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The part of a creative brief most copywriters and art directors look at first is the Single-Minded Proposition.
It’s the sentence or phrase that does one of two things:
Gets creatives excited to start ideating.
Or not.
It’s also the line brief writers sweat the most. It’s that important.
That’s why, as a former copywriter and creative director, I can offer you a unique perspective into what makes a SMP memorable.
Because I’ve written a few myself. I know what goes into an inspiring SMP. I’ve felt the pressure firsthand.
I’ve also interviewed dozens of strategists, fellow creatives and brand experts to uncover the essential ingredients they use to write a memorable SMP.
What are they? I’ll share them with you. I’ll break them down. And I’ll show you how they come together.
I’ll use real examples from real creative briefs. You’ll see how the best brief writers do it.
And you’ll start writing better SMPs right away.
Luke Sullivan, former Fallon McElligot creative director and author of “Hey Whipple, Squeeze This: The Classic Guide to Creating Great Advertising, 6th Edition” said this about my textbook:
“Ibach’s book should be required reading for all account people, strategists, and creatives. It’s the best, and briefest, book on briefs I’ve read.”
My live webinar gives you the best elements of the book in a 60-minute training, plus 30 minutes of Q&A to discuss your challenges.
Howard Ibach is the author of two books on the creative brief, including “How To Write A Single-Minded Proposition.”
He’s a former copywriter and creative director, and a corporate trainer with twenty years of teaching experience. He’s a faculty member of the Association of National Advertisers Marketing Training & Development Center, and co-host of the weekly video podcast The Brief Bros.
Your SMP webinar is only $89 and includes 60 minutes of training plus 30 minutes for discussion and Q&A with the instructor.
Wednesday, January 15, 2025
Webinar Registration:
