How Is Your Audience Doing When You Meet Them?

This isn't an optimization question. It's a question about empathy.

We don't always know where or when we'll encounter our audience. But we can prepare a better approach for when we do: whether that's here, there, or everywhere at once.

Are they at work, at home, or somewhere in between? Shopping online? Scrolling? Actively searching for a solution to a problem they're dealing with right now? Today? Later?

The possibilities are enormous. And how they feel in that exact moment shapes how they receive your message.

If you ask yourself a few honest questions about their likely state, empathize with the scenario, and assess what's actually plausible, you can adapt your approach and your copy accordingly.

Retargeting and remarketing make this easy to forget. Just because someone searched for something doesn't mean a follow-up ad is appropriate every time and everywhere. Context matters. State of mind matters. A "personalized" ad isn't automatically a welcome one.

Before your next campaign, put yourself in your audience's shoes at the exact moment they're likely to see it. Then start the conversation from there.