When you’re creating an ad, there’s a natural tendency to try to cram as much in it as possible. Add all the product features, talk about the awards you’ve won, include directions to your store and how long you’ve been in business. You’re paying a lot of money to run it, so it makes send to try to get the most bang for your buck, right? The problem is that more points you try to make, the less your audience will actually remember. Imagine you’re playing catch with your customers. You throw one ball at them, it’s easy to catch it. You throw two, and it starts getting harder. You throw ball after ball at them and pretty soon, they can’t catch any. It’s the same with your advertising. If you try to throw too many messages at your audience, there’s a good chance they won’t catch any. If you’re focused and thrown them one key message, one that really matters to them, they’ll be more likely to get it. And if they do, there’s a good chance they’ll continue to play with you.