Fix Campaigns Built on Weak Strategy with 4 Points Strategy
You’ve seen it: a 50-slide deck that says absolutely nothing, built on a foundation of 'brand awareness' and 'engagement' because the strategist was too lazy to find a real problem. If your campaign feels like a generic shout into the void, it’s because your strategy lacks teeth. The 4 Points Strategy Framework is the emergency surgery your campaign needs. It forces you to stop hiding behind pretty visuals and actually define why anyone should give a damn. We’re stripping away the corporate fan-fiction to find the one sharp point that actually cuts through the noise of a market that’s already bored of you.
The TL;DR
Your campaign is weak because your strategy is vague. Fix it by identifying the actual human friction (Problem), the secret truth behind it (Insight), your one real weapon (Advantage), and the singular battle plan (Strategy) that makes the competition irrelevant.
Why This Stops Your Campaign From Being a Total Waste of Money
Generic campaigns happen when teams are too scared to make a choice. This framework is a choice-making machine that kills mediocrity.
PROBLEM
Do not say 'low sales.' That's your problem, not the customer's. What is the annoying, painful, or boring thing happening in their life that your brand can actually fix? If there's no tension, there's no reason for the campaign to exist.
INSIGHT
This is the Insight. It’s the 'why' behind the behavior. It’s the thing people do but don't talk about. If your insight feels like a headline from a generic industry report, throw it away and try again. It needs to have teeth.
ADVANTAGE
Be honest. If your competitor can say the same thing, it’s not an advantage. Is it your speed? Your legacy? A specific feature that actually works? This is the tool we use to solve the Problem identified in step one.
STRATEGY
This is the Strategy. It’s the 'how.' It’s a single, aggressive sentence that connects the Problem, Insight, and Advantage. If it doesn't sound like a marching order, it's just more fluff.
PROBLEM
Do not say 'low sales.' That's your problem, not the customer's. What is the annoying, painful, or boring thing happening in their life that your brand can actually fix? If there's no tension, there's no reason for the campaign to exist.
INSIGHT
This is the Insight. It’s the 'why' behind the behavior. It’s the thing people do but don't talk about. If your insight feels like a headline from a generic industry report, throw it away and try again. It needs to have teeth.
ADVANTAGE
Be honest. If your competitor can say the same thing, it’s not an advantage. Is it your speed? Your legacy? A specific feature that actually works? This is the tool we use to solve the Problem identified in step one.
STRATEGY
This is the Strategy. It’s the 'how.' It’s a single, aggressive sentence that connects the Problem, Insight, and Advantage. If it doesn't sound like a marching order, it's just more fluff.
How You'll Probably Ruin This (And Your Campaign)
(Don't say I didn't warn you)
- ×Defining the Problem as 'customers don't know we exist' (that's just lazy)
- ×Using a 'Fact' instead of an 'Insight' (Facts are data; Insights are motivations)
- ×Claiming your Advantage is 'we care more' (everyone says that; nobody believes it)
- ×Writing a Strategy that is just a list of tactics like 'run TikTok ads'
- ×Making the Strategy so broad it could apply to a completely different industry
- ×Failing to connect the Insight to the Advantage (they have to talk to each other)
- ×Trying to solve three problems at once because you're afraid of commitment
- ×Letting 'brand guidelines' stifle a sharp, slightly uncomfortable insight
If your strategy doesn't make someone in the room feel slightly nervous, it's probably too safe to be effective.
Real Examples
Premium Coffee Subscription
A luxury coffee brand struggling to justify its price point against grocery store brands.
PROBLEM
People feel like their morning routine is a mindless, automated chore rather than a moment for themselves.
INSIGHT
They secretly resent the 'instant' nature of their life and crave a ritual that forces them to slow down for five minutes.
ADVANTAGE
A 15-minute 'slow-roast' brewing process that is physically impossible to rush.
STRATEGY
Position the coffee not as a caffeine delivery system, but as a 'Mandatory Morning Embargo' against digital noise.
PROBLEM
People feel like their morning routine is a mindless, automated chore rather than a moment for themselves.
INSIGHT
They secretly resent the 'instant' nature of their life and crave a ritual that forces them to slow down for five minutes.
ADVANTAGE
A 15-minute 'slow-roast' brewing process that is physically impossible to rush.
STRATEGY
Position the coffee not as a caffeine delivery system, but as a 'Mandatory Morning Embargo' against digital noise.
Enterprise Cybersecurity
A tech firm trying to stand out in a sea of 'scare tactic' marketing.
PROBLEM
IT Managers are exhausted by 'doom-and-gloom' sales pitches that make them feel like failure is inevitable.
INSIGHT
They don't want to be 'heroes'; they just want to be able to go to their kid's soccer game without checking their phone every six minutes.
ADVANTAGE
An automated 'Zero-Ping' detection system that only alerts the user if a human decision is actually required.
STRATEGY
Shift from 'Fear-Based Security' to 'The Strategy of Silence' - marketing the product as the only tool that lets you actually clock out.
PROBLEM
IT Managers are exhausted by 'doom-and-gloom' sales pitches that make them feel like failure is inevitable.
INSIGHT
They don't want to be 'heroes'; they just want to be able to go to their kid's soccer game without checking their phone every six minutes.
ADVANTAGE
An automated 'Zero-Ping' detection system that only alerts the user if a human decision is actually required.
STRATEGY
Shift from 'Fear-Based Security' to 'The Strategy of Silence' - marketing the product as the only tool that lets you actually clock out.
Sustainable Cleaning Products
An eco-friendly brand that people think doesn't actually clean as well as the 'toxic' stuff.
PROBLEM
Consumers feel guilty about using chemicals but are terrified that 'green' products will leave their house crawling with germs.
INSIGHT
They value the environment, but they value their family's health (and a clean-looking kitchen) significantly more.
ADVANTAGE
A proprietary plant-based enzyme that is scientifically proven to eat through grease faster than bleach.
STRATEGY
Rebrand as 'Industrial Strength for the Home,' using the language of heavy-duty cleaning to prove eco-friendly isn't weak.
PROBLEM
Consumers feel guilty about using chemicals but are terrified that 'green' products will leave their house crawling with germs.
INSIGHT
They value the environment, but they value their family's health (and a clean-looking kitchen) significantly more.
ADVANTAGE
A proprietary plant-based enzyme that is scientifically proven to eat through grease faster than bleach.
STRATEGY
Rebrand as 'Industrial Strength for the Home,' using the language of heavy-duty cleaning to prove eco-friendly isn't weak.
Frequently Asked Questions
What if the client hates the 'uncomfortable' insight?
They usually will. That’s because it’s true. Your job is to show them that being 'comfortable' is why their last three campaigns were invisible.
Can the Strategy be the same as the Tagline?
Rarely. The Strategy is the internal logic; the Tagline is the creative expression. If the Strategy is 'Be the Digital Xanax,' the tagline might be 'Breathe.' Know the difference.
Why can't I have two Advantages?
Because you'll dilute the message. Pick your strongest weapon. If you try to fight with a sword and a spear at the same time, you'll just drop both.
What if my product literally has no Advantage?
Then your strategy is 'Spend more on media than everyone else.' Or, better yet, go back to product dev and fix the product before you waste more marketing budget.
How do I know when the Strategy is 'sharp' enough?
When it tells you exactly what NOT to do. If your strategy allows for any kind of creative execution, it's not a strategy; it's a suggestion.
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