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.\u00a0 In other words, if you try to deliver too much information at one time, chances are, nothing will be retained.<\/p>\n
It\u2019s like shooting a firehose at a teacup!<\/p>\n
In advertising, it\u2019s a common urge to try and tell your potential customers everything there is to know about you. The thought is, \u201cdifferent strokes for different folks\u201d. If you mention everything you offer, someone is bound to need or want something.<\/p>\n
The truth is\u2026 information overload rarely ever works!<\/p>\n
The lawyer who claims, \u201cI specialize in litigation, family law, criminal law, PI, business law, and real estate transactions<\/em>\u201d, really doesn\u2019t specialize at all\u2026they\u2019re simply a generalist, not a specialist.<\/p>\n In the world of advertising, the message becomes meaningless when you claim to be a specialist and a generalist at the same time.<\/p>\n Much like the clothing store that claims to have \u201cthe highest quality AND the lowest price\u201d\u2026 your prospects\u2019 minds can\u2019t go there and the message becomes unbelievable.<\/p>\n Basically, in a world full of advertising and exaggerated claims, your customers and prospects can only remember three things about you.<\/p>\n When attempting to \u201cbrand your business\u201d, less is more.<\/p>\n