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“Dichter reported that the very simplicity of mixes - just add water
and stir - made women feel self-indulgent for using them.”
“just add an egg”*
*I should note that though Dichter’s work WAS influential, however, there were other factors
reported (like fresh eggs made nicer cakes) - this from Laura Shapiro’s work
Insight: “Only 4% of women consider themselves beautiful.”
Strategy: “To create a world where beauty is a source of
confidence and not anxiety.”
Insight: “Young women start to feel self-conscious about being a
woman after they hit puberty, but not before.”
Strategy: “Spread the message that being a girl is something to
be celebrated, far beyond puberty.”
it’s less about the what,
more about the why.
★ attitudes + behaviors
★ needs, wants + goals
★ life stage
★ level of understanding
★ other brands they follow
who is less about demographics and more about
[Photo credit: www.opticiantraining.org]
Entire generations of people
can’t be lumped into a single
category. There is incredible
diversity amongst even people
the same age, gender, with the
attitudes and behaviors
• a set of emotions, beliefs, and behaviors toward a particular
object, person, thing, or event.
• are usually the result of past experiences, lack of past experience,
or outside influence (peer pressure, upbringing, etc).
• determine behavior.
• only change when there is an intrinsic motivation to change them.
The ABC’s of Attitude
needs, wants, and goals
Duncan Hill, Flickr: https://www.flickr.com/photos/dullhunk/9730894552/
level of understanding
other brands they follow
The idea is pretty straight forward, but why?
1.Who are you ‘competing with’ for audience attention
2.Getting a better understanding of the audience interests and tastes
3.Opens up opportunities for collaborations and/or partnerships
when I talk
•Social currency - “Sharing this will make me look
•Triggers - “I want to share this because it reminds me of something
familiar and comfortable.” (relatedness)
•Emotions - “I want to share this because it made me feel
•Public - “I want to share this to belong to a tribe.”
•Practical value - “I want to share this because it’s useful.”
•Stories - “I want to share this because I connected to the story.”
STEPPS…or what stirs them to share?
the importance of culture
Today’s customer is incredibly sensitive to inauthentic attempts to pander to a community of
interest. If you attempt to enter a community without understanding the culture, you will be
This is much like an anthropological study. Becoming part of the community of interest means
that you understand the language, the rules, the leaders, the history, and the trends that are
part of that culture.
what you need to know about culture
2.Language & memes
3.Historic & current news
4.Rules & mores
the competition is…
1.more than just your proxy competition. eg. if you are
offering hair straighteners for curly hair, you are also
competing with the natural hair movement.
2.anyone your audience pays attention to, spends their
3.apathy, disinterest, cynicism
what you are looking for
1. what are they doing to reach their audience? is it working? what
works? what doesn’t?
2. who is in their audience? is it the same as yours? how well do they
connect with this audience?
3. Gaps in what they present and what your audience
4. How you stack up (not only where you are at, but in your capabilities)
[via: Contently’s Ultimate Content Strategist Playbook]
strong brand awareness
deep industry expertise
seen as a stale brand
not great quality
connected to industry experts, could
we hear our competition is
developing a killer product behind
the scenes…have to move fast!
the snorkel/scuba method of researching
Metaphorically, think of it like snorkeling over a huge coral reef. You are trying to cover as much
of the reef as possible in a short amount of time. If you see a glimmer of something unique (a
sunken ship? a different looking coral? a mermaid?), you’ll want to throw on your scuba gear
and dive down to follow your lead.
Every data set is unique, so where you deep dive will always be different. It’s an art as much as a