Laws of Persuasion Physics
Reader Is Hero
They're the protagonist, not you.
Your audience is the main character. Not your brand. Not your founder. Not your product. Every sentence in your ad should be about their journey, their struggle, and their transformation. The moment you make it about you, they check out.
Why This Works
Self-referential processing is the brain's default mode. We are, neurologically, the center of our own universe. Content that's about "you" activates the medial prefrontal cortex — the self-relevant processing center. Content that's about a brand activates nothing special. Make them the hero and you're using the brain's most powerful processing channel.
In Your Ads
Count the "we" and "our" instances in your ad. Now count the "you" and "your" instances. If the first number is higher, rewrite. Every "we built this" can become "you get this." Every "our technology" can become "your unfair advantage." Same information, but one version makes the viewer feel seen.
When This Breaks
Your ad is 80% about your company story, your mission, and your technology. The viewer doesn't see themselves anywhere in it.
Example
Brand as hero: "We spent 3 years building the most advanced creative AI." Reader as hero: "You're about to have an unfair advantage that took 3 years to build."
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Frequently Asked Questions
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