“Keep It Simple Stupid” is a phrase apparently coined by Kelly Johnson, the lead engineer at the Lockheed Skunk Works, responsible for the Blackbird spy plane amongst others.

Sometimes we use the phrase to mean we should keep things simple so (stupid) people don't make mistakes.

But its original meaning is better I think: that the very best designs are simple ones.

I was on Skype a couple of nights ago chatting with Steve Gordon of “Unstoppable Referrals” fame. We were bouncing ideas and swapping stories of what has worked well for us in our marketing.

One common theme we found: our simplest marketing got the best results.

It's oh-so tempting to add complexity and sophistication to your marketing. To create complex “funnels” with multiple paths for different situations.

But at the end of the day, the marketing that works best is the marketing that really hits on an urgent need your ideal clients have and offers a clear solution to that need.

In the past few weeks we've talked a lot about lead generation. We've covered lead magnets, getting the attention of your audience, engaging them.

Through all this, make sure you're keeping it simple.

Focus your efforts on getting one great lead magnet that solves one problem for your ideal client. Find one reliable source of traffic and connections, and use one method of engaging and following up.

Get that running smoothly before you add anything else. And when you do add something, do it step by step. One new thing at a time. Get that running smoothly before adding anything else.

Keep it simple.

It's not just easier, it works better.