I finally found the missing note that was to have been the basis of the last post. While some of it was covered, there are some suggestions on where Kamikaze Key Facts hide I may have overlooked earlier. Here's the note:
Kamikaze Key Facts can be found in an event, war, royal marriage/birth/death, attitude, philosophy, celebrity gossip, politics, fashion, scandals, conspiracy theories, legislation, election/politicians, whatever.
The one thing you can't forget is that whatever your KKF is based upon, it must exist/have happened at a time/place in the Prospect's life that made them especially aware of the KKF inspiring person/event. Could be in a good or bad way. It just has to resonate with your Prospect and be big enough to carry your message in a way that engages the Prospect, motivating them to interact with your Concept.
If it can conceptually carry your product and strike an emotional motivation the Prospect (group) shares, it may the key to Concept you've been looking for.
I'd also like to discuss a problem many beginners seem to have with the Kamikaze Key Fact. It's not part of the Prospect Definition. Many of you try to use something that really gives insight into the Prospect's life. That's part of how the Prospect defines themselves or can be defined by others.
The Kamikaze Key Fact is never about the client/product. It's always about the Prospect. Like everything else in the Kamikaze Creative Work Plan, it must be stated from the Prospect's point of view. Creative from the client's point of view really doesn't concern the Prospect. Because they don't volunteer to pay attention to advertising communications of any ilk, only by speaking in their language about things that interest/benefit them and inspire Prospect participation in the concept can we motivate the Prospect to fulfill the Advertising Objective.
Professional clients understand this. Smaller, newer clients may not grok that their concerns are secondary to their Prospect's. It behooves us to educate them to Prospect Centered thinking. Especially as they are seldom the Prospect.
Hope all that helps. If not, let me know. I'll try to find another way to explain it for you.
Kamikaze Key Facts can be found in an event, war, royal marriage/birth/death, attitude, philosophy, celebrity gossip, politics, fashion, scandals, conspiracy theories, legislation, election/politicians, whatever.
The one thing you can't forget is that whatever your KKF is based upon, it must exist/have happened at a time/place in the Prospect's life that made them especially aware of the KKF inspiring person/event. Could be in a good or bad way. It just has to resonate with your Prospect and be big enough to carry your message in a way that engages the Prospect, motivating them to interact with your Concept.
If it can conceptually carry your product and strike an emotional motivation the Prospect (group) shares, it may the key to Concept you've been looking for.
I'd also like to discuss a problem many beginners seem to have with the Kamikaze Key Fact. It's not part of the Prospect Definition. Many of you try to use something that really gives insight into the Prospect's life. That's part of how the Prospect defines themselves or can be defined by others.
The Kamikaze Key Fact is never about the client/product. It's always about the Prospect. Like everything else in the Kamikaze Creative Work Plan, it must be stated from the Prospect's point of view. Creative from the client's point of view really doesn't concern the Prospect. Because they don't volunteer to pay attention to advertising communications of any ilk, only by speaking in their language about things that interest/benefit them and inspire Prospect participation in the concept can we motivate the Prospect to fulfill the Advertising Objective.
Professional clients understand this. Smaller, newer clients may not grok that their concerns are secondary to their Prospect's. It behooves us to educate them to Prospect Centered thinking. Especially as they are seldom the Prospect.
Hope all that helps. If not, let me know. I'll try to find another way to explain it for you.
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