In a world where you can be anything, be remembered. And watch out for tennis balls.

Ever heard of the tennis ball analogy?

It goes like this. If I chuck ten tennis balls at you, you’re unlikely to catch any. But if I throw just one, there’s a good chance you’ll catch it.

It’s a simple metaphor for a trap that claims many a marketer. “Don’t forget to mention we’re available 24/7, the friendly team, our tailored service, we’re innovative and market-leading – ooh and the awards, don’t forget them.” Words echoed in boardrooms the world over. So, chuffing what? People will remember one or two things. 1. How you made them feel. 2. The problem you solve for them.

And that’s why getting to the single-minded proposition is so important. The single, powerful statement that encapsulates the central reason for a target audience to choose a particular product or service.

Say it once, say it well, make it stick. Or as Don Draper put it, keep it simple, make it significant.

And that’s not always easy, because to land at simple, you often must batter through complex. And by the power of Greyskull, does our industry love to over-complicate things.

John Hegarty – advertising guru and my spirit guide – had a brilliant approach to this. One we’ve adopted.

You take the single-minded proposition, write it out, and put it alongside the product or service. If it makes sense, you’ve got an ad. Doesn’t have to be a great ad, just good enough, compelling enough, to simply make sense.

That’s the spark for the creative team – who understand that good ads are the enemy of great ads – and will build out the idea from there.

Great ads get remembered, they build brands, bring in business and move the dial. Sceptical? Then you should read Dentsu’s B2B buyer study. 

And if you need a hand getting to single-minded and simple, that’s why we’re here.