There is a huge difference in effectiveness between implied and stated marketing messages.
Imagine you are a meat smoking product and want to show that your product is better than the competition.
The stated way to show that is this graphic:
Here is the implied version of the same graphic:
What’s the difference? In the stated version you are spoon-feeding the shopper the answer. Shoppers hate to be spoon-fed. They want to be in control of the shopping experience.
In the implied example we’ve made just one tweak (removing the Xs). Now we’re not stating our smoker is the best, we’re just subtly implying it. The shopper now needs to slow down just a little to connect the dots and come to the implied conclusion on their own. Guess what happens when the shopper comes to a conclusion on their own?