Copywriting is just applied psychology.
Specifically, applied cognitive biases.
Here are 10 cognitive biases you can use to create high-converting copy.
From a $100M marketer.
Specifically, applied cognitive biases.
Here are 10 cognitive biases you can use to create high-converting copy.
From a $100M marketer.
1. Ambiguity bias
Ambiguity bias is when we avoid decisions because of a lack of information.
How to use it:
Give people all the information they need about your product:
- Price
- Offer
- Benefits
- Features
- Advantages
More information = higher buying intent.
Ambiguity bias is when we avoid decisions because of a lack of information.
How to use it:
Give people all the information they need about your product:
- Price
- Offer
- Benefits
- Features
- Advantages
More information = higher buying intent.
2. Bandwagon bias
Bandwagon bias is when we believe something just because other people believe it.
How to use it:
Gather testimonials, case studies, shout-outs, and reviews.
Then spread those throughout your copy.
Bandwagon bias is when we believe something just because other people believe it.
How to use it:
Gather testimonials, case studies, shout-outs, and reviews.
Then spread those throughout your copy.
3. Anchoring bias
Anchoring bias is when we use pre-existing data as a reference point for all subsequent data.
How to use it:
Before presenting your product's price...
Mention how expensive the other alternatives are.
This will make your product appear cheaper in comparison
Anchoring bias is when we use pre-existing data as a reference point for all subsequent data.
How to use it:
Before presenting your product's price...
Mention how expensive the other alternatives are.
This will make your product appear cheaper in comparison
4. Confirmation bias
Confirmation bias is our tendency to cherry-pick information that confirms our beliefs.
How to use it:
Empathize with your readers in your copy.
Let them know you feel, think, and behave the same way they do.
Confirmation bias is our tendency to cherry-pick information that confirms our beliefs.
How to use it:
Empathize with your readers in your copy.
Let them know you feel, think, and behave the same way they do.
5. Story bias
Story bias is when we believe information because it's a part of a story, even though the facts don't support it.
How to use it:
Use a one-of-a-kind story to hook your readers.
Make sure your story is interesting, engaging, and (especially) true.
Story bias is when we believe information because it's a part of a story, even though the facts don't support it.
How to use it:
Use a one-of-a-kind story to hook your readers.
Make sure your story is interesting, engaging, and (especially) true.
6. Humor effect
Humor effect is when we remember information better because it's funny.
How to use it:
Write in a playful, conversational, and friendly tone.
You can even tell jokes if you find it appropriate.
Humor effect is when we remember information better because it's funny.
How to use it:
Write in a playful, conversational, and friendly tone.
You can even tell jokes if you find it appropriate.
7. Primacy effect
Primacy effect is our tendency to better remember the first piece of information presented to us.
How to use it:
Include the most important piece of information about your product in your headline.
This could be a promise, a benefit, or a USP.
Primacy effect is our tendency to better remember the first piece of information presented to us.
How to use it:
Include the most important piece of information about your product in your headline.
This could be a promise, a benefit, or a USP.
8. Speak easy effect
Speak easy effect says that words that are easier to say are more trustworthy and valuable.
How to use it:
Avoid dictionary words in your copy.
Instead, use short, punchy, simple words.
Speak easy effect says that words that are easier to say are more trustworthy and valuable.
How to use it:
Avoid dictionary words in your copy.
Instead, use short, punchy, simple words.
9. Action bias
Action bias is our tendency to act when faced with a problem rather than when no evident problem exists.
How to use it:
When asking people to buy from you...
Tell them what will happen if they don't buy.
This will push them towards making a purchase.
Action bias is our tendency to act when faced with a problem rather than when no evident problem exists.
How to use it:
When asking people to buy from you...
Tell them what will happen if they don't buy.
This will push them towards making a purchase.
10. Zeigarnik effect
Zeigarnik effect states that people remember unfinished or interrupted tasks better than completed tasks.
How to use it:
Use open loops in your copy.
1) Start a story (headline)
2) Tell it w/o giving away all the details (lead)
3) Conclude it (body copy)
Zeigarnik effect states that people remember unfinished or interrupted tasks better than completed tasks.
How to use it:
Use open loops in your copy.
1) Start a story (headline)
2) Tell it w/o giving away all the details (lead)
3) Conclude it (body copy)
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