A secret to successful marketing is that you must become great at less. It is tempting to tell customers 20 reasons why your product is better, but they will not hear any of those 20. Having the ability and guts to jettison 18 or 19 of those reasons and focus on one or two is what will drive success.

The fact is that it is very tempting to want to list every feature and every benefit in all of your communications. Take a look at your web site and your competitions web site. What do you really come away with? If that site clearly says that you are the best at one thing and leaves off the rest you will quickly get the point.

This Less Is More effect is why so often simplest products enjoy the most success. Those marketers have the benefit of fewer temptations thanks to a simpler product or more focused product line. Those guys end up looking like geniuses and getting all of the great jobs because they had fewer options to screw up. Just because you have many things to talk about you don’t need to say them all at least not all at once and not everywhere.