Even with video, audio, print, out of home, social media – all that noise – the decision process in the prospective client or customer is silent. A silent self-dialogue, a silent imagining, a silent emotional feeling, self-talk. And you still need a big idea.
How to connect to that silent process and the big idea?
It needs research, perhaps, to give direction. But most of all it needs your empathy and self-reflection to tap precisely into the silent process. Part of tapping into that process is imagining what the reader, viewer, or listener might say to themselves when they see and/or hear your message. How to identify that resonant message? That silent nano-moment that means Yes to your ad or marketing message? Talk to yourself and listen well.
