Its purpose is to keep your advertising consistent from campaign to campaign, ensuring that despite changing content, every ad promotes this fundamental reason for choosing you.
A proposition isn't a slogan but it's always the basis of one.
There are 2 types of Propositions:-
1. Unique Selling Propositions (USPs)
2. Single Minded Propositions (SMPs)
USPs: G.A.Perry are unique because they're the only plumbing and electrical company that promises to be on time. Their USP is "On-time, guaranteed", I expressed it in their jingle as "at G.A.Perry, we guarantee we're very, on-the-dot"
SMPs: your Proposition can be based on a generic reason for choosing you but your advertising must be inventive and engaging enough that you "own" the proposition.
SMPs can be Rational - Pantene Pro V's Single Minded Proposition was "it works", it's very generic but Pantene owned it with the clever slogan "It won't work overnight but it will work".
Seconds World sells factory 2nd electrical appliances at prices much lower than other retailers; their SMP is "Cheaper". I expressed it in their slogan "Tiny ding - huge savings!"
Max Factor's rational SMP is "professional quality" - they own it with the bold claim "The make-up of make-up artists".
SMPs can be Emotional: L'Oreal's emotional proposition is probably something like "indulgence" - their slogan is "Because you're worth it". The proposition for the Mazda MX5 sportscar is probably "Exciting" which they express as "Zoom zoom zoom".
Here are some typical Single Minded Propositions for SMEs upon which you might base your advertising strategy:
Cheap Prestigious Easy Big Specialised Convenient Reliable New Direct Fresh Eco
Cool Leading Helpful Fun Value.
Remember: these are Generic Propositions so you must use a stand-out creative concept. See the next post "Concepts from Propositions".