How single-minded is your marketing?

There’s a key question in any good marketing communication’s brief that asks something like…”What’s the single most important thing you want to tell your prospects?”

It’s based on some consumer behavior theory that states that as humans we aren’t overly good at taking in too much information at any one time. Ironically, as Marketers we often feel the need to bombard our prospects with information overload…It comes in this many colours, it’s price is this, you can buy it here, the various models are these blah blah blah.

It takes courage to be single-minded…particularly in paid media where you want to make every second or column centimeter count. But the reality is that all great communication is single-minded…look at the ads that appeal to you and I’ll bet they’re single-minded.

So, how can you apply this to your business. Easy…figure out what you want your prospects to do and then decide what is the most important (AKA compelling) thing you could share with them in order to inspire them in to action.

What brands do this well in my book? Apple. Seth Godin. Can you add to this list?

What’s your single-minded proposition?

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