If you’re looking to improve the impact of your content marketing, you need to understand the power of behavioral psychology.
These four copywriting techniques are designed to improve communication between brand and customer. They harness the quirks and idiosyncrasies of our unconscious minds, in order to remove some of the typical barriers to engagement that limit your sales and marketing.
1. The Serial Position Effect
Bullet-point lists allow you to communicate key features and benefits in an immediately accessible way, working with your reader’s fleeting attention span while still getting your message across.
However, not all bullet points are created equal. In a list of three or more items, readers are drawn to the first and last points—relegating middle-of-the-list items to obscurity. This is known as the Serial Position Effect: your brain’s subconscious decision to prioritize the first and last pieces of information you read, often at the expense of other list items.
