Messages fly around. But only few land in our heads..
Only the message which meets the needs of the addressee reaches its destination.
An effective text can only be created, if the writer understands the needs and wishes of the addressees
and makes them understand what they will achieve or gain with a particular product or service.
The messages should therefore be written in plain and understandable language, and only one message should
be conveyed at a time. If we want to tell all at once, nothing will stay in the addressee's head.
Andreja Šeme, message creator