Anyone here use this methodology? I'm working with a market that is highly sophisticated-- the claims and ads have been around for over 50 years, but the target market is not necessarily informed or believes that the product will fulfill their desire. One the one hand, I should be identifying with the market because of their sophistication. But, I need to reinforce how the product will fulfill the their desire.
Am I interpreting this wrong? Do I need to blend the two to make my headline?