KISS stands for “Keep It Simple Stupid.”

As Albert Einstein put it, “Everything should be made as simple as possible, but no simpler.” The tech support “ID10T error” – the user is an idiot – won’t wash in marketing.

If your website loses visitors like a sieve; if people glance at your postcards, look momentarily puzzled, then throw them away, the problem is NOT that your prospects are too dumb.
Clarity, simplicity, directness.
Make them watchwords for your marketing.
Don’t be sorry. Be successful.