There’s a symbolic story about a copywriter.
His client wanted to discuss 13 points to include in their ad.
The copywriter pulls out a board that’s been turned into a bed of nails — a prop that grabs every eye in the room.
He then takes a frypan and slams it down onto the bed of nails. Lifting the frypan up, he shows everyone the dimples.
Then writer-boy produces a board featuring a single, imposing spike potruding from it. He slams the fry pan down, forcing the spike clean through it, creating a half-inch hole big enough to stare through.
At this point, our intrepid copywriter says, “Now, how many points do you want in your ad?”
As it is with ads, so it is with campaigns: one point, goal, or objective per campaign is always best.
(Adapted from the article "Effective Advertising" by Wizard of Ads Partner, Jeff Sexton. Jeff is available for speaking and consulting.)