Be Succinct
An important but often overlooked principal in marketing is the importance of being succinct.
While marketers stress about the exact wording and the presentation of numerous brand benefits, the reality is that consumers are likely to only glance at your ad or skim your message. Details are likely to be lost.
In order to have an impact, you need to be crystal clear with your offering and its benefits because first impressions are fast. I have learned this recently working on a startup where customers have no awareness whatsoever of our brand, but it is equally true for the biggest and best known brands in the world.
Sorry if this post was a bit short, I was trying to be succinct.
Ben Wise