Terrible table manners …
Watch any professional tea taster, or wine taster at work and the amount of slurping and gurgling would put a toddler to shame.
You can imagine the fearsome scolding from a parent as a toddler polishes off their juice with a lip-smacking relish sucking up as much air as they do liquid.
These terrible table manners would have more refined souls reaching for the smelling salts and banishing junior to the piggy table. Something the naughtiest of us will never forget.
Mostly, perhaps, because it was such a well-trodden path.
But those noisy urchins know something about extracting maximum enjoyment out of their liquid refreshment.
As do professional tea and wine tasters as they slurp and gurgle their way through a tough working day.
What they’ve all worked out is that taking on board equal amounts of air and liquid enhances their pleasure immeasurably.
Air and taste are inextricably linked.
Try holding your nose when tasting something and it’s game over.
And there’s a lesson in there for all of us when it comes to selling our products and services.
Tons of turgid text isn’t going to attract anyone to read on.
As important as air is to the tea taster, plenty of open space around well set out compelling copy is vital.
Less is more for today’s time-poor readers.
Concise, well-designed pages – online and offline – are a must if you want to get that till ringing come freedom-day.
Food for thought, perhaps, this week?
But for now, …