I just watched a commercial.

For a product called Orajel. It’s a topical anesthetic for your teeth.

What struck me was the sheer brilliance of the ‘on-the-mark’ message it focused on and didn’t stray from… “Put it on and the pain goes away”.

David Olgivy, the legendary advertising man, once said, “What’s written on the back of the creative brief should be what you say or show to your reader or listener”.

Orajel’s copywriters understood—and practiced this same truth.

“Put it on and your pain is gone”. Brilliant. Simply brilliant.

Take a lesson here… find THE essence of the ‘beneficial difference’ you create in your client’s life… and state it succinctly and simply.

There’s power in simplicity that focuses on your beneficial difference.