As well as writing without waffle for websites, newsletters and leaflets, I train people how to do their own marketing.
In one exercise, I show them a page of coloured dots for 3 seconds, and ask them to count the blue ones. Then I ask how many red ones there are.
People generally get it wrong. Like all of us, they have ‘edited out’ anything that is not relevant. That’s why we have to make sure our marketing hits the spot so precisely when we are targeting prospective clients.
TfL takes this technique several stages further in an ad I first saw at the cinema last night. What a brilliant way of getting their message across!