Sin #4: The Lack of Insight - Deepstash
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Sin #4: The Lack of Insight

Sin #4: The Lack of Insight

The best advertising connects with the target costumers because it shows understanding of their needs and pain points.

It takes time to truly know your customer so don't cut corners in this process.


93 reads


Sin #6: Shiny-Object Syndrome

Sin #6: Shiny-Object Syndrome

As new opportunities emerge, many brands are chasing the "shiny object" instead of starting with a strategy. 

New media channels can present exciting opportunities but don't get caught chasing tactics -- chase your customer.


91 reads

Sin #5: Overpacking Positioning

Sin #5: Overpacking Positioning

When asked "why should people buy your product?" what do you answer?

More often than not, brands take a shotgun approach to talking about everything they do well and as a result their messages come off feignly

Great positioning is having a focus on the key benefit t...


86 reads

Sin #7: Bad Measurement

Sin #7: Bad Measurement

In an age where digital channels allow more exposure, click-through, and even purchase rates -- brands have routinely failed at measurement. 

All too often, we see brands discussing their measurement strategy after the campain but due to this they are often not set up to ask the right quest...


73 reads

Sin #1: No Brief

Sin #1: No Brief

The failure to develop a creative brief is a cardinal sin. The creative brief is important because it is the unifying document that identifies the important key benefits for a campaign of launch.

The creative brief tells the story and explains why it's important to the aud...


327 reads

Sin #2: Poor Objectives

Sin #2: Poor Objectives

Having poor objectives that do not convey what needs to be done will not lead to a desirable outcome because it order to achieve that we need to understand which metrics needs to be moved and by how much to accomplish that business goal.


131 reads

Sin #3: Targeting Everyone

Sin #3: Targeting Everyone

The reality is that although we want 'everyone' to be our target audience, it is neither realistic not sensible. Consumers are different -- each have a distinct functional and psychological need -- therefore we have to talk to them differently to be persuasive. 

Plus, targe...


77 reads




Problem solver. I think :)

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Types of Customer Pain Points

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  • Support - refers to the level of support a customer needs to complete their interaction with your business. The customer may need help on their way to purcha...

The GLAD Rule - L

[L]ead with “you.”

Believe it or not, your presentation is not about you - it’s about your captive audience. So give them what they want. Talk about their needs and pain points. Be clear about solutions that affect them. And use “you”...

Trust The Process

It takes time for our minds to process the situation properly. Practice patience because you do not need all of the answers right at this instant. Like with any creative process, the first answers aren't usually the best ones.

Keep in mind that the right answers will arrive in due time.


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