I recently heard a radio ad for a big sale at a local furniture store. The excited announcer said a dining room set that originally cost $300 was on sale for $249, a $2,000 leather sofa was available for one-third off, and a kitchen table and four chairs that cost between $250 and $400, "are now on sale for as as low as $199!" And--if you dropped into the store's lamp department--you had your choice of dozens of floor and table lamps for almost half the original price.

The list went on and on, very quickly to fit into the 30-second time slot. When it was finally over, I turned to my wife and asked, "What did he say?" Her answer: "I haven't the slightest idea."

When it comes to advertising, remember that less can sometimes mean more. Or, in the words of lawyer/poet Johnny Cochran, "When in doubt, leave it out!"

When advertising your gallery's products on the radio, television or in print, limit yourself to promoting one artist, category of paintings or special offer at a time. That way, you won't risk losing your audience.
You can also use the "less is more" technique for your direct-marketing campaigns. Experts say the best way to compose a direct-mail letter is to write down what you want to say, then eliminate the first or second paragraph. It cuts down the copy and helps you focus on what you want the readers to consider buying. Remember, each word must quickly move the story of your sale forward, while maintaining the readers' interest.

Less can also mean more when it comes to the number of items you stock in your gallery. You might think that the more items you stock, the more you will sell, but this isn't necessarily true. For example, at my clothing store, we decided to place a sale rack at the front of the store. That way, customers would immediately stop, look and, hopefully, take advantage of the bargains.