Installment Two:

At the heart of a great marketing story or campaign is usually a single-minded proposition.

 

The core principle of a single-minded proposition is the fact that it is single-minded – communicating just one point.  Being single-minded makes it powerful and clear.

An SMP is not usually customer-facing but can quite often end up as a tagline.  Think of it like an umbrella and everything else fall underneath it including your tagline.

Swipe to see some examples of winning advertising campaigns created from an SMP.

If you’d like to discuss the SMP for your business, I offer a FREE 30-minute business review.

(Read my first blog article about SMP’s here.)