In City Slickers, Billy Crystal asks Jack Palance to reveal the secret of life:

Curly: You know what the secret of life is?
Mitch: No, what?
Curly: This.
Mitch: Your finger?
Curly: One thing. Just one thing. You stick to that and everything else don't mean ****.
Mitch: That's great, but what's the one thing?
Curly: That's what you've got to figure out.

One thing.  It's as important in getting your message across as it is in life.  OK, OK, maybe not "as important."  But make a single point.  Clearly.  In a smart, meaningful way.  And you're likely to have a very effective piece of marketing communication.

Alas, that's not the reality.  Too often, we try to cram in as many points, proofs, features, benefits, graphs and charts as space or time will allow.  All with the assumption that a prospect will eventually stumble across something relevant. Somewhere in there.

Who's got that kind of patience?  Or time? Or interest? 

Not me.
I'll bet not you, either.

And that, gentle reader, is the point.