There are two types of advertising: good and evil. What is the difference? A good one is believed, but a bad one is watched. For the viewer to think and feel something, he needs to know himself.

There are two types of advertising.

Bad

Plastic people with perfect smiles solve non-existent problems.

Good

Real people with real problems.

What makes a good ad that way is called insight. It is an unconscious, strong motive for a person to act, to buy.

How to find insight

The insight will hit the target only if it is close and understandable to the consumer and touches on his pains and experiences. Look for hints in:

brief - look at the target audience and the goals of the client;

research - sociology will tell you what excites people: from boomers to alpha;

observations - ask yourself: "Why did I buy it?" And ask your friends the same question.

Here are five ways to find insight

Stand-ups

Take a pen, sit down and write down the brightest thoughts of your favorite comedians - focus on English speakers; if you work with our audience, you need to get into its cultural code. Most humor is based on the "hidden truth": comedians notice intense moments and find social tension in everything.

Publics with memes

In a very ambiguous way, but in communities, there are a lot of hooks and life situations. And, of course, TikTok! Insights can be seen in sketches or videos, where popular sounds and song excerpts are played out for different situations and contexts. Best of all, reflect the wisdom of publications from the series "Did you find out? Do you agree? And "That awkward moment when...". And also those where people are divided into some groups.

Forums

Yes, they are or service, and test it for yourself

Think about how else you can use the hidden qualities and properties, and invite everyone to try it on a brainstorm.

Learn more: How is management changing in the 21st century?

Communicate with the target audience and brand team

Here you need to master the skills of in-depth interviews and understand how to go to people so they are not afraid but ready to share their innermost. Well-designed research and targeted questions are the best things you can do to find that hook.

Buy a product or service and test it for yourself

Think about how else you can use it, the hidden qualities and properties, and invite everyone to try it on a brainstorm.

Insight gives us an understanding of what to say to people.