Everyone LOVES to talk about simplicity.

KISS: Keep it simple, stupid!

But how many entrepreneurs out there trying to market and sell actually keep their message simple?

Hint: Sadly, very few.

If your market isn't resonating with you and you're worried you might be missing something, here's a nifty 10-second test you can try that will help you simplify the problem.

The KISS In Their Shoes Test

This is a simple test I devised for my private clients who are having trouble connecting to their audiences and making sales.

Are you ready?

First, take a look at your core value proposition. That's the main benefit you offer people, and you can find it by saying, "I help people..."

In the "..." is your core value proposition.

For instance, "I help entrepreneurs install a B2B selling system that quickly builds their company to the multimillion-dollar level."

If that phrase is working properly, it tells you exactly what I offer and what you can expect by working with me.

The key, here, is that I've assessed what's in the head of my target market. Namely:

1. I want to build a million-dollar+ business
2. I need to make more sales
3. I need a solid system that works

If I've gotten this right, it should be fairly simple for a prospect to know that I'm the guy to call when they're thinking any of those 4 thoughts.

With this in mind, here's how you can use my KISS In Their Shoes Test to create your own clear value proposition:

1. Once I have my core value proposition, I put myself in the prospect's shoes
2. I turn my core value proposition into a key question. In my case, I would ask, "is my prospect sitting around wondering how do I grow a million dollar company, get better at sales and marketing, and create a great system?
3. When answering the question, I make sure that my prospect is using those words, phrases and concepts, and that the value proposition is simple enough to understand
4. I test this by speaking to prospects and gauging their response

Typically, when one of my clients is struggling, they fail this test. As soon as I repeat back to them, "so what you're saying is that your prospect is sitting around wondering how do I create more robust market efficiencies by streamlining vendor management," my client will sheepishly admit that no, nobody is sitting around using those words and asking that question.

And yet, that's exactly what their website says they do!

If nobody is asking your key question, you don't have a simple value proposition at all -- instead, you have a complicated one that nobody can understand and that nobody can relate to.

Finally, when I speak to a prospect and say, "can you imagine growing your business quickly to seven figures by having a better sales and marketing system, so you can do this without burning out?" I typically get a relieved and resounding, "YES!" That's how I know I'm on the right track.

If you're using your value proposition and you're not getting that response, it's time to revisit the KISS In Their Shoes test and change your approach.

So, the KISS in Their Shoes Test is essentially:

• Most entrepreneurs create value propositions that are too complicated, which means your prospect can't figure out what the F you're talking about
• Use the KISS In Their Shoes Test to develop a clearer, simpler value proposition. Here's how it works:
• Once I have my core value proposition, I put myself in the prospect's shoes
• I turn my core value proposition into a key question. In my case, I would ask, "is my prospect sitting around wondering how do I grow a million dollar company, get better at sales and marketing, and create a great system?
• When answering the question, I make sure that my prospect is using those words, phrases and concepts, and that the value proposition is simple enough to understand
• I test this by speaking to prospects and gauging their response
• Usually, you'll know immediately if you've done the right thing or not, because when you put yourself in the buyer's shoes, it will become clear whether you're using the right words or whether you're using a bunch of complicated garbage words that make your eyes glaze over!

Pro Tip: Every system, even my own, can benefit from moving towards simplicity. Usually, the reason why a company is stuck is because the leader has made everything too complex and there are too many roadblocks in the way. Put another way, success usually requires removing something, not adding something. That's my Yoda quote of the day. You're welcome.