1️⃣ Social proof 

Main idea - people tend to trust other people's opinions and consider other people's experiences when making decisions. 

Formats - positive reviews, testimonials, recommendations, ratings, awards, feedback from satisfied customers, use of famous logos or trust marks, "users' choice", "best selling product", "most often chosen". 

2️⃣ Time 

Main idea - time pressure motivates the user to make a decision faster, generates excitement or appeals to fear of missing out. 

Formats - limited time offer, countdown, time pressure ("you haven't", "you've been doing this for X amount of time and you still haven't...", "it's time to try"), scenes of a desired future, pointing to nostalgia "this Soviet method...", "in the 90's everyone did it..."), urges to hurry up or slow down.

3️⃣ Storytelling 

The main idea is that people are interested in other people. Stories evoke emotions that the user transfers to themselves or the product.

Formats - stories of success or failure, stories of conflict and resolution, use of suspense, surprise endings, pushing strong emotions (anger, empathy, inspiration), use of real contemporary or historical situations. 

4️⃣ Authority 

Main idea - people are looking for proof of product quality from experts and famous personalities. 

Formats - expert opinion (doctor, lawyer, specialist in the field), professional awards, quality marks, certificates, recommendations or reviews of famous people, scientific research, expert articles. 

5️⃣ Demonstration 

The main idea - it is better to show once than to tell 100 times, as the visual format is much faster to convey the necessary ideas and at the same time is better remembered. 

Formats - product demonstration in photo and video, demonstration of production, demonstration of use, demonstration of results, before/after, comparison (of different products, different versions of the same product, competitors' products), unpacking, packaging, swatches, fitting, "miraculous transformation", application in non-standard situations, UGC content.