This simple step can be the difference between success and failure in your campaigns

I need a panadol?
I work out at a gym, and they recently announced a new service: Dry cleaning business shirts. Considering most guys have to deal with 5 dirty shirts a week, it’s a handy solution.

They created an ad for promotion. Yet the ad  just doesn’t work with the target market. The insight here is that guys don’t stress with ironing.  Being one of the target audience, I know we simply don’t care enough to stress about it. Yet we’re always on the lookout for practical solutions so we don’t have to deal with it. Think of the dry cleaners close to train stations advertising you can drop by dirty shirts in the morning and pick them up on the way home. Voila!

Second part of the image is this stressed lady. I think she is more suited to a Panadol ad. Again, it isn’t working out as I don’t even want to look at her face. Basically, the essential parts of the ad; the headline and the image is actually preventing me from engaging with the message.

How to make it work

Maybe if I see a guy in suit in a hurry, checking his time and holding  his shirts, I would identify with myself and pay attention.  Or a split image a pile of dirty business shirts on side one and a guy catching up with friends having a good time on the other.

Copywise, these would get my attention” Your ironing: Sorted” or “Never waste a second of your life with ironing, again.”

Takeaway

Keep your audience in mind in any business activity you do. An activity that doesn’t resonate with your audience won’t lead to the action you desire. If you don’t keep them in mind, it’ll be harder for you to craft messages that will engage them and make them behave the way that’s ideal for you. This simple step can be the difference between a campaign that succeeds or fails.

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