Trigger the brain by drawing the pain

Also: From our swipe file.

Marketing Qualified
August 22, 2025

Welcome back to Marketing Qualified! Here’s what we’re talking about this week:

Trigger the brain by drawing the pain. Why sketches work.
From our swipe file. Three of our recent favorites.

✏️ Trigger the brain by drawing the pain.

Most ads show the problem. Sketch-style visuals do something stronger: they make the brain complete it.

This works because of the Zeigarnik Effect: people remember unfinished stories more vividly than finished ones. A whiteboard drawing in progress pulls the viewer in, forcing their brain to fill in the blanks. Rather than just viewing, they’re processing.

That’s why simple flows often land harder than polished graphics.

A static CRM ad might say:

“Disconnected data costs you deals.”

But a whiteboard flow shows it:

[Leads] → [CRM Fragmentation] → [Missed Follow-Up] → [Lost Revenue]

Now the problem is seen as a system. The product offer isn’t some random tool. It’s the missing gear in a broken machine.

And here’s the best part…

When buyers mentally rehearse the logic, they don’t just convert faster, they retain longer.

That’s why sketch logic works across the customer journey. Whether it’s a hand-drawn upgrade reminder, a whiteboard-style explainer email, or even a sketch-based onboarding walkthrough. Every stroke acts like memory glue. It reinforces why they bought, not just what.