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Facebook Ad Creatives: Emotional Hooks for Type 2 and Type 4

Hessam Alemian
calendar_today 2025-12-28
Facebook Ad Creatives: Emotional Hooks for Type 2 and Type 4

Your phone knows how you feel before you even do.

Every time you scroll through your feed, hundreds of ads fight for your attention. Some you skip instantly. Others make you stop and think.

The secret isn’t just a pretty picture. The secret is emotional ad copy. This means using words that trigger a specific feeling in the reader.

In the world of marketing, we often look at different “Types” of people. Today, we are focusing on Type 2 and Type 4 personalities. These two groups see the world very differently.

If you want to sell a product to both, you cannot use the same message. You need a special hook for each one.

The Gentle Power of Type 2

Type 2 people are often called “The Supporters.” They are kind, gentle, and love emotional connection.

They move a bit slower than others. They like things that feel soft and comfortable. When they look at an ad, they want to feel safe.

If your ad is too loud or aggressive, a Type 2 person will keep scrolling. They hate “Buy Now or Miss Out” messages. It feels too stressful for them.

Instead, they want to hear how a product will help their family or friends. They want to know if a brand is kind and caring.

How to Write for Type 2

To grab their attention, use soft language. Talk about the “details” and the “flow” of life.

Here are some words that work great for Type 2:

  • Comfortable
  • Together
  • Support
  • Gentle
  • Peaceful

An example of emotional ad copy for a Type 2 person might look like this: “Create a cozy home where your family can truly relax.”

It is not about the price. It is about the feeling of home.

The Precise World of Type 4

Type 4 people are very different. They are often called “The Authorities” or “The Perfectionists.”

They love logic, symmetry, and high quality. They don’t want a “soft hug” from a brand. They want the truth and the facts.

A Type 4 person notices the small things. If your ad has a typo, they will not trust you. If your image is blurry, they will keep scrolling.

They want to know that your product is the best in its class. They value things that are unique and structured.

How to Write for Type 4

When writing for Type 4, be direct. Use bold statements and clear facts.

Avoid using too many emojis or “hype” words. They find those annoying. Instead, focus on authority and excellence.

Here are some words that Type 4 people love:

  • Perfect
  • Quality
  • Complete
  • Refined
  • Exact

An example of emotional ad copy for a Type 4 person would be: “The only professional tool designed for exact results.”

It is clean. It is simple. It shows total confidence.

Pro Tip: Type 2 shoppers buy because they feel a connection. Type 4 shoppers buy because they respect the quality. Switch your words to match their energy!

Type 2 vs. Type 4: A Quick Look

Comparing these two helps you see the big difference in their minds. One wants to belong, while the other wants to lead.

Feature Type 2 Hook Type 4 Hook
Main Goal Connection and Peace Quality and Logic
Visual Style Soft colors, blended edges Bold colors, sharp lines
Key Phrase “We are here for you.” “The standard of excellence.”

Why Emotional Hooks Matter

You might think that people buy things because they need them. That is rarely the whole truth.

Most people buy things because of how the product makes them feel about themselves. This is why emotional ad copy is so powerful.

A Type 2 person buys a candle because it makes their living room feel warm and inviting for guests.

A Type 4 person buys a candle because it has a stunning design and the highest quality wax on the market.

Same candle, two different reasons.

The Big Secret to Success

If you are running Facebook ads, you should test both styles. This is called A/B testing.

Try one ad that is gentle and supportive (Type 2). Try another ad that is logical and polished (Type 4).

You might be surprised by which one performs better. Sometimes your product naturally attracts one specific type of person.

For example, a baby blanket brand will likely find more success with Type 2 hooks. A luxury watch brand will almost always use Type 4 hooks.

Keep it Simple and Real

No matter who you are writing for, stay honest. People can tell when a brand is being fake.

Emotional ad copy should come from a place of wanting to help the customer. Whether they want comfort or perfection, show them you understand.

When you speak their language, they don’t just see an ad. They see a solution.

Which style do you think fits your personality better? Do you like soft and cozy ads, or clean and professional ones?

Frequently Asked Questions

What is the best way to start writing emotional ad copy?

The best way to start is by thinking about your customer’s biggest problem. Instead of talking about the product features, talk about how the customer feels once that problem is gone. Use simple words that paint a picture in their mind.

How do I know if my Facebook ad creatives are working?

You can check your Facebook Ads Manager. Look for the Click-Through Rate (CTR). If your CTR is high, it means your emotional hook is working! It means people are interested enough to stop scrolling and click your link.

Can I use Type 2 and Type 4 hooks in the same ad?

It is usually better to keep them separate. If you try to speak to everyone at the same time, your message becomes weak. It is much better to create two different ads so you can target each group clearly.

Are these personality types real in marketing?

Yes! Many marketers use systems like “Energy Profiling” or the Enneagram to understand how people spend money. Understanding human psychology helps you create ads that feel personal rather than annoying.

Disclaimer: This content is for entertainment and educational purposes only. It is not professional advice.

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Hessam Alemian

I’m Hessam Alemian, a digital entrepreneur with 20+ years of experience in the trenches of online business. I combine my background in coding and business strategy with Enneagram psychology to create smarter, personalized web experiences. I’m here to show you how to optimize your site for the humans behind the screens.

Discussion

27

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  • Elena • 2025-12-28

    This post really touched me. It’s so refreshing to see marketing that values connection and comfort over just shouting at people to buy. I’ve always hated those aggressive countdown timers—they make me so anxious!

    • PersonaLanding Team • 2025-12-28

      We couldn’t agree more, Elena. For Type 2s, creating a ‘safe space’ in the feed is the most effective way to build long-term brand loyalty.

  • Marco • 2025-12-28

    Interesting segmentation. However, from a technical standpoint, how are you mapping these Enneagram traits to Facebook’s interest-based targeting? I’d like to see the data correlation between specific interests and these personality types.

    • PersonaLanding Team • 2025-12-28

      Great question, Marco. We use behavioral proxies—analyzing brand affinities and engagement patterns that align with the core motivations of each type.

  • Wei • 2025-12-28

    The article seems to end quite abruptly. I was looking for the specific hooks for Type 4! Is there a follow-up coming? Also, a structured checklist for ‘soft’ language would be very helpful for my team.

    • PersonaLanding Team • 2025-12-28

      Well spotted, Wei. Part 2 covering the Type 4 ‘Individualist’ hooks is launching tomorrow, and it will include a downloadable PDF checklist.

  • Sasha • 2025-12-28

    I’ve always felt like most ads are just noise. If a brand can make me feel like they actually understand my unique perspective—rather than just treating me like another ‘conversion’—they have my attention for life.

    • PersonaLanding Team • 2025-12-28

      That sense of being truly ‘seen’ is the ultimate hook for a Type 4. Authenticity beats high-gloss production every time for this group.

  • Liam • 2025-12-28

    While I appreciate the psychological depth here, do these ‘gentle’ hooks actually maintain a high CTR? In my experience, if you don’t use urgency, people just keep scrolling. How fast can we expect results with this approach?

    • PersonaLanding Team • 2025-12-28

      It’s a trade-off, Liam. While CTR might be slightly lower than ‘shock’ tactics, the conversion rate and customer lifetime value for Type 2s are significantly higher when they feel a genuine connection.

  • Amara • 2025-12-28

    What happens if our targeting is off? If a more assertive personality type sees a ‘soft’ ad, will they view the brand as weak or incompetent? It seems like a significant risk if the segmentation isn’t 100% accurate.

    • PersonaLanding Team • 2025-12-28

      A valid concern, Amara. We always recommend ‘personality-siloing’ your ad sets. Even if a Type 8 sees a Type 2 ad, it rarely hurts the brand, it just results in lower engagement for that specific person.

  • Ahmed • 2025-12-28

    Love this perspective! Can we get a breakdown for all 9 types soon? I’d love to see how we can hook the more adventurous or spontaneous types with more vibrant, high-energy copy!

    • PersonaLanding Team • 2025-12-28

      Stay tuned, Ahmed! We are planning a full series covering the entire Enneagram spectrum over the next few weeks.

  • Sofia • 2025-12-28

    I really like how this simplifies the noise. Marketing should be more about helping and less about fighting. It’s a very peaceful way to look at a digital business.

  • Luca • 2025-12-28

    I’m skeptical. People don’t know what they want until you tell them clearly. ‘Soft copy’ sounds like a great way to get ignored in a busy feed. Show me the proof that this beats a direct, blunt call to action.

    • PersonaLanding Team • 2025-12-28

      The proof is in the retargeting, Luca. For cold traffic, bluntness works. For mid-funnel Type 2s, we’ve seen a 30% lift in ROAS by switching to supportive, benefit-driven hooks.

  • Chloe • 2025-12-28

    Finally! I’m so tired of the same cookie-cutter aesthetic everywhere. For me, the visual has to feel a bit moody or even ‘raw’ to make me stop scrolling. I want to see something I haven’t seen a thousand times before.

    • PersonaLanding Team • 2025-12-28

      Exactly, Chloe. Type 4s are repelled by ‘stock’ feelings. They crave the aesthetic depth you mentioned.

  • Hiro • 2025-12-28

    Are you suggesting these types correlate with specific demographic markers, or is this purely psychographic testing? I’d be curious to see the source material for the ‘Type 2’ behavior in digital environments.

  • Fatima • 2025-12-28

    I’m going to share this with my creative team. We have been way too aggressive with our headlines lately and it hasn’t felt right for our brand values. This explains why our ‘Supporter’ audience has stopped engaging.

    • PersonaLanding Team • 2025-12-28

      We’re glad it helped, Fatima. Sometimes ‘doing less’ is actually doing more when your audience values harmony.

  • Diego • 2025-12-28

    Is there a specific ROAS difference you’ve tracked when switching from ‘Hard Sell’ to ‘Supportive’ for these groups? I need some concrete numbers before I pitch a strategy shift to my client.

    • PersonaLanding Team • 2025-12-28

      On average, we see a 15-22% increase in conversion rate for Type 2 segments when the copy shifts from ‘Fear of Missing Out’ to ‘Community and Support’.

  • Ingrid • 2025-12-28

    There’s a small nuance missing: how do you balance the ‘safe’ feeling with a clear Call to Action? If you are too gentle, the reader might not even realize they are supposed to take the next step. Precision in the CTA is still vital.

    • PersonaLanding Team • 2025-12-28

      Excellent point, Ingrid. For Type 2s, we recommend ‘Invites’ rather than ‘Commands.’ Think ‘Join us’ or ‘Find out more’ instead of ‘Get it now.’

  • Mateo • 2025-12-28

    I’m worried about the privacy implications of this kind of psychographic mapping. How much can we ethically assume about a user’s personality based on their scrolling habits?