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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)

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.

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.

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.

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.