Ben WiseGoogle · Head of Programmatic Media at Google | Speaker | Board Director | Startup Advisor

To see it is to believe it. So help them see it!

Name: To see it is to believe it. So help them see it!
Uploaded: 2025-01-21T15:45:00+00:00
Duration: 29 s
Channel: Ben Wise
Description: Simulation fluency is the psychological principle that the easier you can imagine something, the more likely you'll believe it will happen. Lottery…

21 Jan 2025 · 0 min

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Simulation fluency is the psychological principle that the easier you can imagine something, the more likely you'll believe it will happen. Lottery commercials exploit this by painting vivid pictures of winning: new homes, luxury cars, world travel. Marketers should craft immersive scenarios that let audiences see, hear, and taste the desired future.

The easier it is to imagine something happening, the more likely you are to believe it. This is called simulation fluency. Now paint a picture in your head that's so vivid and your audience can practically taste it. That's why every lottery commercial shows you all the amazing things you could do if you won. Start painting a picture of yourself in that new house, driving the luxury car, traveling the world. You can see it, so you start to believe it. Now you're more likely to go and buy that ticket. So don't just tell, make them feel it.