The mind is an amazing thing, and it has room to store tons of information, but it can only process so much information at one time. In other words, if you try to deliver too much information at one time, chances are, nothing will be retained.
It’s like shooting a firehose at a teacup!
In advertising, it’s a common urge to try and tell your potential customers everything there is to know about you. The thought is, “different strokes for different folks”. If you mention everything you offer, someone is bound to need or want something.
The truth is… information overload rarely ever works!
The lawyer who claims, “I specialize in litigation, family law, criminal law, PI, business law, and real estate transactions”, really doesn’t specialize at all…they’re simply a generalist, not a specialist.
In the world of advertising, the message becomes meaningless when you claim to be a specialist and a generalist at the same time.
Much like the clothing store that claims to have “the highest quality AND the lowest price”… your prospects’ minds can’t go there and the message becomes unbelievable.
Basically, in a world full of advertising and exaggerated claims, your customers and prospects can only remember three things about you.
When attempting to “brand your business”, less is more.
If you would like to see the 3 basic things your customers and prospects need to know about you, click here.