Sounds like MBA Jargon? It isn’t. It is something that I had picked up from an advertising copy writer, who also happens to be a good friend of mine. This guy happens to dole out pretty good ads and when I asked him his secret of success, he simply said ” Have a single idea. Play with it” . How profound !

He felt that we have a nasty habit of complicating everything and looking at things only in the most convoluted way possible. All reason, ideas and concepts have to condensed down to a single powerful idea. In case of making an ad copy, this could be the single most important thing to keep in mind and as a matter of fact , most of the time that goes into making ads would have been consumed by the need to shine through and come forth with this all-too-precious-one-tracked-idea.

Ideas, they say are big things, they are supposed to be the sole fuel driving the intellectual economy and for that reason alone, it is imperative that we have clarity in any idea that we might want to express, all the way from a simple instruction to a corporate branding campaign.

Muddling with an apparently obvious concept, complicating things and trying to say too much at one go can all spoil the message your business must be trying to communicate. Everything you say hits your image, your bottom line and your brand. While the theory of single-minded,mono- idea obsession might seem to be touched only by those fancy suits with MBA degrees, the truth of the matter is that it would hit your business one day.

Got a concept? Great, now come to the point!

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