In e-commerce, customers decide to stay or leave your site in less than 10 seconds.
In the competitive world of e-commerce, where distractions are just a click away, your copy has to do more than just inform. It needs to grab attention, spark emotion, and guide action—instantly.
Here’s the challenge: Most copywriting fails because it speaks to the logical brain, focusing on technical features, facts, and complex details. But customers don’t buy products based on logic alone—they buy based on how those products make them feel.
This is where the "Ooga Booga Brain" comes in.
The "ooga booga brain" refers to the part of our subconscious mind that responds to emotions, instincts, and survival needs. When customers browse online stores, they are not making purely logical decisions. Instead, they’re reacting emotionally and instinctively, often driven by primal triggers like:
When writing copy, it’s essential to understand which motivators best drive purchasing for your brand. Our Need Navigator framework organizes customer motivations into eight core needs, simplifying complex behavioral psychology into actionable steps:
The Eight Core Needs of the Need Navigator 🧠
The primal brain craves simplicity and speed. When faced with a product page or ad, customers don’t read every word—they scan for signals that trigger emotions or instincts. If your copy doesn’t grab attention, spark desire, or ease concerns within seconds, you’ve lost them.
People often justify their purchases with logic but make the decision emotionally. For example:
Someone buys a fitness watch not because it tracks steps, but because it makes them feel in control of their health.
A customer chooses a luxury skincare product not because of its ingredients, but because it promises youthful radiance and confidence.
The primal brain hates effort. If your copy is too complicated or doesn’t address pain points directly, customers will hesitate—and likely bounce.