What Sells? The Psychology Behind Viral Products and Bizarre Business Ideas
Why do some products go viral while others flop? From hyper-specificity to absurdity, we analyze the secret formulas behind best-selling, clickbait-worthy, and outrageously successful ideas.
The Power of Hyper-Specificity: “This Was Made Just for Me!”
People love feeling special. In a world where mass production reigns supreme, hyper-specificity creates an illusion of exclusivity—like a product was designed just for them.
Take “How to increase your credit score and qualify for business credit using METRO2 Compliance”—a niche topic targeting Black entrepreneurs with a Black speaker. This isn’t just a credit repair course; it’s a financial lifeline tailor-made for a specific audience.
Why this works:
- Personal connection: If a product speaks directly to someone’s unique problem, they’re more likely to buy.
- Trust factor: People are skeptical of generic solutions, but a hyper-specific one feels tested and reliable.
- Community appeal: When a product resonates with a niche community, it fosters a sense of belonging.
How to use this strategy:
- Know your niche inside and out. Speak their language, address their specific pain points.
- Don’t try to be everything to everyone. The tighter the focus, the more powerful the appeal.
- Use direct, targeted messaging: “This is for YOU.”
Absurdity Sells: “I’ll Gamble a Few Bucks to See This”
“How to poop your way thin.”
“I make $3,000 per month selling live roaches online.”
Yes, you read that right. These are the kinds of things people buy just to see if they’re real.
The internet has made us curiosity-driven impulse buyers. If something sounds ridiculous but remotely possible, we’ll spend a few dollars just to be part of the joke.
Why this works:
- Curiosity triggers purchases—people can’t resist a bizarre claim.
- Low risk, high entertainment value—“It’s only a few bucks. Worst case, it’s a funny story.”
- Virality potential—people love to share absurd purchases with friends.
How to use this strategy:
- Don’t be afraid to be weird. Find a strange angle that grabs attention.
- Use bold, absurd claims—just make sure you can somewhat back them up.
- Target impulse buyers with low-priced, curiosity-driven products.
The Appeal of the Outrageous: “What If It Works… Even a Little?”
Some ideas sound too good to be true, but that doesn’t stop people from wondering: What if it works… even just a little bit?
Case in point:
- “How to write an article in 7 minutes or less”
- “How to make $10,000 a month with no experience”
We know deep down that these claims might be exaggerated. But if there’s even a chance that they could work, we’re willing to try.
Why this works:
- People love shortcuts. If there’s a way to fast-track success, they’ll pay to find out.
- Psychological bias: Even if a product delivers only 10% of what it promises, buyers still feel they got value.
- Low effort, high reward: The promise of easy gains with minimal work is irresistible.
How to use this strategy:
- Offer a quick, simple win—even if it’s not life-changing, it should feel like a step forward.
- Frame your product as a “What if?” scenario that’s too tempting to ignore.
- Use testimonials and case studies to support even the smallest successes.
Seemingly Contradictive Concepts: “Wait, What!?”
Sometimes, the best way to grab attention is to say something that doesn’t seem to make sense at first.
Examples:
- “How to quit your porn addiction using nothing more than a magic marker and a whiteboard.”
- “How to be charming and social even if you’re introverted or shy.”
These titles make you do a double take. How could a magic marker help with addiction? How can an introvert be effortlessly social? The contradictions demand answers.
Why this works:
- Cognitive dissonance—people need to resolve the contradiction.
- Curiosity triggers action—if something sounds counterintuitive, they want to know how it works.
- It redefines possibilities—challenging common beliefs makes a product stand out.
How to use this strategy:
- Use paradoxical statements to create intrigue.
- Make your product feel like an unexpected solution to a well-known problem.
- Structure your sales pitch around resolving the contradiction.
Authority Hijacking: “If He Can Do It, So Can I”
People idolize successful figures. If they can’t be the next Steve Jobs, at least they can learn to pitch like him.
Authority hijacking takes a famous figure and builds a product around imitating their success:
- “How to pitch like Steve Jobs.”
- “Think like Elon Musk.”
- “Write like Hemingway.”
By linking a product to an icon, it automatically gains credibility. If it worked for them, surely there’s something valuable in it for the buyer.
Why this works:
- Built-in trust—people associate the product with the figure’s success.
- Social proof—“If it’s good enough for Steve Jobs, it’s good enough for me.”
- Aspirational appeal—buyers want to feel like they’re learning from the best.
How to use this strategy:
- Find a well-known figure whose expertise aligns with your product.
- Frame your product as a shortcut to their skills or mindset.
- Use direct comparisons: “What if you could [achieve X] like [famous person]?”
The Scarcity Effect: “Buy It Before It’s Gone!”
Nothing fuels buyer FOMO (Fear of Missing Out) like limited availability. Whether it’s a limited-time offer, exclusive drop, or “only 5 left in stock” warning, scarcity forces people to act fast.
Why This Works:
- Psychological urgency—People instinctively want what they can’t have.
- Avoiding regret—Shoppers don’t want to miss out and feel left behind.
- Boosts perceived value—Limited availability makes products seem more special.
How to Use This Strategy:
✔ Use time-limited deals: “Sale ends in 24 hours!”
✔ Implement artificial scarcity: “Only 100 memberships available.”
✔ Create exclusive access: VIP products, secret drops, invite-only access.
Example: Supreme’s “limited edition” streetwear drops are a masterclass in this strategy—people camp out overnight just to snag a hoodie!
The “Too Easy to Say No” Offer: “This Is a No-Brainer”
If a deal is so good, safe, or effortless that people can’t say no, they won’t. That’s why free trials, money-back guarantees, and risk-free offers work like magic.
Why This Works:
- Removes risk—Buyers don’t feel like they’re gambling their money.
- Creates a foot-in-the-door effect—Once someone tries a product, they’re more likely to stick with it.
- Turns “maybe” into “yes”—If there’s no downside, why not?
How to Use This Strategy:
✔ Offer a risk-free trial: “Try for 30 days, cancel anytime.”
✔ Use extreme guarantees: “100% money-back, no questions asked.”
✔ Bundle in bonuses: “Buy now and get an extra gift for free.”
Example: Amazon Prime’s free 30-day trial—people sign up thinking they’ll cancel, but once they experience the convenience, they stay for years.
Identity-Based Marketing: “This Is Who You Are”
People don’t just buy products; they buy identities. If a product reinforces who they believe they are (or want to be), they’ll buy without hesitation.
Why This Works:
- People crave belonging—If a product represents their values, lifestyle, or tribe, they’ll be loyal for life.
- It feels personal—Customers don’t feel like they’re being “sold” something; they feel understood.
- Brand loyalty skyrockets—Identity-based brands create lifelong customers.
How to Use This Strategy:
✔ Speak directly to your audience’s self-image: “For ambitious women who won’t settle.”
✔ Make your product a badge of identity: “Real entrepreneurs use this.”
✔ Tap into subcultures: Nerd culture, fitness freaks, hustle culture, minimalists, rebels, etc.
Example: Apple sells lifestyle and identity—not just technology. Owning a MacBook says, “I’m creative, stylish, and think differently.”
The Forbidden Secret: “What They Don’t Want You to Know”
People are drawn to hidden knowledge. If your product claims to reveal secrets, expose lies, or share insider hacks, people will pay just to know what’s behind the curtain.
Why This Works:
- Curiosity compels action—People can’t resist uncovering a “secret.”
- Sense of exclusivity—Buyers feel like they’re getting an inside advantage.
- It taps into skepticism—Many people distrust the system and want alternatives.
How to Use This Strategy:
✔ Frame your product as “hidden knowledge”: “The weight loss method doctors won’t tell you about.”
✔ Use conspiratorial language: “They don’t want you to know this.”
✔ Offer exclusive access: “Join the secret club of 10,000+ successful investors.”
Example: Tim Ferriss’s book The 4-Hour Workweek used this masterfully—promising “hidden” secrets to escaping the 9-to-5 grind.
The Transformation Promise: “Before & After—This Will Change Your Life”
People don’t buy products; they buy better versions of themselves. If you can paint a vivid picture of transformation, your product sells itself.
Why This Works:
- People are motivated by progress—If they see others succeed, they’ll want the same.
- Before-and-after proof is compelling—It makes transformation feel real.
- Aspirational appeal—People want a shortcut to their dream life.
How to Use This Strategy:
✔ Show before-and-after transformations: Weight loss, business success, personal growth.
✔ Use case studies & testimonials: “This course took me from broke to six figures in six months.”
✔ Sell the dream, not the details: Focus on the end result customers want.
Example: Every fitness program ever—“Before: Overweight and unhappy. After: Ripped and confident.” Instant sales.
The Reverse Psychology Play: “This Probably Isn’t for You…”
Humans hate being told what they can’t have. So when a product subtly suggests that maybe the buyer isn’t qualified, they’ll fight to prove they are.
Why This Works:
- Triggers a psychological reactance—People resist being excluded.
- Makes the product feel exclusive—“Only the best get access.”
- Forces buyers to justify their own worth—They convince themselves why they need it.
How to Use This Strategy:
✔ Use exclusionary language: “This isn’t for everyone.”
✔ Make people earn access: “Apply to see if you qualify.”
✔ Frame it as an elite, secretive club: “Only for serious professionals.”
Example: Ferrari doesn’t let just anyone buy their most exclusive models. You have to prove you’re worthy. Imagine wanting to spend $500K on a car—and being told “No.” Now you want it even more.
The Gamification Effect: “Unlock, Level Up, and Win”
People love games, rewards, and progress tracking. Turning a product into a challenge or game makes it addictive and keeps customers coming back.
Why This Works:
- Releases dopamine—Small wins trigger happy chemicals in the brain.
- Encourages repeat behavior—People want to complete challenges.
- Makes the product fun & engaging—No one wants boring.
How to Use This Strategy:
✔ Add progress tracking: “You’re 85% complete—keep going!”
✔ Use reward incentives: “Complete 3 tasks and unlock a free bonus.”
✔ Create competition: Leaderboards, streaks, or exclusive badges.
Example: Duolingo turned learning a language into a game with streaks, XP points, and reminders. Now people feel guilty if they don’t keep up. That’s next-level psychological manipulation.
The VIP Treatment: “Everyone Else Waits. You Don’t.”
People will pay ridiculous amounts of money to feel like a VIP. If you can offer priority access, exclusive treatment, or elite status, people will throw money at you.
Why This Works:
- People love feeling special.
- The desire for status is primal.
- Scarcity + exclusivity = instant perceived value.
How to Use This Strategy:
✔ Create VIP tiers: “Gold members get first access.”
✔ Offer premium, faster service: “Skip the line with our priority package.”
✔ Make it invite-only: “By application only—serious inquiries only.”
Example: Airlines charge thousands for first-class tickets not because the seats cost that much—but because people pay for exclusivity and to feel superior.
The Price Anchoring Trick: “This Deal Is Too Good to Pass Up”
Ever wonder why websites show the original price slashed next to a new, lower price? That’s price anchoring. It tricks your brain into believing you’re getting a massive deal—even if the discount is artificial.
Why This Works:
- People compare relative value, not absolute value.
- It makes the lower price seem like a steal.
- Triggers urgency—“I need to grab this before it’s gone!”
How to Use This Strategy:
✔ Show “original” vs. “discounted” price: “Normally $499—NOW $199!”
✔ Bundle high-priced and low-priced options: “Gold Membership: $499, Basic Membership: $99.” (People will feel like Basic is a steal.)
✔ Use “strikethrough pricing” to anchor high, then reveal a discount.
Example: Black Friday sales—stores jack up prices before discounting them, so you think you’re getting a deal. Spoiler: You’re not. But your brain believes you are.
The Micro-Commitment Hook: “Once You Start, You Won’t Stop”
If you can get someone to take a tiny step toward purchasing, they’re way more likely to complete the transaction.
This is why free trials, quizzes, and “Get Started” buttons are so effective.
Why This Works:
- People want to stay consistent with past actions.
- A small “yes” leads to a bigger “yes.”
- The more effort someone puts in, the harder it is to quit.
How to Use This Strategy:
✔ Offer a free sample or trial: “Try free for 7 days.”
✔ Use commitment language: “Click here to get started.”
✔ Make users invest effort: “Take our quick quiz to see your best match.”
Example: Netflix’s free trial hooks people in. Once they start watching a show, canceling feels like losing something. So they stay subscribed.
The Power of Storytelling: “I See Myself in This”
People don’t buy products—they buy stories that resonate with their lives. If you can make a product feel like a life-changing narrative, it will sell itself.
Why This Works:
- Emotional connection = deeper engagement.
- Stories help people visualize results.
- People remember stories, not facts.
How to Use This Strategy:
✔ Use a compelling origin story: “I was struggling with debt until I discovered this simple hack…”
✔ Turn customer testimonials into stories: “Jane went from broke to $10K/month with this one strategy.”
✔ Paint a “before and after” picture: “Before using this, I was lost. Now my life has changed.”
Example: Nike’s marketing doesn’t just sell shoes—they sell stories of triumph through athletes. That’s why people buy Nike—to feel like champions.
The "Pay Later" Effect: “Enjoy Now, Worry About Money Later”
People love instant gratification but hate spending money. The solution? Buy now, pay later options (BNPL) like Klarna, Affirm, and Afterpay.
Why This Works:
- People focus on the reward, not the cost.
- Breaking payments into chunks makes them feel smaller.
- Less friction = impulse buys skyrocket.
How to Use This Strategy:
✔ Offer installment plans: “Just $29.99/month for 6 months!”
✔ Frame the price differently: “Less than a coffee per day!”
✔ Use risk-reducing BNPL services: “Get it now, pay later.”
Example: Apple normalizes paying for $1,500 iPhones in small monthly payments. Feels painless. Until you realize you’ve been locked in for years.
The “Social Proof Avalanche”: “If Everyone Else Loves It, I Should Too”
People don’t trust marketers—they trust other people. If you can show that everyone is buying, using, or loving your product, FOMO kicks in hard.
Why This Works:
- We trust recommendations more than ads.
- Crowds create credibility—"it must be good if everyone is doing it."
- People hate feeling left out.
How to Use This Strategy:
✔ Showcase big numbers: “Over 10,000 happy customers!”
✔ Use celebrity or influencer endorsements: “Even [famous person] swears by it.”
✔ Feature real testimonials & reviews: "4.8/5 stars from 3,000+ reviews!"
Example: Amazon floods product pages with user reviews, testimonials, and “Best Seller” tags—triggering FOMO and making products feel irresistible.
The Decoy Pricing Trick: “Suddenly, This Option Looks Like the Best Deal”
Want to subtly nudge customers into buying your most profitable product? Introduce a useless “decoy” option to make it look like the best deal.
Why This Works:
- Our brains compare options, not raw prices.
- A strategically placed decoy makes the target price seem more reasonable.
- It guides customers toward the choice you want them to make.
How to Use This Strategy:
✔ Introduce a middle-tier price that’s only slightly lower than the highest price.
✔ Use bundling tricks: “For just $10 more, get double the value!”
✔ Make one option obviously worse, so the best option stands out.
Example: Movie theaters price medium popcorn at $6.50 and large at $7.00. The large suddenly feels like an amazing deal—even if you weren’t planning to buy popcorn at all.