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Digital marketers not focusing on human biases are digital marketers I don't put much confidence in
Below are 5 biases you should be focusing on when selling
Which can you use today?
Below are 5 biases you should be focusing on when selling
Which can you use today?
1. Superiority bias
Everybody thinks they are superior
Although, most won't come out and say it, if you give them a survey, they will mark themselves as superior to most others
Here's how you can sell with this bias...
Everybody thinks they are superior
Although, most won't come out and say it, if you give them a survey, they will mark themselves as superior to most others
Here's how you can sell with this bias...
Copywriting lesson: sell to their feeling of superiority, stroke their ego, fan the flame higher and higher
"Now, I know you already knew that, didn't you? Good... keep reading..."
"Now, I know you already knew that, didn't you? Good... keep reading..."
2. Group bias
This is absurdly powerful for any form of marketing, specifically digital marketing though
Look how much influence a big time influencer has online... it's staggering if you REALLY knew
This is absurdly powerful for any form of marketing, specifically digital marketing though
Look how much influence a big time influencer has online... it's staggering if you REALLY knew
I deal with numerous fit pros in my line of work, some of which have over 1m followers
If they wanted to create a (small) movement, they could easily do it with a few posts
That's the power of group bias, people want to be included
If they wanted to create a (small) movement, they could easily do it with a few posts
That's the power of group bias, people want to be included
Copywriting lesson: when someone (you, the writer) sides with the reader and describes the pain they are feeling, they let you "in" their group
People are motivated to side with others to give themselves relief, "ahh yes, finally a group that understands me"
People are motivated to side with others to give themselves relief, "ahh yes, finally a group that understands me"
3. Blame bias
....aka the hater bias
This is seen all over Twitter, every hater does this
"I have bad genetics, how could I ever lose weight? My parents are fat too..."
....aka the hater bias
This is seen all over Twitter, every hater does this
"I have bad genetics, how could I ever lose weight? My parents are fat too..."
As humans, we struggle to look inside ourselves and see what REALLY caused the problems
Aspiring marketers, you'll do this as well... I do it myself...
Don't blame your failures on others, figure out what YOU can do better...
Aspiring marketers, you'll do this as well... I do it myself...
Don't blame your failures on others, figure out what YOU can do better...
Copywriting lesson: combine group + blame bias to get the reader on your side
I write something like this in my fitness ads:
"You may be dealing with poor genetics... your father never really had big arms... did he?
This program works around any genetic problems.."
I write something like this in my fitness ads:
"You may be dealing with poor genetics... your father never really had big arms... did he?
This program works around any genetic problems.."
4. Conviction bias
When you REALLY want something to work, you'll believe in it... too much...
Don't try to slam a square peg in a round hole... it just ain't gonna happen, bucko
This can be blinding.. you've invested so much time, you convince yourself it MUST work
When you REALLY want something to work, you'll believe in it... too much...
Don't try to slam a square peg in a round hole... it just ain't gonna happen, bucko
This can be blinding.. you've invested so much time, you convince yourself it MUST work
Copywriting lesson: don't try to break these types of biases, gently guide them to a new belief
It's like arguing with someone... no one changes opinions, no one wins
Gently guide your reader to a new belief, leaving the old belief there... but just as an afterthought
It's like arguing with someone... no one changes opinions, no one wins
Gently guide your reader to a new belief, leaving the old belief there... but just as an afterthought
5. Appearance bias
We see things as they appear to us, not to others
This one is simple, but powerful
Only YOU see it that way... you must obtain outside opinions
We see things as they appear to us, not to others
This one is simple, but powerful
Only YOU see it that way... you must obtain outside opinions
Copywriting lesson: no one reads your ad the way you do... you must BECOME the reader, enter their minds
What part is boring?
Which part is confusing?
Which part reads oddly?
Answer these things and your ad will improve drastically
What part is boring?
Which part is confusing?
Which part reads oddly?
Answer these things and your ad will improve drastically
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