Don’t Let Cleverness Cloud Clarity

Hotel doorhangers typically have two messages: “do not disturb” and “maid service requested.” But which does “I’m Good To Go” communicate?

I’m not sure if most people would pick “do not disturb.” (Or at least I didn’t Wednesday night at a Courtyard by Marriott outside Bethlehem, PA.)

Of course, there was no harm done, other than a momentary fumble.

But it can be disturbing when the same problem creeps into marketing communications—from ad headlines to e-mail subject lines.

Don’t let the wit of your message obscure its wisdom. And everyone you work with will get a better night’s sleep.