USE INSIGHTS TO CREATE A STRONG CONNECTION

 To change people’s behaviour or attitude you have to move beyond their intellect and appeal to their feelings and what motivates them.

In advertising as well as in other communication industry, much of the best work is based on a strong insight.

Here an insight means an understanding of your audience’s fundamental needs and wants.

It’s the key to why your audience do what they do or believe what they believe.

For youths, smoking wasn’t about being cool, it was about rebellion. Insights are a glimpse into your audience’s fundamental needs and wants, hopes and dreams, concerns and fears.

If you use a genuine insight in your campaign then your target audience will feel touched and understood instead of interrupted by an advertising message.