Mindspace: Ogilvy used this framework to run campaigns.

The Mindspace framework is a cognitive bias toolkit used by Ogilvy to run ad campaigns.

Messenger: Make the messenger credible. The messenger is the individual from whom the consumer receives information.

Incentives: Incentivize your customers to take action on your page.

Norms: Build credibility using social proof.

Default: People conserve energy as much as possible. Reduce cognitive burden.

Salience: Make your messaging novel.

Priming: Make it easy to say yes.

Affect: Trigger emotions. Not logic.

Commitment: Make it easy for people to honor their commitment to your product.

Ego: Remember that people act in ways that make them feel bette about themselves.

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