pour it on thick

To pour it on thick, or lay it on thick, means to exaggerate or overstate praise about someone to someone else for their own personal benefit or gain. You can also pour it on thick in a more negative manner where you over-exaggerate feelings of blame, insults or even excuses. Simply put, to pour it on thick or lay it on thick is any form of speaking about something or something over and over again to get the point across.