People don’t care much about your products or services. They are too focused on themselves.

This is the single most important piece of knowledge I have learned while working as a strategist in creative agencies for the last six years. It’s up to you if you want to use it. Many are tempted to ignore this truth. They’ve spent a lot of effort and time developing an offer, so naturally they are proud of it and want to advertise it. That’s how most communication is done: it’s product-focused.

Let’s illustrate this with a fictitious example: ACME Hammers 🔨.

🏷️ PRODUCT-CENTERED 🏷️

The new, top-of-the-line HAMMER 4000 is the ultimate hammering experience. It has a titanium head with an enlarged hit surface to minimize the chances of a miss. The patented silicone handle ensures a firm grip and prevents any blistering of the hand.

THERE IS NO HAMMER LIKE THE HAMMER 4000.

However, there is a different way of doing communication. As stated before, people are focused on themselves, so first we need to establish who is our target customer. The best way to do it is to ask questions.

❓ Who doesn’t own a hammer but needs one?
🗨️ New home-owners. People who had shy’d away from home projects.

❓ And who could be inclined to buy a hammer with a better grip and a smaller chance to hit themselves?
🗨️ Someone who considers themselves as clumsy with tools.

❓ Why would they feel the motivation to do something around the house?
🗨️ To do something unexpected for their loved ones.

A-ha! So let’s try to create some new copy.

🧑 HUMAN-CENTERED 🧑

Become a hero at home with our new Steady-Hammer. With a better grip and a larger hit surface you’ll hit only the nails you intend to. Surprise your loved ones with home improvements and beam with pride!

ANYBODY CAN BE A D-I-Y HERO WITH OUR STEADY-HAMMER.

So! By understanding the perceptions of our target audience we can reframe communication to fit their needs. This vastly increases the persuasiveness of the message, as people see how they can accomplish their goal with our brand. This is also a valuable tool when it comes to product development.

📚 Here are a few microscopic, three-sentenced case studies.
📚 If you would like to know the details of those projects, message me!

❌ OLD: Face-mask with a 30% higher ventilation rate.
🔍 INSIGHT: Face-masks impede breathing, so wearing them makes any job difficult.
✔️ NEW: The face-mask that makes work easier.

❌ OLD: More than a dentist.
🔍 INSIGHT: People are afraid of not knowing what happens in their mouth.
✔️ NEW: Stress-free dentistry.

❌ OLD: A job-board that connects people with opportunities.
🔍 INSIGHT: Recruiters have all the power in the employment process.
✔️ NEW: The job-board where employers go after employees.

❌ OLD: Baby-food from the best ingredients.
🔍 INSIGHT: Liking different flavors is important for a balanced diet.
✔️ NEW: The baby-food that teaches flavors.