Have you ever heard one of those radio spots where the poor announcer is talking so fast it sounds as if he or she didn’t take a breath for the entire 60 seconds?

That’s an example of “shove it all in” thinking. Unfortunately, it’s an all-too-common problem in many organizations’ marketing materials.

Many business owners and leaders believe that they have to cram all the facts, figures and information into every single ad, sign, brochure and Web page. Every feature, benefit and platitude must be included. They are in a panic, imagining that they might never have another chance to tell their story.

Of course, when they create marketing tools that are overpacked, that’s exactly what happens. The audience turns a deaf ear and vows to avoid their communications.

When you think about creating a marketing piece, think bite-size snacks. One piece, one message. This is tougher than you might imagine. It takes a great deal of confidence in your offering to serve it out slowly. It also means you cannot subscribe to the “buy one big ad once in every blue moon” strategy. This is about doling it out regularly and slowly.

Have you ever overindulged on Thanksgiving, and when you finally pushed away from the table, you felt as if you might burst? Contrast that with how you feel when you eat several mini-meals throughout a day.

Your marketing tools should be like mini-meals. Tasty treats that your audience will look forward to because they are not too filling and were created to delight the consumer.

Be a smart marketer. Don’t drive your audience away by drowning them in details. Give them plenty of time and space to slowly absorb your message.

One bite at a time.

Drew McLellan is Top Dog at McLellan Marketing Group and blogs at www.drewsmarketingminute.com. He can be reached at Drew@MclellanMarketing.com. © 2010 Drew McLellan