Advertising doesn't work until you understand the person
First the customer: their stress, their picture of the world. Only then the product, the brand and the traffic. Companies spend millions on ads and nothing on understanding the buyer. I reverse the order: orientation first, action second.
Four principles the result rests on
Customer first, product second
Demand isn't a wish to buy; it's a problem being solved. The real world comes first: the customer always knows what they're paying for.
Value ≠ cost
Value is decided by rarity and usefulness, not by the size of the investment. The job of communication is to raise the value.
Function over form
What matters to the customer isn't the product but the job it does. The essence of a brand is a unique function: what kind of "superhero" the person becomes.
Sales, not clicks
I count money and payback, not impressions. Every piece of communication works toward the business result.
Five steps, from orientation to results
Strict methods instead of creative guesswork. I work with a team of proven specialists and take responsibility for the system as a whole.
Orientation
The business goal, point A and point B.
Research
Product, market, customer, in-depth interviews.
Design
Meaning, brand platform, communications.
Execution
Advertising, website, creative, sales.
Optimization
End-to-end analytics, getting to payback.
A few ideas I keep coming back to
Stress is the foundation of demand
Behind every purchase is a tension someone wants to relieve. Find the stress and you've found the demand. Ads that press on the pain without showing the way out only add to the noise.
Resonance of perception
People only perceive what matches their picture of the world; everything else is noise. A message works when it resonates. I don't persuade; I aim to match.
Four resource states
A hedonist, an aesthete, an expert and a conservative buy the same thing for different reasons and hear different words. That's why one creative for everyone reaches no one.
Three levels of choice factors
Hygiene (without which nobody buys), differentiation (what makes you better) and heroic (what makes people love you). Half of the "unique selling points" on any market are hygiene.
One meaning, one voice
The site, the ads, the packaging and the salesperson's reply must say the same thing. A mismatch kills trust faster than a weak offer.
Non-violent marketing
Enter the customer's life without resistance instead of trying to re-educate them. Lead, don't push.
Orientation first, action second
Advertising that doesn't land in perception is expensive noise. When it lands, the person feels finally understood. After that you don't need to persuade.
Let's look at your project
I'll show where you lose customers and money, and what to fix first so advertising brings sales.