By Sally Pritchett
CEO
Campaigns fail when they try to do too much. The best ones focus on one clear idea.
If your campaign is trying to say everything, chances are it’s saying nothing. When you’re passionate about your product or service, it’s tempting to shout about every feature, benefit and value all at once. But when you try to say too much, your message gets lost. The most effective campaigns have one thing in common: they focus on just one thing. And that’s where the single-minded proposition (SMP) comes in.
What is a single-minded proposition?
At its core, a single-minded proposition is the one thing you want your audience to remember. It’s the golden thread that ties everything in your campaign together. Not a list of benefits. Not a product feature. Just one clear, compelling reason for your audience to care.
Think of it as the engine of your campaign. Without it, the campaign doesn’t move. You might have all the creative assets – the shiny visuals, the clever copy, the right channels – but without a strong SMP driving it, your message risks going nowhere.
Why it matters
Without a clear SMP, campaigns can easily lose focus. Teams pull in different directions, creatives interpret briefs in their own ways, and the result is often a fragmented message that fails to land.
A well-crafted SMP keeps everyone aligned – from strategy through to execution. It ensures consistency across all touchpoints, making sure that your campaign speaks with one voice, no matter where or how your audience encounters it.
What makes a good SMP?
A strong single-minded proposition doesn’t just come from knowing your product. It comes from knowing your audience.
It starts with truth. What’s the human insight or emotional hook that connects your audience to your message? Forget the long list of product features – what do people really care about? What problem are you solving? What emotion are you tapping into?
For example, Persil’s Dirt is good changed the conversation around laundry. It didn’t focus on stain removal or cleaning power. Instead, it connected with parents on an emotional level – helping them see that getting dirty was part of their child’s growth. Tesco’s Every little helps cut through a crowded market by focusing on small, meaningful savings.
These aren’t product features. They’re simple, emotive ideas that speak to something deeper.
Tips for crafting your SMP
Now that you know what a single-minded proposition is, how do you actually create one that sticks? Here are some practical tips to help you get started.
- Start with truth – What’s the real insight about your audience or the world they live in? Ground your message in that reality.
- Go emotional – People remember how you made them feel. Find the hook that resonates on a human level.
- Be ruthless – Focus on one thing. Not two. Not three. Just one. It’s harder than it sounds.
- Stress test it – Does it make sense across different channels? Can your team, your client, your creative lead all align behind it?
- Don’t confuse it with a headline – A strong SMP might become the campaign’s headline, but that’s not the goal. The SMP is there to guide the creative, not replace it.
Common traps to avoid
One of the biggest pitfalls when creating a campaign is trying to say everything at once. The more you cram in -features, benefits, values – the more likely your message will get lost. Instead of standing out, it blends into the noise.
Another trap is confusing features with meaning. It’s easy to focus on what your product does – like free delivery or 24/7 support – but that’s not what makes people care. A strong single-minded proposition goes deeper. It connects with why those features matter to your audience and what difference they make in their lives.
One message, one shared focus
The beauty of a single-minded proposition is that it gives everyone – strategists, creatives, stakeholders – a shared focus. It keeps campaigns sharp and aligned. And in a world where attention is fleeting, that focus can make all the difference.
If you’ve ever struggled to pin down what your campaign is really trying to say, or if your message has felt lost in the noise, it’s time to rethink your approach.
Because when it comes to cutting through, one thing done well is always better than ten things done half-heartedly.
Need help finding that one thing your audience really cares about?
We work with businesses to develop laser-focused campaigns built around a strong single-minded proposition – cutting through the noise and landing messages that stick. If you’re ready to sharpen your focus, we’re here to help.