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How to use human bias to sell more

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I’m constantly fascinated by the human mind.

Particularly by the unconscious processes going on at all times.

I always wonder how I can tap into this unseen world of magic and mystery that’s our mind.

Lately on a client project I wanted to experiment with something new…

A strategy that has roots in one of our most ancient mental processes. And obviously there’s a theory that explains it:

The Gambler’s Fallacy is a psychological phenomenon in which people believe that a certain random event is less likely to happen following an event or a series of events.

This belief often leads to illogical decision-making.

For example, let’s say you’re flipping a coin, and it lands on heads five times in a row. According to the Gambler’s Fallacy, many people would believe that the next flip is more likely to be tails, even though the probability remains the same (50/50) for each flip.

In the past, our ancestors relied on their ability to recognize patterns in nature, such as the changing seasons or the behavior of animals, to predict events and make better decisions for their survival.

So I thought, how can I exploit our evolutionary roots to help my client sell more of their products (and at the same time offer more value to their customers)?

And I went ahead and created patterns.

What do I mean by it?

It’s a powerful strategy for writing copy, especially if you do it in an industry that is not used to seeing it. I think it somehow shocks visitors into consuming more of the content.

Anyway, what I’ve done was to inject a main “theme” for each one of the features pages for my client’s SaaS product.

As you move through the site and dig deeper through layers of product category and features/sub-features, you gradually enter a universe, characterized by themes.

  • For example, for one of the feature which is about data integration across platforms (pain: having barriers between different data and not being able to use it), I used the theme of “crushing data silos”, using words and images like a sledgehammer, wrecking crew, breaking down walls etc…
  • For another feature page about data migration, I weave in the theme of “sea storm” (pain: using outdated and inefficient legacy systems), portraying vivid scenes like navigating through a storm, taking a breath, coming up for air, being tired of treading water, drowning in legacy systems etc.

And so on…

Each feature page has its own theme, making it memorable, and very very vivid. Almost emotional, which it’s normally tough to do in B2B.

This works as mentioned because as humans we are wired to see and use patterns to our advantage.

I want readers to clearly see these patterns and associate the product with these scenes and how it helps them fix their problems.

Have to say, the client gave me a ton of leeway to try stuff out.

I always love it when that’s the case.

How can you use patterns in your copy?

Let me know if you get ideas, I’d love to hear from you.

Quote and reflection of the day:

“Learn how to learn from those you disagree with or even offend you. See if you can find the truth in what they believe”

Kevin Kelly, Excellent Advice for Living

The biggest comfort zones and the hardest to break are often mental. Being willing and able to see the truth from an opposite perspective is the fastest way to break free. Doing it without losing sight of what’s true to you and embracing the paradox, is what separates top performers from the rest.

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brain dump?

Every week I write about what I’m learning at my copywriting/UX desk ,with fun, insightful and quirky stories.

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