🧑‍🔬 How To Create Scroll-Stopping Ads

Brand: Opal

Psychology Concept: Paraprosdokian

Days Running: 55
(This gives an indication of how it’s performing)

🧪 Paraprosdokian

A Paraprosdokian is a figure of speech where the latter part of a sentence or phrase is unexpected, causing the reader to reinterpret the first part.

It actually produces the release of dopamine in our brain (our “feel-good” and “motivation” chemical) – we enjoy feeling the mental shift that occurs when we reinterpret the first part. And it’s a great way to stop the scroll and make the reader pause to interpret what they’re reading.

It’s often used to create surprise or humour, making the content more memorable and engaging. Comedians love to use it (whether they know it or not).

🤳 How Opal Uses Paraprosdokian

In Opal's ad, the phrase "Zero stars. Would not recommend." is a classic example of a Paraprosdokian.

Initially, it reads like a negative review, but attributing the review to "Instagram" adds an ironic twist, suggesting that Instagram wouldn’t recommend itself, thus highlighting the benefits of using Opal to limit screen time.

🧠 How You Can Use Paraprosdokians

The key to using Paraprosdokian in your advertising is to set up an expectation and then subvert it in a way that grabs attention. Here’s how you can implement this in your own ads:

• Subvert Expectations With an Unexpected Twist: Follow up the first part of your sentence with an element of surprise that re-contextualizes it.

• Leverage Humor or Irony: The twist often works best when it brings in a touch of humor or irony.

  • Example: "Our fitness app helps you shed pounds... and excuses."

• Highlight the Problem Your Product Solves: Point out a problem subtly or emphasize the advantage of your product.

  • Example: "Our sunscreen blocks 99% of UV rays... and 100% of regrets."

• Play On Familiar Phrases to Create a Twist: Use well-known sayings but change the ending to deliver your message.

  • Example: "Good things come to those who wait... but better things come to those who click ‘Add to Cart’."

Just remember to always tie it back to your product’s core value proposition.

Here’s a ChatGPT prompt to help you brainstorm ideas for your own brand (just fill in the brackets with the relevant information):

By mastering Paraprosdokian, you can create ads that stand out in a crowded feed, using wit and surprise to draw in viewers and reinforce your message.