Trigger Marketing

The secret to unlocking real solutions to your business problems

“What a great idea” he said. “Do you think it will work?”

Have you heard this before?

What’s an idea? They energize us and get us moving, but not always in the right direction. You see an idea is an opinion, a thought. It’s not always based on any fact, it just sounds good in our head so we blurt it out.

“Why don’t we try running an ad?” That’s an idea, but is it the right thing to do?

On the other hand you have insight. This is when you take the time to truly understand the nature of something, to understand the underlying truth.

When you look at a business problem, be it slow sales, staff issues or a poor response to your advertising, most of us say “we need some new ideas, what we’re doing isn’t working”. What you really need is insight into the problem. What are the motivational forces behind one's actions, thoughts, or behaviour? What are the real reason’s something is or isn’t happening?

Ideas have merit; they can help get our brains moving. A good idea can inspire us, but a good insight can inspire a thousand good ideas.

To quote Phil Dusenberry, former head of BBDO:
“An insight also has the capacity to take something that you know in your head and make you feel it in your gut. More than anything else, an insight states a truth that alters how you see the world.”

So how do you uncover insight?

It’s a two step process:
Research – to fully understand the problem
Analysis – to pull out the interesting tidbits

Once the insight emerges you can develop your strategy and execute your marketing with confidence.

To learn more, download our free eBook "Seat of your pants marketing - The 10 biggest mistakes small businesses make and what to do about it"

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