🧑‍🔬 How To Increase Purchases With Clarity

Brand: Moonbrew

Psychology Concept: Processing Fluency

Days Running: 132 Days
(This gives an indication of how it’s performing)

🧪 Processing Fluency

Processing Fluency is the ease with which information is processed by our brains.

When content is simple, clear, and easy to understand, it feels more credible and trustworthy, making viewers more likely to engage and purchase.

🤳 How Moonbrew Uses Processing Fluency

Rather than simply stating its ingredients, like most products, Moonbrew’s ad breaks down exactly how each ingredient helps you.

For example, "Magnesium calms the mind" and "Chamomile helps deep sleep."

By pairing each component with a clear, tangible benefit, they make the product's benefits immediately obvious, easy to understand, and credible, which can lead to more purchases.

🧠 How You Can Use Processing Fluency

The key to leveraging Processing Fluency in your ads is to simplify your messaging so your audience can quickly understand the benefits.

Here’s how to do it:

• Pair Features with Clear Benefits: Instead of just listing features (or ingredients), explain what each one does in a straightforward way. One technique I like to use is to keep asking myself “so what?”

  • For example, let’s say you’re selling running shoes. Instead of “Cushioned midsole,” the ad can say: “Soft cushioning for extra comfort on long runs.” This adds context and clarity to the features.

• Use Simple, Direct, and Short Language: Avoid jargon or overly technical terms that might confuse your audience. Make your copy as straightforward and brief.

  • Let’s continue the running shoe example: instead of ““Engineered mesh upper” you could say “Breathable design.”

• Organize Information Visually: Your visual is just as important as your copy. Like Moonbrew’s ad, display information in a clean and organized manner.

  • Highlight benefits with icons, bullet points, or clear labels to guide the viewer’s eye and make your message stick.

When your ads are easy to process, they become more memorable and persuasive. Simplifying your message ensures your audience gets it right away, increasing the chance they’ll take action.

So, how will you use Processing Fluency in your ads?

Lemme know how it goes!

Until next time,

Josh