Build more effective ad creatives across all marketing channels.
Create a 1-2 sentence description of your target audience, including key information such as their age, gender, location, interests, values, and life stage like recently married.
For example, if you marketed a productivity-enhancing music-streaming service like Focus@Will, then your target audience might be 70% male, 25 to 45 years old, creative workers who value deep work.
Identify the three most common situations when your product or service is helpful in solving a specific problem for your audience.
Continuing with the example above, a productivity-enhancing music-streaming service can be used in multiple situations throughout our day but is most ideal when working.
For example, My regular Spotify playlists distract me from working. (frustration, situation).
For example, My regular Spotify playlists distract me from working. I wish I could stay focused for many hours at a time. (frustration, situation, desire)
- Audience: 70% male, 25 to 45y of age, a creative worker who values deep work.
- Insight: My regular Spotify playlists distract me from working. I wish I could stay focused for many hours at a time.
This process does not guarantee you will land on a good strong insight, but it significantly increases your chances. Remember the growth potential aspect of an insight. You will often need to test the insight in a real campaign to evaluate the potential to grow the brand.