5 Cognitive Biases You Can Use to Create High-Converting Copy:
1. Zeigarnik effect:
The 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)
The 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)
2. 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.
3. Speak easy effect:
The 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.
The 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.
4. Primacy effect:
The 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.
The 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.
5. Humor effect:
The 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.
The 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.
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