Five psychological elements to include in your ads
An ad needs to earn attention, make the message feel relevant, and give someone a reason to believe the product is right for them. This video breaks that job into five elements you can use when reviewing a creative brief.
1. Interrupt the scroll with relevance
A pattern interrupt does not have to be a stunt. A clear opening that calls out the customer's situation can be enough to earn the next few seconds. The important question is whether it attracts the person you want to reach.
2. Help the customer recognize themselves
Speak to a specific kind of person and the situation they are in. An avatar is more useful when it describes a real need or identity than when it only lists demographic information. The viewer should quickly understand why the message matters to them.
3. Articulate the problem
Explain the frustration, desire, or practical need behind the purchase. Write down the problems your avatar faces before deciding which one the ad will address. This makes the solution easier to understand and gives each creative concept a sharper focus.
4. Show the mechanism behind the benefit
Connect the product's features or design to the result the customer wants. A demonstration can make that connection easier to see. Show what is different about the product rather than simply claiming it is better.
5. Support the purchase with proof
Reviews, testimonials, and product demonstrations help support the claim. Guarantees and returns serve a related job by reducing the customer's perceived risk. Use evidence and terms you can actually stand behind so the final step feels consistent with the promise made in the ad.
Video chapters
- 0:00 Why the message needs to pull people in
- 0:30 Pattern interruption
- 1:31 Calling out a specific avatar
- 2:44 Problem articulation
- 3:55 The unique mechanism
- 5:45 Proof and reducing purchase risk
