🧑‍🔬 How To Frame Your Product As The Perfect Gift

Brand: The Wander Club

Psychology Concept: Self-Enhancement Bias

Days Running: 28 Days
(This gives an indication of how it’s performing)

🧪 The Self-Enhancement Bias

The Self-Enhancement Bias is our innate desire to see ourselves in a positive light and project that image to others.

The bias is at the core of gifting - everyone wants to be the “perfect gift-giver".”

🤳 How The Wander Club Uses The Self-Enhancement Bias

The Wander Club ad uses the Self-Enhancement Bias by making the viewer feel like they’ll be the best gift-giver by giving a loved one Wander Club.

By framing Wander Club tokens as a way to “show how much you love and understand” someone, the ad appeals to the ego of the giver, offering a sense of accomplishment and pride.

The script also is a masterclass in the PAS (Problem-Agitate-Solution) copywriting framework while using the Self-Enhancement Bias:

🧠 How You Can Use The Self-Enhancement Bias

The key to leveraging Self-Enhancement Bias in your ads is to position your product as a way for your customer to make them feel good about themselves.

Show how your product helps them “win” at something that matters to them (like gift-giving).

Here’s how:

1. Appeal to Identity: Speak directly to the version of your customer they aspire to be. Use language that aligns your product with traits like thoughtfulness, generosity, or success.

2. Create Social Proof: Highlight testimonials or success stories from people who have achieved the desired identity by using your product.

3. Use Flattering Language: Make your customer feel special for choosing your product. Let them see it as a reflection of their own good taste and effort.

By leveraging the Self-Enhancement Bias and speaking to your customer’s desired identity, you can frame your product as the perfect gift.