Clarity
We live in an information saturated world. Every day, we're inundated with hundreds, even thousands of pieces of information. If the person reading your communication doesn't find something relevant to him, something that he connects with, within the first 10 seconds - you've lost him.

Many of our clients manufacture an engineered product. They're very knowledgeable about the technology behind that product. What they forget is that not every customer has the knowledge that's in the engineer's head.  When Marketects designs communications, we're always testing the messages. Would someone who knows very little about this subject be able to understand what we're saying?