Make It Obvious. Get More Customers.
Your customer is scrolling Facebook in the queue at Pick n Pay. If your post, flyer or ad takes more than a second to understand, you’ve lost them.
No call. No message. No sale.
This happens all the time. Because most small businesses try to be clever, not clear. And that one-second pause? It’s costing you work.
The One Rule That Fixes It All
There’s a simple idea that’s helped me get results for 22 years. I didn’t always have a name for it, but it’s explained perfectly in a book called Don’t Make Me Think by Steve Krug, written back in 2000.
I attended a Google course back in 2010, as in trained by Google, and that’s where I learnt this term. If they use it, you know you should be using it.
The concept is simple:
If someone has to stop and figure out what you mean, they won’t. They’ll just move on.
That rule? It works for everything - not just websites.
Flyers. WhatsApp replies. Facebook posts. Posters. Business cards. Even your business name.
The less effort someone needs to understand you, the more likely they are to book or buy.
If you want to get nerdy, here’s the book:
👉 Don’t Make Me Think by Steve Krug
Why This Works So Well in South Africa
We live in a country with eleven official languages. Most people speak English as a second or third language. So if your message is confusing, long, or full of fluffy words, it’s not just hard to read - it’s inaccessible.
Clear marketing respects your customer’s time and energy. It helps you reach more people, faster. Especially in local towns, where one good customer often leads to more.
If your marketing is simple and obvious, you’ll get more South African customers. It’s that simple.
Where Most Businesses Overcomplicate Things
Let’s look at common places where people make things harder than they need to be - and how to fix them fast.
1. Your Facebook Posts Don’t Say Where You Are
You post a great photo and say “specials available now”. But no one knows where you’re based or how to reach you.
Fix it: End your post with:
Name – Service – Town – Number
Example: Sibonelo – Electrician – Margate – 082 345 6789
2. Your Flyer Is Too Busy
Small-town businesses love to put every service on one flyer. It’s tempting. But when you try to say everything, people see nothing.
Fix it:
Your flyer or image should do one job.
Your caption or text can give the rest of the detail.
Keep the visual simple. One message. One contact method.
3. Your WhatsApp Replies Are Too Short
Someone asks, “Do you fix dresses?”
You reply, “Yes.”
Now they must ask again, “How much? Where? When?”
Fix it:
“Hi! Yes, I do alterations and repairs. I’m in Newcastle. Prices from R60. You can drop off during the week. Want a time?”
You’ve saved them a message - and they’re more likely to reply.
4. Your Business Name Doesn’t Say What You Do
“JMK Solutions” might mean something to you, but it doesn’t mean anything to new customers.
Fix it: Use real, clear words.
Mandla’s Gutters – Port Shepstone
Lindy the Seamstress – Springs
Thabiso the Tiler – Mthatha
Obvious wins.
5. You’re Trying to Impress Instead of Communicate
“Providing bespoke structural efficiency across residential verticals.”
That’s just noise.
Fix it:
“Need a builder in East London? I do walls, paving, and small jobs. Call Sipho – 073 456 7890.”
Use real words. If you wouldn’t say it at a braai or the taxi rank, don’t post it.
Five Quick Fixes to Get More South African Customers
✅ Add your town and number to every Facebook post.
✅ Use one clear message per flyer or image.
✅ Write WhatsApp replies that answer the next question before it’s asked.
✅ Make your business name obvious. If it’s vague, rethink it.
✅ Speak simply. Don’t try to sound clever. Be clear.
Final Word
If you want to get more South African customers, stop trying to sound fancy and start being obvious.
Whether your audience speaks Zulu, Afrikaans, Xhosa or English, the principle stays the same. If it’s quick to understand, it’s easier to trust. And if it’s easy to trust, people are more likely to book you.
Don’t make them scroll twice. Don’t make them think. Just make it clear.
Want Help With your Marketing?
I can help. I offer marketing and social media setup and design services made for small South African businesses. No retainers. No fluff. Just what works.
📅 Book a call here
WhatsApp: 067 601 0605
sez@sezdg.com