I just wish I had a camera with me today, sadly, I didn’t. The kids on the corner had a “Lemonade Stand” - they weren’t selling lemonade, but the sentiment was still the sign. It was perfect, and of course I had to stop the car and buy.

The kids were all holding handwritten signs - and the message was very clear.

“If You’re Thirsty, Stop”

I was thirsty, so I stopped.

Is your message clear?

Do you tell your customers what to do?

Is the call to action actually doable?

Think about the message that your clients are receiving - in person, on the phone, in correspondence, in advertisements, collateral material, email ? The next time you create a campaign - of any kind - check yourself.

My attorney told me the other day that a contract was not written to be clear between the parties - it is written to be clear by the third party / judge / mediator who may eventually have to interpret it. The same message applies: BE CLEAR. Just because you and your team think its great - doesn’t mean the customer will.  Ask the customer - test the message - try it out.

Claude Hopkins’ amazing book Scientific Advertising, though written more than 70 years ago, is still relevant today. I found a public domain copy of Scientific Advertising that you can download. If you have not read it, you should.

In a time where seconds count, be clear, be concise and tell your customers what you want. Just remember, if you’re thirsty, stop.