One hundred times more important than creativity is to gain insight into what is the insight?

"Advertising, the essence is a reason to buy." In fact, the so-called insight is to find the reasons for consumers to buy, for example.
Such as: a family car, the main: 5 + star crash test scores, safe navigation.
Everyone who knows the car knows how much 5+ stars are worthy of pride, but consumers don't necessarily have a crush on the crash test. How do consumers feel about safety? The answer is: When we talk about the safety of children, it is more likely to cause them to pay attention to safety.
Five-star safety is a "selling point". The safety of a child is a "buy point". The safety of a child is more likely to infect a user than a five-star security. The creative performance of these two points is completely different. We must find the reason for the purchase and then think about the idea.
Imagine: If you restore the security test scene in the advertisement and provide a lot of proud results report data can really cause consumers to pay attention to this safety car? Or is it "this car succeeds in protecting my child from harm" and is more able to reach consumers? Another example: There was a mobile phone selling point in the past: ultra-thin.
But do consumers really need a very thin phone? Obviously not, the reason for consumers to buy is: holding it in your hand will make you cool. "Ultra thin" is a selling point, but "getting yourself cool" is the point of buying.
Imagine: In advertising, I am proud to emphasize that the mobile phone has a few millimeters, and how can I find some reference objects to compare the creative ideas that can really impress consumers? Or should I use the scenes, music, characters and this ultra-thin mobile phone to create a cooler, more influential way for consumers to be more appealing in advertising? There are many similar examples. So my point is: many times the point that the product is to be sold is not necessarily the same as the point that the consumer wants to buy.
We are used to proudly boasting that "products are good," and consumers want "I am good." Therefore, refining the idea directly on the "selling point" of the product may lead to the fault of communication. We should refine the idea on the "buy point" of the consumer. And this buying point is insight. As a creative person, you should first judge the selling points provided by the brand and then make ideas. (personal opinion)
Why consider buying points (insight)?
Because I think:
Because every consumer is busy and selfish. In this era of commodity proliferation and scarcity of attention, I prefer to believe that every consumer is very busy and very selfish. They are reluctant to spend a second more attention on things that are not related to themselves, and it is difficult to be impressed by the company's brand concept and beautiful advertising words. They only care about whether information is beneficial to them. This forces us to always think about what kind of advertising information is useful to consumers. Obviously at this time, it is not a correct solution to think about the selling point of the product. It is only instructive to gain insight into the point of purchase. So to advertise, is to tell consumers a reason to buy.
At what stage do you consider buying points (insight)? The greatest significance of insight is to connect products and consumers, and to transform the product strategy into a communication strategy that can be accepted by consumers, so insight is the layer of thinking between the product selling point and creative performance. He has a guiding significance for the marketing of products. As an advertiser, when planning a creative promotion, we should first judge the selling point of the products we get: whether the selling point of the product is equal to the point of purchase of the consumer, and the creative performance on the basis of the latter. How to judge the point of purchase, test our understanding of the consumer group, the perception of consumer psychology. Therefore, a good advertiser will always have an insight into the hearts of the people.
Postscript: In the impression, most of the CASEs I have contacted in my previous work are directly thinking about creative performance on the selling points of the products that customers give. There are no small insights in the process of thinking, which determines whether we sell products from the perspective of the seller or sell the products from the perspective of the buyer. (This article was submitted by Mad Zhu)

G series Gravel Pump

1. Description

Naipu G series Gravel and sand slurry pump is designed specifically for continuous pumping of extremely aggressive slurries, with a wide particle size distribution. Capable of handling large particles at consistently high efficiencies results in low cost of ownership. The large volume internal profile of the casing reduces associated velocities further increasing component life.

Typical Applications---

Slag Granulation
Suction Hopper Dredging
Dredging
Barge Loading
Sand Reclamation
Sugar Beet

2. G series gravel and sand slurry pump construction drawing

3. G series gravel and sand slurry pump select chart

4. G series gravel and sand slurry pump performance parameters

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Shijiazhuang Naipu Pump Co., Ltd. , https://www.naipu-pump.com