🧑‍🔬 How To Empathize With Your Customers

Read this to write better copy

Hey – it’s Josh from Psychology of Ads.

I’m trying a new format out this week.

Can you do me a favour and let me know what you think by replying to this email “I like it!” if you like it or “Not for me” if you don’t (bonus points if you tell me why)? That would be super helpful.

Ok let’s get into it:

Today’s ad:

Brand: Liven (wellbeing/habit app)

Number of days the ad has been running: 240 Days
(This gives an indication of how successful it’s been)

Psychology Bias: Confirmation Bias

🧪 Confirmation Bias

Confirmation Bias is the tendency to search for, interpret, favor, and recall information in a way that confirms or supports one's prior beliefs or values.

🤳 How Liven Uses The Confirmation Bias

Liven’s target audience is people struggling with procrastination.

And they’re immediately called out in the headline.

Whether they think they may have depression or are unsure why they just can’t get anything done, the ad empathizes with them and confirms their beliefs or suspicions.

And it beautifully leads to the next logical step:

Taking Liven’s procrastination quiz to find out your “procrastination type.”

Liven confirms their target audience’s beliefs or suspicions right in the headline, before making a call-to-action.

This ad isn’t anything special from a creative standpoint.

The magic happens in the copy.

Here’s how you can replicate it:

🧠 How You Can Use The Confirmation Bias

The key to the Confirmation Bias is deeply understanding your customer.

Read your customer’s reviews and comments.

Find what they’re struggling with.

And then empathize with them.

While confirming their beliefs.

Here are some examples:

  • For a budget tracking app: “You’re too busy to be tracking every dollar. Let us do the work for you.”

    • Belief: I don’t have time to track my money.

    • Ad: We know that, we’ll do it for you.

  • For an education platform: “College education isn’t for everyone.”

    • Belief: Traditional education system isn’t for me

    • Ad: That’s why we’ve created this platform

  • For a beauty product: “5 ingredients only. Protect your skin’s future with natural ingredients you trust.”

    • Belief: Natural ingredients are better for me; beauty products have a lot of garbage ingredients in them

    • Ad: Yes they are, that why we use only 5 natural ingredients to protect your skin

So, how will you use the Confirmation Bias?

How will you confirm your customers’ beliefs?

Lemme know how it goes!

Until next time,


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Janky Patel is a Creative Strategist who has spent over $50M on paid social.

Every Monday she shares examples of great ad creative along with actionable tactics for you and your team to test.

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