How To Write A Single-Minded Proposition: Five insights on advertising's most difficult sentence. Plus two new approaches.

How To Write A Single-Minded Proposition: Five insights on advertising's most difficult sentence. Plus two new approaches.

by Howard Ibach

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Product Details

ISBN-13: 9780692120002
Publisher: Ibach Media Group
Publication date: 05/04/2018
Pages: 110
Sales rank: 1,118,390
Product dimensions: 6.00(w) x 9.00(h) x 0.23(d)

About the Author

Howard Ibach is the author of the critically acclaimed graphic textbook How To Write An Inspired Creative Brief, 2nd edition, which is ranked No. 1 on About.com's "10 Advertising Books You Absolutely Must Read." He joined the faculty of the Association of National Advertisers' School of Marketing in January 2017, and travels the country leading workshops that provoke client-side marketers with his radically sane insights on the Creative Brief.

He was an award-winning advertising copywriter and creative director for 26 years. His specialties were long-form direct response and radio. He worked for legacy shops Ogilvy One, DDB Direct, Wunderman, J. Walter Thompson, and Team One, among many others.

Howard earned his BA from the University of Tampa and an AM from Brown University. He is an essayist, college educator and public speaker. He volunteers at InsideOUT Writers,
Inc., a nonprofit organization dedicated to empowering incarcerated youth. He lives in Los Angeles.

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

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