I always laugh when I see advertisements that state, “We do it all.” Unfortunately, the cynic inside me immediately says, “So, this is your way of saying you don’t do anything very well.” We can all fall into the trap that we need to tell the world everything we can or aspire to offer.

I get it. If you don’t tell them you can do something, they may go with the service provider or company that can. Yet when it comes to marketing, the mindset you need to have is that your message is like a billboard. Consider your audience as busy commuters speeding down the highway (legally!) and you have two precious seconds to get across your key message.

Although I am not an energy drink consumer, I know immediately what I get if I were to purchase 5-Hour Energy. If I want to learn more about the different flavor offerings or caloric intake, a visit to their website will provide me with all the information I seek.

Another great example is the Equal Justice Initiative (EJI). Its primary value proposition is its commitment to ending mass incarceration and excessive punishment in the U.S. EJI does so much more under this umbrella, but I immediately understand their primary mission.

So, ask those who may not be familiar with your organization or product if they get what you offer immediately, and if not why. The last thing you want to have happen is people pass you by because your message, by trying to say too much, doesn’t really say anything at all.