Hi there,

Before you start reading through my incoherent words, I'd like to have you looking at this man - George Clooney - for few minutes.

Done? No? I can wait. Take your time.

........

Here's my thought.

As a typical consumer,

We all want to see a big picture, know all the built-in functions...but fact is we are drawn to that assumption unconsciously. We, literally, prefer to look at bits that fit our eyes and evoke the affinity.

It's that "something" that triggers our consumer behavior, not "everything".

If each person is truly an unique being then how is it possible for Marketing people to categorize the message to fit every single point of view? Impossible.

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As a Marketer,

We accept that20/80 rule, we do 100 just to waste 80 in order to see what is inside the rest 20 that triggers the action of prospects. We start winning after we discover and focus on that 20.

We can possibly reach those who are willing to give us their checks by looking for insights and speak them out loud. Those are repeatable traits or behavioral patterns that lie under layers of data related to time, place, action, which you could gain by putting prospects into a relevant context.

Insight = Relevant context

It is everything we set up to manipulate a prospect. Not any specific object but a whole.

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Flashback to the very begining, I don't think you could skip my suggestion to look at this man.

"It's George! what kind of walking creature on this Earth could resist his charm!?" - You might say.

OR

Is it because your mind read my suggestion, your eyes saw his starring?

Now let's take George as your service / product / offer. When a person landed on your page or any of your digital assets, he already changed his mental status to "convince me" mode which means he's now looking for his bits at your place and willing to follow your indirect commands.

Your, oh sorry, my job now is to convert that prospect through scripted suggestions and designed context. Data is my sidekick and Creativity is my idol.