For a trip down memory lane, check out this old TV commercial for Super Mario Bros 2:
What I find interesting about this commercial (aside from the cheesiness) is how pure it is. Unlike its predecessor, Super Mario Bros 2 was a game about defeating your enemies by throwing stuff at them as opposed to jumping on them. So Nintendo focused their commercial almost exclusively on that aspect of the game.
If the first Super Mario game was all about “amazing jumping” (as Miyamoto has supposedly said), then the sequel added and focused on “amazing throwing.” The developers got it. The marketers got it. And not surprisingly, the rest of us got it, too.
What’s the essence of your game? Can you say it in a few words? Can everyone else you’re working with say it in a few words?
If not, why not?