🧑‍🔬 How to make customers buy faster

This ad is a masterclass in what I call Problem Reattribution - where you take a surface-level problem your audience already knows they have and reveal a deeper, more urgent root cause they never considered.

This gets your customers to think “oh I’ve been thinking about this wrong the whole time” leading to reduced hesitations and faster purchases.

Let’s break this down in more detail:

🧪 IMPPACT Breakdown

Don’t know my IMPPACT framework? Start here.

I: Interrupt (Score: 4/5)

The greenscreen opening with hands pinching belly fat creates an immediate pattern interrupt.

M: Motivation (Score: 4.5/5)

The ad brilliantly shifts motivation from vanity ("lose belly fat") to health urgency ("fix your fatty liver"). This leverages the Self-Serving Bias by removing personal blame – it's not your willpower, it's your liver's performance. The promise of addressing the root cause feels more achievable than traditional diet/exercise messaging.

P: Personalization (Score: 5/5)

"If your belly looks like this" uses the Barnum Effect perfectly. Nearly everyone has pinched their belly fat at some point, making this feel personally targeted without requiring specific data.

P: Proof (Score: 4.5/5)

The "82% of patients" statistic provides concrete Social Proof, while the clinical explanation adds Authority Bias.

A: Authenticity (Score: 3.5/5)

The educational tone feels helpful rather than salesy. However, it could benefit from showing real customer transformations or behind-the-scenes footage to increase authenticity.

C: Confidence (Score: 5/5)

The ad’s caption (not in the actual ad creative) offers a 30-day money-back which helps increase purchase confidence. Additionally, the "100% natural ingredients" claim reduces safety concerns and the clinical backing adds confidence in effectiveness.

T: Twist (Score: 4/5)

The twist is brilliant: your belly fat isn't about calories, it's about liver function. This reframes a familiar problem with an unexpected cause, making it memorable and shareable.

Total Score: 30.5/35

🧠 Why This Psychology Works

The core principle here is Problem Reattribution, which is a term I use to describe when you change the customers’ perspective on their problem. In this case, Biocol reframes belly fat as a liver issue, bypassesing diet fatigue and positioning their product as addressing the "real" problem. Using this strategy helps amplify the problem, remove shame and guilt about the problem, and creates a sense of around a health issue they can't see.

🤔 Should You Use This Type of Ad?

This strategy works best for brands that can:

1. Connect visible symptoms to hidden causes your audience hasn't considered

2. Offer a simpler solution than what they've tried before

3. Remove personal blame while creating health urgency

Ask yourself these questions to determine if this approach fits your brand:

1. "Can I connect my customer's visible problem to a hidden root cause they haven't considered?"

2. "Does my solution address the 'real' issue behind their surface-level concern?"

3. "Can I remove personal blame while creating urgency around the underlying problem?"

If you answered yes to these questions, this approach could work well for your brand.

The key takeaway?

Sometimes the most powerful ads don't create new problems, they simply reveal that existing problems have deeper, more fixable causes than your audience realized.

🤖 AI Tools You May Enjoy

Here some new AI tools you may find helpful:

• Arcads: Create winning ads with AI Actors. The best AI UGC tool out there.

• Poppy AI: I mention this one a lot because it’s soo useful. It’s such an easy way to visually work with ChatGPT and Claude.

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