(This post is part of a series created to help you help your advertising agency create effective communications for your business.)

If you’re like any good, sensible businessman  who’s proud of their product or service, this part of the brief should be the most fun for you.

Here’s where you get to talk about your product, to define it, and say just how wonderfully awesome it is and why.

There’s just one catch. It has to be a single idea, and you should be able to capture it in just one sentence.

Don’t worry, it’s not as hard as it sounds.

What do you want to say about your product? What’s the story, morning glory?

Is it the greatest thing since sliced bread? (Yes you can say that, we just can’t guarantee the ASC will give your ad clearance for that without substantiation.  Also, it’s been done so often, you may want to rethink.)

What is your product?  Define it in the best way you can. Is it the next best thing to sunlight? Is it the lawnmower of razors? Is it the Kobe Bryant of vacuum cleaners?

What does it do better than the rest?

Many agencies (including ours) call this part of the brief “the proposition.”  It’s the one single message you want to convey to your audience, but distilled in only one, concise, clear sentence that will both define your product and what you want it to stand for in the minds of your consumer.

Here’s the good news. Crafting the proposition isn’t just your job– it’s also your agency’s. In the ideal scenario we’ll sit with you and craft that one sentence that captures everything you want to say in your communications.

Yes, it can be done.

Call us and we’ll show you just how.