The way the Bernays method works is to use several different advertising systems from different sources to help guide you to a conclusion. Lets say I want you

The way the Bernays method works is to use several different advertising systems from different sources to help guide you to a conclusion. Lets say I want you to buy my product XYZ. Run an advert campaign talking about some issue, that XYZ just happens to solve. But do not mention XYZ at all. Now that may seem counter intuitive. But it is priming you. Now I make sure I have that splattered everywhere. Get different groups arguing about it? Even better. I now get my product into the hands of someone who is considered an authority (4 out of 5 doctors agree) or popular in some way. Get them to talk it up. By itself that is meaningless. However now my 3rd set of ADs can combine the two. Our brains will not connect the two but the 3rd ad puts it together for us. XYZ fixes 'problem'. We are primed to see the connection and conclusion for us. FB and google have their cohort groups. They can help build all 3 parts of that campaign for you. Making sure you target the correct set of people at each stage and not waste advertising dollars. This is especially important in the first two parts. The third part if you do it right will bleed over into others as the final targeted group will talk it up for you.