How to Write a Single-Minded Proposition (301) (Virtual) | School of Marketing | ANA

How to Write a Single-Minded Proposition (301) (Virtual)

The Ingredients to the One Most Important Thing to Say About your Product
Creative Briefing Mastery Program 301
(Virtual Half Day Workshop)

Workshop Description
The most difficult sentence to write on a creative brief is the Single-Minded Proposition. It has many other names — One Key Thing, Unique Selling Proposition, Single Most Important Thing — but one purpose: To inspire your creative partners to come up with the Big Idea. When it’s poorly written, it makes a creative brief weak and uninspiring. As a result, it makes the creative work weak and ineffective. This workshop will dissect the inner workings of this simple but challenging sentence. You will come away with an insider’s understanding of how to craft a sentence that will ensure the two requirements of all advertising: creativity and ROI.

Led by the author of two critically acclaimed textbooks, How To Write An Inspired Creative Brief and How To Write A Single-Minded Proposition: Five Insights On Advertising’s Most Difficult Sentence. Plus, Two New Approaches, and a former ad agency creative director, this workshop breaks down the ingredients that influence every SMP. You’ll examine how and why they work and practice the techniques strategists and account planners use so that you can achieve similar results.

Packed with individual and group exercises, this course will polish your skills in the creative process and improve your marketing effectiveness, efficiency, and ROI.

This is the third installment in the ANA’s five-part series “Creative Briefing Mastery Program”, where participants learn the art of crafting compelling creative briefs that captivate audiences and inspire innovation. Participants also gain thorough knowledge of the Single-Minded Proposition and actionable skills to execute their creative visions effectively.

Who is this workshop for?
This workshop is for mid- to senior-level marketing and brand professionals who consider themselves proficient at writing inspiring creative briefs, but who want a deeper understanding of the Single-Minded Proposition. Pre-requisite: Highly recommended that participants take “How To Write An Inspired Creative Brief” full-day workshop.

Workshop Benefits
The benefits of attending this workshop fall under the following key drivers of growth: improving marketing effectiveness, increasing marketing efficiencies, and improving marketing ROI.

After attending this workshop, participants will be equipped to:

This workshop helps attendees increase marketing effectiveness by:

  • Sharing examples of highly effective and inspiring SMPs
  • Teaching actionable skills to improve the quality of your SMP writing
  • Learning how to articulate your brand’s attributes with clarity and assurance

This workshop helps attendees increase marketing efficiency by:

  • Teaching best practices to writing clearer and focused communication objectives

This workshop helps attendees improve marketing ROI by:

  • Examining the ingredients of an inspiring Single-Minded Proposition to improve writing from your own people

Download the full agenda here



  • Howard Ibach

    Howard Ibach is an author, essayist, adjunct college instructor, workshop leader and public speaker. In 2009, his critically acclaimed text, How To Write An Inspired Creative Brief, was ranked #7 on’s “Top 10 Advertising Books You Absolutely Must Read.” In 2015, the 2nd edition earned the #1 spot on this list.