A marketing rule of thumb is that 20 percent of a product's users consume 80 percent of that product. In other words, there is usually someone called the "heavy user." Many strategies target heavy users for the obvious reason that they comprise the bulk of sales in a product category. Find the heavy user in your product category. What is the person like who eats the most potato chips? Drinks the most Coke? Buys the most tech stuff? What are his or her insides and outsides? What are his or her needs?

Let's talk about heavy chocolate users. What does the product mean to him or her? How do they use it and why? What is the psychology of it? Is it a reward? A self-indulgence? A friend? When do they eat it? How?

What you say about a product in your advertising depends mightily on whom you target; if you want to sell a lot of product it's almost never a bad idea to target the heavy users. But in order to target them you must know what their motivations are.