In the movie “City Slickers”, when they’re talking about the key to happiness, Jack Palance’s character (Curly) holds up one finger, and tells Billy Crystal’s character (Mitch) that the key to happiness is “one thing”. It was up to Mitch to find his ‘one thing’.

Good marketing is a lot like that.

Too often companies make the mistake of trying to be all things to all people. The most obvious example of this is when companies try to list everything they do in their ads, emails, and conversations with prospects.

Guess what? They don’t care.

Potential customers don’t have the time, interest, or energy to learn your life story. They’re just interested in that ‘one thing’. It could be innovation, customer service, or even price. But, it’s just one thing.

Good marketing isn’t about ‘you’, it’s about your prospect.

The next time you’re tempted to rattle off a laundry list of every possible reason someone might want to do business with you, take a minute and try to determine what you do that is most important to them.

Then, be that ‘one thing’.

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