Saying Everything to Everyone, All at Once

There’s a certain moment in the life of a script - usually around version four - where the original idea starts to quietly suffocate under the weight of ‘and we mustn’t forget to include xxxx.’

‘Can we also mention the app?’

‘Legal says we have to include the sustainability pledge.’

‘Can we add a line about our 10 year anniversary?’

‘Oh, and free returns!’

Before you know it, what started as a smart, focused story is now a bloated checklist of bullet points in disguise, and no-one remembers what the video was meant to say in the first place.

The myth of ‘more is more’

It’s tempting to cram every selling point into a single piece of content. Especially if you’ve only got 30 seconds to play with.

But if you’re trying to speak to everyone, you’re almost certainly connecting with no-one.

Audiences don’t engage with long lists. They engage with clear ideas that answer their specific needs. And if your script reads like a corporate press release, you’ve lost them before the logo even appears.

What happens when you say too much?

You lose clarity. Your viewer doesn’t know what to focus on. So they don’t.

You weaken your message. The more messages you add, the less impact any one of them has.

You sound generic. ‘Affordable, innovative, sustainable, customer-focused, award-winning…’ Everyone says that.

You make it harder to be creative. If every line is doing five jobs, there’s no room for tone, rhythm, or style.

A script is not a noticeboard

A script isn’t the place to stick everything your brand wants to say.

It’s the place to say one thing well. The most important, compelling thing for this moment, this audience, this channel.

You can say other things elsewhere. That’s what your website is for. That’s what follow-up emails and landing pages and brochures and FAQs are for. Every script doesn’t have to carry the full marketing load. It just needs to land a punch.

What you can do instead:

Pick a single, clear message

What’s the one thing you want your audience to remember? Build your message around that. Everything in the script needs to support this - or it’s out.

Know who you’re talking to

Not a vague ‘target market’. Choose a real person with a specific problem or mindset. Write to them - not the whole demographic pie chart.

Trust your audience

You don’t need to list every product feature. You just need to spark interest. If they care, they’ll find the rest.

Let go of fear-based marketing

Trying to say everything is often about playing it safe. But safe doesn’t sell. Confidence and clarity does.

Make specificity your strategy

Some of the most powerful brand content says very little. But it says it succinctly and beautifully.

It doesn’t over-explain. It doesn’t beg for attention. It makes its point, makes you feel something, drops the mic and leaves the room.