All writing is persuasion in one form or another.

This is more evident in some types of writing than others, but it still applies to all.

When it comes to copywriting, this is clearly true. The copy of every piece we write should push the reader toward concrete action.

"The illusion that writing gives you control, and then you realize it's just an illusion, that people are going to bring their own things in." David-Cedris

But in the world of copies, even the best piece doesn't actually control the operation of a reader. Well-written copies provide only the "Illusion of Control". What readers do after reading is dependent on the "stuff" they bring into it.

This "stuff" includes past experience, preconceived notions, and, above all, cognitive biases.

Let's discuss a useful few of these Latest Mailing Database cognitive biases - some you're familiar with, some you might not - and how understanding them and building in recognition and appreciation for them will help you connect, compel, and better serve you in a way content .

What is Cognitive Bias?

"An epistemic bias is a deviation from a norm or a rational judgment, that is, a systematic pattern of other people and situations that can be inferred in an illogical manner." - Wikipedia

In other words, cognitive biases are the mental shortcuts that we all do, all the time, without realizing it, and can lead to irrational thoughts and actions.

one example:

We tend to look for and interpret information in ways that confirm our expectations.

I sat down to write this article thinking that understanding cognitive biases would be useful for content marketing. So, I researched articles discussing how marketers use cognitive biases to influence decisions. Naturally, I found a lot, which confirmed the bias.

This is called confirmation bias .

In this case, I explicitly confirmed that bias did not lead to bad or unreasonable decisions. The scientific evidence is clear and expanding, and it is true that cognitive biases continue to influence people's decisions and behaviors. Therefore, the premise of this paper is built on a solid foundation of just proof.

But what if my goals have been poking holes in the idea of ​​existing and behavioral influences of cognitive biases?

I have a hard time finding any credible evidence to support my hypothesis - and, if I did, I would have been more willing to place undue weight on its validity, due to my bias.

We will never eliminate cognitive biases, towards ourselves or others. Have you tried using . All we can do is understand them, embrace them, and strive to use them ethically and morally*.

*This is important: there can be a fine line between understanding cognitive biases and then using them for good or exploiting them for evil. If you don't commit to staying on the ethical and moral side of the line, please stop reading this article now and don't think you'll be returning to this site again. You are definitely not for us, and we may not be for you.

4 Cognitive Biases You Need to Know to Better Serve Your Readers

Hopefully, it's clear why it's important to acknowledge one's own natural inclination to confirmation bias. You and your audience will be served well by your commitment to it.

Now, let's run through your readers will run with their own content, and some additional cognitive biases that can help you and your readers make better decisions. (This is a curated list, but I recommend diving deeper into the 60+ cognitive biases that need to be understood in this blog post on Neuromarketing.)

1. Attentional Bias

We have a tendency to be constantly influenced by our thoughts. Brand advertising is built on this premise.