Gary Bencivenga’s 4-Step Formula for Turning Features Into Dopamine Hits: The Messy, Unfiltered Version
Okay, so picture this. It’s 2 a.m., you’re scrolling through Instagram—because who needs sleep when TikTok algorithms are basically your co-parents now—and BAM. An ad pops up that makes you go, “Oh my god, they GET me.” Like, how did they know? Did my phone just psychoanalyze me while I was doomscrolling memes about capitalism? Probably. But also… it’s not magic. It’s Gary freaking Bencivenga.
Let me explain. Or at least try to, because honestly, I’ve been awake too long, and coffee stopped working three cups ago. So bear with me here.
Problem: Stirring the Pot of Existential Angst
Here’s the thing about humans—we’re walking bags of unresolved issues. We don’t buy products; we buy solutions. But—and here’s where it gets juicy—we often don’t even realize what our problems ARE until someone points them out. That’s where Gary comes in. His first step is all about shining a spotlight on the emotional landmines we’ve buried deep inside ourselves.
For example, take meal prep services. You think people sign up because they love pre-chopped veggies? No. They sign up because cooking dinner after work feels like running a marathon in Crocs. And let’s be real, nobody has time for that nonsense.
But wait! What if I told you there’s a way to eat healthy without crying over a cutting board at 9 p.m.? Suddenly, you’re hooked. Why? Because someone finally put words to your silent scream. As behavioral economist Daniel Kahneman (popularized by Robert Cialdini) would say, “People hate losing more than they love winning.” Translation: Make them feel the pain before you offer the cure.
And yeah, sure, maybe this sounds manipulative—but only if you’re doing it wrong. Do it right, and it’s less manipulation, more… empathy with benefits.
Promise: Dangle the Dream (But Keep It Real)
Once you’ve got their attention, you gotta give them hope. A promise. Something shiny and sparkly enough to make them forget Netflix exists for five minutes.
But here’s the kicker: vague promises suck. Saying “Our blender will change your life” is like telling someone “I’ll text you later.” Neither means anything unless you back it up. Instead, paint a damn picture. Be specific. Make it visceral. Like, “Imagine whipping up creamy almond butter in UNDER A MINUTE while still wearing your pajamas.” Now THAT’S a dream worth chasing.
This is where storytelling becomes your secret weapon. Seth Godin talks about this all the time—marketing isn’t about the product anymore; it’s about the story. People want to see themselves as the hero of the narrative. Give them that role, and they’ll follow you anywhere—even into the checkout page.
Proof: Show Me the Money (Or At Least Some Evidence)
Alright, so now you’ve stirred up some feelings and dangled a dream. Great job. But guess what? Humans are skeptical little creatures. If you don’t prove your claims, they’re gonna ghost you faster than that one Tinder match who said, “Hey!” and then disappeared forever.
Proof is where you flex your credibility muscles. Testimonials? Check. Case studies? Double check. Before-and-after photos? Triple check. Hell, throw in a celebrity endorsement if you can swing it. (Because apparently, seeing Kendall Jenner drink Pepsi solves racism or something. Who knew?)
The key is to use social proof strategically. As Cialdini says, “We look to others to figure out what’s normal.” So show them OTHER PEOPLE loving your stuff. Bonus points if those people seem relatable. Nobody trusts stock photo models anymore. We want real humans with messy hair and questionable life choices.
Proposition: Seal the Damn Deal
Finally, we get to the fun part—the proposition. This is where you tell them exactly what they’re getting, why it’s amazing, and why they need to act NOW. Scarcity? Urgency? Throw it all in there. Limited-time offers, bonus gifts, money-back guarantees—it’s like dangling a carrot in front of a very hungry donkey.
Take Dollar Shave Club, for example. Their whole schtick wasn’t just cheap razors—it was convenience, humor, and a subscription model that made you feel like part of an exclusive club. Genius.
Behavioral economist Dan Ariely calls this the “endowment effect.” Basically, once people feel like they already own something—or could easily own it—they start valuing it way more. So frame your proposition like it’s the deal of the century. Even if it’s not. Perception is reality, baby.
Putting It All Together: The Dopamine Hit
So let’s recap, shall we?
- Problem: Stir the pot. Make them feel the pain.
- Promise: Offer a solution wrapped in glitter and dreams.
- Proof: Back it up with evidence. Social proof works wonders.
- Proposition: Close the deal with urgency and irresistible offers.
When done right, these four steps create a perfect storm of persuasion. Each piece builds on the last, leading your audience down a slippery slope straight into the arms of your call-to-action.
Final Thoughts: Keep It Human, Yo
Look, marketing doesn’t have to be sleazy or soulless. In fact, it SHOULDN’T be. At its core, it’s about connection. Understanding people. Solving their problems. Sure, you can sprinkle in some dopamine triggers along the way, but don’t lose sight of the bigger picture.
As Maya Angelou famously said, “People will never forget how you made them feel.” So make them feel good. Feel seen. Feel like you actually give a crap about their struggles instead of just trying to empty their wallets.
And hey, if all else fails, just remember: Life’s messy. Marketing should be too. Now go forth and create some chaos.