That one thing

Remember in City Slickers when Curly kept telling Billy Crystal about the One thing.  The One Thing was something he had to find for himself and build some sort of Tao around.
Aflac has found  their One Thing which they are spreading in their largest most integrated campaign ever.  Same day pay.  So they are using faster payment processing as their One Thing.

We have always had this in advertising.  We just called it something different, we called it the 'Because' or the unique selling proposition.  In other words, why should someone do business with you.  What unique product or service do you offer that no one else can.

I see lots for creative that has everything but the kitchen sink in them to try to attract a customer.  You've seen it too.  The billboard that has so much writing on it you just glaze of by the time you cruise past at 65.  The radio commercial with the comically fast read because if too much copy.

When you think of advertising you business, remember; what is the ONE THING that I do better than any of my competitors?  What is my because?

Curly would appreciate it.