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The greatest. so there's so much that i know about our products and service that i want to basically just spill it out in one big voice and tell them every single thing that it's going to do. >> reporter: the problem is giving a lot of information is akin to giving no information. >> it basically dilutes the whssage and you're not winning the y. you're not getti your point avoss. >> reporter: jeff drucker is the owner of this subway. here's what he thought of those first posters and flyers. >> busy, a lot of information. i think the focus was more on how to do it than what the message was. >> ...

Is the greatest. and so, there's so much that i know about our product and service that i want to basically just spill it out in one big voice and tell them every single thing that it's going to do. >> the problem is giving a lot of information is akin to giving no information. >> basically dilutes the whole message and you're not winning the day. you're not getting your point across. >> jeff zucker is the owner of this subway sandwich shop. here's what he thought of those first posters and flyers. >> too busy. a lot of information. i think the focus was more on how to do it. than what the mes...