You’d think that with all the Google algorithms, SEO optimisation, trackers, social media moles and inedible cookies, you’d be fed adverts from brands that talk to a specific emotional need inside of you that only their product or service can fulfil?

And yet, there you are, sweating over the fact that you can’t skip a certain ad because they’ve paid for your unwanted attention.

But what if that product or service they’re marketing is precisely what you need? What if they have a product or service that really can make your life more seamless than spray-on pants, and they just haven’t communicated a specific benefit that resonates with you?

Unfortunately, so many brands don’t know how to talk to their audience segments and opt to create generic messages for the masses. And while trying to reach everyone, they end up not resonating with their market.

Don’t fall into the generic advertising trap. Turn “typical” into targeted. Dare to be rare and tailor your content to talk to the purchasing triggers of your specific audience.