Advertise in Congruent Modalities

Find people who are performing behaviors similar to your desired behavior. They will be able to imagine buying and using your product more easily.

Ad for course being shown on a website, whereas ad for book being shown in a magazine. Both modalities (video and written) are congruent

Overview

It’s hard to imagine exercising while wearing pajamas.

Similar effects happen with ads. You should advertise to viewers who are experiencing a bodily state that matches your product.

Selling an online course? Advertise via video, such as YouTube. These viewers can imagine watching your course because they are already watching video. The modality is congruent.

Selling a book? You need viewers to imagine reading it. Therefore, advertise via written mediums (e.g., magazines, blog posts) because these modalities ease the simulation of reading.