5 Cognitive Biases You Need to Put to Work … Without Being Evil

All writing is persuasion in one form or another.

This is more obvious in some types of writing than others, but it is nonetheless true for all.

When it comes to copywriting, it is clearly true. Every piece of copy we write should drive a reader toward a specific action.

“Writing gives you the illusion of control, and then you realize it’s just an illusion, that people are going to bring their own stuff into it.”

– David Sedaris

But even the best piece of copy in the world doesn’t actually control a reader’s actions. Well-written copy only provides the “illusion of control.” …read more