Codenames and Clear Customer Communication

Well, Vlad Chvatil did it again.

Apparently the massive success of Gloomhaven wasn’t enough; he had to go and create one of the best party games ever.

Or at least… the best party game according to my boomer parents and parents in law.

They’ve been introduced to Catan, 7 Wonders, Castles of the Mad King Ludwig, and Wingspan…

And Vlad Chvatil’s Codenames if BY FAR their favorite.

My mom brings it with her on every vacation.

So what makes Codenames different?

Well, in case you somehow haven’t played it yet, here is how it works:

• There are 25 random words laid out on the table in a 5x5 grid

• One person has a chart that dictates which 7 or 8 cards are their “codewords”

• They have to give one-word clues about what those codewords are to the other players on their team

• The players have to stop guessing as soon as they get one guess wrong

• Each team alternates until all their Codewords have been guessed

And whether you are the clue giver or the guesser, it is VERY fun. Lots of trying to get in the head of your other teammates, and silly logic that can be as rewarding as it is hilarious.

So why does everyone love this game so dang much?

Well, its because its quick and fun, but also because…

Codenames is simple.

That is an understandment… it is brilliantly simple. It takes about 2 minutes to explain and about 30 minutes to play (depending on how much time the clue giver takes…).

The goal is straightforward…

The rules are basic…

The gameplay is clear…

This is the goal of all marketing ever.

It is far, far more important that your marketing is CLEAR than it is clever, creative, or persuasive.

I could look up the thousands of other blog posts and studies that prove it, but why would I deprive you of a wonderful Google rabbit hole to fall into?

I cannot stress this enough: CLARITY IS KING.

But this begs the question… if its all about clarity, then why hire a marketer and copywriter?

Why not just state the obvious to your customers yourself?

Honestly… I ask myself that question all the time.

I’m not trying to be an arrogant A-hole… I just think it is pretty obvious at this point.

But most business owners, unless that have a background in marketing, find being simple and clear extremely difficult.

They are so close to their product, business, and service that they can’t see the forest for the trees…

Or they can’t put themselves in the customers shoes and see it with fresh eyes.

And yes, despite being wildly different industries, this is the case for both board game marketing and healthcare copywriting.

Furthermore, while clarity is more important that being persuasive, creative, or clever, you ALSO need to demonstrate:

1. What it is, who it is for, and why it matters…

2. In a way that reveals its value…

3. And a way that makes you look special and unique…

4. Quickly before you lose their attention…

5. When they are ready to purchase…

Marketing is clearly and concisely demonstrating unique value at the right time.

And THAT is why doing your own marketing and copywriting is often trying to bite off more than you can chew.

Communicating all that to customers across emails, web pages, blog posts, social media ads, pamphlets, and kickstarter campaigns, in a way that fits and all makes sense with your brand image… is TOUGH.

So if you don’t have the time to learn or implement your own tabletop games marketing or healthcare copywriting, contact me and we’ll find a place in my schedule!