rp Chase Dimond | Email Marketing Ner... @ecomchasedimond Copywriting is just applied psychology. Specifically, applied cognitive lo) seton Here are 10 cognitive biases you can use to create high- converting copy. From a $100M marketer.rp Chase Dimond | Email Marketing Ner... oem celia) 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 a sscralciles) - Features - Advantages More information = higher buying intent.@ecomchasedimond Py Chase Dimond | Email Marketing Ner... 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 eee Then spread those throughout your copy.eo Chase Dimond | Email Marketing Ner... @ecomchasedimond 3. Anchoring bias Anchoring bias is when we use pre-existing data as a reference point for all subsequent data. How to use it: istoelk Moca a Melee product's price... Mention how expensive the other alternatives are. This will make your product appear cheaper in comparison@ecomchasedimond ry Chase Dimond | Email Marketing Ner... 4. Confirmation bias Confirmation bias is our tendency to cherry-pick information that confirms our LYN How to use it: Empathize with your readers in your copy. Let them know you feel, think, and behave the same way they do.@ecomchasedimond rp Chase Dimond | Email Marketing Ner... 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.g Chase Dimond | Email Marketing Ner... @ecomchasedimond 6. Humor effect Humor effect is when we remember information better because it's funny. i CekWaKomUrs\= m1 Write in a playful, conversational, and friendly tone. You can even tell jokes if you find it appropriate.@ecomchasedimond . Chase Dimond | Email Marketing Ner... 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.rE fe eee ie MUTED Cea) oe @ecomchasedimond 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.a Cel MS UCL coe @ecomchasedimond 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 Sola Tell them what will happen if they don't buy. This will push them towards making a purchase.@ecomchasedimond rp Chase Dimond | Email Marketing Ner... 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)