Using Human Psychology to Build Ads That Stick

Hey friend,

Davide here, Creative Strategist at Brick.

I’m taking over this week’s newsletter and I want to talk to you about something most ecom owners overlook: human desires.

Every human has desires.

And as a brand, you need to use them to your advantage.

Make it your objective to make your customers’ wishes come true.

But what are those desires?

Let’s dive in 👇🏼

Why does it matter?

If you start using desires in your creative research, you’ll get sharper messaging insights.

More ad angles to test.

Stronger emotional resonance.

A repeatable framework for ideation.

And deeper customer understanding.

Here's a list to draw inspiration from:

1) Basic physiological desires 

The desires needed for survival.

Like the need for food, water, and shelter.

Creative example: A food brand could hook with “Fuel your body in 30 seconds” vs. “Delicious fruit snack.”

Same product, but framed around survival energy.

2) Emotional desires

For example, the need for love, connection, and a sense of belonging.

This includes the desire for companionship, intimacy, and acceptance.

Creative example: A Supplement brand could frame its copy using the emotional result as the main part, instead of a simple feature.

Here, you’re not selling the supplement; you’re selling the opportunity to become stronger for your loved ones.

3) Cognitive desires

The need for knowledge, learning, and intellectual stimulation.

Like the desire for exploration, understanding, and creativity.

Creative example: A course ad telling people to be a master of the topic..

Taps into curiosity and intellect rather than just cost.

4) Personal development desires

These desires are the need for growth, self-improvement, and actualization.

This includes the desire for achievement, personal fulfilment, and meaningful purpose.

Creative example: A fitness brand running ads around “Unlock your best version” instead of “Lose 10lbs fast.”

Same function, but deeper aspiration.

5) Social desires

Involves the need for interaction with others.

Also, the desire for social acceptance, recognition, and respect.

Creative example: A fashion brand showcasing UGC with captions like “Join 100k+ who wear this daily”.

They get validation through community, not just product design.

6) Material desires

The need for material possessions and wealth.

Including the desire for financial security, comfort, and convenience.

Creative example: A wallet brand could say: “This is not cheap, but here’s why you need it.”

It’s a status-driven material positioning.

7) Spiritual desires

The search for inner peace. 

Transcendence and connection to something larger than yourself.

Also, the desire for meaning, purpose, and fulfillment.

Creative example: A wellness brand could tell you their product will make you achieve bigger things.

When doing this, they are tying the product to a higher purpose.

So when do these matter?

During research.

These desires guide how you frame customer motivations.

In design, they inspire ad angles, hooks, and messaging.

In iteration, they give you a checklist to test different positioning.

Here’s how to make it actionable:

- Pick ONE desire this week.
- Build 3 hooks around it.
- Run them in your ads.
- Track which desire resonates most with your audience.

Do this, and you’ll stop writing vague ads.

You’ll start making ads that pull directly on the strings of human psychology.

Try to leverage these in your creative.

Next step: Take 30 minutes today and map your product against these 7 desires. Design your next 3 ads through that lens.

This will give you more angles, more emotional pull, and a clearer strategy that wins.

Until next time.

- Davide 

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