An organization believed very strongly in the benefits it was providing for its customers and wanted to tell them all about it.  However, their method for doing so defeated the purpose.

The business sent each of their customers 2 full pages of bullet points listing each benefit with as many descriptors as they could fit on the page.  It was too much.  By pointing everything out, they pointed nothing out.  Even people who like reading this type of thing would have been bored halfway through.  There wasn’t enough white space, there wasn’t time to breathe.  It looked like a formal terms and conditions for legal purposes rather than a piece of advertising material and unfortunately, that is how customers will view it as well.  Meaning, they won’t bother to read it.

So, the organization may be offering their customers plenty of benefits and they may claim that they are telling their customers all about them.  But in reality, their customers will have a difficult time understanding them or remembering them because of the hard to read layout.

If you want to advertise something, make it readable, otherwise consider it unread.