Very Effective Surprise Ad

Some ads use humor, some surprise you with a twist… Take a look at this ad and see if you can guess what the product is before the end. This commercial makes amazing use of surprise to startle the viewers and make a strong brand impression. A secondary neuromarketing ploy is the scary imagery. I’m [...]

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Small Surprise, Big Mood Change

What does it take to make you happy? Not much. A classic study by psychologist Norbert Schwarz found that ten cents would do the trick. He and his cohorts repeatedly placed a dime near a copy machine where they knew it would be found. When the subjects who found the dime were surveyed shortly after [...]

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Shake Up Your Copy

In Surprising the Brain, I wrote about a copywriting technique that replaces an expected word with an unexpected one to grab the listener’s or reader’s attention: Advertising copywriters have for years used a similar technique to jar the reader out of complacency – once in a while, they substitute an unexpected word in a familiar [...]

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