Table of Contents
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
1. Why I wrote this book . . . . . . . . . . . . . . . . . . . . . . . . 6
2. A hard question, a simple answer . . . . . . . . . . . . . . . 10
Section I: Where we are
3. What, exactly, is a “single-minded proposition”
anyway? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
4. Where does the single-minded proposition
come from? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
5. The point of the communication: objectives . . . . . . . 32
6. The benefits of product benefits . . . . . . . . . . . . . . . . 38
7. What’s in it for me? A different path to the SMP . . . . 44
8. Eureka! The SMP inspired by an insight . . . . . . . . . . 50
9. An SMP is born from brand personality . . . . . . . . . . 58
10. Your target audience will show you the SMP.
Just ask! . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 66
11. How to fix — or better yet avoid — a bad
single-minded proposition . . . . . . . . . . . . . . . . . . . . 70
Section II: Where we can go
12. A proposition for an new proposition:
Feldwick and Saunders . . . . . . . . . . . . . . . . . . . . . . 80
Final thoughts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 90
Acknowledgments . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 94
Bibliography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 96
About the author . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 99