There’s one thing we ignore about leads and users. They’re all knowledge workers. And that’s a big deal because most of them suffer from information overload and communication burnout.

Data is louder than a Taylor Swift concert:

• 30% of knowledge workers’ workweeks are spent finding the right info — 2.4 hours daily. (Forrester, 2022)
• Knowledge workers spend 88% of their workweek just communicating. (Grammarly, 2024)
• 70% of the global workforce struggle with information overload. (OpenText, 2023)
• 2 in 3 knowledge workers struggle with having the time & energy to do their job. (Microsoft, 2024)

It’s inevitable for leads and users to experience ongoing mental fatigue. And this mental fatigue limits their ability to process new information.

That’s especially true if the new info is packed into complex messages. And by complex messages I mean:

• Difficult to understand
• Ambiguous
• Downright confusing
• Overloaded with jargon
• Lacking clear structure
• Too dense
• Hard to follow

It’s only fair to assume that leads and users will ignore messages that require extra mental effort. If your SaaS copy or materials are too complex, you’ll see less interest from leads and users.

Moreover, complex SaaS messaging may alter people’s perceptions of your software. They may end up perceiving your platform as confusing and difficult to use.

As a result, they may decide not to sign up, get the free plan, test the free trial, pay for a plan, or use your platform actively.

In other words, simplify your SaaS messaging or else leads and users will simply ignore it. (Read more about SaaS messaging.)

And by simplifying I don’t mean reducing the number of words or increasing the white space. Simplifying your SaaS messaging across all touchpoints, requires a careful approach.

There are multiple ways to handle this process. But I built a framework based on four principles:

1. Flow: Messages should connect smoothly from one point to another. They must create a coherent, natural progression.
2. Information density: Manage how much information is presented and when. Do that to avoid overwhelming target audiences. (Read more about information density.)
3. Clarity: People must understand your SaaS messages right off the bat.
4. Consistency: Keep the messages consistent across all touchpoints—product, marketing, sales, CS, CX. Get all your public-facing teams to deliver cohesive messages.

But that’s not all.

Each pillar includes multiple tactics to consider. For example, info density may include layered content, info pacing, and other tactics. I’ll expand on it in future docs.

Plus, teams should apply simplifying principles across all messaging assets:

• Software microcopy
• Website copy
• Marketing materials
• Sales collateral
• Onboarding materials
• Knowledge base
• Product updates
• Customer education
• Content (e.g., articles)
• And more

Finally, one can’t simplify SaaS messaging while ignoring how information circulates internally. Team communication practices are another key aspect of messaging simplification.

So, although crucial, simplifying is not so … simple. But this doesn’t mean you or your teams can’t learn how to do it.

It’s just a matter of learning and practicing.