The 5 Light Bulbs of Marketing: A Simpler Way to Make Your Message Click 💡
Hey there, marketers - welcome back to the blog!
Let me tell you about something I recently came across online - and it instantly made me rethink how we craft brand messaging. It’s one of those frameworks that’s so simple, you wonder how you never used it before.
Let’s walk through it.
Marketing That Lights the Way
The 5 Light Bulbs are a consumer journey framework that guides your audience step-by-step from frustration to transformation.
Each “bulb” represents a specific stage in how people think, feel, and decide. When lit in the right order, they create a clear, emotionally resonant message that connects and converts.
In today’s digital space - where people scroll past anything that feels too salesy or impersonal - clarity and empathy win.
Bulb 1: The Status Quo
Start by describing the customer’s current situation - the pain, confusion, or inefficiency they’re experiencing right now.
Maybe they feel stuck in a routine, overwhelmed by noise, or unsure how to move forward.
This is not about you. It’s about them. Make them feel seen.
→Example: Nike’s “You can’t stop us” campaign starts with an emotional look at athletes training in isolation during the pandemic. It reflects the frustration and restlessness many felt - before offering inspiration.
Bulb 2: Things They’ve Tried
Next, acknowledge what they’ve already done to solve the problem - and why it didn’t work.
When you name the failed attempts, you show empathy. You build trust. And you help them stop blaming themselves.
→Example: Apple subtly addresses this in iPhone camera ads by showing how other phones may “struggle” with low light or stabilization - without naming competitors. They spotlight the pain points people already know too well.
Bulb 3: Your Unique Approach
Now you shift the perspective. You introduce a new way of thinking - not your product yet, but your approach.
This is where you position your brand as a fresh lens on an old problem.
→Example: Spotify’s Wrapped campaign isn’t just about a music app. It’s about personal storytelling. Their unique approach makes data emotional and fun - turning streaming history into an identity moment that no other brand owns in the same way.
Bulb 4: Your Offer
Now - and only now - do you introduce the actual product or service.
But it no longer feels like a pitch. It feels like a natural solution to a problem your audience has emotionally walked through with you.
Your offer becomes the bridge between confusion and clarity.
→Example: Apple’s “Shot on iPhone” campaign transitions from emotional storytelling to showcasing real product capabilities. By this point, the iPhone isn’t just a phone - it’s a creative tool that helps people express themselves.
Bulb 5: Their New Life
End by painting the vision. What happens after everything clicks?
What does life look like now? More confidence. More peace of mind. More freedom. Make the outcome feel specific and believable.
→Example: Nike ads often close with images of progress, grit, and victory - not because of their shoes, but because of the person wearing them. They don’t sell products. They sell potential.
Why the 5 Light Bulbs Work So Well in 2025
What I love about this approach is how human it is. It doesn’t start with features or benefits. It starts with understanding. It’s structured empathy, backed by a clear conversion strategy.
The 5 Light Bulbs give your messaging a story arc. They help you earn trust before you ask for action, and that’s exactly what modern consumers respond to.
Whether you're building a landing page, writing an email campaign, or working on your product copy - this framework brings clarity to the chaos.
Thanks for reading - and for building a kind of marketing that puts people first.
Until next time, keep showing up with purpose and keep lighting the way.
- MK
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