Writing a single minded proposition

single-minded proposition

InI graduated from American University and got my first real job. It was designed to be the best performing dish detergent on the market. So how could we now expect people to pay almost twice as much for something they thought they had been getting all along?

Who really cares what I have to say. Early in my career, I was working on an ad campaign for Cascade. But, here was the problem. Now, this new Cascade Complete product had more cleaning power than any other detergent on the market.

Looking back, I was really, really lucky to get the job. Then our brilliant creative team translated that statement into the advertising tagline: So, our Single Minded Proposition was: What is the single-minded proposition for your product or service? It was always amazing to me that you could distill hundreds or thousands of inputs about a product — features, benefits, research, competitive insights — and translate that all into one simple statement.

And, usually the best single-minded propositions were just one sentence. Published on January 21, It helped make the whole dishwashing process better by eliminating the need to scrub and rinse.

Only to share ideas and insights about marketing and advertising. This statement becomes the foundation of your advertising program. While the course work was interesting, I left school with no real marketable skill.

It could clean anything off any dish. Early in my career, I was working on an ad campaign for Cascade dishwasher detergent. Of all my classes, the one that was most interesting was about political advertising. You could literally put an entire casserole in the dishwasher and Cascade Complete would dissolve the entire thing away and leave the dish looking like new.

It had to be bigger. A core principle of writing an effective single-minded proposition is that it is in fact "single minded. What makes it effective.

What is the Single Minded Proposition?

Miraculously, I was able to land a position at one of the biggest names in the industry: I was fascinated by the way a second spot could change the course of a political campaign. We launched a campaign around this idea, grew the business dramatically and won an Effie award.

So when graduation was approaching I decided to pursue jobs in advertising. And my career in advertising began. It had to be bigger.

Questions?

As an assistant account executive I was introduced to the concept of the "single-minded proposition.Most single-minded propositions resemble a peace treaty more than a rally cry however. At the heart of a great marketing story is usually a "single-minded proposition", or SMP.

The SMP sums up the most important thing you can say about the brand or product. Write down the best features, and condense the list Remember, this is a single-minded proposition.

You can't focus on three or four elements. You can't focus on three or four elements.

The single-minded proposition

"This is the fastest, cheapest, brightest. The reason it’s called the “single minded proposition” and not the “brand proposition” is to stress the importance of making it about one thing. A core principal of writing an effective single minded proposition is that is in fact “single minded”.

You can’t cram it full of features (even though I’ve had some clients who have tried). Jan 21,  · A core principle of writing an effective single-minded proposition is that it is in fact "single minded." You can't cram it full of features (even though I've had some clients who have tried).

You can't communicate more than one key point. The reason why the Single-Minded Proposition is so difficult to write is that, like a thesis statement, it is entirely subjective.

It is an opinion. Which means it. This book provides some terrific lessons, insights and exercises to help agency strategists laser focus their efforts on writing the best single-minded proposition possible. A must read for any ad student or any ad strategist.

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Writing a single minded proposition
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