 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. 1: Compelling hook(s) The ad opens with a voiceover that brims with clever psychology. Here's the copy: "Training the mind is often quite different to how people imagine it to be. Maybe they have an idea that it's about stopping thoughts or eliminating feelings, but the reality is a bit different." This is a masterful opening. Why? Look below, I've highlighted two very clever reasons: "Training the mind is often quite different to how people imagine it to be. Maybe they have an idea that it's about stopping thoughts or eliminating feelings, but the reality is a bit different." Immediately, thanks to one little word, the ad frames its message as one of wide public significance. According to this ad, the inner-workings of the mind isn't a niche subject, but instead, is one of ongoing societal conversation. The use of the word 'people' is no accident, in fact, it's a sharp and efficient means of tapping into our evolutionary need to be part of something - in this case, part of a conversation. You see, people are talking about this! Classic social proof Marketing. Dr Joanna Cannon notes that. "Familiarity is the social glue that bonds people together, and we deliberately seek out the similar and the recognisable in order to feel secure. If we’re doing the same as everyone else, we must be doing it right."  My belief is that by using the word 'people', Headspace deliberately hints that their ad has social merit and utility, because the ad is contributing wisdom to an already popular conversation. Ultimately, as a viewer, we're subtly drawn into the ad by being reassured that it explores a conversation we either already care about or one we're shamefully unaware is happening. Brilliantly, the voiceover draws us deeper into the psychology quicksand as it suggests, "... the reality is a bit different." In copywriting, this technique is known as an Open Loop - my favourite writing technique of all. Those of you that have attended my PR training masterclasses have already seen how often I use this magnetic prop when managing my clients' PR campaigns. In simple terms, whether it's a print ad, a TV ad, the opening page of a novel or the first scene in a movie, an Open Loop presents a tantalising piece of information that demands a resolution, but critically, the resolution is delayed, thus sustaining the viewer or reader's interest. In the Headspace ad, for example, we're quickly hooked using the word 'people', but our interest is sustained with an Open Loop that states, "... but the reality is a bit different". This is a tantalising cliffhanger that forces the viewer to ask, "How is the reality different?" Well, to find out, we must continue watching the ad, of course. Textbook Open Loop. Bravo. 2: Simple metaphor Imagine an alien knocks on your front door. Smiling, she says, "Hi! Sorry to intrude, but how does the human mind work?" You have two-minutes to explain. What would you say? I don't know about you, but I'd struggle, I wouldn't know where to start. Headspace, however, knew exactly where to start: they started with a brilliant metaphor. In this case, their metaphor of choice is a busy highway. Instantly, thanks to a simple visual image, they transform a complex subject into a relatable idea. Discussing the power of metaphors, copywriter Brain Clark notes that, "Metaphors allow you to make the complex simple and the controversial palatable," adding that when it comes to effective communication, ".. visual words work better than words lacking in imagery." Tellingly, Wikipedia defines the mind as, "[a] set of faculties including cognitive aspects such as consciousness imagination, perception, thinking, intelligence, judgement, language and memory." Now, that might be true, but personally, I find it hard to digest. It's all rather abstract and overwhelming - and of course, effective communication must minimise the abstract and simplify the overwhelming. Arguably, a busy motorway is the most effortless way to describe the human mind, not least because it conjures-up imagery we all immediately recognise.  3: Inclusive language Did you spot the almost invisible switch of pronouns? It's very subtle, so I wouldn't blame you if you missed it, but after strategically using the word 'people' once in the opening, the ad switches to a sustained use of 'we' for the rest of the ad. Remarkably, the word 'we' appears 8 times in an ad spanning just over one-minute. Coincidence? I'm not convinced. The power of speaking collectively (i.e. using the word "people") can be a blessing, but the benefits can easily outstay their welcome. In fact, if overused, the word could become a curse. As we saw in point #1, initially, the word 'people' hooked us in by activating our basic need for inclusion, but the word would soon create a barrier between Headspace and potential customers if used excessively. Why? Put simply, when used carelessly, 'people' is exclusive at best, condescending at worst. The word can be divisive, and easily interpreted as meaning 'them and us'. Do you remember my recent analysis of Amazon CEO Jeff Bezos' deliberate use of "we"? Headspace' ad benefits in similar ways, in that it oozes inclusivity - inviting the viewer to feel collective sanctuary instead of debilitating isolation. Which of these 3 tricks did you spot? Let us know in the comments below. Also, tell us which of these techniques you use in your business or which you'll use in future.  NEED HELP WITH YOUR WRITING? WE HELP BUSINESSES BY PROVIDING:
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