When creating a campaign—or more broadly, a marketing strategy—we need to be aware of the problem we are solving. If the problem is not worth solving or the interested audience is too small, we might have a hard time promoting our product.

A narrow audience is not inherently a bad thing. In fact, it can be advantageous because it allows us to identify potential customers more easily and create a highly precise value proposition.

However, if we frame a problem that is too small, we won’t have enough critical mass to test our assumptions effectively. To address this, it’s often beneficial to take the problem a couple of levels higher. Unless the product has an extremely specific use case, aim to target a broader problem or a cluster of related problems first.

Next comes the most interesting phase: identifying our TRIGGERS.

TRIGGERS are the why behind someone’s desire to solve a problem. For example, I don’t just want to get rid of acne—I want to look better so I can confidently ask someone out. That’s my trigger.

If you build your ad solely around problem-solving, you might struggle to hit your customers’ “bullseye.” But if you place a TRIGGER at the core of your campaign, you’re more likely to evoke a strong emotional response.

This is a very famous ad, probably the most famous ad created by David Ogilvy:

It’s old stuff, I know, but this is all you need to know.

First, the visual is appealing: a successful man looking up at something he owns or created. A woman waiting for him in the most beautiful and prestigious car on the market. A bit sexist by today’s standards, I admit, but those were different times.

And then, the headline.

The potential customer imagines themselves driving this stunning car, surrounded by nothing but luxurious silence. They can feel the experience; they can see themselves as that wealthy man, sharing his feelings and emotions.

Take a look at this ad. Can you spot the TRIGGER?

When designing ads always aim for a REACTION not a mere perception, even if a poignant one. Don’t be intellectual, be primal, with your visual and with your text.

Don’t make me think… (read the Steve Krug’s book if you didn’t yet) make me click!