Two important elements to consumer electronics messaging are simplicity and effectiveness.

That is: Is your messaging easy to understand quickly? And is it powerful, using consumers’ own words.

Here is how to the two variables interact with each other:

The X axis is Messaging Effectiveness. How powerful is the messaging? Does it use consumers’ own words? Do I immediately know how your product will improve my life?

The Y axis is Message Simplicity. Are your words easy to understand? Do you use common English words or is language overly technical? Can Grandma and Grandma grok your message?

In order of effectiveness, here is how the quadrants break down:

If you have Simple, Effective messaging: You are in position to create evangelists. You can tell people quickly and simply how your product helps them.

If you have Effective but difficult to understand messaging: You are missing opportunities. You’re close. But you’re probably communicating messages that originated with your engineers. Keep the basic message, but use words that your consumers use. Imagine you’re a journalist, and you have to explain to readers — who are mostly older! — what your product does. What would you say?

If you have Simple, Weak messaging: Consumers know your product is not for them. They get what you’re saying, but they don’t like it. They don’t need to give you any more attention.

If you have Weak AND Difficult-to-Understand messaging: Consumers don’t care about you. You probably never had their attention. They don’t know you.

Go strong, go simple. You’ll be in the great minority. You’ll be successful.