Why do some businesses seem to effortlessly attract customers, while others with equally good products or services struggle to stand out? The answer often lies in how well they tap into the way people actually make decisions — which, as it turns out, isn’t always as logical or deliberate as we like to believe.

If you aren’t already familiar with the basic principles of copywriting, learn them here and then come back, ready to build upon them.

Every day, your customers are influenced by mental shortcuts, gut feelings, and unconscious biases. Psychologists call these cognitive biases. They’re not flaws so much as built-in tendencies that help people make faster decisions, but they also make their choices highly sensitive to how information is presented.

For local business owners, understanding these biases isn’t just interesting — it’s powerful. It can help you write more compelling website copy, craft more effective ads, and even improve how you talk about your services when someone walks in the door.

In this article, we’ll explore 15 cognitive biases that show up in customer behavior and decision-making. For each one, you’ll learn:

• The psychology behind it — why it happens.
• A real-world example you can apply to your own copy.
• When to use it — the situations where it’s most effective.

Whether you run a café, a landscaping service, a boutique, or a plumbing company, these insights can help you connect with customers on a deeper level — and make it easier for them to choose you.

Let’s dive in.

1. The Halo Effect

1.1 The Psychology

The Halo Effect is a well-documented cognitive bias where one positive attribute of a person, business, or product influences people to assume other, unrelated attributes are also positive. In other words, when customers notice something impressive or appealing about your business, they are more likely to assume the rest of your business is equally impressive — even without evidence.

This bias operates because of how our brains simplify complex evaluations. People tend to:

• Generalize from the first strong impression they notice, filling in gaps with assumptions.
• Trust visual or emotional signals over objective details, especially when they’re under time pressure or unfamiliar with the options.
• Assume consistency — if one part is good, the whole must be good.

1.2 General Example

Imagine you run a local HVAC company. Your website is clean, modern, and mobile-friendly. The photos are professional, the color scheme feels trustworthy, and the testimonials are presented clearly. Even if the customer doesn’t read every detail about your services, this positive first impression encourages them to believe you’re competent, reliable, and worth calling.

Conversely, a cluttered, outdated website might make customers assume you cut corners elsewhere — even if your actual service is excellent.

1.3 Copywriting Example

On your website for a residential painting company, the homepage opens with a clean layout, modern fonts, and a high-quality hero image of a freshly painted home. The tagline reads:

“Professional finishes. Trusted by local homeowners.”

Even before reading the details, visitors associate the polished appearance with professionalism and assume your services are equally high quality — all because of that strong initial impression.

1.4 When to Use

The Halo Effect is most effective when you want to make a strong first impression that carries through the customer’s entire evaluation of your business. This is especially important in situations where customers have limited time or knowledge and rely on their initial impression to make a decision. So you’ll want to build up trust in the beginning section of your copy; social proof is a common and effective way to do it.

It works particularly well in:

• Your storefront or physical space: clean, welcoming, and well-organized.
• Your website and online presence: professional design, clear messaging, and high-quality images.
• Customer interactions: courteous, confident staff who make a great impression at first contact.
• Packaging and branding: well-designed materials that suggest care and attention to detail.

By creating one strong, positive signal, you encourage customers to assume the rest of their experience will be equally good — and that assumption often sticks.

2. Serial Position Effect

2.1 The Psychology

The Serial Position Effect describes how people tend to remember the first and last items in a sequence more vividly than those in the middle. This effect combines two related phenomena:

• Primacy Effect: The first items in a list or presentation are encoded into memory more effectively because they set the context and receive more initial attention.
• Recency Effect: The last items are remembered well because they remain fresh in short-term memory at the time of decision-making (more on this in the next section).

This happens because our cognitive resources are limited. As attention and memory fatigue set in, the middle items often receive less focus and are more easily forgotten.

2.2 General Example

Suppose you’re designing a flyer for your landscaping business, listing the services you offer. If you lead with “Full Lawn Renovation” and close with “Seasonal Maintenance Packages,” these two items are more likely to stick in the customer’s mind than the services listed in between. Even if you offer eight different services, the first and last ones will shape how customers describe and remember your business later.

2.3 Copywriting Example

On your plumbing service’s landing page, you list the top reasons customers choose you. You place your two strongest points — “24/7 Emergency Response” and “Upfront Pricing, No Surprises” — at the top and bottom of the list.

By positioning the most memorable benefits at the start and end, you increase the chance that readers will recall those points when deciding whether to call.

2.4 When to Use

The Serial Position Effect is most effective when you need to present several points, but want to ensure the most important ones are retained. Prioritize placing your highest-value benefits or services at the beginning and end of any sequence, whether spoken, written, or visual.

Other situations where it works well include:

• Bullet point lists on your website or brochure.
• Sales presentations, where you open and close with your strongest points.
• Social media posts or videos where you’re showcasing features in order.
• Phone scripts or in-person pitches, where the customer may not absorb every detail.

By structuring your messaging to take advantage of this bias, you ensure customers leave with the right impressions — the ones that help them choose you.

3. Recency Effect

3.1 The Psychology

The Recency Effect refers to the tendency for people to better remember the most recent information they’ve encountered. Because this information is still active in short-term memory, it often carries more weight in decision-making than earlier details — even if the earlier details were equally or more important.

This effect is especially strong when the decision follows closely after the presentation of information. As time passes, the recency advantage fades, but in many sales and service situations — where decisions happen quickly — it can significantly influence the outcome.

3.2 General Example

Picture a customer calling your local plumbing business to ask about services. At the end of the conversation, you summarize everything with:

“And just so you know, if you book today, we can offer same-day service and waive the consultation fee.”

Even if the customer heard about your experience, certifications, and positive reviews earlier in the call, this final, compelling offer is what they’re most likely to remember when deciding whom to hire.

3.3 Copywriting Example

On your law firm’s landing page, you conclude the content with a strong, benefit-focused CTA:

“Schedule your free consultation today and get clear, confident answers from a legal team that puts your case first.”

By ending with this reassuring promise and direct action, you leave visitors with a fresh, favorable impression — increasing the chance they’ll remember you and reach out.

3.4 When to Use

The Recency Effect is most effective when you’re concluding a conversation, pitch, or piece of content — the moment just before the customer decides or takes action. Ending on a strong, memorable note increases the chances they’ll recall and act on what you want them to.

Other effective use cases include:

• Wrapping up a sales page with a clear, attractive call-to-action.
• Closing an email with the strongest benefit or offer.
• Ending a presentation by reinforcing your key differentiator.
• Saying the most compelling point just before handing over your business card or leaving a meeting.

By consciously shaping your conclusion, you can leave a lasting, persuasive impression that nudges customers toward choosing you.

4. Mere Exposure Effect

4.1 The Psychology

The Mere Exposure Effect describes how people develop a preference for things simply because they are familiar with them. Repeated exposure — even without deep engagement — can increase comfort, trust, and likability over time.

Psychologically, this happens because the brain associates familiarity with safety and reliability. When something feels known, it requires less cognitive effort to evaluate and is perceived as less risky. This bias works even if the person doesn’t consciously remember where they’ve seen the stimulus before.

4.2 General Example

A customer who keeps noticing your delivery vans around town, seeing your sign at a sponsored local event, and passing your storefront on their commute is more likely to think of your business first when they need your service — even if they’ve never interacted with you before.

4.3 Copywriting Example

On your website, social media posts, and email campaigns, you consistently include your brand name, logo, and a few key phrases (“Your neighborhood roofer” or “Trusted since 1998”). Even if a visitor doesn’t convert the first time, these repeated elements reinforce your brand in their mind, so when they’re ready to decide, your name feels familiar and trustworthy.

4.4 When to Use

The Mere Exposure Effect is most effective when you’re building awareness over time, particularly in competitive markets where customers may not need your service immediately. Regular, subtle exposure primes them to think of you first when the need arises.

Other effective scenarios include:

• Retargeting ads that keep your brand visible to website visitors.
• Posting consistently on social media, even when engagement is low.
• Including your brand visuals and tagline in all printed materials and sponsorships.
• Following up with email newsletters that maintain presence without hard selling.

By ensuring customers see your business repeatedly — in a positive, consistent way — you make it easier for them to choose you when the time comes.

5. Loss Aversion (FOMO)

5.1 The Psychology

Loss Aversion is the tendency for people to prefer avoiding losses over acquiring equivalent gains. In fact, psychological studies suggest that losses feel about twice as impactful as gains of the same size.

This bias stems from our brain’s survival instincts — avoiding harm or missing out was often more critical to survival than gaining something extra. In modern contexts, it shows up as hesitation to miss opportunities, fear of regret, and an urgency to act before losing something desirable. When combined with social factors, it’s often referred to as Fear of Missing Out (FOMO).

5.2 General Example

A customer sees a sign outside your bakery that says, “Last day for our seasonal peach tart!”. Even if they weren’t planning to stop, the idea that they might miss the opportunity pushes them to come in and buy it today.

5.3 Copywriting Example

On a landing page for your fitness studio, you include a banner that reads:

“Spots are filling fast — sign up today to guarantee your place in this month’s boot camp!”

By framing the offer as limited and emphasizing what the customer could lose if they wait, you encourage them to act immediately rather than delaying their decision.

5.4 When to Use

Loss Aversion is most effective when you want to create urgency and reduce hesitation, especially for offers that are genuinely limited in time, quantity, or availability. It motivates quick decisions and helps overcome procrastination.

Other situations where it’s useful include:

• Flash sales or seasonal promotions.
• Highlighting limited stock or limited service appointments.
• Using countdown timers (honestly) in emails or landing pages.
• Reminding customers about abandoned carts with “items are selling out” language.

By clearly communicating what customers stand to lose if they delay, you make the choice to act now feel safer and more rewarding than waiting.

6. Compromise Effect

6.1 The Psychology

The Compromise Effect is the tendency for people to choose the middle option when presented with three or more choices. This happens because the middle choice feels like a “safe” compromise — not too expensive, not too cheap — and reduces the risk of making a bad decision.

Psychologically, customers often avoid extremes when they’re unsure about what they need or don’t want to appear wasteful or cheap. The middle option provides a sense of balance between quality and value, which makes it more appealing even if it isn’t objectively the best fit.

6.2 General Example

A customer visiting a car wash sees three packages: Basic Wash ($10), Premium Wash ($20), and Deluxe Wash ($30). Even if the Premium package isn’t what they initially came for, they choose it because it feels like a reasonable middle ground — better than the cheapest, but without splurging on the most expensive.

6.3 Copywriting Example

On your website for a catering business, you display three pricing tiers:

Basic Plan — Serves 20 guests
Standard Plan — Serves 50 guests (Most Popular)
Premium Plan — Serves 100 guests

By clearly labeling the middle option as “Most Popular” and positioning it between two extremes, you guide customers to pick it as the reasonable, socially validated choice.

6.4 When to Use

The Compromise Effect is most effective when you want to steer customers toward a specific offer while still giving them options. By presenting it as the moderate, balanced choice, you make it more appealing than the higher and lower alternatives.

Other scenarios where it can help include:

• Offering three service packages (basic, standard, premium) on your website.
• Structuring menu options with a mid-priced “house favorite.”
• Presenting three levels of membership or subscription to make the middle seem like the best value.
• Designing pricing tables that highlight the middle tier visually.

By framing the choice this way, you reduce decision stress and guide customers toward the option that benefits both them and your business.

7. Anchoring

7.1 The Psychology

Anchoring (often applied in the form of price anchoring) occurs when people rely heavily on the first piece of information they see — the “anchor” — to make subsequent judgments. Once an anchor is set, all other options tend to be compared against it, even if the anchor is arbitrary or unrelated to actual value.

This happens because the brain needs a reference point when evaluating unfamiliar decisions. The anchor provides a mental benchmark, making other options seem more or less attractive depending on how they compare.

7.2 General Example

A customer walks into a jewelry store and sees a necklace priced at $1,200 displayed prominently. Even though they never intended to spend that much, seeing that high price first makes a $400 necklace nearby seem much more reasonable — even though $400 is still significant.

7.3 Copywriting Example

On your home remodeling website, you showcase a “Was $25,000, now $18,000” offer on a featured kitchen package. The original price acts as the anchor, making the discounted price feel like a substantial deal, even if $18,000 is still above what they expected to spend.

You can even combine anchoring with the compromise effect, rather than running a discount. Such as leading with your most expensive package, and then following with the packages you really want to sell.

7.4 When to Use

Anchoring is most effective when you want to shape how customers perceive the value of your product or service — particularly when offering discounts or upselling premium options. By introducing a high anchor first, you make your intended option appear more affordable or reasonable.

Other effective uses include:

• Showing a high “compare at” price before revealing the actual price.
• Listing the premium option first in a set of packages or menus.
• Including testimonials or examples of big-ticket projects to set expectations.
• Displaying your most comprehensive service prominently before simpler alternatives.

By setting the right anchor, you frame the customer’s expectations and guide them toward the choice you want them to make.

8. Choice Overload

8.1 The Psychology

Choice Overload, also known as overchoice, occurs when people are faced with too many options and become overwhelmed. Instead of feeling empowered by variety, they often experience decision fatigue, anxiety, and regret — and may end up not choosing at all.

This bias arises because evaluating many options requires more mental effort. The fear of making the wrong choice increases with every additional alternative, especially when the differences between them aren’t clear or meaningful. As a result, too much choice often leads to avoidance, second-guessing, or defaulting to the status quo.

8.2 General Example

A customer visits a local print shop’s website and sees eight different business card packages, each with subtle differences in paper thickness, finishes, and price. Instead of choosing one, they leave the site to “think about it” — and never come back.

8.3 Copywriting Example

You run a cleaning service and originally listed ten different service bundles. After seeing lower-than-expected conversions, you revise the page to show just three simplified options: Standard, Deep Clean, and Move-Out. With fewer choices, customers feel more confident and are more likely to book a service right away.

8.4 When to Use

The principle behind Choice Overload should be used to reduce friction — by limiting, organizing, or prioritizing options so the customer can make a quick, confident decision. This is especially effective in situations where the buyer isn’t an expert and is seeking clarity more than variety.

Situations where it applies well include:

• Service menus with too many tiers or add-ons.
• Product pages with extensive customization options.
• Pricing pages that overwhelm visitors with multiple paths.
• Booking or quote forms with too many fields or choices.

By reducing the number of visible options — or grouping them into clear categories — you make it easier for customers to act instead of hesitate.

9. Framing Effect

9.1 The Psychology

The Framing Effect refers to how the presentation of information — not just the content — can dramatically affect how people interpret and respond to it. Even when the facts remain the same, small shifts in wording or emphasis can lead to different decisions.

This occurs because people rely on mental shortcuts and emotional cues when evaluating information. Positive framing tends to encourage risk-avoidance and acceptance, while negative framing often leads to caution or rejection. The context, tone, and angle of presentation all shape perception.

9.2 General Example

A local gym offers two identical membership plans. One is advertised as “Includes access to all classes — no hidden fees”, while the other reads “Doesn’t include towel service — fees apply after the first month.” Even though both are technically accurate, the positively framed version sounds more appealing and transparent.

9.3 Copywriting Example

On your dental practice’s website, instead of saying “10% of patients experience discomfort after whitening treatments”, you write “90% of patients report a comfortable experience.” The facts are the same, but the second version builds trust and confidence rather than planting doubt.

9.4 When to Use

The Framing Effect is most effective when you need to highlight the value of your service, reduce perceived risk, or guide customers toward a particular perspective. By controlling how you present information, you shape how people feel about it — even if the facts don’t change.

Other key use cases include:

• Describing benefits instead of features in sales copy.
• Highlighting the near-hiccup-free experience rather than warning of possible hiccups.
• Using percentages, testimonials, or comparisons to emphasize positive outcomes.
• Reframing common objections by showing the upside (e.g., a risk reversal: “It’s not expensive — it’s an investment in peace of mind.”)

By being intentional with your framing, you help customers interpret your message in the most favorable light — making them more likely to say yes.

10. IKEA Effect

10.1 The Psychology

The IKEA Effect is a cognitive bias in which people place disproportionately high value on products or outcomes they helped to create. When individuals invest time, effort, or creativity into something, they tend to perceive it as more valuable — even if the end result is objectively the same as a ready-made alternative.

This bias arises from a mix of emotional investment and effort justification. The act of contributing — whether assembling, customizing, or making choices — gives customers a sense of ownership, pride, and personal connection, which increases their willingness to choose, pay for, and recommend the product or service.

10.2 General Example

A customer chooses to build a custom gift basket at your boutique shop. Although the pre-made baskets are more visually polished and similarly priced, they feel more excited about the one they curated themselves and are more likely to give it as a gift and talk about it later.

10.3 Copywriting Example

On your custom cabinet company’s homepage, you invite visitors to “Design your dream kitchen layout in just 3 steps,” with an interactive tool that lets them select finishes, layouts, and features. Even if they don’t finalize a purchase, the act of building their design increases their emotional investment — and the likelihood they’ll return to complete the project.

An even simpler approach to the same thing could be a short form with features they can pick from, framed as customization, which will lead into a meeting or video call to continue customizing and finalizing — combining your copy with your consultation — including them in the design process throughout. A related psychological phenomenon known as the sunk-cost fallacy will motivate them to pull the trigger on your service even if it isn’t the best value because they’ve put their own time and effort into it.

10.4 When to Use

The IKEA Effect is most effective when customers can be involved in the creation or customization process — especially when that involvement is framed as meaningful, easy, and empowering. Even small contributions can boost their perceived value of your offer.

Other effective applications include:

• “Build your own package” tools for services like catering or event planning.
• Letting customers choose styles, colors, or components for a product.
• Offering online quote builders or pricing estimators that guide their input.
• Involving clients in design choices, such as for remodeling or branding projects.

By giving customers a role in the outcome, you make them more invested in the process — and more likely to view your business as worth choosing and sharing. Just make sure to avoid accidentally causing choice overload.

11. Pygmalion Effect

11.1 The Psychology

The Pygmalion Effect refers to the phenomenon where higher expectations lead to improved performance. When people believe that others see potential in them — or when they see themselves as capable and successful — they are more likely to live up to that belief.

This effect is driven by a sort of “self-fulfilling prophecy”. Expectations influence behavior, which then reinforces the original assumption. In marketing and messaging, when you communicate that your customers are savvy, discerning, or ahead of the curve, they’re more likely to act in alignment with that identity.

11.2 General Example

A financial advisor tells a prospective client, “Most of my clients are proactive and financially forward-thinking — like you.” This not only flatters the client, but also nudges them to live up to that expectation by taking action and engaging the advisor’s services.

11.3 Copywriting Example

On your website for a tutoring service, you write:

“Parents who choose us are the kind who stay involved and want the best for their kids — and that makes all the difference.”

This type of messaging validates the reader, strengthens their self-image, and makes them more inclined to align their behavior (booking a session) with that positive identity.

11.4 When to Use

The Pygmalion Effect is most effective when you want your customers to see themselves as smart, capable, or ahead of others — especially when making a choice that involves improvement, investment, or leadership.

Other places to use this include:

• Framing your customers as thoughtful decision-makers in testimonials.
• Using “You’re the kind of person who…” language in ads or landing pages.
• Reinforcing positive identity in email subject lines and headers.
• Motivating action for services that imply growth or status (coaching, wellness, premium services).

By appealing to your customer’s desire to be seen positively, you encourage behavior that confirms that perception — and position your business as the smart choice for smart people.

12. Confirmation Bias

12.1 The Psychology

Confirmation Bias is the tendency for people to seek out, interpret, and remember information that confirms what they already believe — while ignoring or dismissing evidence that contradicts it.

This bias plays a powerful role in decision-making because people don’t come to choices as blank slates. They arrive with pre-existing beliefs, preferences, and assumptions. When a message aligns with those internal narratives, it feels “right,” even if it’s not the most objective or complete picture.

In marketing and copywriting, this means customers are more likely to trust and act on messages that reflect their values, pain points, or worldview — because it reinforces what they already believe is true.

12.2 General Example

A homeowner already believes that natural cleaning products are safer for their family. When they see a cleaning company advertise “eco-friendly, non-toxic solutions,” it confirms their belief and makes them feel validated in choosing that service — even if other companies offer equally effective options.

12.3 Copywriting Example

On your website for a local solar panel installer, you write:

“Smart homeowners know that switching to solar isn’t just about saving money — it’s about gaining independence.”

If a visitor already values autonomy, this message aligns with their existing beliefs. Rather than trying to persuade them with technical data, you’re reinforcing what they already feel is true, increasing trust and motivation to act.

12.4 When to Use

Confirmation Bias is most effective when you understand your target audience’s existing beliefs, and then write in a way that mirrors or validates those beliefs. It helps eliminate resistance and builds fast rapport.

Key opportunities include:

• Headlines that reflect your audience’s goals or frustrations.
• Testimonials or case studies that echo the reader’s experience.
• Value-based language that matches your audience’s priorities (e.g., family safety, local support, sustainability).
• Social proof that shows “people like me” are already choosing your business.

By showing your customers that you understand and agree with what they already believe, you position your business as the obvious, trustworthy choice. But if you aren’t careful, this can be sleazy and dishonest. Don’t compromise your values or lie about your product’s or service’s efficacy to sell to anybody.

13. Peltzman Effect

13.1 The Psychology

The Peltzman Effect refers to the tendency for people to take more risks when they feel protected or insured against negative outcomes. Originally studied in the context of safety features (e.g., seatbelts leading to riskier driving), this effect also applies to consumer behavior: when people feel secure, they’re more likely to take action they might otherwise avoid.

In a marketing context, this means reducing perceived risk can actually increase the likelihood of purchase or engagement. Offering guarantees, free trials, or safety nets makes people feel more comfortable stepping forward — even if the product or service once seemed intimidating, expensive, or unfamiliar.

13.2 General Example

A homeowner is hesitant to book a roof inspection because they fear it might come with a hard sell or hidden fees. But when the company advertises “No-obligation, 100% free roof inspections — no strings attached,” the perceived risk drops, and the homeowner is more likely to schedule a visit.

13.3 Copywriting Example

On your local furniture store’s product page, you include the message:

“Try it in your home for 30 days — if you don’t love it, we’ll take it back, no questions asked.”

That simple reassurance reduces the customer’s fear of making a bad choice, which can shift them from browsing to buying — especially for a high-ticket item they can’t test in person.

13.4 When to Use

The Peltzman Effect is most effective when your customer is weighing a decision that feels risky, uncertain, or potentially costly. By providing a layer of protection, you make the action feel safer and more approachable.

Other practical uses include:

• Advertising satisfaction guarantees or full refunds.
• Offering free consultations or estimates.
• Highlighting return policies or warranty coverage.
• Emphasizing “no long-term contracts” or “cancel anytime” features.
• Reversing risk by framing the offer as risking more by not buying (keep it honest; this isn’t always the truth).

By lowering the perceived risk, you give customers permission to act — and that security often leads to increased trust, faster conversions, and higher satisfaction. The next effect plays right into the Peltzman Effect.

14. Bandwagon Effect

14.1 The Psychology

The Bandwagon Effect is the tendency for people to adopt beliefs or behaviors simply because others are doing the same. When something appears popular or widely accepted, it creates a sense of social validation and lowers the perceived risk of joining in.

This behavior stems from our innate social wiring. People often look to others — especially in uncertain situations — to decide what’s appropriate, effective, or safe. In marketing, showing that many others have already chosen your product or service makes new prospects more comfortable following suit.

14.2 General Example

A customer considering switching to a new dentist sees a sign in the window that says, “Voted #1 in [Your Town] — trusted by over 2,000 families.” Even if they haven’t heard of the practice before, the popularity creates reassurance that it’s a smart, vetted choice.

14.3 Copywriting Example

On your home page for a dog grooming service, you write:

“Join the 800+ local dog owners who trust us to keep their pups clean and happy.”

This simple statement conveys social proof, making it easier for new visitors to feel confident booking an appointment — because others already have.

14.4 When to Use

The Bandwagon Effect is most effective when trust or legitimacy needs to be established quickly, especially for businesses in crowded markets or those serving first-time customers. It’s especially useful when a decision could feel risky or unfamiliar.

Strong use cases include:

• Highlighting the number of customers served or years in business.
• Featuring reviews, star ratings, or testimonials prominently.
• Displaying badges, awards, or local recognition.
• Using phrases like “Most popular plan,” “Top choice for homeowners,” or “Join thousands of satisfied clients.”

By showing that many people already trust and use your business, you remove the burden of being first — and tap into the natural desire to follow where others have already gone.

15. Blind Spot Bias

15.1 The Psychology

Blind Spot Bias refers to the tendency for people to see themselves as less biased than others. While individuals can easily spot errors in other people’s thinking, they often overlook their own cognitive biases — especially when evaluating their decisions as rational or well-informed.

This bias emerges from our self-perception as logical and objective thinkers. When we’re exposed to marketing or persuasion, we tend to believe we’re evaluating it purely on merit — but in reality, we’re still subject to the same psychological influences as everyone else. Marketers can use this insight not to manipulate, but to respectfully affirm the customer’s sense of rationality and self-awareness, making their choice feel smart, reasoned, and independent.

15.2 General Example

A customer believes they’re not easily swayed by trends or advertising. When a local auto repair shop promotes itself with the slogan “For drivers who do their homework,” it flatters the customer’s self-image as someone who makes decisions based on facts — not emotion or hype.

15.3 Copywriting Example

On your pest control service page, you write:

“We’re the choice for homeowners who’ve done their research.”

This line appeals to customers who pride themselves on being skeptical or analytical. It allows them to feel that choosing your service isn’t a reaction to sales tactics — it’s the result of their own sound judgment. This example goes hand-in-hand with the Pygmalion Effect.

15.4 When to Use

Blind Spot Bias is most effective when targeting customers who value independence, critical thinking, or being “above” typical marketing tactics. When framed properly, this bias can increase trust and position your business as the choice for thoughtful, informed people.

Best use cases include:

• Marketing to professionals, engineers, or high-knowledge buyers.
• Services that are often compared or researched before purchase (e.g., insurance, legal, or home services).
• Positioning yourself as the “smart” or “research-backed” choice.
• Copy that subtly reinforces the reader’s ability to see through gimmicks or hype.

By aligning your messaging with the customer’s belief in their own objectivity, you help them justify the decision to choose your business — on their terms.

Quick Reference

That was a lot of info to absorb. So I’ve put together this table for you to reference as you write and improve your copy; on your website, business cards, brochures, etc. It even applies to your person-to-person interactions.

#	Bias / Effect	Description	Marketing Example
1	Halo Effect	One positive trait influences perception of others.	A sleek website makes customers assume the product is high quality.
2	Serial Position Effect	First & last items are remembered best.	Highlight key features at the start and end of a pitch.
3	Recency Effect	The most recent information is remembered best.	End a sales call with a strong benefit.
4	Mere Exposure Effect	Familiarity breeds preference.	Repeated brand/logo exposure builds trust.
5	Loss Aversion (FOMO)	People fear losses more than they value gains.	“Only 2 left!” or “Sale ends at midnight!”
6	Compromise Effect	People prefer the “middle” option.	Offer 3 plans to nudge toward the middle one.
7	Anchoring	First information (anchor) strongly influences decisions.	Show original price next to sale price.
8	Choice Overload	Too many options overwhelm and reduce action.	Simplify product choices to boost conversions.
9	Framing Effect	Presentation affects decisions more than content.	“90% fat-free” sounds better than “10% fat.”
10	IKEA Effect	People value what they help create.	Customizable products feel more valuable.
11	Pygmalion Effect	Higher expectations improve performance.	Tell customers they’re smart or ahead of the curve.
12	Confirmation Bias	People favor info that confirms their beliefs.	Use testimonials that align with customer beliefs.
13	Peltzman Effect	People take more risks when they feel safe.	Strong return policy encourages purchases.
14	Bandwagon Effect	People follow what others are doing.	“Join 1,000,000+ happy customers!”
15	Blind Spot Bias	People see themselves as less biased than others.	“Only informed shoppers choose our product.”

Conclusion

Whether you’re writing website copy, designing a flyer, or simply talking to a customer face-to-face, understanding how people make decisions can dramatically improve how your message lands. These 15 cognitive biases aren’t tricks — they’re reflections of how the human brain naturally works. And when you use them responsibly, they become tools to guide, reassure, and persuade in a way that feels authentic to your brand.

For local business owners, this isn’t about manipulation. It’s about clarity, connection, and trust. When you understand how your customers think — what makes them hesitate, what builds their confidence, what helps them decide — you can craft messages that feel right to them because they align with how people actually make choices.

If you want to get more calls, more bookings, and more customers who come in already halfway convinced, don’t just tell people what you do. Show it in the right way, in the right order, with the right framing — and let psychology do what it naturally does.

Small changes in your copy can lead to big shifts in response. Choose one of these principles to test in your marketing this week. You might be surprised how much of a difference it makes.

A word of caution worth reiterating: the application of an understanding of human psychology to persuasion is extremely powerful, giving you the toolset for manipulation. Therefore, great care must me taken to maintain honesty and trust — never persuade somebody of something that isn’t true, or to buy something that won’t help them solve their problem or accomplish their goal. Manipulation is the antithesis of everything that makes marketing, salesmen, and copywriting truly effective and appreciated by customers.

Learn how to build an effective landing page on which you can apply these psychological copywriting principles.

Need Help? Consider My Offer.

My name is Andrew Neal, and I help local businesses throughout the country generate leads on autopilot by building and maintaining their website (including its copywriting), managing online review collection, and optimizing the site for search engine discovery (SEO). In other words, I make your online presence as solid and trustworthy as your physical presence and reputation, without all the hassle of doing it yourself. Ready to get professional online?