I was driving behind a white van today.

The sign-writing on the back doors read: “Ace Carpet Cleaners”. Yawn. Boring.

Then: “London’s leading carpet company”. Yawn. So what.

Then: “No job too small. No job too big.” Yawn. Not another one.

Then it read: “You are following one of the most powerful carpet cleaning machines ever made.” Great! At last a message that communicates directly to me (in the car behind) with a convincing sales message about the product.

How can you focus your communications better?

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