A single thought

When creating a new marketing campaign, we bang on about the need for a single message within the brief. Something simple we can use. It’s normally phrased as: whats the most important thing we need to get across?

But this is really hard to do.

When our product or service does so many great things, how can we pick just one? When we’ve got different audiences why should we narrow our focus?

Perhaps a better question is, why should you pick a single message.

Look at this example from a recent eHarmony ad.

eHarmony provide superior matches based on algorithms on their website.

When briefing their agency for their latest ad campaign their single proposition would of been something like:

“Smarter matches”

Here is one of the ads:

The end line sums up the campaign:

“Brains behind the butterflies”

It screams out what makes eHarmony different.

But imagine if this had been the proposition:

“Better matches. Cheaper prices. Longterm happiness.”

The resulting ad wouldn’t of been anywhere near as focused. A mishmash that didn’t say anything powerfully. It might of included everything in the brief, but it would of been a generic ad that wasn’t memorable.

Which is why a single proposition is so important.

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