenex “save the sleeve”. It could be descriptive. Think Oatly “wow no cow.” Short, sharp messaging. That is easy to read. Easy to understand. Easy to remember.
Don’t try to be Tolstoy when you could be Dr Seuss.
To win with shoppers you need to be SIMPLE.
There is a LOT you could say or do. But there is much LESS that you should say or do.
To simplify is to amplify.
Feel free to forward. Have a great weekend. Speak to you next week.