“We’ve discovered a cure for cancer!”
Imagine this: You’re a high flying marketing consultant and a pharmaceutical company calls you in for a consultation.
The CEO sits you down in the board room and says:
“You’re not going to believe this, but we’ve discovered a cure for cancer. We need your advice on how to introduce this groundbreaking new drug to the market.”
(I realize how scientifically ludicrous this example is, but stay with me here…)
To which you respond:
“Well, how about something like: ‘THE ONLY DRUG THAT CURES CANCER’ … how about that?”
But the CEO says:
“I hear you. But we’ve also found that this drug reduces the risk of heart disease and diabetes… plus stimulates hair growth. We’d like to build that into the message.”
My HOPE is you will fight tooth and nail against diluting the message away from “curing cancer” by including all these other benefits.
Why?
Because anything you say beyond “cures cancer” will distract from that one core message.
Seems obvious in this example.
But what about your product or service?
What is your “cure for cancer??
And are you saying anything else that’s distracting from that message?