I vomit when I see a presentation with MULTIPLE INSIGHTS in it.
A strategy needs ONE INSIGHT no more, no less. Or a framework like the 4Cs used to have 4 insights for one strategy. It’s a clear sign the person doesn’t know what an insight is OR how it works with a strategy. An insight unlocks a new way around the problem standing in the way of the goal. It’s like using multiple keys on the one lock. It also devalues insights. Insights are one of the hardest things to get to in advertising. You can’t have multiple insights for the one campaign Here’s a great example of what one insight looks like for a campaign. Then you can see the insight and strategy on the last slides If you’re interested in learning how to write insights, come along to my free workshop next week.
Or a framework like the 4Cs used to have 4 insights for one strategy.
It’s a clear sign the person doesn’t know what an insight is OR how it works with a strategy.
An insight unlocks a new way around the problem standing in the way of the goal.
It’s like using multiple keys on the one lock.
It also devalues insights.
Insights are one of the hardest things to get to in advertising.
You can’t have multiple insights for the one campaign
Here’s a great example of what one insight looks like for a campaign.
Then you can see the insight and strategy on the last slides
If you’re interested in learning how to write insights, come along to my free workshop next week.