Never fail to understand your audience

To have any chance of campaign success, understanding your audience is everything. Know who exactly who you’re talking to and what’s important to them.

Lack of understanding is often the reason why campaigns fail. Before you start any project or campaign, know who exactly who you’re talking to and what’s important to them.
Taken from the book “Creative blindness and how to cure it” by Dave Trott, we’ve developed a snapshot summary of these important reminders, and put our own spin on things. Hopefully this list will help you expand your creative thinking and create campaigns that deliver results. 

SIMPLE, TIMELESS, HUMAN TRUTHS

“We must use every opportunity to become part of people’s lives, to get into their language, to genuinely go viral.”
The must-do for every project or campaign is to discover what what all humans have in common, and to relate through that. Understanding our audience is an activity in the creative process that is often overlooked, even though the importance of understanding who we’re talking to hasn’t shifted. We have become less interested in discovering what motivates and excites ordinary people on a human level. Jargon and buzzwords are used, rather than trying to relate on a level that touches ordinary people in a basic human way.

SPEAK TO OUR AUDIENCE ABOUT WHAT’S IMPORTANT TO THEM

“In order to get what we desire from our audience, we must find what’s important to them.”
Not just what we think should be important. Before we start to speak we must find out what our audience needs to hear.
Then we must speak to them in their language.
Otherwise we’re just talking to ourselves.

ALWAYS FROM THEIR PERSPECTIVE

It’s never about understanding the job.
It’s always about understanding people.

START WITH WHAT PEOPLE WANT TO DO, THEN WORK BACKWARDS

You don’t start from what you want people to do.
You start from what people want to do.

PRESENT IT AS THEIR OPPORTUNITY

Look at it from the other side.
And have it crop up as an opportunity.

FRAMING: ATTITUDE

Reverse the unappeal into appeal. Change the long-standing attitudes that have held people back, by flipping your approach and making the unappealing more appealing.

COMPARISON IN THEIR LANGUAGE

“Talk to your audience in their language, not yours.”
Watt invented the unit called ‘horse power’, his early steam engines replaced 500 horses. He created the term ‘horse power’ because it was a comparison everyone could understand. When Steve Jobs launched the ipod didn’t compare it to other MP3 players. He compared the ipod to something ordinary people could understand – ‘a thousand songs in your pocket’.
Remember that technology may change, but people don’t.

SPEAK WHEN YOUR AUDIENCE IS MOST RECEPTIVE

Consider the problem.
What is the product?
Who would want it?
When would they be in the most receptive mood?
Timing is everything when it comes to communication. Speak when people are most likely to listen.

Thanks for reading and taking the time to expand your creative mind. Hopefully this gives you something to think about…

 

 

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