Too Much Info

“A wealth of information creates a poverty of attention” — Herbert Simon, American Cognitive Psychologist, 1916-2001

I saw the quote in Jonah Lehrer’s How We Decide — a very interesting look at how the human brain processes and reacts to everything it has to handle. I thought of it recently when I heard a radio commercial for a Portland-area pet hospital. In 60 seconds, the commercial discusses:

  • Open since 1972
  • Offers the newest models of CT and MRI scans
  • In-house ultrasound and lab testing
  • Cancer treatment since 1978, including radiation and chemotherapy
  • Dental care
  • Flea and tic care
  • Microchip identification
  • Assistance with pet insurance
  • Courtesy exams when you get your pet from the animal shelter
  • Boarding services — dogs are walked 4 times a day at no extra charge!
  • And they are pampered with grooming services
  • National and International health certificates if you travel with your pet
  • Monday-Friday hours
  • Saturday hours, which are different from Monday-Friday, so we have to list them, too.
  • Address
  • Phone number

Can you get all that into 60 seconds? It turns out that you can, if you talk fast enough. Will listeners remember any of it? I’m not optimistic.

In my white paper, The Seven Deadly Advertising Mistakes and How to Fix Them, this is Mistake #1.

If you want to make an impression on your busy, distracted customers and prospects, don’t make them dig through a pile of information looking for something of value.

Choose one thing for them.


Check out Phil Bernstein’s Facebook Fan Page — and become a Fan – here

Click here to learn the shocking truth about Phil Bernstein

Click this link to subscribe to Portland’s Finest Advertising and Marketing Blog.

Request your free copy of Phil Bernstein’s white paper, The Seven Deadly Advertising Mistakes and How to Fix Them here.

Got a question? Call Phil Bernstein, Portland’s Advertising Expert, at 503-323-6553.


Sign up for my blog updates and never miss a post. I'll send you the first two chapters of my new book, Breakthrough Prospecting, as a thank-you.

Please note: I reserve the right to delete comments that are offensive or off-topic.

Your Chance to Be Heard -- Comment Here!

One thought on “Too Much Info