The Power of Observation
The Copywriter Column #90
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One of the best parts about being a dad is watching my son experience everything for the first time! His sense of awe and wonder is infectious and helps me to genuinely see the world around me in a new light.
I love watching him study what’s in front of him.
Recently, he crawled over to the front door and stared up at it. He grabbed a hold of the bottom corner and felt it in his hand. You could tell he was making sense of the texture. Our door is unfinished on the edge and he would glide his hand over the front of the door before feeling the edge again.
Then moving the door on the hinges ever-so-slightly, he pushed it shut. The door closed gently and he looked it up and down before shuffling over to the edge and repeating the process no less than 20 times — and no that is not an exaggeration!
Toddlers learn from repetition, and inspiringly, science says the wonder contained within each of these moments will never cease for him until he gets older.
The Power of Observation
It’s made me think a lot about the power of observation as we get older. Perhaps it’s an innate human trait we allow to go dormant in favor of putting ourselves in a more predictable environment – I dunno.
In the hustle and bustle of our daily lives, especially in the fast-paced world of marketing, it's easy to get caught up in the doing that we never spend time being present with what is.
We're always on the move – crafting campaigns, analyzing this and that, and pushing out content.
But it’s almost as if the power of observation is a secret ingredient that often gets overlooked throughout the whirlwind of activity.
The art of noticing
Observation is the art of noticing—really noticing—what's happening around us.
It's about seeing the details in the mundane (e.g. the rough edges of a door), understanding the unspoken needs of the people we serve (e.g. passion, purpose, belonging), and catching the subtle nuances that make our messaging resonate.
For copywriters and marketers, sharpening the skill of observation can mean the difference between producing good work, great work, and even more importantly, impactful work.
1 / Observation feeds our creative souls
By observing the world around us, we collect a treasure trove of ideas, phrases, and scenarios that can breathe life into our writing.
But instead of hoarding shiny objects, we're after shiny bits of inspiration. This collection process isn’t just about finding direct inputs for our next campaign but about enriching our creative well, ensuring we have a diverse palette to draw from when we need it.
2 / Observation helps us understand our audience on a deeper level
In a world where personalization is king, knowing the subtle desires, fears, and motivations of our audience helps us craft messages that truly resonate.
It's not just about what they say they want but about understanding what they might not even realize they need (and why).
By observing our target market’s behavior, both online and in the real world, we can create copy that speaks directly to their hearts.
3 / Observation enhances our problem-solving skills
Marketing is often about helping specific people find solutions to their specific problems.
By observing how people interact with products, brands, and each other, we can identify pain points and opportunities that might not be obvious at first glance.
This, in turn, leads to breakthrough ideas that set our campaigns apart from the rest.
4 / Practicing observation keeps us grounded
It's a reminder that at the heart of all our strategies, campaigns, and analytics are real people with real lives. Observation, then, encourages empathy, which is perhaps the most crucial skill for any marketer.
By understanding and feeling what our audience goes through, we can create more meaningful and impactful messages.
So the next time you find yourself rushing from one task to the next, take a lesson from my son and take a moment (or several) to pause and observe.
You might just find the inspiration you need to elevate your work from good to unforgettable.
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