You're challenged to focus. But you're distracted.
And so is your buyer.
You can only cut through the cacophony if you keep your message clear, concise and on point.
What are the three key issues you want to address?
What are the three problems your prospect may be experiencing in the absence of your solution?
Lock onto them and stay locked.
As Essentialism author Greg McKeown argued at SXSW this past week, you succeed through "the disciplined pursuit of less."
Another speaker, Tim Ferriss, author of The Four Hour Work Week and The Four Hour Chef, made the case for "accelerated learning" -- requiring you to learn only what is necessary in order to become proficient and skillful. No need for overkill. Be selective in what you study.
That's true for your prospective buyers, too. Be selective in what you teach and the ideas you share.
By being an essentialist, you can accelerate their comprehension -- and increase their enthusiasm for your offering.