Laws of Persuasion Physics
Value Before Ask
Give before you request.
Give before you take. Every ask in your ad — click, buy, follow — is a withdrawal from an account you need to have filled first. If you haven't deposited enough value, the ask bounces.
Why This Works
Reciprocity is one of the oldest drivers in human psychology. Robert Cialdini's research shows that when someone receives something of value, they feel a genuine pull to reciprocate. Applied to ads: when you give genuine insight, entertainment, or recognition before asking for anything, the ask feels like a natural exchange rather than a demand.
In Your Ads
Before your CTA, count the value moments. Did you give them a genuine insight? A new way of seeing their problem? An emotional experience worth having? If your ad is all setup and no value, the CTA feels like a toll booth on an empty road. The more you give, the more natural the ask becomes.
When This Breaks
Your ad is 25 seconds of pitch and 5 seconds of CTA. You asked for everything and gave nothing. The viewer owes you nothing.
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Frequently Asked Questions
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