On a recent flight to Europe, I saw a WorldShop catalog full of duty-free items that can be purchased on the plane. They advertised everything from jewelry to toys, from luggage to candy. This ad caught my eye. In the States, the warnings on cigarettes are big, but they fill the square with lots of fine print. In this catalog however, the messages were not subtle.

Two words.

Smoking kills.

It reminded me that sometimes there is no time for subtly. Sometimes you have to be direct. Give a clear directive.

So, next time you think about delivering a marketing message, talking to employees, or pitching a new investor...be direct.