COPYWRITING: INSIGHT

Find the insight to base creative ideas on

A creative idea should be based on an insight. A revealing truth, a deeper understanding of your audience. In a pitch/presentation, the insight leads into the idea. It’s basically the relevance of your idea in 1-2 sentences. A good insight taps into an underlying need, motivation, or tension. Ideally, it should give your client that aha moment, something that feels both surprising and completely relevant.

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