"Most problems are potential improvements screaming at you" ~Ray Dalio. The more painful the problem, the bigger is the reward. To run successful Facebook campaigns, you need to target urgent problems. When you message resonate with their problems 10 out of 10, then you create a chemical reaction ~ a bond. 💥Problem x Message = Bond It's like the 3 Stages Involved in Falling in Love: Lust, Attraction, Attachment. - Lust The feel of lust is said to be the initial stage of getting involved with love. The mating process is a discrete interrelated process initiating attraction. - Attraction His or her urgency for attracting somebody leads to excitement. The person has no other option but to only think about that specific individual.   - Attachment When a couple passes through the above two stages of love successfully, the time of bonding with each other becomes powerful. Attachment is a bond helping the couple to take their relationship to advanced levels.  (Source: Why We Fall in Love: The Science of Love - examinedexistence)