When was the last time you didn't press 'skip' on a YouTube ad? For me, those occasions are so rare, that when an ad does hook my attention, I demand to know why. The answer never surprises me.
In my opinion, there are proven techniques that underpin hypnotic ads - techniques that use powerful psychology and nifty copywriting. Let's look at one such ad from meditation app Headspace. Watch the ad below, then scroll down to see my 3 observations - all outlining why I think the ad is structurally excellent.
GOOD NEWS: All 3 techniques we cover will improve your marketing communications if carefully applied.
Imagine you're the richest man on earth. How would you respond if, during an otherwise pleasant interview, you're confronted with accusations of low wages and inappropriate working conditions?
OPTION A: Smile, thank the interviewer for the question, and subtly change the subject
OPTION B: Tell the interviewer that you welcome such scrutiny
OPTION C: Suggest the accusations are baseless