Daily, consumers are exposed to thousands of adverts. Yes! You read correctly and you may be wondering how you can make your advert seen by your target audience. Well, “psychology” is all you need. I am merely telling you to get in their minds and appeal to them. That involves using powerful content that will attract attention, impress, convince, and lead customers to buy.

Have you heard of CMP (Consumer Processing Model) and HEM (Hedonic, Experiential Model)? They are the two basic models used to pass information. CPM has to do with thinking while HEM has to do with feeling. Most advertisers usually lean to either of this model to advertise but in the actual sense, both can be combined.

The thinking approach can be used if your product is on that meets critical needs or you want to directly pass information, features, advantages, or benefits. The feeling approach can be used if you can influence some kinds of emotions such as love, humor, fear, etc., and it can lead the customer to patronize.



There are basically four persuasion techniques you can use to drive emotion.

  1. Humor: Humor promotes retention and makes your brand unforgettable. Have you always been looking for ways to make your product or brand remembered? Humor is the shot to achieve it. When you make people laugh, it helps the positive retention of your product or brand. In fact, there is a high chance it will trend.
  2. Fear: Can your product to solve a problem or change behavior? If yes, then you can use this technique. You have to be sensitive when using fear in advertising but properly, it can be very effective.
  3. Excitement: Are you about to launch or launching a new product, brand, or update? Then this is the best option for you. Excitement makes your mind and body to react, which can make people more likely to act and make a purchase decision.
  4. Sadness: It’s a great way to get the attention of people by making them sad. You can start with a sad story and then a happy ending. The end should feel good and unforgettable.

Every emotion convinces consumers differently. Make sure that the emotion you choose compliments your product and brand, and ultimately helps you achieve the advert goal which is to make people buy.


Now you’re certainly not a psychology expert but hopefully, you understand the basics. Remember, use the psychology of advertising as your friend to help you capture your target audience even better than before.

Now it’s time to get started.

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