"We think dumping the entire contents of the benefits-basket onto a reader, viewer, or listener will outpull selective choice," copywriter Herschell Gordon Lewis once said. "Not so, because emphasis becomes diluted. When you emphasize everything, you emphasize nothing."
But wait, it gets worse.
Laundry lists not only kill interest. They can kill a deal.
Good salespeople know this intuitively: If you want to kill a deal, introduce an extraneous element. Laundry lists introduce baskets of them.
Laundry lists bar interest and block deals. So avoid them.
