what's the one thing you want people to know?

It's quite frightening the number of ads you see around that contains useless bits of information.

Information that the reader couldn't care less about, information that doesn't benefit them, information that the agency wanted removing, and the client insisted on keeping in. There's lots of them about (ads and clients).

Imagine if you had to rewrite your current ad so it could only have the one message. Not five, four, three or two but just the one. You had to strip everything else away, leaving the reader with the one really important thing you wanted them to know about your product or brand.

Could you do it? Of course you could. And your proposition would probably be ten times clearer for the reader than it currently is.

So why don't you do it then?