The Generation Effect: How to Make Your Ad Copy More Memorable

The generation effect is what psychologists believe about the effectiveness of asking questions in things like your ad copy. It suggests that if people have to put a little bit of effort into generating them aren't themselves, it's that little bit of grit that makes the information and data more memorable. The classic example of someone who's got that balance brilliantly right was the economist ads by David Abbott back in the 80s.