Advertising is applied psychology.
Using it right helped me 6x my company's growth.
Here are 10 proven psychological concepts you need to try:
Using it right helped me 6x my company's growth.
Here are 10 proven psychological concepts you need to try:
1. The Psychology of Fresh-Starts
What: The Fresh-Start Effect can give you the motivational boost you need to make changes and achieve your goals.
When to use it: New beginnings.
Example: MasterClass knows how to use this despite not being a fitness product.
What: The Fresh-Start Effect can give you the motivational boost you need to make changes and achieve your goals.
When to use it: New beginnings.
Example: MasterClass knows how to use this despite not being a fitness product.
2. The Psychology of Mimicry
What: We unconsciously imitate the behaviors, speech, & movements of others who are similar to us.
When to use it: Product with “aspirational” outcome categories.
Example: The "Whoop athlete" aspirations.
Link: go.aazarshad.com/whoop (video)
What: We unconsciously imitate the behaviors, speech, & movements of others who are similar to us.
When to use it: Product with “aspirational” outcome categories.
Example: The "Whoop athlete" aspirations.
Link: go.aazarshad.com/whoop (video)
3. The Psychology of Idleness Aversion
What: Research says people are happier when they're busier. Even if we're forced to be busy.
How to use it: Your job is to make them feel “good busy”.
Example: Imprint, a knowledge app, is hitting our doom scrolling (aka idleness)
What: Research says people are happier when they're busier. Even if we're forced to be busy.
How to use it: Your job is to make them feel “good busy”.
Example: Imprint, a knowledge app, is hitting our doom scrolling (aka idleness)
4. Familiarity bias
What: It’s the tendency for individuals to prefer what is familiar and to seek to avoid the unknown.
How: Use familiar screens on your ads to have a pattern interrupt. Use Apple notes, Whatsapp screens, & screen time screens
Example: My ad (4X ROAS)
What: It’s the tendency for individuals to prefer what is familiar and to seek to avoid the unknown.
How: Use familiar screens on your ads to have a pattern interrupt. Use Apple notes, Whatsapp screens, & screen time screens
Example: My ad (4X ROAS)
5. Hick’s law
What: It states that the more options are available to a person, the longer it will take for him or her to make a decision about which option is best.
When to use it: Retargeting
Example: Obvi sells a bundle product when viewers click on this ad.
cc: @obviceo
What: It states that the more options are available to a person, the longer it will take for him or her to make a decision about which option is best.
When to use it: Retargeting
Example: Obvi sells a bundle product when viewers click on this ad.
cc: @obviceo
6. Negativity Bias
What: buyers unconsciously pay attention to adverse news, trends, and stories so that they can avoid potential losses in the future.
When to use it: Any brand can use this with a problem or struggle.
Example: Ovira's ad (go.aazarshad.com/ovira)
What: buyers unconsciously pay attention to adverse news, trends, and stories so that they can avoid potential losses in the future.
When to use it: Any brand can use this with a problem or struggle.
Example: Ovira's ad (go.aazarshad.com/ovira)
7. The foot-in-the-door technique
What: A compliance tactic that assumes agreeing to a small request increases the likelihood of agreeing to a second, larger request.
When to use it: Offer value first with free trials & workshops.
@Codie_Sanchez does it with her webinars.
What: A compliance tactic that assumes agreeing to a small request increases the likelihood of agreeing to a second, larger request.
When to use it: Offer value first with free trials & workshops.
@Codie_Sanchez does it with her webinars.
8. The Psychology of Envy
What: Envy is deeply ingrained in the human psyche & common to all times and people. Our tribal ancestors feared arousing the envy of the gods, whom they placated with elaborate rituals and offerings.
Example: Oats Overnight (go.aazarshad.com/envy)
What: Envy is deeply ingrained in the human psyche & common to all times and people. Our tribal ancestors feared arousing the envy of the gods, whom they placated with elaborate rituals and offerings.
Example: Oats Overnight (go.aazarshad.com/envy)
9. The Psychology of Least Friction
What: Most people are inherently lazy and, if not lazy, want to do things efficiently. They want to take the path of least effort or resistance.
How to use it: Tell your customers it’s easier to buy.
Example: Endy's one click away ad.
What: Most people are inherently lazy and, if not lazy, want to do things efficiently. They want to take the path of least effort or resistance.
How to use it: Tell your customers it’s easier to buy.
Example: Endy's one click away ad.
10. The Psychology of Meme
Memes are relatable yet fun.
One scroll through their feed & they’re delighted by the funny memes crossing across their screens. Agitate your buyers’ fears but make it funny. - @KateBour
Example: MilkRoad
Memes are relatable yet fun.
One scroll through their feed & they’re delighted by the funny memes crossing across their screens. Agitate your buyers’ fears but make it funny. - @KateBour
Example: MilkRoad
If you found this thread helpful, please:
- Retweet the first tweet and help others find this thread
- Follow me at @aazarshad
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- Retweet the first tweet and help others find this thread
- Follow me at @aazarshad
- write about paid growth marketing.
Get Free Paid Social Insights ➜go.aazarshad.com/newsletter
And If you are a paid social marketer then join 30+ paid social marketers who are helping each other to level up: go.aazarshad.com/performers
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