As the teenagers in my world would say, TMI. Translation for us past the age of 30: too much information. Whenever you are telling your company’s story, pitching your product or service or trying to close the deal, you have to make conscious choices. How much information should I include/share and what information should I include/share?

This week, let’s tackle the “how much” question.

The short answer is … you include too much. Sure, you might be the exception to the rule, but I doubt it. Here’s the mental gymnastics exercise marketers go through: “This might be the only time I get their attention. I had better tell them everything I think they might need to know.” Right?

Wrong. Wrong. Wrong. If you pack your communications with too much information, you create a barricade of facts. That barricade looks so off-putting and overwhelming that your audience just sidesteps it, rather than wading in. So rather than one chance to communicate, you now have absolutely no chance at all.

Before you utter or write a word, ask yourself this question: What one thing do I want my audience to know/think based on this marketing tool? Don’t be so broad as to say “I want them to want to buy our product” or “I want them to know all the ways we’re superior to our competitors.” Cheating by being so vague is only going to hurt you in the long run. Be specific. Be targeted. And then, speak/write to that. When you go back to edit your work, be brutal.

Better to leave them wanting more than put up the barricade that keeps them away altogether.

Drew McLellan is Top Dog at McLellan Marketing Group and the author of “99.3 Random Acts of Marketing.” He can be reached at Drew@MclellanMarketing.com.

© Drew McLellan