When trying to give shape to a marketing message, the greatest challenge is not the company with nothing to say. The greatest challenge is the company with too much to say.

Over the last few months I’ve had the privelege to work with clients that have extraordinary business models. They offer so many benefits on so many levels, it’s hard to know what to emphasize.

The temptation is to say it all. The problem is, people can only absorb so much. Throw too much at them, no matter how meaningful, and people tend to tune you out, forget what you said, or miss the really key points.

A better approach, generally, is to hammer home one or two key benefits. Once you establish interest, fill in the blanks during a sales call or through follow-up correspondence. If you’re not establishing enough interest, try changing those one or two benefits, not adding to the list.

Word Sell … Scrambled Toast


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