🧑‍🔬 Welcome Back to Psychology of Ads

The Secret To Ads That Sell: The IMPPACT Framework

Over the past 7 years I’ve analyzed and created thousands of ads.

In fact, last month alone I’ve created over 300 ads for my clients.

And there are 7 key elements that are repeated in every ad.

These are proven psychology principles.

So I spent the past couple months refining what I’ve called “The IMPPACT Framework.”

(Don’t ask me how long it took to find an acronym that you’re able to pronounce)

Here’s the basic idea:

The IMPPACT Framework is designed to help you create effective ads by leveraging key psychological principles.

Each principle is part of a flexible toolkit that can be applied in various combinations to improve ad performance.

Here’s the breakdown of the IMPPACT Framework:

• Interrupt: The science of scroll-stopping hooks.

• Motivation: How to actually drive action from your viewers.

• Personalization: Crafting ads that feel like they’re made just for your customer.

• Proof: Building trust with social proof, testimonials, and visuals.

• Authenticity: Connecting emotionally with your customer.

• Confidence: Removing doubts and making purchasing decisions feel safe.

• Twist: Using the unexpected to make your ads unforgettable.

And the best part about this framework:

Each part is rooted in 3-4 cognitive biases that stand the test of time, regardless of algorithm changes.

Enough theory now, let’s see the framework in an ad…

The IMPPACT Framework In Action

Here’s a great ad I came across from Heights that we can score using the IMPPACT Framework:

• I: Interrupt (Score: 5/5) - Starting with a relatable and specific pain point, with quick cuts of the word “busy” creates an incredible pattern interrupt. Additionally, the "20 seconds" hook leverages the Completion Bias, as it makes viewers want to continue watching the ad.

• M: Motivation (Score: 5/5) - This is where the ad truly shines. It doesn't just sell a product, it sells a transformation. The benefits are all future-focused ("Keep your brain sharp", "Support your immune system") while still highlighting the fact that they are a fast solution. This is a masterclass in using Hyperbolic Discounting and the Pygmalion Effect.

• P: Personalization (Score: 3/5) - The ad taps into the Barnum Effect by addressing very common pain points that viewers can connect with. Though it doesn’t use much language like “you” or “we” or call out a specific customer persona so it misses a bit on this point.

• P: Proof (Score: 4/5) - Heights nails this by showcasing customer reviews and stating the impressive number of users. This immediately builds Social Proof and leverages the Bandwagon Effect. The numbers provide credibility and increase the likelihood of a viewer believing the claims.

• A: Authenticity (Score: 2.5/5) - I’m disappointed here because the people in the video are actually the co-founders - quickly highlighting this would’ve added a level of authenticity. But Heights does use the fact that the solution comes from “science” to imply that it is a real and authentic solution so we’ll give it a 2.5.

• C: Confidence (Score: 3/5) - While the ad implies confidence through it’s emphasis on science-based effectiveness, they actually offer a guarantee on their website that they should have highlighted in the ad.

• T: Twist (Score: 3/5) - The ad uses a generally accepted idea - "too busy to achieve health goals" - and combines it with an unexpected twist (20 seconds to explain) that creates a twist on a familiar topic.

Overall Score: 25.5/35

If you want to make better ads, run them through the IMPPACT Framework and try to ensure you hit on each element. More on how to do that in coming newsletters…

New AI Tools

Here some new AI tools I’ve come across recently that I thought you may find helpful:

• Poppy AI: Imagine if ChatGPT, Miro and Notion had a baby. That’s basically Poppy AI. Pricey but they have a guarantee if you’re unsatisfied for any reason. Here’s a video on how I use it as an AI Creative Strategist.

• Sparkle: This has been great in helping me organize all my files.

• Butter: Not really “AI” but super helpful for ads. This is like Canva for motion design, specifically made for social media ads. I’ve been using it to crank out some nice looking ad creative.

Note: Some of these may be affiliate links but they’re all genuinely great.