🧑‍🔬 How To Tap Into Your Customers' Dreams

Brand: Rise

Psychology Concept: Projection Bias

Days Running: 484 Days
(This gives an indication of how it’s performing)

🧪 The Projection Bias

The Projection Bias is a cognitive bias where we overestimate how much our future selves will share the same beliefs, values and behaviours as our current selves, prompting us to either maintain the status quo or take action to change our beliefs, values and behaviours.

🤳 How Rise Science Uses The Projection Bias

Rise uses the Projection Bias in their ad by first resonating with their customer's current sleep struggle and then by projecting a future where these issues are resolved.

Rise highlights how waking up early can change your life. It projects a desired future state where you’re feeling energized and going to the gym.

But then showcases a potential current state of sleep issues and how poor sleep leads to low energy.

However, there’s a way to fix your issues…the Rise app! The ad shows how Rise is the bridge to go from having sleep issues to changing your life and waking up early.

Rise knows that their target customer are those who want to wake up early and who believe doing so can significantly impact their life. These people project a future self where they’re waking up early, going to the gym, feeling amazing and crushing their day.

Rise uses the Projection Bias to take advantage of this belief in their ads by selling the solution to better sleep and everything it entails. They sell their customers’ dreams.

🧠 How You Can Use The Projection Bias

People take action for two reasons:

1. To move towards a positive future state

2. To move away from a negative future state

The key to the Projection Bias is to connect with your audience's current experiences and show how your product can positively influence their future - move them towards that happy future state and/or away from a negative one.

To do so you have to really know their current beliefs, values, and behaviours and demonstrate how, if they continue on the current path, they’ll be moving towards a negative future state. But your product can help push them towards a better future.

Here’s how you can use the Projection Bias in your ads in three steps:

• Identify Current Pain Points: Understand your audiences struggles. (e.g., poor sleep)

• Project Future Relief: Clearly demonstrate how your product can alleviate these struggles. (e.g., how your product works to fix sleep schedules).

  • Tip: Project life with and without your product and use before-and-afters to make this projection vivid.

• Use Testimonials: Show testimonials from people who had similar issues and how your product transformed their situation. (using Social Proof)

The Projection Bias helps make your audience see the future benefit of your product and the future consequences of not using your product.

It helps them project their current experiences into the future and see what life will be life on their current path, compared to what life could be like if they change their behaviour.

Doing so, gets them to take action and buy into your product.