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Archive for May 2018

Identifying “The Single Most Important Point” (SMIP) for Your B2B Marketing Creative Brief

Every marketing communications brief has one in some form or another. Some agencies call it a “Single Minded Proposition.” Others refer to it as a “Unique Selling Point,” or “Single Most Important Message.” Whatever you call it, at Verdi we take it very seriously. We (surprisingly) are humble enough to know that a communication is lucky to be remembered at all, considering the clutter of messages with which it competes. And if our communication is not remembered for our SMIP, well then, that’s just wrong!

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