(This post is part of a series created to help you help your advertising agency create  effective communications for your business.)

What does your customer think about your product? Or about your competition? Or about the situation where they need your product? Do they even think they need it?  Even the fact that they do not think about these things at all  is relevant.

Knowing the answer to these questions – what others often (but mistakenly) call ‘ the insight”– more about that some other time –  is another key to giving your advertising what it needs to make an impact.  Making your customers receptive to your message requires knowing how they think – it is what makes your pitch to them relevant and meaningful.  More importantly, it provides the jumping-off point from where to launch your sales message.

If you’re selling laundry detergent, what do they think  about laundry? What do they think laundry detergents are like? What do they like, and what do they hate?

Your answers to all these questions is your key to making what you’re selling more attractive to your customer.

Just a quick note, however: All these answers will not necessarily appear in your advertising brief. Which one to pick? That depends on which one your product answers.  Need a little help with this? Email us at info@prodigyads.com