🍴IWITOT Vol. 18: Southwest Airlines

If you’ve ever been to Pittsburgh International Airport, you know baggage claim isn’t quick.

You have time to kill.

I was doing that while waiting over the summer and saw this sign:

It’s a good example of succinct writing.

Because of that, it’s this week’s I Wish I Thought of That Thursday feature.

Here’s why I love it:

1. “We love free bags” is a nod to its two free checked bags per customer policy.

2. After a flight and long travel day, whether it was smooth sailing or a trip from hell, you're ready to go when you get to baggage claim. So, it’s no shock when people grab the wrong bag. This sign snapped people out of their travel-induced fog to remember to check the tag on the bag before leaving.

3. The message was minimalistic and rhythmic which kept my attention.

Here’s how you can write this type of content for your brand:

1. Start with a clear objective - What action do you want your audience to take after reading your copy? In this example, Southwest wanted us to check the bag to make sure it was ours.

2. Say it succinctly - Use as few words as possible to share your message. It only took Southwest 15 to share theirs.

3. Write with rhythm - Natural flow keeps people’s attention from start to finish. Balanced lines add rhythm to your writing.

4. Speak to your audience - Yes, the sign was meant for everyone, bu it was written as if it were meant for each individual reader by using “your.”

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