Self-identification

Humans naturally categorise themselves. We keep asking: is this me? Do I relate to this? Am I part of this group? Good ads help people answer that quickly.

That is why lines like “For busy mums” or “If you’re struggling with” work so well. The viewer recognises themselves, and once someone sees themselves inside the message, attention is much easier to earn.

The ad does not have to name the viewer. A question, a list of signs or a label they recognise can do the same job, because each one prompts a quick check: does this apply to me?

A label, a situation or a symptom the viewer can claim as their own, like “Shopify store owners”, “Still buying skincare that doesn’t work?” or a checklist of signs.