Name That Emotion

You know what 7 billion people all around the world have in common? We all have emotions. That answer may sound simple, but that one truth is the foundation to all marketing. In advertisement it's called a human truth, and I want to address the top 3 ways my agency unlocked the human truth that lay dormant in our strategy brief.

Identify The Problem

Discovering a human truth is like being an air sea rescue man. You’re in a storm scanning for any signs of life to pop out at you on that paper. Any sort of clue that can get you closer to finding that human truth you’re looking for. It’s far from easy, but worth it in the end, because the message you create from it could be enough to make your ad unforgettable. You’ll be bombarded with a page full of asks, but being able to read between the lines and understand what’s really being requested takes a canine-like eye.

Identify The Audience

If finding the problem is like being an air sea rescue man, then identifying the audience becomes the pilot of your helicopter. Who are the people that essentially drive the sales. The market never lies and part of our strategy when it comes to listening to the market is understanding what engages it. What things did the company do that worked and what didn’t? Who usually buys and frequents the brand you're helping? What is the age range of those people? All these questions bring me to my last suggestion…

Humanize The Data

A successful pitch is born from doing the research. In this rescue mission the company is essentially the person lost at sea on the verge of drowning, and you’re there to swoop in and save the day. In order to do that you have to do your research, you have to have the know-how. You’re a trained pro sent in to get the job done. With our agency the strategy team spent countless hours sifting through data and figuring out how to humanize it. That’s what strategy is all about. Making a deliberate effort to understand the who, and how for a company.

By: Kurtis Hilliard