Although you may offer a variety of benefits to many consumers, there is usually one single selling point which will win or lose your market. Determine that one very special selling point and you will have established a focus which will set the standards for your competition to aspire to.

When planning your communications, your message must be clear and specific to your objectives. It is difficult to persuade both a sixteen-year-old and her grandfather with the same advertisement. If the message cannot be distilled down to one or two sentences, you are saying too much.

Get Specific.

• What are you trying to say, and why?
• Who needs this information, and why?
• What does this audience already know?
• What does this audience need to know?