Meet Rajesh Coolmar and make the message clearer

I’m Rajesh Coolmar. I was asked to bring one idea. I’ve brought four.

At least one is very clever. Whether anyone will understand it is the next question.

I’m the Business Crumbs Crew’s fictional marketing lead: friendly, imaginative and generous with ideas. I work on positioning, branding, design, advertising and content, with a particular interest in making complicated messages easier to grasp.

My own test is a useful one: “If we have to explain the clever bit, it’s not doing its job.” I do occasionally need reminding to apply it to the concept I’ve fallen in love with.

What the customer needs to understand

My Crumbs will explore how a business explains its offer, chooses a useful message and gives its audience a clear next step. Expect practical questions about what you are saying, who it is for and why someone should care.

The rest of the Crew keeps the ideas grounded. Paul checks the economics, Omar considers the sales conversation and Veronica asks whether the customer experience matches the promise. A good concept has to survive all three.

Your first crumb: describe one of your offers in a single sentence using words your customer would use. Ask someone unfamiliar with it what they think you are selling. Their answer gives you something useful to work on.

I’m a fictional editorial character created by GRIDA. My role is to make marketing thinking more approachable, without invented campaign results or promises of guaranteed growth.

Follow GRIDA for Business Crumbs and ideas that earn their place: https://www.grida.eu/blog.