conversion-psychology

# Conversion Psychology for Sponsored Content

## The Core Truth

**95% of purchasing decisions happen subconsciously**, driven by emotions, not logic.

This means:
- Emotional reactions to marketing are **3x more powerful** than the message itself
- Emotional videos stick — viewers are **6x more likely to remember them**
- When people feel a bond with your brand, they're **70% more likely to purchase**

**Implication for scripts**: Lead with emotion, support with logic. Never the reverse.

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## Key Emotional Triggers

### 1. Joy / Happiness
- Videos evoking positive emotions are **30% more likely to be shared**
- Show the transformation, the "after" state
- Create moments of delight or surprise

### 2. Fear / FOMO
- Can override a person's entire thought process
- "Fear of Missing Out" drives immediate action
- Use ethically — don't manufacture fake fear

### 3. Nostalgia
- Creates emotional bridge between brand and audience
- "Remember when..." opens emotional connection
- Powerful for lifestyle and wellness products

### 4. Belonging
- We purchase items to feel accepted
- The need to belong is one of our strongest drives
- "Join 50,000 people who..." triggers belonging

### 5. Instant Gratification
- One of the most pleasant triggers for driving sales
- Emphasize quick results
- "See results in [short timeframe]"

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## The Scarcity + Social Proof Combo

### Scarcity Effect
People assign greater value to limited availability items. Scarcity triggers:
- FOMO (Fear of Missing Out)
- Anticipated regret
- Urgency that overrides normal decision-making

### Social Proof
People rely on others' actions before making decisions:
- **64% of consumers** believe genuine reviews are the most effective influencer content
- Custom discount codes create exclusivity
- **28% of consumers** actively motivated by exclusive deal codes

### The Power Combo
Combining scarcity with social proof creates a dual trigger:

> "Over 500 people have registered, only 10 spots remaining!"

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