The single-minded proposition is at the heart of all great communications. It’s the one compelling reason your target audience should buy your product or service and you shouldn’t be without it.

Though your product or service may have numerous features and benefits, you should be single-minded. Your competitors have the same features and benefits as you, so it’s vital you differentiate and stand out.

To find your single-minded proposition, ask yourself three simple questions:

• What do you do?
• Who do you serve?
• What makes you different?

If you can answer these questions clearly, simply, and immediately, you have more chance of attracting your prospects.

Think audience

Your target audience should always be at the centre of your single-minded proposition. Think about what keeps them up at night and how you can you solve their problems and make their lives easier. Define the biggest benefit of your product or service and appeal to your audience’s emotions.

Drive action

Audiences respond better to single-minded ideas, so never be tempted to dilute your message with too many features and benefits. Your features and benefits should support your single-minded proposition. So, create a shortlist and decide on the most compelling benefit that will cause your audience to act.

Pitch it

The elevator pitch is key to your marketing brief and it’s critical you get it pitch perfect. Whatever your sector, product, or service, you should be able to explain, in one sentence, why your ideal audience should engage with you. If you find yourself going into reams of detail and are grasping for add-ons, you haven’t nailed your proposition. Keep going until you do.

If you want to find out more about the importance of the single-minded proposition in your marketing, please: