Kantar Millward Brown has found that the more you try to say, the less likely your message is going to get across and stick.
A great reminder for all the times we are tempted to tell of all the great things our product does, of all the features our service has, of all the magic we can deliver.
When the temptation kicks in, just think how effective such a message would be if you were the customer. Would you understand it, appreciate it, remember it? Would it make you buy?
Keep it simple.