Research techniques for psychology-based ads feat. Sarah Levinger Part 2

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Thumbstop - the art & science of creative strategy

Hey Olivia,

“Social proof or authority proof—most marketers know and use those two mental heuristics in their ads,” says Sarah Levinger.

“But there are hundreds and hundreds of other psychological principles that marketers don’t know about.”

So how do you uncover these secrets of the mind?

Let your creative strategy research guide the way.

Last week, Sarah showed us how DTC brands can break beyond the typical ad formats and inject new creativity into their campaigns.

Today, you'll learn:

⚡️ Advanced research techniques

⚡️ ChatGPT prompts to make psychology-based ads

⚡️ The book every marketer needs to read on psychology

Let's get smarter about psychology with Sarah as our guide.

– James

Part #2: Research techniques for psychology-based ads

James Mulvey: How do you go about finding psychological insights to use in ads? Could you take me through your typical research process?

Sarah Levinger: I generally start with a defined research question—something I’m trying to understand for a brand—and then work backwards.

Some products don’t need academic research.

But for things like parenting products or health segments, you’ll need research to back up your claims, so here is my process for finding scientific research you can then use in your advertising.

#1) Google Scholar

I start here and filter by what has been researched in the past three to five

years.

I try to narrow things down by only looking at studies that have been peer-reviewed.

I’m looking for something proprietary that someone has researched that we could potentially use in a campaign.

💡 My commentary:

In addition to Sarah's techniques with Google Scholar, try the AI tool Elicit.

You enter a research question, it pulls scientific papers for you, and also summarizes findings.

You can also upload PDFs and it will analyze them for you.

Use the filters and columns to sort by year, funding source, type of study, and even things like occupation—excellent for creating messaging aimed at specific segments of customers.

#2) ChatGPT

I use ChatGPT to think through problems and then tweak what it suggests.

Some people say you need super specific, detailed prompts. But I've found the best results when I keep my prompts neutral. I just state what I'm trying to understand and let ChatGPT help me think through the problem.

For example, let’s say I’m selling a children’s learning toy. I need to market to children and get them to want the toy first—but my ads also make that bridge to the adult decision-maker.

I’ll use ChatGPT to outline the problem I’m trying to solve and get it to brainstorm different headlines or ad concepts.

3) Customer reviews
Next, I’ll analyze or read a ton of customer reviews to understand the emotion behind purchases.

I will also run an NLP (natural language processing) analysis of reviews and after-purchase text data. NLP reports are a linguistic analysis of what emotions are coming out of your customer base.

In doing this, I usually categorize into nine different emotions and then identify a primary emotion that customers are currently solving by buying the brand.

You can then challenge your creative team to take that one emotional message—such as “people buy this to feel safe”—and then represent it in different ways.

How many different ways could you say “confidence” in an ad?
How many different ways could you say “fear?”
How many different ways could you say “comfort"?

So instead of trying to take one angle like “Moms who run” or “Dads who grill” which can fatigue so quickly, especially with today’s algorithms, you’re opening up millions of ways to express emotions.

You will never run out of ideas for ads if you follow this course because you are taking an emotion and displaying it in many different ways.

#4) Pinterest Trends, Google Trends, and Reddit

I don’t think enough people use Pinterest Trends. It is great for finding early signals of trends just starting to take off and also shows you high-intent searches.

I specifically look for things that are coming up that nobody else has noticed before. I then go and check that keyword in other platforms like TikTok to further validate.

I’ll also use Google Trends, Answer the Public, and Reddit, to try to understand what’s happening in the culture around the product.

#5) Qualitative interviews

I then try to interview a few customers. I always ask “Tell me a story” to customers as that delivers incredible insights.

I also ask: What did you do? Why did you do it? Who were you with? This helps me to uncover how the purchase was made.

#6) Reorient your messaging to the right problem

With the research complete, I then look at the positioning and make sure the messaging is aligned with what the customers are actually experiencing.

The #1 mistake I see brands make is that they position to the wrong problem.

The research might reveal that consumers are looking for one thing but all the brand’s positioning and messaging are talking about a different problem.

So the research helps to align to the right problem.

💡 My commentary:

Try these ChatGPT prompts Sarah uses regularly to write psychology-based ad copy

1) Acceptance prompt

Give me 10 ad headlines (4-7 words long) that persuades [product] customers that they'll feel accepted with [brand] product.

2) Esteem prompt

Give me 10 ad headlines (4-7 words long) that persuades [product] customers that they can increase their appeal with [brand] product.

3) Nurturance prompt

Give me 10 ad headlines (4-7 words long) that persuades [product] customers that they can nurture themselves (or their families) with [brand] product.

Source: Sarah’s original Tweet here.

Interested in learning more from Sarah?

👉 Buy her fantastic course on psychology-based creative strategy.

👉 Subscribe to her newsletter here.

👉 Or book a 1:1 call with her on MentorPass.

JM: If someone wants to go deeper into the broader science of consumer psychology research, what resources should they consume first?

SL: The first book I always recommend is Marketing to Mindstates by

Will Leach.

Will is an economist and works for big brands like Pepsi and Frito-Lay.

It’s a very practical book. Will takes super complex theory and then shows you how to apply behavior psychology and behavior economics to impact sales.

The podcast Nudge is also incredible. In this podcast, they talk about psychological things that all humans do, regardless of culture, so it is a broader look at human psychology.

If you want a more specific look at how to apply these scientific principles into advertising, I suggest listening to the Behavioral Science for Brands podcast.

This podcast is fantastic because they take use cases, showing how consumer psychology was used to build brands.

In a recent episode, for example, they told the story of Hoover vs. Dyson and how Dyson used psychology to create their brand.

💡 My commentary

Sarah also released her course on how to do psychology-based creative strategy.

The course is specifically designed for applying consumer psychology to your paid advertising.

You can learn more about Sarah’s course here.

JM: What makes a good creative strategist? What skills do people need to succeed in this new discipline?

SL: I’ve seen some of the best creative strategists at work—like Dara Denney and Barry Hott—and what I’ve observed is that they are all very curious people.

The reason why curiosity is so important is that people like Dara and Barry are working hard to get into the deepest details of each problem that they’re trying to solve.

Next, you will need to be adaptable as everything in this industry is always changing.

And finally, you need some core skills like design, videography, copywriting, project management, and paid advertising.

Those skills are the obvious tasks that you need to be able to do in a creative strategist role—but curiosity and adaptability are the core traits.

JM: What are some easy ways to research emotions to target in ads?

SL: Post-purchase surveys are quick and useful for understanding consumer feelings.

For inspiration, go and look at how the brand True Classic runs its post-purchase surveys.

I think True Classic is at the forefront of using emotion everywhere in its marketing. And it has paid off well for them.

In previous surveys, they’ve asked questions like "What did you feel before you purchased True Classic?" And then listed out things like “I felt self-conscious, I didn’t feel confident, I didn’t know how my clothes fit.”

Asking questions like that will help your brand start moving towards an emotion-first marketing strategy.

Putting it all together 🏃🏻‍♂️

It’s easy to get lost in research.

So start adding psychology to your ads with Sarah’s simple plan below.

Run an analysis.

Find an emotion to target.

Build some ads that express that emotion. Print money, repeat.

Social feature of the week 👀

Read the original Tweet by the fantastically creative Social Savannah here.

Have a glorious week my friends!

Want to share Thumbstop with a friend? Send them here to subscribe.

Talk soon,

James

P.S.

Ever wonder why so many DTC brands use Motion to analyze their Meta and TikTok ad creative performance? Watch this video.

              
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<p style="mso-line-height-rule:exactly; line-height:150%">Hey Olivia,</p>
<p style="mso-line-height-rule:exactly; line-height:175%"> </p>
<p style="mso-line-height-rule:exactly; line-height:175%">“Social proof or authority proof—most marketers know and use those two mental heuristics in their ads,” says Sarah Levinger. </p>
<p style="mso-line-height-rule:exactly; line-height:175%"> </p>
<p style="mso-line-height-rule:exactly; line-height:175%">“But there are hundreds and hundreds of other psychological principles that marketers don’t know about.” </p>
<p style="mso-line-height-rule:exactly; line-height:175%"> </p>
<p style="mso-line-height-rule:exactly; line-height:175%">So how do you uncover these secrets of the mind? </p>
<p style="mso-line-height-rule:exactly; line-height:175%"> </p>
<p style="mso-line-height-rule:exactly; line-height:175%">Let your creative strategy research guide the way. </p>
<p style="mso-line-height-rule:exactly; line-height:175%"> </p>
<p style="mso-line-height-rule:exactly; line-height:175%">Last week, Sarah showed us how DTC brands can break beyond the typical ad formats and inject new creativity into their campaigns. </p>
<p style="mso-line-height-rule:exactly; line-height:175%"> </p>
<p style="mso-line-height-rule:exactly; line-height:175%">Today, you'll learn: <br><br></p>
<p style="mso-line-height-rule:exactly; line-height:175%">⚡️ Advanced research techniques  </p>
<p style="mso-line-height-rule:exactly; line-height:175%">⚡️ ChatGPT prompts to make psychology-based ads</p>
<p style="mso-line-height-rule:exactly; line-height:175%">⚡️ The book every marketer needs to read on psychology</p>
<p style="mso-line-height-rule:exactly; line-height:175%"> </p>
<p style="mso-line-height-rule:exactly; line-height:175%">Let's get smarter about psychology with Sarah as our guide. <br><br></p>
<p style="mso-line-height-rule:exactly; line-height:175%">– James </p>
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<h1 style="margin:0; mso-line-height-rule:exactly; line-height:175%; font-size:24px">Part #2: Research techniques for psychology-based ads </h1>
<p style="mso-line-height-rule:exactly; line-height:175%"> </p>
<p style="mso-line-height-rule:exactly; line-height:175%"><strong>James Mulvey: How do you go about finding psychological insights to use in ads? Could you take me through your typical research process? <br></strong></p>
<p style="mso-line-height-rule:exactly; line-height:175%"> </p>
<p style="mso-line-height-rule:exactly; line-height:175%"><span style="font-weight: normal;">Sarah Levinger:</span><strong> </strong>I generally start with a defined research question—something I’m trying to understand for a brand—and then work backwards. </p>
<p style="mso-line-height-rule:exactly; line-height:175%"> </p>
<p style="mso-line-height-rule:exactly; line-height:175%">Some products don’t need academic research. </p>
<p style="mso-line-height-rule:exactly; line-height:175%"> </p>
<p style="mso-line-height-rule:exactly; line-height:175%">But for things like parenting products or health segments, you’ll need research to back up your claims, so here is my process for finding scientific research you can then use in your advertising. </p>
<p style="mso-line-height-rule:exactly; line-height:175%"> </p>
<p style="mso-line-height-rule:exactly; line-height:175%"><strong><span style="color: #000000;">#1) Google Scholar </span></strong></p>
<p style="mso-line-height-rule:exactly; line-height:175%"><span style="color: #000000;">I start here and filter by what has been researched in the past three to five </span></p>
<p style="mso-line-height-rule:exactly; line-height:175%"><span style="color: #000000;">years. </span></p>
<p style="mso-line-height-rule:exactly; line-height:175%"> </p>
<p style="mso-line-height-rule:exactly; line-height:175%"><span style="color: #000000;">I try to narrow things down by only looking at studies that have been peer-reviewed. </span></p>
<p style="mso-line-height-rule:exactly; line-height:175%"><strong> </strong></p>
<p style="mso-line-height-rule:exactly; line-height:175%"><span style="color: #000000;">I’m looking for something proprietary that someone has researched that we could potentially use in a campaign. </span></p>
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<p style="mso-line-height-rule:exactly; line-height:175%; font-weight:bold"><span style="color: #000000;">💡 My commentary: </span></p>
<p style="mso-line-height-rule:exactly; line-height:175%"> </p>
<p style="mso-line-height-rule:exactly; line-height:175%"><span style="color: #000000;">In addition to Sarah's techniques with Google Scholar, try the </span><span style="color: #5047eb;"><a href="https://d2hYgB04.na1.hubspotlinks.com/Ctc/GF+113/d2hYgB04/MWDSM0gZ0H5W6T1bBx94hVbNW5NMkyh562tkCN6B8Nr03qn9gW7lCdLW6lZ3kKW3CsPgt4D3S7SW1CXlrH5NDskyW1tgBx02FX0LmN3X0ZQ6gPFkYW9fv9-b6S6J2KW45shxM536vZ0W2GTl9r3qZFZLN6YMgF0wsDJvW7WYdZT8mjZlHV6tGk52G9SjnW89MstR8pkgRpW1GYc-462pX_tW6DcsNb8NFFhrN4LKP_zyrwlxW43QLf78Xk9QlW5F3qX_6X0R69W6qfYcx5B1BNbW6SGkPz6Ch2zNN70K4qX7Nl3pW68Z4mQ34BqCRVlY35M1z_0PhW6QtK4H4sd7s5N7cGslq9XzGsW77mvSK3qSW2lf7J246d04" style="mso-line-height-rule:exactly; color:#5047eb" data-hs-link-id="0" target="_blank">AI tool Elicit.</a></span><span style="color: #000000;"> </span></p>
<p style="mso-line-height-rule:exactly; line-height:175%"> </p>
<p style="mso-line-height-rule:exactly; line-height:175%"><span style="color: #000000;">You enter a research question, it pulls scientific papers for you, and also summarizes findings. </span></p>
<p style="mso-line-height-rule:exactly; line-height:175%"><strong> </strong></p>
<p style="mso-line-height-rule:exactly; line-height:175%"><span style="color: #000000;">You can also upload PDFs and it will analyze them for you. </span></p>
<p style="mso-line-height-rule:exactly; line-height:175%"> </p>
<p style="mso-line-height-rule:exactly; line-height:175%"><span style="color: #000000;">Use the filters and columns to sort by year, funding source, type of study, and even things like occupation—excellent for creating messaging aimed at specific segments of customers.   </span></p>
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<p style="mso-line-height-rule:exactly; line-height:175%"><strong><span style="color: #000000;">#2) ChatGPT  </span></strong></p>
<p style="mso-line-height-rule:exactly; line-height:175%"><span style="color: #000000;"> I use ChatGPT to think through problems and then tweak what it suggests. </span></p>
<p style="mso-line-height-rule:exactly; line-height:175%"><strong> </strong></p>
<p style="mso-line-height-rule:exactly; line-height:175%"><span style="color: #000000;">Some people say you need super specific, detailed prompts. But I've found the best results when I keep </span><span style="color: #000000;">my prompts neutral. I just state what I'm trying to understand and let ChatGPT help me think through the problem. </span></p>
<p style="mso-line-height-rule:exactly; line-height:175%"><strong> </strong></p>
<p style="mso-line-height-rule:exactly; line-height:175%"><span style="color: #000000;">For example, let’s say I’m selling a children’s learning toy. I need to market to children and get them to want the toy first—but my ads also make that bridge to the adult decision-maker. </span></p>
<p style="mso-line-height-rule:exactly; line-height:175%"><strong> </strong></p>
<p style="mso-line-height-rule:exactly; line-height:175%"><span style="color: #000000;">I’ll use ChatGPT to outline the problem I’m trying to solve and get it to brainstorm different headlines or ad concepts. </span></p>
<p style="mso-line-height-rule:exactly; line-height:175%"> </p>
<p style="mso-line-height-rule:exactly; line-height:175%"><strong><span style="color: #000000;">3) Customer reviews </span></strong><strong><span style="color: #000000;"><br></span></strong><span style="color: #000000;">Next, I’ll analyze or read a ton of customer reviews to understand the emotion behind purchases. </span></p>
<p style="mso-line-height-rule:exactly; line-height:175%"><span style="color: #000000;"><br></span><span style="color: #000000;">I will also run an NLP (natural language processing) analysis of reviews and after-purchase text data. NLP reports are a linguistic analysis of what emotions are coming out of your customer base. </span></p>
<p style="mso-line-height-rule:exactly; line-height:175%"><span style="color: #000000;"><br></span><span style="color: #000000;">In doing this, I usually categorize into nine different emotions and then identify a primary emotion that customers are currently solving by buying the brand. </span><span style="color: #000000;"><br><br></span></p>
<p style="mso-line-height-rule:exactly; line-height:175%"><span style="color: #000000;">You can then challenge your creative team to take that one emotional message—such as “people buy this to feel safe”—and then represent it in different ways. </span></p>
<ul style="mso-line-height-rule:exactly; line-height:175%">
<li style="mso-line-height-rule:exactly"><span style="color: #000000;">How many different ways could you say “confidence” in an ad? </span></li>
<li style="mso-line-height-rule:exactly">How many different ways could you say “fear?”</li>
<li style="mso-line-height-rule:exactly">How many different ways could you say “comfort"?</li>
</ul>
<p style="mso-line-height-rule:exactly; line-height:175%"><span style="color: #000000;">So instead of trying to take one angle like “Moms who run” or “Dads who grill” which can fatigue so quickly, especially with today’s algorithms, you’re opening up millions of ways to express emotions. </span><span style="color: #000000;"><br></span></p>
<p style="mso-line-height-rule:exactly; line-height:175%"> </p>
<p style="mso-line-height-rule:exactly; line-height:175%"><span style="color: #000000;">You will never run out of ideas for ads if you follow this course because you are taking an emotion and displaying it in many different ways. </span></p>
<p style="mso-line-height-rule:exactly; line-height:175%"> </p>
<p style="mso-line-height-rule:exactly; line-height:175%"><strong><span style="color: #000000;">#4) Pinterest Trends, Google Trends, and Reddit </span></strong></p>
<p style="mso-line-height-rule:exactly; line-height:175%"><span style="color: #000000;">I don’t think enough people use Pinterest Trends. It is great for finding early signals of trends just starting to take off and also shows you high-intent searches. </span></p>
<p style="mso-line-height-rule:exactly; line-height:175%"><strong> </strong></p>
<p style="mso-line-height-rule:exactly; line-height:175%"><span style="color: #000000;">I specifically look for things that are coming up that nobody else has noticed before. I then go and check that keyword in other platforms like TikTok to further validate. </span></p>
<p style="mso-line-height-rule:exactly; line-height:175%"><strong> </strong></p>
<p style="mso-line-height-rule:exactly; line-height:175%"><span style="color: #000000;">I’ll also use Google Trends, Answer the Public, and Reddit, to try to understand what’s happening in the culture around the product. </span><span style="color: #000000;"><br><br></span></p>
<p style="mso-line-height-rule:exactly; line-height:175%; font-weight:bold"><span style="color: #000000;">#5) Qualitative interviews </span></p>
<p style="mso-line-height-rule:exactly; line-height:175%"><span style="color: #000000;">I then try to interview a few customers. </span><span style="color: #000000;">I always ask “Tell me a story” to customers as that delivers incredible insights. </span></p>
<p style="mso-line-height-rule:exactly; line-height:175%"><strong> </strong></p>
<p style="mso-line-height-rule:exactly; line-height:175%"><span style="color: #000000;">I also ask: What did you do? Why did you do it? Who were you with? This helps me to uncover how the purchase was made. </span></p>
<p style="mso-line-height-rule:exactly; line-height:175%"><strong> </strong></p>
<p style="mso-line-height-rule:exactly; line-height:175%; font-weight:bold"><span style="color: #000000;">#6) Reorient your messaging to the right problem</span></p>
<p style="mso-line-height-rule:exactly; line-height:175%"><span style="color: #000000;">With the research complete, I then look at the positioning and make sure the messaging is aligned with what the customers are actually experiencing. </span></p>
<p style="mso-line-height-rule:exactly; line-height:175%"><strong> </strong></p>
<p style="mso-line-height-rule:exactly; line-height:175%"><span style="color: #000000;">The #1 mistake I see brands make is that they position to the wrong problem. </span></p>
<p style="mso-line-height-rule:exactly; line-height:175%"> </p>
<p style="mso-line-height-rule:exactly; line-height:175%"><span style="color: #000000;">The research might reveal that consumers are looking for one thing but all the brand’s positioning and messaging are talking about a different problem. </span></p>
<p style="mso-line-height-rule:exactly; line-height:175%"><strong> </strong></p>
<p style="mso-line-height-rule:exactly; line-height:175%"><span style="color: #000000;">So the research helps to align to the right problem.</span></p>
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<p style="mso-line-height-rule:exactly; line-height:175%; font-weight:bold"><span style="color: #000000;">💡 My commentary: </span></p>
<p style="mso-line-height-rule:exactly; line-height:175%"> </p>
<p style="mso-line-height-rule:exactly; line-height:175%"><span style="color: #000000;">Try these ChatGPT prompts Sarah uses regularly </span>to write psychology-based ad copy </p>
<p style="mso-line-height-rule:exactly; line-height:175%; font-weight:bold"> </p>
<p style="mso-line-height-rule:exactly; line-height:175%; font-weight:bold">1) Acceptance prompt</p>
<p style="mso-line-height-rule:exactly; line-height:175%">Give me 10 ad headlines (4-7 words long) that persuades [product] customers that they'll feel accepted with [brand] product.</p>
<p style="mso-line-height-rule:exactly; line-height:175%"> </p>
<p style="mso-line-height-rule:exactly; line-height:175%; font-weight:bold">2) Esteem prompt</p>
<p style="mso-line-height-rule:exactly; line-height:175%">Give me 10 ad headlines (4-7 words long) that persuades [product] customers that they can increase their appeal with [brand] product.</p>
<p style="mso-line-height-rule:exactly; line-height:175%"> </p>
<p style="mso-line-height-rule:exactly; line-height:175%; font-weight:bold">3) Nurturance prompt</p>
<p style="mso-line-height-rule:exactly; line-height:175%">Give me 10 ad headlines (4-7 words long) that persuades [product] customers that they can nurture themselves (or their families) with [brand] product.</p>
<p style="mso-line-height-rule:exactly; line-height:175%"> </p>
<p style="mso-line-height-rule:exactly; line-height:175%">Source: <span style="color: #5047eb;"><a href="https://d2hYgB04.na1.hubspotlinks.com/Ctc/GF+113/d2hYgB04/MWDSM0gZ0H5W6T1bBx94hVbNW5NMkyh562tkCN6B8NrW3qn9gW95jsWP6lZ3pRW1mMlrH3Sx1GfW98wcJv47hXFqW3wjgCM21QLYGW831Nk34_bLfkW1b0s8V8rYWg5W1XZc6y4c4FfkVl7L1Q3LDS8RW41xS7d94nlqWVBB17v82_24lN8ctwfSwPXk5W3SN7BR5sD97JW9g89Vn98P6CnW1vDjq-1ZmtCyV8tXsL87ZK7NW3QwWjL61k6nzVZHynP3qvPjRW5Q59D51HPL-7VmpMfv4Rd__cN4jLtcljjssdW965Zxd1SNRjHW7pcVn69knbG-W7lT01-97bGf9W3gkwmx9htggZW2Tflf48Fjz--W6M5yvQ831xPqN6fvRVl4dtMBW1d3KBJ7sRzkMW1fGkQ44C4czcN7pmL15mwXCQW6cY6bn60pKsWf6hRzVg04" style="mso-line-height-rule:exactly; color:#5047eb" data-hs-link-id="0" target="_blank">Sarah’s original Tweet here.</a></span></p>
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<p style="mso-line-height-rule:exactly; line-height:175%"><span style="color: #000000;">Interested in learning more from Sarah?</span></p>
<p style="mso-line-height-rule:exactly; line-height:175%"><span style="color: #000000;">👉 Buy her fantastic course on <span style="color: #5047eb;"><a href="https://d2hYgB04.na1.hubspotlinks.com/Ctc/GF+113/d2hYgB04/MWDSM0gZ0H5W6T1bBx94hVbNW5NMkyh562tkCN6B8NrC3qn9gW8wLKSR6lZ3nZW35GfDq64-HqfVRwBWW2bH8J0W7cJL1G4C_px0VglBBT2vngPbW8HySD74pTH2RW3VdM491WrhNcW12pKSt6SDj7jW5dc6Lx4DQlQ8W5_nNNq4tQDjrW1PSG-N3CZSfzW24FD6b18q_x9N6dpz9ywMkTSW4z6vcL60hhzpW59nvwt3MFJjlW4MWJBf1VVj41N1FN5Ysn0t2fW2dd0hW4ZzJPhVgJRgB6Rv2g3W2GdVh_5s2h4QW8gBQH83gcltgW2wKwrl82Z8klW6-1NJj3MBx6SW8L6pyZ4HGrGTW6psYyc2D2WL7W10wSW17xvL1ZW26L-s_5hFdvyW1RcDr06GrLjVW4m32Kp5wPJ9bdT0_zs04" style="mso-line-height-rule:exactly; color:#5047eb" rel="noopener" data-hs-link-id="0" target="_blank">psychology-based creative strategy.</a></span></span></p>
<p style="mso-line-height-rule:exactly; line-height:175%"><span style="color: #000000;">👉 Subscribe to </span><span style="color: #5047eb;"><a href="https://d2hYgB04.na1.hubspotlinks.com/Ctc/GF+113/d2hYgB04/MWDSM0gZ0H5W6T1bBx94hVbNW5NMkyh562tkCN6B8Nrj3qn9gW7Y8-PT6lZ3pCW56xrkM5stBxhW8RxV459kVr77W5nJc9D39YrnYW75VWMy1DCqGJN7_7pd7Tt3-xW1Xp-Gz8rSx9-W7b7DbQ4ZK4FSW5FDRKr3Wkl49N1bH3TjhzWMZW8XKW6h35bfB3W5Gc7b759Y8RHW52RtwL7bdX0ZW7NgdL56XPrxFW8DF72g8N8x1SW4PH5D73ql-gdW7JNpLp5JpdDTVPF1sw2zP430W1S0FNh47Vl7kW8d4WdW4HvpVdW2j-ZTJ2bpJb8N4PwPhkC71CGN6t9czPlgSB6W4W8Tdk6sHBn4W8c1FXf3fB00jV-Ckj_48mnWFW4JD0-S7B4bKcf3rZ6yY04" style="mso-line-height-rule:exactly; color:#5047eb" data-hs-link-id="0" target="_blank">her newsletter here</a>. </span></p>
<p style="mso-line-height-rule:exactly; line-height:175%"><span style="color: #000000;">👉 Or </span><span style="color: #5047eb;"><a href="https://d2hYgB04.na1.hubspotlinks.com/Ctc/GF+113/d2hYgB04/MWDSM0gZ0H5W6T1bBx94hVbNW5NMkyh562tkCN6B8Nrj3qn9gW7Y8-PT6lZ3pQN4F9wYdVBsn0W1_f0tW9gyfYsW8V3q-h13JPKFW5m4KSR8DTfDfW7jkk8t41D4BTW7Z59qb6XrTnhW8Qm3SN2C2sqQW3ZjBpK67RzB4W7T7wvp7Q4HBkW6NKm4s1BFcXrN6PTlWVBN8T5W862Tfv1NDqFhW6SWVkY1vq4YRW2Htw945xCLrlN8HBhQ2GPk1QV9qxjw4SHyW1Vg-WQ_87_-XJW4WX0b-5jPnb2W6_yBV893CszVVKzj6C3Bpl-yV9FPR93klLh3W3VxMpV2fLKVGW8kY5d14RNL3RW849yMG2F6ClvW6fKtXs24svspW6yQQZ87c_rvydR488j04" style="mso-line-height-rule:exactly; color:#5047eb" data-hs-link-id="0" target="_blank">book a 1:1 call</a></span><span style="color: #000000;"><span style="color: #5047eb;"> </span>with her on MentorPass. </span></p>
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<p style="mso-line-height-rule:exactly; line-height:175%; font-weight:bold">JM: If someone wants to go deeper into the broader science of consumer psychology research, what resources should they consume first? </p>
<p style="mso-line-height-rule:exactly; line-height:175%"> </p>
<p style="mso-line-height-rule:exactly; line-height:175%">SL: <span style="color: #000000;">The first book I always recommend is </span><span style="color: #5047eb;"><a href="https://d2hYgB04.na1.hubspotlinks.com/Ctc/GF+113/d2hYgB04/MWDSM0gZ0H5W6T1bBx94hVbNW5NMkyh562tkCN6B8NpR5nXHsW50kH_H6lZ3mlW6P0nJ-7y1SJSV9QhH_87HH6lW4jLs-r3C5Z4gV5T4zj6nKJThW3RC9cR9cKc9-N5l0PnsFy7HSW4VpPCR9dSlxkV4Z29t3YVrV5W6KgjKx1hl8cwW2FZ97d7Vx8TvW2tj0H9841CXmW3fRPjZ5mtJ5pW8kyj9l5L1xsTW4rN2Gk6Z4fdRW91-KbD5KnFCLM4JnQvF6QNmVDLqQS173v84N1NZwphPg3cXW8xvzb86PLVKrW7fBSrw1277j_W54-_X21hc55JW96GHBv3Tq8CFW6nkrgV96w39YVgqjm_1CvpN5W14rqfv6l3CwSW2JLgzZ5dhHdcW7mBtBG7z4jW4VXV6dC4C18lYW2P4d4D8VXx8MW8JP87V8Mc4jgW8D0qZc2bn4hnW6dGKn56PD15mf2cv1d-04" style="mso-line-height-rule:exactly; color:#5047eb" data-hs-link-id="0" target="_blank">Marketing to Mindstates by </a></span></p>
<p style="mso-line-height-rule:exactly; line-height:175%"><span style="color: #5047eb;"><a href="https://d2hYgB04.na1.hubspotlinks.com/Ctc/GF+113/d2hYgB04/MWDSM0gZ0H5W6T1bBx94hVbNW5NMkyh562tkCN6B8NpR5nXHsW50kH_H6lZ3l2W3VxFqt7j4-_hW9kBMy01Xkbx-N2JDvlDS_F7GW80zqTT2gF7CGW7_RxSY1VdpJrW97nHm32ftScZW2rW5NV5JZxCmW702t2t6fS5mgW4j0T2F3HkqgbW396Kd718N2nNW3j46YY7fWk0VW16_0BB3mw5VqW8gQm_F7LpbmfW5-5jLW2HgJ2wW3GcwPM6kDtrKW18m5gw4_9ZXbW5Hlq04498GztW2MCSjZ5TJRGYW8mZR_l2tmpj7N7VgjjlpGBFjN2cBChjZB_4mW2yBPCK1JxB93W509r-s1gmpjCW7SM4x92RNrn0W1PQgsp3DhfVMW4mkZ7Z8DC4fxW7bLfKM2c-4DkN6BvKx2838JRW1BpPp12DRcL6W1HHYtf6XwdGWW65b6HR97hs-tW1K0P836-8vmFf3GLBV204" style="mso-line-height-rule:exactly; color:#5047eb" data-hs-link-id="1" target="_blank">Will Leach</a></span><span style="color: #000000;">. </span></p>
<p style="mso-line-height-rule:exactly; line-height:175%"> </p>
<p style="mso-line-height-rule:exactly; line-height:175%"><span style="color: #000000;">Will is an economist and works for big brands like Pepsi and Frito-Lay. </span></p>
<p style="mso-line-height-rule:exactly; line-height:175%"> </p>
<p style="mso-line-height-rule:exactly; line-height:175%"><span style="color: #000000;">It’s a very practical book. Will takes super complex theory and then shows you how to apply </span><span style="color: #0f1111;">behavior psychology and behavior economics to impact sales. </span></p>
<p style="mso-line-height-rule:exactly; line-height:175%"> </p>
<p style="mso-line-height-rule:exactly; line-height:175%"><span style="color: #0f1111;">The podcast </span><span style="color: #5047eb;"><a href="https://d2hYgB04.na1.hubspotlinks.com/Ctc/GF+113/d2hYgB04/MWDSM0gZ0H5W6T1bBx94hVbNW5NMkyh562tkCN6B8Nrj3qn9gW7Y8-PT6lZ3pbW67pg1V79BC-3W57fb2Y22Knv0W3TrqD_73ghgGW5KbQ6G95MtQ_W1f6HPP2QrRjLW1pkSVC5fl-wQW5Wy_p31CRQ5sW4TJqmz1kpSVKW7r2Gtb10CZ-HW8N-yy86_bkxlW3kxTBr6g7BGwW2yDTvy2npy3CW911TrD6WrtNDW7nhSG853P0YtVx9kzw8W3WwzV9bW8f1LYyclW50Bm9j7NJXSNVHq-Tb22VxfrW8chDK68DT7x0W8fmBdQ15xhxJW5_0FX65BsQQjN1l9xBTHRgH1Vkvppd5T8w7wW626sHM9k5p1LW6_VjQy3ndR0mW7Dzpnd593FKYf4wDrkK04" style="mso-line-height-rule:exactly; color:#5047eb" data-hs-link-id="0" target="_blank">Nudge</a></span><span style="color: #0f1111;"> is also incredible. In this podcast, they talk about psychological things that all humans do, regardless of culture, so it is a broader look at human psychology. </span></p>
<p style="mso-line-height-rule:exactly; line-height:175%"> </p>
<p style="mso-line-height-rule:exactly; line-height:175%"><span style="color: #0f1111;">If you want a more specific look at how to apply these scientific principles into advertising, I suggest listening to the </span><span style="color: #5047eb;"><a href="https://d2hYgB04.na1.hubspotlinks.com/Ctc/GF+113/d2hYgB04/MWDSM0gZ0H5W6T1bBx94hVbNW5NMkyh562tkCN6B8Nrj3qn9gW7Y8-PT6lZ3pvVZffT82Nx31RW3Q3NQV1qqXqgW3Y-HqM3ctyl6Vn693j2xkW9_W2cgCRV25knm_W4_DGZZ7KKpvdW96TM6Y2TVZRZW4__fp289HPK4W1_DTQY6S-mkXVlkqx54m5Yw0VtwFqT84cVd3W4Zl40S6Pm2vYW1lYy8G7RHL1DW5lWt9v9bxBsKW2G8rfZ7TsgZHW3Cwwd53W1W9WW4f1t-K1SqK_-W49LljH98RhjnW4bt8vj7ypSvNVyGJbh6df3JyW6YlRz86S7RmFW1Z30_C5fkC5TW2_xtQy54kNH8W4w55L198twg-W70MjLd24949YW1LKcfc9kXB3Jf2fMq0s04" style="mso-line-height-rule:exactly; color:#5047eb" data-hs-link-id="0" target="_blank">Behavioral Science for Brands</a></span><span style="color: #0f1111;"> podcast. </span></p>
<p style="mso-line-height-rule:exactly; line-height:175%"> </p>
<p style="mso-line-height-rule:exactly; line-height:175%"><span style="color: #0f1111;">This podcast is fantastic because they take use cases, showing how consumer psychology was used to build brands. </span></p>
<p style="mso-line-height-rule:exactly; line-height:175%"> </p>
<p style="mso-line-height-rule:exactly; line-height:175%"><span style="color: #0f1111;">In a recent episode, for example, they told the story of Hoover vs. Dyson and how Dyson used psychology to create their brand.</span></p>
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<p style="mso-line-height-rule:exactly; line-height:175%; font-weight:bold">💡 My commentary </p>
<p style="mso-line-height-rule:exactly; line-height:175%"> </p>
<p style="mso-line-height-rule:exactly; line-height:175%"><span style="color: #000000;"> Sarah also released her course on how to do psychology-based creative strategy. </span></p>
<p style="mso-line-height-rule:exactly; line-height:175%"> </p>
<p style="mso-line-height-rule:exactly; line-height:175%"><span style="color: #000000;">The course is specifically designed for applying consumer psychology to your paid advertising. </span></p>
<p style="mso-line-height-rule:exactly; line-height:175%"> </p>
<p style="mso-line-height-rule:exactly; line-height:175%"><span style="color: #000000;">Y</span><span style="color: #000000;">ou can learn more about </span><span style="color: #5047eb;"><a href="https://d2hYgB04.na1.hubspotlinks.com/Ctc/GF+113/d2hYgB04/MWDSM0gZ0H5W6T1bBx94hVbNW5NMkyh562tkCN6B8NrC3qn9gW8wLKSR6lZ3kHW6hrk236vs97qW78z-wm5ffX_yW3kMzPx8ZMH7WW7nkf7D5pkXcTW5p0fxL3znyJgW7D_xd26rPNTxW8Y0SdQ2t6GN7W5r5N9f1x_PChW30kCNR2TJQxQW6LdxDl2rZt7GN4tr99cdzPJ6VB3Jr99l_kPjN6Z-T5h9Hn9WW5TQ9Xh8Df7GKW6F4NYH5NmwqCVjTl2s4Q5YL7W6bGfZh4bMK50W76zGT-5B1rtyW6hysjs4-9GlvW1zVL-46bjxTWW956zd655BF7LW1xj-3K4KKz7SW45bqn830Cm_nW2fd3Hj2-TRHzW7McGgb8bFV_rW3p544C4RkYQfW8mgBrY7Mzt-FVQw7yc4JvWP6f7bksfb04" style="mso-line-height-rule:exactly; color:#5047eb" data-hs-link-id="1" target="_blank">Sarah’s course here</a></span><span style="color: #000000;">.</span></p>
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<p style="mso-line-height-rule:exactly; line-height:175%; font-weight:bold">JM: What makes a good creative strategist? What skills do people need to succeed in this new discipline? </p>
<p style="mso-line-height-rule:exactly; line-height:175%"> </p>
<p style="mso-line-height-rule:exactly; line-height:175%"><span style="font-weight: normal;">SL:</span><strong> </strong>I’ve seen some of the best creative strategists at work—like Dara Denney and Barry Hott—and what I’ve observed is that they are all very curious people.</p>
<p style="mso-line-height-rule:exactly; line-height:175%"> </p>
<p style="mso-line-height-rule:exactly; line-height:175%">The reason why curiosity is so important is that people like Dara and Barry are working hard to get into the deepest details of each problem that they’re trying to solve. </p>
<p style="mso-line-height-rule:exactly; line-height:175%"> </p>
<p style="mso-line-height-rule:exactly; line-height:175%">Next, you will need to be adaptable as everything in this industry is always changing. </p>
<p style="mso-line-height-rule:exactly; line-height:175%"> </p>
<p style="mso-line-height-rule:exactly; line-height:175%">And finally, you need some core skills like design, videography, copywriting, project management, and paid advertising. </p>
<p style="mso-line-height-rule:exactly; line-height:175%"> </p>
<p style="mso-line-height-rule:exactly; line-height:175%">Those skills are the obvious tasks that you need to be able to do in a creative strategist role—but curiosity and adaptability are the core traits. </p>
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<table role="presentation" cellpadding="0" cellspacing="0" width="100%" style="border-spacing:0 !important; border-collapse:collapse; mso-table-lspace:0pt; mso-table-rspace:0pt"><tbody><tr><td class="hs_padded" style="border-collapse:collapse; mso-line-height-rule:exactly; font-family:Helvetica, Arial, sans-serif; font-size:16px; color:#000000; word-break:break-word; padding:10px 20px"><div id="hs_cos_wrapper_module_170025099302912" class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" style="color: inherit; font-size: inherit; line-height: inherit;" data-hs-cos-general-type="widget" data-hs-cos-type="module"><div id="hs_cos_wrapper_module_170025099302912_" class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_rich_text" style="color: inherit; font-size: inherit; line-height: inherit;" data-hs-cos-general-type="widget" data-hs-cos-type="rich_text">
<p style="mso-line-height-rule:exactly; line-height:175%; font-weight:bold">JM: What are some easy ways to research emotions to target in ads? </p>
<p style="mso-line-height-rule:exactly; line-height:175%"> </p>
<p style="mso-line-height-rule:exactly; line-height:175%">SL:<strong> </strong>Post-purchase surveys are quick and useful for understanding consumer feelings. </p>
<p style="mso-line-height-rule:exactly; line-height:175%"> </p>
<p style="mso-line-height-rule:exactly; line-height:175%">For inspiration, go and look at how the brand True Classic runs its post-purchase surveys. </p>
<p style="mso-line-height-rule:exactly; line-height:175%"> </p>
<p style="mso-line-height-rule:exactly; line-height:175%">I think True Classic is at the forefront of using emotion everywhere in its marketing. And it has paid off well for them.</p>
<p style="mso-line-height-rule:exactly; line-height:175%"> </p>
<p style="mso-line-height-rule:exactly; line-height:175%">In previous surveys, they’ve asked questions like "What did you feel before you purchased True Classic?" And then listed out things like “I felt self-conscious, I didn’t feel confident, I didn’t know how my clothes fit.” </p>
<p style="mso-line-height-rule:exactly; line-height:175%"> </p>
<p style="mso-line-height-rule:exactly; line-height:175%">Asking questions like that will help your brand start moving towards an emotion-first marketing strategy. </p>
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<h2 style="margin:0; mso-line-height-rule:exactly; line-height:175%; font-size:22px; font-weight:bold">Putting it all together 🏃🏻‍♂️</h2>
<p style="mso-line-height-rule:exactly; line-height:175%"> </p>
<p style="mso-line-height-rule:exactly; line-height:175%">It’s easy to get lost in research.</p>
<p style="mso-line-height-rule:exactly; line-height:175%"> </p>
<p style="mso-line-height-rule:exactly; line-height:175%">So start adding psychology to your ads with Sarah’s simple plan below.</p>
<p style="mso-line-height-rule:exactly; line-height:175%"> </p>
<p style="mso-line-height-rule:exactly; line-height:175%">Run an analysis.</p>
<p style="mso-line-height-rule:exactly; line-height:175%"> </p>
<p style="mso-line-height-rule:exactly; line-height:175%">Find an emotion to target.</p>
<p style="mso-line-height-rule:exactly; line-height:175%"> </p>
<p style="mso-line-height-rule:exactly; line-height:175%">Build some ads that express that emotion. Print money, repeat. </p>
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  <table role="presentation" cellpadding="0" cellspacing="0" width="100%" style="border-spacing:0 !important; border-collapse:collapse; mso-table-lspace:0pt; mso-table-rspace:0pt"><tbody><tr><td class="hs_padded" style="border-collapse:collapse; mso-line-height-rule:exactly; font-family:Helvetica, Arial, sans-serif; font-size:16px; color:#000000; word-break:break-word; padding:10px 20px"><div id="hs_cos_wrapper_module_169964363419417" class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" style="color: inherit; font-size: inherit; line-height: inherit;" data-hs-cos-general-type="widget" data-hs-cos-type="module"><div id="hs_cos_wrapper_module_169964363419417_" class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_rich_text" style="color: inherit; font-size: inherit; line-height: inherit;" data-hs-cos-general-type="widget" data-hs-cos-type="rich_text"><h1 style="margin:0; mso-line-height-rule:exactly; line-height:175%; font-size:24px">Social feature of the week 👀</h1></div></div></td></tr></tbody></table>
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        <a href="https://d2hYgB04.na1.hubspotlinks.com/Ctc/GF+113/d2hYgB04/MWDSM0gZ0H5W6T1bBx94hVbNW5NMkyh562tkCN6B8NrW3qn9gW95jsWP6lZ3pdW1B1WDK3XHqSwW3l_qkm8PVG1vW5XCdGQ96PV-FW3nYkld4FlRJRN3Q0QtLv1hTRW7ZZtyv546bTDW44gz-R2QM5CpW5lwMv592yqZCW8dCBX81TNwnHW2TWFJR95YrzkW2bY-WC77SCRFW6bwHjN68WZDmW39Mfyy1zXPVwW7F1kjy5xT5g5W5FQZzW7wWsWQN8WT2M5rncmsW3-rFXP8gxQrfW27ky0z4BTydkW5t7NH72bxDqvW3Q3w1y64wkQRW8v2Nv87Qn4ByN4_jfGyqL35VW4zvsjD7ZddZYW6J-Yxy2mwcbwMCW4FLVmBzXW92KXlR42K4pvW1gmXvW5dN_s1W5JLHTd94Z1k4W1H8x214jz5tBW10qTT46K-HLmf49KdNb04" target="_blank" style="color:#00a4bd; mso-line-height-rule:exactly" data-hs-link-id="0">
        <img alt="pt2_SocialSavannah_tweet-2" src="https://hs-19514659.f.hubspotemail.net/hub/19514659/hubfs/pt2_SocialSavannah_tweet-2.png?width=1120&amp;upscale=true&amp;name=pt2_SocialSavannah_tweet-2.png" style="outline:none; text-decoration:none; -ms-interpolation-mode:bicubic; border:none; max-width:100%; font-size:16px" width="560" align="middle" srcset="https://hs-19514659.f.hubspotemail.net/hub/19514659/hubfs/pt2_SocialSavannah_tweet-2.png?upscale=true&amp;width=1120&amp;upscale=true&amp;name=pt2_SocialSavannah_tweet-2.png 560w, https://hs-19514659.f.hubspotemail.net/hub/19514659/hubfs/pt2_SocialSavannah_tweet-2.png?upscale=true&amp;width=2240&amp;upscale=true&amp;name=pt2_SocialSavannah_tweet-2.png 1120w" sizes="(max-width: 560px) 100vw, 560px">
        </a>
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<div id="hs_cos_wrapper_module_170025132792317" class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" style="color: inherit; font-size: inherit; line-height: inherit;" data-hs-cos-general-type="widget" data-hs-cos-type="module"><table class="hse-image-wrapper" role="presentation" width="100%" cellpadding="0" cellspacing="0" style="border-spacing:0 !important; border-collapse:collapse; mso-table-lspace:0pt; mso-table-rspace:0pt">
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        <a href="https://d2hYgB04.na1.hubspotlinks.com/Ctc/GF+113/d2hYgB04/MWDSM0gZ0H5W6T1bBx94hVbNW5NMkyh562tkCN6B8NrW3qn9gW95jsWP6lZ3kDW1WwJlp8X9ksCW59-z0m2BMW_DW8Nsh5S31Cx-GW2RqTWP17S97KVBr1wX47X0DXW4JqhHX1fVcpMW6sk_TC8gbCvVW4QPvQG8nX8t0W7V2m4x5711lxW8_Q5J02TH3jJW13xDn069hc0NW5jb6t88R2VdFW2SfXzK1Jj_G1W6fk1S63qTxd7W2kpHg18B9q4MW6DFn_087R4jzW6NXP498lfKZgW4-4dxJ7qZC6FW6TH70G45_6wwW8TT3C427Qlp3W5SZqDL8MJ7jtW1tKPCc3ytMqjW8JXfdP3vN0YxW87XJDy89VxLvW1Zl4qN7lN04rW48s0kW5NfXYbW4SfKpM1ZvmYbW8MMlzD2VrlDDW8rBnPb82q4LrW74Tl247cNJjTf3_HH5l04" target="_blank" style="color:#00a4bd; mso-line-height-rule:exactly" data-hs-link-id="0">
        <img alt="pt2_SocialSavannah_tweet-3" src="https://hs-19514659.f.hubspotemail.net/hub/19514659/hubfs/pt2_SocialSavannah_tweet-3.png?width=1120&amp;upscale=true&amp;name=pt2_SocialSavannah_tweet-3.png" style="outline:none; text-decoration:none; -ms-interpolation-mode:bicubic; border:none; max-width:100%; font-size:16px" width="560" align="middle" srcset="https://hs-19514659.f.hubspotemail.net/hub/19514659/hubfs/pt2_SocialSavannah_tweet-3.png?upscale=true&amp;width=1120&amp;upscale=true&amp;name=pt2_SocialSavannah_tweet-3.png 560w, https://hs-19514659.f.hubspotemail.net/hub/19514659/hubfs/pt2_SocialSavannah_tweet-3.png?upscale=true&amp;width=2240&amp;upscale=true&amp;name=pt2_SocialSavannah_tweet-3.png 1120w" sizes="(max-width: 560px) 100vw, 560px">
        </a>
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<table role="presentation" cellpadding="0" cellspacing="0" width="100%" style="border-spacing:0 !important; border-collapse:collapse; mso-table-lspace:0pt; mso-table-rspace:0pt"><tbody><tr><td class="hs_padded" style="border-collapse:collapse; mso-line-height-rule:exactly; font-family:Helvetica, Arial, sans-serif; font-size:16px; color:#000000; word-break:break-word; padding:10px 20px"><div id="hs_cos_wrapper_module_169964368159419" class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" style="color: inherit; font-size: inherit; line-height: inherit;" data-hs-cos-general-type="widget" data-hs-cos-type="module"><div id="hs_cos_wrapper_module_169964368159419_" class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_rich_text" style="color: inherit; font-size: inherit; line-height: inherit;" data-hs-cos-general-type="widget" data-hs-cos-type="rich_text"><p style="mso-line-height-rule:exactly; line-height:175%">Read the original Tweet <span style="color: #5047eb;"><a href="https://d2hYgB04.na1.hubspotlinks.com/Ctc/GF+113/d2hYgB04/MWDSM0gZ0H5W6T1bBx94hVbNW5NMkyh562tkCN6B8NrW3qn9gW95jsWP6lZ3nTW96ZZ6g7v8MhXW7BB69f3qw1qmVyFwzK6jy7BFVfP4Ll2NGjlnW7FZHgr8S3cKVW2sx8hk2V9xdTW4Tdj7Y6wVk-dVRqtTt1BKkGGN22dzNNVGCJhVb847n5n6-FDN5Y6-g4czpx7W7vwTgw2W-w5rW5zW4Gm6FWKCcW1M27Rr2scRpsVmlFSn7tcm4qW5xwQD2190thcM8mLvQ7nPy4W39dJCC8Br4X0W705nnm3hrk5LW1JbB5m3TnlDlW1LqTY92R49J3W6VtHf64RrNNCW6DGKzb4q9XcVW1yCsVB1PfJfXW5z_dVq20HM5gW6KjtHg7FT94hW1-xcfJ4b84PKW9clbVz8Pjm9HW7wnHbR6j-1-JW8NXdX31NPcprdnNJzC04" style="mso-line-height-rule:exactly; color:#5047eb" rel="noopener" data-hs-link-id="1" target="_blank">by the fantastically creative </a></span><span style="color: #5047eb;"><a href="https://d2hYgB04.na1.hubspotlinks.com/Ctc/GF+113/d2hYgB04/MWDSM0gZ0H5W6T1bBx94hVbNW5NMkyh562tkCN6B8NrW3qn9gW95jsWP6lZ3ksW56BcfC3M3Y5NW1296dk4Q1TxjW3Mqgl_5VN-C_N7fRLfZw-yXBW5Rs05T4tkRcPW7w6jMg2DMJxCW1pYWtF3jkxdbW5t-Dnt3Vj8kYW44RZ4S2MMvcfW7RF1fG6pNMWbW2TJQdC5GLgjgW4-6f9Z6WvgLHN4YkB85F6R4QN6ZSHh01jBD0W80pYlJ1-5s10W45nny54XYfcKW2ftnR86nFRKqW3mrvRW72W00VVVlhbT5L_DxtW2z4j4z4LPgPbW5CMTq26STHZYW2Mgfdt6yTWfZW6b_TxZ7crWM0W7SYgMd25FS8xW4CdDsf2WnCnmW5BzWd91CggSBW81sLzn8pDV1MW91Ldyr4XJHvbW3hwp0P2f66lZN8dR2SQxZlQ0f3Wk4qn04" style="mso-line-height-rule:exactly; color:#5047eb" data-hs-link-id="1" target="_blank">Social Savannah here. </a></span></p></div></div></td></tr></tbody></table>
<table role="presentation" cellpadding="0" cellspacing="0" width="100%" style="border-spacing:0 !important; border-collapse:collapse; mso-table-lspace:0pt; mso-table-rspace:0pt"><tbody><tr><td class="hs_padded" style="border-collapse:collapse; mso-line-height-rule:exactly; font-family:Helvetica, Arial, sans-serif; font-size:16px; color:#000000; word-break:break-word; padding:10px 20px"><div id="hs_cos_wrapper_module_169964387428722" class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" style="color: inherit; font-size: inherit; line-height: inherit;" data-hs-cos-general-type="widget" data-hs-cos-type="module">
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<p style="mso-line-height-rule:exactly; line-height:175%; font-weight:bold">Have a glorious week my friends! </p>
<p style="mso-line-height-rule:exactly; line-height:175%"> </p>
<p style="mso-line-height-rule:exactly; line-height:175%">Want to share Thumbstop with a friend? <span style="color: #5047eb;"><a href="https://d2hYgB04.na1.hubspotlinks.com/Ctc/GF+113/d2hYgB04/MWDSM0gZ0H5W6T1bBx94hVbNW5NMkyh562tkCN6B8Nrj3qn9gW7Y8-PT6lZ3lHW8JfDfQ6RvgJ-W8xNZY64NPtpmW1smWm523C5_FW6QT1SG30HcXdW83q67M44h7T7W2zY5KJ1XKxSpW7McQhz2Ml6hbVt81Xt3LQB-FN4MR8b7gZ1kZVk8rWr4B8dkcN1GXrBLMqQM7W7Dwyvr5JwRH9W1v9RDb5_2jlbW5CDTMZ29y5jwW5TLkP6332GpwW1crj3R1LfSSxW8ZVtGN8GhFdRN1R-Z1cmJMKLN5H11M4KZD-HW5WBL0X3PDXdwW8lGW_M5XbvdTW8YmFTL9d_X5lW46CFnh17JYWHW6_Y_vL67s3KYW6K1kB95NWgZHW7dQRD55fHPNPf2F0RlH04" style="mso-line-height-rule:exactly; color:#5047eb" rel="noopener" data-hs-link-id="0" target="_blank">Send them here to subscribe</a>.</span> </p>
<p style="mso-line-height-rule:exactly; line-height:175%"><br>Talk soon, </p>
<p style="mso-line-height-rule:exactly; line-height:175%">James </p>
<p style="mso-line-height-rule:exactly; line-height:175%"> </p>
<p style="mso-line-height-rule:exactly; line-height:175%"><em>P.S. </em></p>
<p style="mso-line-height-rule:exactly; line-height:175%">Ever wonder why so many DTC brands use Motion to analyze their Meta and TikTok ad creative performance? <span style="color: #5047eb;"><a href="https://d2hYgB04.na1.hubspotlinks.com/Ctc/GF+113/d2hYgB04/MWDSM0gZ0H5W6T1bBx94hVbNW5NMkyh562tkCN6B8NpR5bYhlW50kH_H6lZ3lRW3fPZGw2V8LlRW2z_gjW2L09nkW5FwgZF4DFG7TN1QyyQwGYmKWW1_sClC1KYBjvW13CwH44PxcCVW31JkcZ5cfQLXW3bnLTs1PsjdRW30rnKP8JzNfRN1x_RChF9QsRW3hBSgs18DzMfW5ZK9gH3Z0qGNW18bpy95Y6qTGW6sTd7S2D_2jCV_HlzJ63vzFkW2-wW4G1YK84KW97HQ4z7lzfYYN3bMnmMCJF4SN3zBH9Ydksr_W26yjf07xxhPxW1QzBBY8559X0W6hSYt-6wq45MW5YMRrJ5jYRdkW2kJZv47s9XB4VYjC5H6V54-SW3t11WY5gM_BjVHJfDq95XQ_qVGgbMJ6DtxT6VpHF9r8B3nZjW9cC73G7D53y0W1Lzj1-8V37TRW7HdM6_1Y2VMlf7vRlYd04" style="mso-line-height-rule:exactly; color:#5047eb" rel="noopener" data-hs-link-id="0" target="_blank">Watch this video.</a></span></p>
<p style="mso-line-height-rule:exactly; line-height:150%"> </p>
<p style="mso-line-height-rule:exactly; line-height:150%"> </p>
</div></div></td></tr></tbody></table>
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                <a href="https://d2hYgB04.na1.hubspotlinks.com/Ctc/GF+113/d2hYgB04/MWDSM0gZ0H5W6T1bBx94hVbNW5NMkyh562tkCN6B8Nrj3qn9gW7Y8-PT6lZ3lHN8Q4pWt5DjG7W4w7DrZ24TqMrW5L1_rD8XqLN9W3CqGf15XXHm5N8CTQcv2fqMKW5tMY-Y5t9z6FN84VhKfFW6-tW51Gb8c5-fcBFW1lQslH8VLwcsW5-gbDK8LrYG5W80ywNj4d2rVzW3G1MGD6BTWFbW5KgXQg1xj9XLW1Gtw6G93vmdZW5mscdc3vWZWvW6Spy455D7dMpN5FFld6Pk_zcN8KHP1yc8BpTN8m5Jh3LpTppW8TYFdZ7kg19qW5Kz_dy5P2d0BW85gZs53QDmzXW2ZWn222XMkf6W2N3fJD62W13_W6WGGLq5cLsD1W4XKCcC2HNZj2f57s9lC04" style="color:#00a4bd; mso-line-height-rule:exactly; text-decoration:none !important" data-hs-link-id="0" target="_blank">
                    <img src="https://hs-19514659.f.hubspotemail.net/hs/hsstatic/TemplateAssets/static-1.114/img/hs_default_template_images/modules/Follow+Me+-+Email/facebook_circle_grey.png" alt="Facebook" height="30" style="outline:none; text-decoration:none; -ms-interpolation-mode:bicubic; border:none; width:auto!important; height:30px!important; vertical-align:middle" valign="middle" width="auto">
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                <a href="https://d2hYgB04.na1.hubspotlinks.com/Ctc/GF+113/d2hYgB04/MWDSM0gZ0H5W6T1bBx94hVbNW5NMkyh562tkCN6B8Nrj3qn9gW7Y8-PT6lZ3l6W4M94SP6nP0q1W8mfqmT8s0YK6N7RLtnRGgSmgW3SWZNm6sjFM3W18QjzK4SmKZ1W7MbG5L2W_YqLW7zmv-k7tRJPyN516DGXmd5YwW8pVwNp5JCdM6W1sFLGN4v-tsZV3tkWf6008lpW983qDM7k-vw7W5g0Cvh2cYzD7W2Td0Wg4HDVYpW1lqhSN1xm6dRW8KgnK27vDgM1W3g9bCF3wyz0LW3B7F-D69Z-TLW5H4ZBv52R3W_W3Mjp1G5VB0jhW2HL1GT2_VP3lN5mL9FVdpbcQW4gK1xy76P-S3W5GPV0X3NNmBLW4j-T8_25v7xxW4nRZtd8ZGYmbf4sXFmz04" style="color:#00a4bd; mso-line-height-rule:exactly; text-decoration:none !important" data-hs-link-id="0" target="_blank">
                    <img src="https://hs-19514659.f.hubspotemail.net/hs/hsstatic/TemplateAssets/static-1.114/img/hs_default_template_images/modules/Follow+Me+-+Email/twitter_circle_grey.png" alt="Twitter" height="30" style="outline:none; text-decoration:none; -ms-interpolation-mode:bicubic; border:none; width:auto!important; height:30px!important; vertical-align:middle" valign="middle" width="auto">
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Thumbstop - the art & science of creative strategy

Hey Olivia,

“Social proof or authority proof—most marketers know and use those two mental heuristics in their ads,” says Sarah Levinger.

“But there are hundreds and hundreds of other psychological principles that marketers don’t know about.”

So how do you uncover these secrets of the mind?

Let your creative strategy research guide the way.

Last week, Sarah showed us how DTC brands can break beyond the typical ad formats and inject new creativity into their campaigns.

Today, you'll learn:

⚡️ Advanced research techniques

⚡️ ChatGPT prompts to make psychology-based ads

⚡️ The book every marketer needs to read on psychology

Let's get smarter about psychology with Sarah as our guide.

– James

Part #2: Research techniques for psychology-based ads

James Mulvey: How do you go about finding psychological insights to use in ads? Could you take me through your typical research process?

Sarah Levinger: I generally start with a defined research question—something I’m trying to understand for a brand—and then work backwards.

Some products don’t need academic research.

But for things like parenting products or health segments, you’ll need research to back up your claims, so here is my process for finding scientific research you can then use in your advertising.

#1) Google Scholar

I start here and filter by what has been researched in the past three to five

years.

I try to narrow things down by only looking at studies that have been peer-reviewed.

I’m looking for something proprietary that someone has researched that we could potentially use in a campaign.

💡 My commentary:

In addition to Sarah's techniques with Google Scholar, try the AI tool Elicit. (https://d2hYgB04.na1.hubspotlinks.com/Ctc/GF+113/d2hYgB04/MWDSM0gZ0H5W6T1bBx94hVbNW5NMkyh562tkCN6B8Nr03pyd0W7lCdLW6lZ3lbVRfjtr3wpyP1W10tfC357bQ7kVsTZdw8GpQf-W8wYc2y2kYcXcW9cQxNg9gpt96N6R0L7M8RH9TW5HN-_F82XtTkN9lvkh53btBLW9jJ2nB3kdy97N6GKJhShTZfPN3FfdthX4TqTN4F3xTcVzgFbW7RmdpT751fk9W62z8Kx1Y0bSNW1vFKr86LGF5_W3Ss-Qf7nD4DVW561qk95-LD18W1dcLqv76Cg0jW44H3CP8c7BR6W2d2DFs87956yW5N5gz57dljHQW5KZKpm6h8B_9W2jZmnY5xWz1mW2pZGj72TjFknf4-7g0C04 )

You enter a research question, it pulls scientific papers for you, and also summarizes findings.

You can also upload PDFs and it will analyze them for you.

Use the filters and columns to sort by year, funding source, type of study, and even things like occupation—excellent for creating messaging aimed at specific segments of customers.

#2) ChatGPT

I use ChatGPT to think through problems and then tweak what it suggests.

For example, let’s say I’m selling a children’s learning toy. I need to market to children and get them to want the toy first—but my ads also make that bridge to the adult decision-maker.

I’ll use ChatGPT to outline the problem I’m trying to solve and get it to brainstorm different headlines or ad concepts.

3) Customer reviews

Next, I’ll analyze or read a ton of customer reviews to understand the emotion behind purchases.

I will also run an NLP (natural language processing) analysis of reviews and after-purchase text data. NLP reports are a linguistic analysis of what emotions are coming out of your customer base.

In doing this, I usually categorize into nine different emotions and then identify a primary emotion that customers are currently solving by buying the brand.

You can then challenge your creative team to take that one emotional message—such as “people buy this to feel safe”—and then represent it in different ways.

- How many different ways could you say “confidence” in an ad?
- How many different ways could you say “fear?”
- How many different ways could you say “comfort"?

You will never run out of ideas for ads if you follow this course because you are taking an emotion and displaying it in many different ways.

#4) Pinterest Trends, Google Trends, and Reddit

I don’t think enough people use Pinterest Trends. It is great for finding early signals of trends just starting to take off and also shows you high-intent searches.

I specifically look for things that are coming up that nobody else has noticed before. I then go and check that keyword in other platforms like TikTok to further validate.

I’ll also use Google Trends, Answer the Public, and Reddit, to try to understand what’s happening in the culture around the product.

#5) Qualitative interviews

I then try to interview a few customers. I always ask “Tell me a story” to customers as that delivers incredible insights.

I also ask: What did you do? Why did you do it? Who were you with? This helps me to uncover how the purchase was made.

#6) Reorient your messaging to the right problem

With the research complete, I then look at the positioning and make sure the messaging is aligned with what the customers are actually experiencing.

The #1 mistake I see brands make is that they position to the wrong problem.

The research might reveal that consumers are looking for one thing but all the brand’s positioning and messaging are talking about a different problem.

So the research helps to align to the right problem.

💡 My commentary:

Try these ChatGPT prompts Sarah uses regularly to write psychology-based ad copy

1) Acceptance prompt

Give me 10 ad headlines (4-7 words long) that persuades [product] customers that they'll feel accepted with [brand] product.

2) Esteem prompt

Give me 10 ad headlines (4-7 words long) that persuades [product] customers that they can increase their appeal with [brand] product.

3) Nurturance prompt

Give me 10 ad headlines (4-7 words long) that persuades [product] customers that they can nurture themselves (or their families) with [brand] product.

Source: Sarah’s original Tweet here. (https://d2hYgB04.na1.hubspotlinks.com/Ctc/GF+113/d2hYgB04/MWDSM0gZ0H5W6T1bBx94hVbNW5NMkyh562tkCN6B8NrC3pyd0W8wLKSR6lZ3m6W5Wv4yt4skBMqW7FBGLF2hn0Z-W4flpTf4y0Pz1N3XxH5w78xjzW3sLMPg3Fy4Y6W47vSdC7R7-lMN1-y3-4jlwC_W1bTgW22XWVvWW3v9lWb43MCBFW940N8n7fw983W7tRKJv7Z2t1cW6qRDwb8DX7hcW6JPdBV3c_KWpW4wL67S7W2k_4W33kF-j1qTdDzW7bFD832WJNGvW6mXL-j87jxztN36Xp7_ffWd7W1R2F6K2M3WqrW2PKs_p8BmVkKW10mLh077YfM0W3xNHwZ6cpCCGW9g_9_N5SP2DDVyF_hp5H4g0_W1lG39s4b6rS4W1FZ1fq2qYFY3W6gb4Jg8PCNCLW4dXH-_4tJjnZf6x8Bsn04 )

Interested in learning more from Sarah?

👉 Buy her fantastic course on psychology-based creative strategy. (https://d2hYgB04.na1.hubspotlinks.com/Ctc/GF+113/d2hYgB04/MWDSM0gZ0H5W6T1bBx94hVbNW5NMkyh562tkCN6B8NrC3pyd0W8wLKSR6lZ3ntW9bW6wL899L9WW24d33p111T5BN2R6yq_8wJY-W1ly5H_5yv0NcW98SP4n7sM3_wW2D-7lk6yHmFDW3Vn2TY7q8pJzW2C7Xs18R-HF1W43Qkxy3NYBj2W8FcsLb3rqNm-W4rJ-F82Vrs-ZN4SB32JLp1bYW5BdRb76SgpWMW8lRC163r952JW4WdJkx707pjBW6_jdtV5jzpv0W9gWDT_3whHGbN2KMS6QyLmTfW1qQ9d67DjjZlW7MjMw38dNkS3VkV4V93RFr1LVRvKSf9l8TPfW7L1Z7V3cKqmmVY5NGq7kxmngMqxWb-zkHWxW3wt28X3m23YkW47V3Ss4WT2k0W7TPmZ74f8P0Qf1jhFPn04 )

👉 Subscribe to her newsletter here (https://d2hYgB04.na1.hubspotlinks.com/Ctc/GF+113/d2hYgB04/MWDSM0gZ0H5W6T1bBx94hVbNW5NMkyh562tkCN6B8Nrj3pyd0W7Y8-PT6lZ3pJV9JJ9s6Qmy6MW4TzWzY38blcHW3trkJx6mz9cwW3NcjQB8f9-FBN8H0bBpVQCm9N92P602F3c8qW1z-PLB5qr_ywW5blj126gKSk1W5Ngjx45nm4k2N57QmrhTc5R2W7Q7whT4gStCxW4jRp9m4D_JgNW3LhkwP4VXqzrW8cqjlF7wN37DW3R0YNV7xbgFHW8q0D_m1fRwTwW4bJfZN3F3FhyW3WdBn-4XdCZ7N7txb8BSpyMWW8JPNsw7-gHM4W8286DV2hMRZbW5mXs-q2y-f4cN7WJdyqmxy9KW3qDv4Y67tqX8W7n3ZRj5qlFJ7N5gfzXNNHg7cf2x1Clx04 ) .

👉 Or book a 1:1 call (https://d2hYgB04.na1.hubspotlinks.com/Ctc/GF+113/d2hYgB04/MWDSM0gZ0H5W6T1bBx94hVbNW5NMkyh562tkCN6B8Nrj3pyd0W7Y8-PT6lZ3mFW7jK0_14B43J6N7qn7-Rrh7q4N52zqLYg-X95W1h7ZSd48w68fM_dxH7zlF4vW4FGRlH2wjWKKW8V4HXD24zPfpN7yb6WNQMHfVW1R4t291plVxCW60d4HC3P7ctfN4KWXZMW9P8GW1WrF2p5RG4VyW4hV9mX7tNB-vW2V0-Zb7tRm8bN26hwxy62h-YW3hnsfZ3gb6mCW6MJVsk77Gg8-W5f-SzB4Lz2LQVfcDpn94xfHPW4H7Hsp1bfXRnN6-n5L52RPp9W936fyh5Jd74nW6j313k8Kl2TJW6rg-G38bC_1QW3yMNXS4YYDyfN8Jkg8sCD-sFf6NxVmY04 ) with her on MentorPass.

JM: If someone wants to go deeper into the broader science of consumer psychology research, what resources should they consume first?

SL: The first book I always recommend is Marketing to Mindstates by (https://d2hYgB04.na1.hubspotlinks.com/Ctc/GF+113/d2hYgB04/MWDSM0gZ0H5W6T1bBx94hVbNW5NMkyh562tkCN6B8NpR5n4LbW50kH_H6lZ3pwW7cPfHC3kJJtfW5rlZ3F2-g35rW6W_1Vl5plTGBW8s6nyk692C1cW7dJrpb6177HJW6D9HSy2mMgt2W7cxtYC13_l9qW5MtSRQ5j9v0WVkpFLg3mxzjSW18QyQB4n0TvXW6JwZCw63SCRqN3Xd-lzmZ1yPN5v7j1BPFt1fVnQvdD1GQyfBVXfpJj294ydyW5pCP3J1P6mC5W4NS2t98d6T4LW1blwSY2TYJ3RVyDQY72zTmvBW2qWhx637PfcwW8XNmGp95B_W7W2mt9mv4jG3TYW15ZCqW8rYF21W3DgfGN7RQ3cSW4Kx_d_8nsqcZN8Ndt0j95symW85z-Lz5XS59CW42NVy21zTZNlW3Xs0L043TgXQW6ny-Vb7x_pSSW7HVj1M9cP-13W7VlTmS1v6j_Yf9k4hLv04 )

Will Leach (https://d2hYgB04.na1.hubspotlinks.com/Ctc/GF+113/d2hYgB04/MWDSM0gZ0H5W6T1bBx94hVbNW5NMkyh562tkCN6B8NpR5n4LbW50kH_H6lZ3pwW7cPfHC3kJJtfW5rlZ3F2-g35rW6W_1Vl5plTGBW8s6nyk692C1cW7dJrpb6177HJW6D9HSy2mMgt2W7cxtYC13_l9qW5MtSRQ5j9v0WVkpFLg3mxzjSW18QyQB4n0TvXW6JwZCw63SCRqN3Xd-lzmZ1yPN5v7j1BPFt1fVnQvdD1GQyfBVXfpJj294ydyW5pCP3J1P6mC5W4NS2t98d6T4LW1blwSY2TYJ3RVyDQY72zTmvBW2qWhx637PfcwW8XNmGp95B_W7W2mt9mv4jG3TYW15ZCqW8rYF21W3DgfGN7RQ3cSW4Kx_d_8nsqcZN8Ndt0j95symW85z-Lz5XS59CW42NVy21zTZNlW3Xs0L043TgXQW6ny-Vb7x_pSSW7HVj1M9cP-13W7VlTmS1v6j_Yf9k4hLv04 ) .

Will is an economist and works for big brands like Pepsi and Frito-Lay.

It’s a very practical book. Will takes super complex theory and then shows you how to apply behavior psychology and behavior economics to impact sales.

The podcast Nudge (https://d2hYgB04.na1.hubspotlinks.com/Ctc/GF+113/d2hYgB04/MWDSM0gZ0H5W6T1bBx94hVbNW5NMkyh562tkCN6B8Nrj3pyd0W7Y8-PT6lZ3nWW4GY1p15_Dt81W27PBDk3zPBhDW8l-4pt2NNRN_W2Sv2F15KJv4zW2yNfm_6T3Q6LW98K3_51RphyzTFQrT1xVdqYN4kSm_BczCPZVd6P2d4tLDdfW6dsKsZ4nRktSW3PPg669dvxZvW7NG0sJ5nCMX7W7XVBRB6mk4rPW8W5Y8p6WCyHcW6wH8l64N5D72N5X586VQprn3W6pmxhn88y_rdW6sCx9f5rRjcbW29wqVm91G4RfN6DCbqLHvtTMVMX5Dz5RkB5BV2_hz28x9qYTVVsPR74t4_khW7FKXVs65zxJpW41Gfj45VYH7fW6GvTw92lDq0mf5D2fCd04 ) is also incredible. In this podcast, they talk about psychological things that all humans do, regardless of culture, so it is a broader look at human psychology.

If you want a more specific look at how to apply these scientific principles into advertising, I suggest listening to the Behavioral Science for Brands (https://d2hYgB04.na1.hubspotlinks.com/Ctc/GF+113/d2hYgB04/MWDSM0gZ0H5W6T1bBx94hVbNW5NMkyh562tkCN6B8Nrj3pyd0W7Y8-PT6lZ3kNW6npL2P5r_VQfW2Zrypp5py3jYW96Rl6n6BsC9BN2JjHhPfQNjqW3Gf5vy6zKZjNN5ZBH-d7N9hHW28mb3L8my_NjW4LX9nY1kRr6nW6gC7-37BwQ7DW1yVQbL335cP0W4Lp3Rl5SWXF4W8N1fGk5NqHKBW4sLm8L8skgjnW2ZHhTD496XzJN6LcPXx-VjB3W74M5nj45lQ1FW8clbv55tgH9VW96B5YR18D_WQVXCjSN2GpSdrW7m8T9h4GWrVLW9579Lv2KFMplW3bC-m89lh1DDW5821qR8cs4lnW3_NnY68jY5j7W6B8Ndf4_YT19W2Hqpq11vvS1pf2Y4h4d04 ) podcast.

This podcast is fantastic because they take use cases, showing how consumer psychology was used to build brands.

In a recent episode, for example, they told the story of Hoover vs. Dyson and how Dyson used psychology to create their brand.

💡 My commentary

Sarah also released her course on how to do psychology-based creative strategy.

The course is specifically designed for applying consumer psychology to your paid advertising.

You can learn more about Sarah’s course here (https://d2hYgB04.na1.hubspotlinks.com/Ctc/GF+113/d2hYgB04/MWDSM0gZ0H5W6T1bBx94hVbNW5NMkyh562tkCN6B8NrC3pyd0W8wLKSR6lZ3ntW9bW6wL899L9WW24d33p111T5BN2R6yq_8wJY-W1ly5H_5yv0NcW98SP4n7sM3_wW2D-7lk6yHmFDW3Vn2TY7q8pJzW2C7Xs18R-HF1W43Qkxy3NYBj2W8FcsLb3rqNm-W4rJ-F82Vrs-ZN4SB32JLp1bYW5BdRb76SgpWMW8lRC163r952JW4WdJkx707pjBW6_jdtV5jzpv0W9gWDT_3whHGbN2KMS6QyLmTfW1qQ9d67DjjZlW7MjMw38dNkS3VkV4V93RFr1LVRvKSf9l8TPfW7L1Z7V3cKqmmVY5NGq7kxmngMqxWb-zkHWxW3wt28X3m23YkW47V3Ss4WT2k0W7TPmZ74f8P0Qf1jhFPn04 ) .