If my cat refuses to eat the food I give her, I simply switch out her dish for a different one, even though it contains the same food. Magically, she devours it! This phenomenon has a name, and it’s just one of nine psychological tricks I’ll be sharing today that can enhance your copywriting.

Before we dive in, I want to clarify that effective copywriting isn’t about deception or coercion.

That said, I’ll teach you how to craft persuasive copy that resonates with your readers’ psychology, making your content more enticing and effective. Ready to learn? Then read on to discover:

• Nine psychological effects that shape our actions.
• Over 26 ways to leverage them in your marketing copy.
• Tips and examples for effective implementation.

Let’s begin!

Psychological effects to use in marketing copy

Jump to an effect:

• The Pratfall Effect
• The Novelty Effect
• The Priming Effect
• The Focusing Effect
• The But You Are Free Effect
• The Recency/Latency Effect
• The Cognitive Fluency Effect
• The Illusory Truth Effect
• The Open Loop Effect

The Pratfall Effect

When I first learned about this, I assumed “Pratfall” was a psychologist’s name. Turns out, it simply means “falling on one’s rear.”

What it is

The Pratfall Effect (also known as the Blemishing Effect) suggests that competent individuals become more likeable after making a mistake.

How to use it in copywriting

This doesn’t mean you should intentionally make mistakes. The effect works when the mistake-maker is already seen as competent. It’s about being relatable, not incompetent. We connect with those who make mistakes because we all do. Incorporating this into your writing can humanize your brand, make you an approachable authority, and forge emotional bonds with your audience. 1. Share lessons from your mistakes Renowned PPC expert Mark Irvine starts his post on attribution modeling with a personal anecdote about his own attribution modeling failure. It makes him even more likeable!

Consider writing a blog post about mistakes you’ve made and the lessons learned. You’ll not only boost your appeal but also help others avoid similar pitfalls. For example: “I Spent $4M on Google Ads – Here Are My 5 Biggest Mistakes.”

(This headline utilizes another copywriting tactic we’ll discuss later—the irony!) 2. Offer genuine apologies During my early days as a content marketer, a colleague accidentally sent a mass email addressing everyone by the wrong first name. She was devastated, but surprisingly, her apology email was met with an outpouring of support. Intentionally making mistakes and apologizing is not a marketing strategy! However, if you do slip up, acknowledge it openly and sincerely. For instance, I received an email from Hot Pod where the writer, Nick, admitted to messing up the newsletter.

The Novelty Effect

Remember my cat’s sudden appetite? It wasn’t the dish itself, but the change that sparked her interest. Novelty can make things instantly appealing.

What it is

The The Novelty Effect refers to the phenomenon where an improvement occurs simply because of a change, not because of the change’s inherent value. Once the novelty wears off, the effect diminishes.

How to use it in copywriting

Here’s how to capitalize on the Novelty Effect and prevent it from skewing your A/B testing: 3. Regularly update your copy and visuals If changing a title or headline boosts performance, observe how long the effect lasts and make regular updates a habit. You can even rotate between different versions of the same offer.

Old offer + new packaging = “new” offer 4. Diversify your blog content Don’t fall into the trap of monotonous blog posts. Keep your content fresh and engaging by exploring various formats:

• Q&A
• Listicles
• Mistakes to avoid
• Eye-opening stats
• Ideas and strategies
• Templates and examples
• Guest posts
• Personal insights
• Tool or resource round-up
• Original data
• Success stories Explore more blog post ideas here. 5. Be mindful of A/B testing A/B testing your landing page or ad copy is crucial, but remember, a performance spike after a change might be due to the novelty, not the change itself. As Instapage suggests, allow sufficient time for the novelty to fade or test with a new audience to ensure your copy is truly driving the improvement.

The Priming Effect

This effect is particularly useful for the copy leading up to your call to action. (Speaking of calls to action, 🎬 download our free guide: The 36 Best Call to Action Phrases (Ever))

What it is

The [The Priming Effect](https://en.wikipedia.org/wiki/Priming_(psychology) suggests that our actions are influenced by what we’ve recently seen or heard, even if we weren’t consciously aware of it. One example is the Florida Effect. This 1996 experiment revealed that people unconsciously exposed to words associated with old age walked slower than those exposed to neutral words. Their behavior was primed by the words.

How to use it in copywriting

The words you choose prime your readers. Harness this to subtly guide their decisions. 6. Use emotion-evoking words strategically Prime your readers with feelings of confidence before they reach your CTA button.

If you want them to feel like experts who deserve your product, tailor your copy accordingly. Or, if you’re highlighting the need for a solution, evoke a sense of urgency. Experiment with emotional language—here are 273 emotional words and phrases to choose from. 7. Set clear expectations in your introductions Priming also involves says starting with a clear purpose statement enhances comprehension and recall. Let’s examine this introductory paragraph by the talented Susie Marino. Her post is titled “How to Improve Google Shopping ROAS with Priority Bidding.”

Instead of explaining priority bidding upfront, she outlines the post’s value proposition, assuring readers they’ll learn a valuable strategy for saving ad spend. This grabs their attention and entices them to continue reading.

The Focusing Effect

This effect emphasizes the importance of strategic information organization.

What it is

The Focusing Effect states that people base decisions on the most salient information in their working memory, often overlooking equally important but less prominent details. We’re familiar with the concept of staying “top-of-mind.” That’s why we advertise, publish content, and engage on social media. But “top-of-mind” is different from “salient.” You want the information crucial to the desired decision to be front and center.

How to use it in copywriting

8. Position key information strategically Take this marketing email from Grove Collaborative. Before I even see the offer, the copy highlights that they’ve prevented 5.3 million pounds of plastic from polluting waterways.

Although I’m aware of GC’s eco-friendly practices, this striking fact adds weight to their offer of a plastic-free bottle. No hard-selling tactics needed—just impactful facts. 9. Make your value proposition prominent The Focusing Effect also underscores the need for a compelling unique selling proposition (USP), both for your business and individual offerings. Clearly highlight the ultimate benefit before anything else. This becomes a lens through which readers interpret the rest of your content.

Can’t un-see! So, upon landing on Digit’s website’s website, I’m immediately primed to view everything through the lens of financial security. This core value proposition is established the moment I arrive.

The “But You Are Free” Effect

This effect is less about sales and more about encouraging smaller commitments.

What it is

The But You Are Free Effect (BYAF) suggests that acknowledging people’s freedom to decline increases their likelihood of compliance. Jonathan Becher’s article discusses a study involving 22,000 participants. When asked to contribute but told they were free to decline, people donated more, readily participated in surveys, and gave more money to those in need.

How to use it in copywriting

This tactic is more effective for influencing choices rather than purchase decisions. It works best with smaller, non-monetary requests. 10. Use the phrase directly Consider these examples for requesting reviews, suggesting products, or managing email subscriptions:

• “We’d appreciate a review, but you are free to decline.”
• “Our clients love this package, but you are free to choose.”
• “We think you’ll find this resource valuable, but you are free to decide.”
• “We believe you’ll enjoy our newsletter, but you are free to browse our site.”
• “Are you sure you want to unsubscribe? We’ll miss you, but you are free to manage your inbox as you see fit.” 11. Explore alternative phrasings. You don’t always have to use the exact phrase for this persuasion technique. Here are some variations:

• “You are by no means obligated.”
• “You can, of course, unsubscribe anytime.”
• “But you know your needs best.”
• “It’s entirely up to you.”
• “We have a favor to ask (but only if you’d like to help!)”

The Primacy/Recency Effect

Sequences are everywhere in copywriting, so be creative with this one.

What it is

Also called the Serial Position Effect, this effect highlights our tendency to remember the first and last items in a sequence.

How to use it in copywriting:

12. Emphasize value in introductions and conclusions Write captivating introductions outlining the benefits readers will gain, and conclude with concise summaries that reinforce your key message. This ensures that even if they don’t recall all the details, the core message remains. 13. Prioritize key features in lists Whether it’s product descriptions, listicles, or feature lists, place your most important points at the beginning and end.

Always begin and end with your strongest points. 14. Craft impactful email subject lines and closings As Kaleigh Moore notes, the opening and closing lines of your emails are prime real estate.

The Cognitive Fluency Effect

Your copy should be easy to read, but it also impacts how we perceive truth.

What it is

The Cognitive Fluency Effect states that information that’s easily processed is more likely to be perceived as true. Our brains don’t scrutinize familiar information or information presented similarly to what we’ve encountered before. This insightful UXmatters article explains a study where participants who read easily digestible statements found them more truthful than those who read the same statements in a less readable format. Essentially, because familiarity is fluent, fluency feels familiar (even if it isn’t).

How to use it in copywriting

Here are three suggestions: 15. Prioritize clarity and simplicity My article on persuasive copywriting offers tips on simplifying your writing: remove unnecessary adjectives, jargon, and complex phrasing. Here’s an example from Sleeknote:

From Sleeknote’s homepage Sleeknote offers advanced features like click-through rate optimization, conversion rate optimization, custom CSS, and more. However, their copy uses simple, relatable language, building trust without sounding pretentious. 16. Embrace a conversational tone Write blog posts, emails, and website copy as if you’re chatting with a friend, not delivering a lecture. Take this LOCALiQ blog post on How to Claim Your Business on Google by Mary Lister, who excels at conversational writing:

“Most people emphasize the importance of Google My Business (GMB) for local SEO, and they’re right. It’s crucial for getting on the map. Even without a physical store, verifying your business with Google enhances your searchability and helps you stand out.” This clear and concise explanation, coupled with the relatable “This could be you!” caption in the diagram, makes the information more believable. (Of course, always ensure the information you present is accurate.)

Our brain equates conversational with familiar and therefore, true. Looking for an extra edge? Explore conversational bucket brigades—a powerful copywriting technique. 17. Be direct and straightforward Cognitive fluency can also enhance your taglines.

The Cognitive Fluency Effect (revisited)

Another facet of cognitive fluency involves how the ease or difficulty of processing information influences our perception of the process being described. It’s not just about the words but how they’re presented visually. UXmatters conducted a study where participants chose between two phones. One group received information in an easy-to-read font, while the other group saw it in a less legible font. 41% of the group with the difficult font postponed their decision, compared to only 17% in the easy font group.

How to use it in copywriting

These tips are more design-focused. 18. Present information clearly The harder it is to access information, the more complex the decision seems. This is where pricing page design becomes crucial. Ensure your pricing information is easy to understand and visually organized to facilitate decision-making. Semplice provides a great example:

While there’s additional information, the page’s primary visual with its simple design and copy helps readers quickly grasp their options. They can form a preliminary decision before delving into details. 19. Make complex processes appear simple If you’re claiming a process is easy, your copy should reflect that. I’ve encountered websites that proclaim simplicity but then bombard you with walls of text. Here’s a mild example:

A numbered list within a numbered list followed by a bulleted list does not scream easy. To convey ease, keep your copy concise. Provide further details in subsequent sections or link to a more comprehensive page. For example:

Partnering with a website design agency involves more than three steps, but you can always break down complex processes into digestible chunks. 20. Opt for readable fonts When presenting instructions, the font choice impacts perceived difficulty. Studies show that people estimate tasks to take longer when instructions are in less legible fonts. For example, using the following font is a major copywriting blunder:

Complex fonts make the process seem more difficult.

The Illusory Truth Effect

Don’t worry; we’re not deceiving anyone with this effect.

What it is

The Illusory Truth Effect states that repeated exposure to a message increases its perceived importance and truthfulness. In a one study, participants rated the trustworthiness of a statement. Those exposed to it multiple times found it more truthful than those who’d seen it only once. Think of it as subtle influence, not manipulation.

How to use it in copywriting

The goal isn’t to mislead but to emphasize key messages that support your brand. 21. Utilize repetition Consider ThoughtSpot. Across their website, social media, and content, you’ll repeatedly encounter the phrase: “Dashboards are dead.”

Data dashboards aren’t obsolete, and ThoughtSpot isn’t trying to fool you. Their message is that there are more effective ways to handle data reporting, and they reinforce this through consistent repetition. 22. Maintain consistency You don’t have to repeat the exact same phrase. Convey the same message using varied language. Look at ReferralCandy’s’s online presence:

While the copy differs, the core message is consistent: ReferralCandy helps you make and save money. Well done!

The Open-Loop Effect

Remember this from earlier? “This headline utilizes another copywriting tactic we’ll discuss later—the irony!)”

By saying “we’ll get to that later,” I unintentionally created an open loop. Adding the parenthetical “—the irony!)” made it even more compelling. Turns out, I’m an open-loop expert.

What it is

The Zeigarnik Effect (Open-Loop Effect) states that our brains prioritize and remember incomplete tasks (open loops) over completed ones. This applies to mental tasks as well, like finding out what happens in your favorite show. We crave closure. That’s why we’re drawn to curiosity, compelling stories, and clickbait.

How to use it in copywriting

Open loops in copywriting are essentially teasers. Provide enough information to pique interest without fully satisfying it. 23. Use “one” in your titles For example:

• The Number One Reason You’re Not Getting Hired
• This One Simple Strategy Increased Our Conversion Rate 20%
• Want to Run the Perfect Event? Avoid This One Mistake Ensure the outcome is compelling as well. This YouTube video title reads, “How we used this one simple strategy to generate 43,000 leads for our business in 10 months.”

The beauty of this title format is that you don’t have to limit yourself to a single point. For example, you can present one mistake and then provide multiple tips to avoid it. 24. Highlight your favorite When listing tips, strategies, or mistakes, mention your favorite in the title. For example:

• 8 Free Resources to Learn How to Invest (#6 is Our Favorite!)
• 15 Common Mistakes Developers Make (Brace Yourself for #4 )
• 12 Yoga Poses to Improve Your Sleep (#7 is a Life Changer) 25. Take the “find out” approach When promoting a webinar or ebook, use phrases like “find out [why, how, when, etc.]”

This example promises to close the open loops your brain now craves. You’ll discover why certain emails reach the inbox, why click-throughs are only part of the story, and how subscribers truly feel about email relevance. Excellent work, Validity! 26. Sprinkle open loops throughout your introductions As demonstrated in this post, use open loops to maintain reader engagement. Phrases like:

• “But we’ll delve into that later.”
• “Which, as we’ll soon learn, was a grave error.” Or start with a captivating opener:
• “So there I was…”
• “And that’s when I realized I…”
• “I never intended to…”

Use psychology to elevate your copywriting

Implement these tips and psychological principles to craft copy that strengthens your brand, fosters trust, and creates a positive overall experience.

The psychological effects:

1. Pratfall Effect: Imperfection makes you more relatable.
2. Novelty Effect: Change, in itself, can drive results.
3. Priming Effect: Language subconsciously influences behavior.
4. Focusing Effect: Salient information guides decisions.
5. But You Are Free Effect: Acknowledging freedom increases compliance.
6. Primacy/Recency Effect: We remember the first and last things.
7. Cognitive Fluency Effect: Clarity enhances believability.
8. Illusory Truth Effect: Repetition breeds familiarity and trust.
9. Open Loop Effect: We’re wired to seek closure.

The copywriting tips:

1. Share your mistakes.
2. Apologize sincerely.
3. Keep your content fresh.
4. Diversify your blog content.
5. Approach A/B testing mindfully.
6. Strategically evoke emotions.
7. Set clear expectations upfront.
8. Position key information thoughtfully.
9. Make your USP prominent.
10. Use the “but you are free” technique.
11. Rephrase for subtlety.
12. Start and end strong.
13. Prioritize key features in lists.
14. Craft compelling email openings and closings.
15. Keep your copy clear and simple.
16. Write conversationally.
17. Be direct.
18. Present information clearly.
19. Make complex processes seem effortless.
20. Use readable fonts.
21. Leverage the power of repetition.
22. Maintain message consistency.
23. Use “one” to create intrigue.
24. Highlight your favorites.
25. Employ the “find out” approach.
26. Incorporate open loops strategically.