Readers need to be told clearly and immediately what’s in it for them in every one of our messages.
This is the PDF of a presentation I gave in Helsinki. My trip was co-sponsored by a large magazine publisher and a major advertising agency. I needed to bring the staffs of the two concerns to common ground and expand their understanding of what works on their shared audience. An explanatory note about the titles on the slides: they were idea generators from which I extemporaneously spoke – they are not complete explanations of the visuals.