It’s an idea as old as the grandfather of advertising, Ogilvy himself, but it’s just as relevant today as it was then. The single-minded proposition states that advertising copy should distil one benefit of a product and service and concentrate on getting that message across, rather than trying to ram in as many benefits as possible.
In today’s feature-rich world of products and services, it’s not always easy to distill the single-minded proposition, but that doesn’t mean you shouldn’t do it. If you want your readers to go away with a clear action, impression or level of raised awareness, telling them one thing clearly and concisely has been proven to be far more effective.
We were recently working on ad concepts and ad copy for the Apple iMac, a beautiful personal computer that can produce work of all kinds, send email, act as your iTunes repository and every other thing you usually do on a PC – only better and more elegantly. (No apologies, antwords is a committed Apple workspace.)
The brief from Apple that came through was: ‘Your photos and movies will look bigger and more beautiful than ever on the 20-inch iMac’s amazingly slim, glossy widescreen display.’ No mention of workflow. No mention of email. One differentiated benefit, that singles out this machine from the competition.
How to find your single-minded proposition
As usual, when it comes to advertising, all roads lead to your target audience. Put yourself in their shoes. Why would they opt for your product or service over the other available choices? And if you’re too close to your business to see it – ask someone like us. We love being propositioned.