How many times have you seen ads that talk to themselves and not to you, the customer? Ads that seem only amusing to the people that created it? Ads that don’t know what it’s like to be in the customer’s shoes?
Most of the time, all these happen because the ad copy doesn’t speak the language of the customer so the ads don’t relate to the customer.
Especially when talking to niche or particular audiences, speaking the same language, using common terminology, abbreviations or phrases can help a business or marketer get their message across.
That is why when asked to address the fitness and beauty industry in two separate direct mail exercises, Creative Director Alvin Chia did his best impersonation of a personal trainer and a make up artist to come up with the below.