Flight 436, the scheduled 6:15 pm service to Melbourne will depart in 30 minutes. All passengers please proceed to the gate

I do a lot of flying – so do my colleagues – but we rarely know what flight number we are on. We know the destination we are going to and the time of departure – in that order. But the airlines talk to us via flight numbers, times and then destinations. They do this because it makes sense in their world and their systems.

But by the time we have heard the destination and start paying attention we have missed the important information (there are always multiple flights to destinations). This makes it harder for people to act.

If you want to influence, first speak the message your audience will hear, then share your message. Good marketers have been doing just that for years.

As always I’d like your thoughts on this here.



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