Content Writer's Digest #62
3 Biases, 2 writing hacks and a growth tip
Welcome to digest #62.
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In this digest, let's discuss 3-biases that will help you write persuasive copy, two tips to help you create relevant and powerful content and one growth tip that will make you big.
3 Biases You Need to Know to Write Persuasive Copy
We all have certain biases, and our biases influence everything we do.
Knowing and understanding these biases will help us write a highly persuasive and converting copy.
Because by understanding the biases, we will communicate to our audience's emotional brain.
#1: Confirmation Bias
The first and most important bias is the confirmation bias.
We all have certain beliefs. We will seek information that confirms our existing beliefs. We tend to favour the information that confirms or supports our beliefs.
For example
We pay attention and consume information that confirms our beliefs about issues like NEET is right or wrong and vaccines are safe or unsafe.
We follow people on social media who share our beliefs and viewpoints. We tend to oppose and unfollow those who are against our views.
We choose stories and narratives that support our views.
We refuse to listen to the opposite side of our beliefs.
How this can be used in copywriting
To write a persuasive copy, we need to understand the existing beliefs of our target audience and make sure our arguments and narratives don't contradict those beliefs.
Because if your narrative or argument is against their beliefs, they will not listen to it.
#2: The Self-serving Bias
People will take credit for their success and blame others for their failures.
For example
If the ad copy we wrote performs well, we will take the credit and call it because our smart thinking and innovative angle.
If it fails to perform, we might blame the audience selection, wrong image, poor Facebook algorithm, etc.
How this can be leveraged in copywriting
In your sales copy, give your audience a reason for their failure and hope for success.
Blame the external factors for your audience's failure. Talk about how your product or service will help your audience succeed by enhancing their abilities and improving their chances.
This approach will trigger their emotional response.
#3: Anchoring Bias
We tend to be influenced by the first information we hear on a topic or conversation, which is called anchoring bias.
For example
If I tell you that my copywriting charges for a sales page are $2000 in the early stages of a conversation and during the later stages I offer you the same services for $1000, then you will think you are getting a deal.
Because you will see the final price compared to the first price, I mentioned.
How this can be used in copywriting
Before revealing the product's actual price, you can start with a higher price, add the cost of the bonuses offered, and give them a bigger total.
Then reveal the price that is much less than what was mentioned earlier and make it an irresistible offer and deal.
2 Writing Tips
#1: Simple Writing Hack to Create Better Content
Here's the simplest and most effective hack to create content that will work.
Find an influencer or creator who creates content for your target audience.
Study what they create and how they communicate
Look what people react to the most, and it is the best-performing content.
And follow it.
It's quick, easy and works every time.
The idea might sound simple, but success lies in the execution.
#2: Tip to Make Your Writing Powerful
Most writing fails to make an impact because of the words used. Most people use plain vanilla words that don't strike an emotional connection with the reader.
Replace the vanilla words with emotionally powerful words.
For example
He got beaten —> he got thrashed.
It was bad —> it was a nightmare.
He was suffering —> he was in agony.
Say it with the right words.
1 Growth Tip to Make it Big
Create and publish one piece of content every day
Read at least one page of the book every day
Connect with one person every day
Learn and improve one thing about your core skill every day
Take baby steps.
Your smallest effort will compound into something big over time.
Because it is not about how big your step is but how consistent you are
This is Amazing. So much value in these digest. I have started applying the methods you share. Will soon share the result of the same.
A very useful write-up from you which will stand in good stead to create good content....