Brett McKay here and welcome to another edition of the Art of Manliness

Podcast whether you're a teacher parent or entrepreneur you want to be on modern age when people are bombarded with 13 hours of media a day. How do you

cut through all that noise to make sure you're heard? My guest would say it's all

about keeping things simple. Ben Gutman is a marketing educator and

consultant who's helped promote everything from the NFL to New York Times best-selling authors.

He is himself the author of, Simply Put, why clear messages win and how to design them.

To be on the show, Ben explains the gap between how people like to receive messages and the

self-sabotaging complication introducing ways people tend to send them.

We then talk about the five factors of effective

marketing that anyone can use to close this gap and craft simple, effective,

influential messages. We discuss why you should highlight something's

benefits rather than its features.

The question to ask to fear what those benefits are, how to replace and with so to create more focused messages,

how the f-word in book titles shows the transients of Salience?

How to make your message minimal by Imagine as a Jenga Tower and how minimal isn't the same thing

is short and much more, including Ben's most immediately actionable tip for crafting better, simpler messages.

After the show's over, check at our, welcome to the show.

Thanks for having me, Brett. It's great to be here.

So you are a marketing professor and a marketing executive, and you got a book out called Simply

Put, where you take readers through a course on how to craft simple messages.

How do you define a simple message as a marketer?

So I define simple as a

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