Ask don't tell

Here's a nice example of someone asking nicely for a change. A simple instruction at the Southbank has been thought about and has charm.
What's more it seemed to be working. As a brand every little piece of communication should have a little bit of charm and wit. It goes a long way. Instructions or technical leaflets should be written with your audience in mind, even terms and conditions can be topped and tailed with brand tone of voice. Why do most FAQs take the form of a tome that no one bothered to simplify?

The language we use really makes a difference. I know because I'm a consumer.