By: Aundréa Cika Heschmeyer, President
Less is More: Why Overwhelming Your Audience Could Be Hurting Your Brand
As someone who has always been politically active, I’ve spent the last several presidential elections going door to door, advocating for candidates I believed in. This year, I planned to do the same, especially if there was a shake-up in the candidacy. But instead, I’ve found myself doing nothing. It’s not because I’ve lost interest in the election but because the overwhelming flood of texts, emails, and messages from both political parties has pushed me away.
Rather than inspiring action, the relentless barrage has made me feel like my involvement isn’t needed, so I’ve opted out of canvassing, donations, and participation entirely. And it got me thinking: what happens when businesses apply the same overwhelming approach to their marketing?
Just like excessive political messaging can turn a once-enthusiastic supporter into someone indifferent, over-the-top marketing can drive away loyal customers. In today’s digital world, there’s a fine line between engaging with your audience and overwhelming them to the point where they stop paying attention.
Many businesses fall into the trap of thinking more contact means better results, but this “more is better” mentality often backfires, driving away both potential and loyal customers. How many times have you unsubscribed from emails because they were too frequent or ignored promotions that felt repetitive? In my case, the flood of political messages made me feel like just another name on a list, not a valued individual. The same applies to businesses—customers will look elsewhere when they feel like they’re part of a mass marketing effort.
Audiences crave personal connection. Thoughtful, targeted messages that make people feel understood are far more effective than generic, frequent communication. Overloading customers with impersonal messages will not only lose you new prospects but also drive away long-time supporters.
Many businesses think they need to constantly be in front of their audience to stay relevant. But oversaturation can be as harmful as being forgotten. People tune out when overwhelmed with too much information, choices, or touchpoints.
The brands that stand out are the ones that communicate effectively. They send personalized, spaced-out messages that deliver value rather than noise. These brands keep their audience, even when others are overdoing it.
The lesson is simple: whether in politics or business, overwhelming your audience is often counterproductive. The key is striking the right balance—staying top of mind without overwhelming people. Whether it’s a campaign donation request or a product promotion, your message should make the recipient feel like you understand their needs, not like you’re just pushing for a quick sale.
In a world where attention is one of the most valuable commodities, make sure you earn it, rather than demand it.
