Before the Ads: The Psychological Secrets Top Marketers Use to Boost Engagement 20x

Welcome To The Rahman Effect,

If you've ever felt like marketing sometimes misses the mark, you’re not alone. In a world where people are exposed to thousands of ads daily, what really catches attention and drives action? Spoiler: It’s not just the ad itself – it’s the psychology behind it.

Today, I’m sharing insights into how understanding human psychology before diving into ad creation can skyrocket your engagement. Below, we’ll dive into a few psychological principles that top marketers use to build trust, create desire, and boost engagement by as much as 20x.

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### 1. The Power of Social Proof

Humans are social creatures who look to others when making decisions. Marketers can leverage this tendency by showcasing testimonials, user-generated content, or case studies in their campaigns. Think of it like this: when potential customers see that others are already on board, they’re more likely to trust your product or service.

Example: Remember Airbnb? Instead of traditional ads, they leaned into social proof, using photos and stories of real travelers and hosts. By letting others tell the story, Airbnb quickly built trust with their audience.

Resource: For more on social proof, check out Influence: The Psychology of Persuasion by Robert Cialdini.

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### 2. Scarcity and Urgency Drive Action

Psychologically, we’re wired to want things more when we know they’re limited. By introducing a sense of scarcity or urgency – “Only 5 spots left!” or “Limited time offer!” – you trigger an immediate desire in your audience. People don’t want to miss out, so they act quickly.

Example: Ticketmaster’s “low-ticket alert” feature encourages concert-goers to book ASAP. It plays on FOMO (fear of missing out), which has been shown to increase conversions significantly.

Resource: Check out The Science of Selling by David Hoffeld for insights on how urgency influences decision-making.

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### 3. Reciprocity Builds Loyalty

Have you ever noticed that free trials or samples can lead you to buy the full product? That’s the principle of reciprocity at work – when someone gives us something, we naturally feel compelled to give something back.

Example: Look at Spotify's 30-day free trial. By the time the trial ends, users are often so accustomed to the benefits of premium access that they’re more willing to subscribe.

Resource: For a deeper dive into reciprocity, the Behavioral Economics Guide offers a section on practical applications of this principle.

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### 4. Emotional Triggers Connect Deeply

People make decisions based on emotions more than they realize, so creating an emotional connection is crucial. Marketers tap into emotions like happiness, nostalgia, or even a little fear to create memorable ads. Think about Coca-Cola’s “Share a Coke” campaign – it wasn’t just a name on a bottle; it was a personal invitation, sparking joy and nostalgia.

Example: Dove’s “Real Beauty” campaign used powerful emotional triggers to challenge beauty stereotypes and foster positive feelings toward the brand. As a result, the campaign went viral and has continued to be a massive success.

Resource: Made to Stick by Chip Heath and Dan Heath is a fantastic resource for learning how to make messages that resonate emotionally.

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### 5. Consistency Bias Builds Long-Term Engagement

Once someone has committed to an idea or a brand, they’re more likely to stick with it. This is known as the consistency bias – the desire to stay consistent with our past choices. Great marketers use this principle to nurture long-term relationships with customers through consistent branding, messaging, and even community building.

Example: Nike’s “Just Do It” isn’t just a slogan; it’s a mindset. By aligning their brand consistently with self-empowerment, Nike has created a loyal community of customers who identify with that message.

Resource: Atomic Habits by James Clear provides insights on how consistency drives behavior and loyalty over time.

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### Want to Dive Deeper?

If these psychological insights sparked some ideas for your next campaign, here are a few more resources to help you become a psychology-driven marketer:

- HubSpot's Marketing Blog: Offers a wealth of research-backed articles on behavioral psychology and its impact on marketing.

- Nir Eyal’s Blog (author of Hooked): Focuses on building habit-forming products through psychological triggers.

- Think with Google: Google's research platform has countless insights on consumer behavior and psychology in digital marketing.

Understanding psychology gives you a unique edge in marketing. Instead of focusing solely on crafting the perfect ad, you’ll start to see the why behind people’s actions – the motivations, fears, and desires that drive them. Mastering these insights can elevate your marketing from average to truly impactful.

Thanks For Reading!