Dicketts' Finger sounds like a real ale, or a medical condition.

But it isn't. It's a technique I've named for long-time Saatchi creative director Simon Dicketts.

When I was at Saatchi's, if ever I showed a headline to Simon Dicketts, he would automatically get out his finger and start covering up words.

The idea is that if you don't miss a word you've covered over, then you don't need it.

Let me demonstrate using a classic ad by Dicketts himself (I've changed the layout a bit for clarity).

Fewer words is better, right? I still use this technique nearly every day.

Tip No.4
Tip No.3
Tip No.2
Tip No.1