controversial yet impossible to ignore — How To Ethically Harness Built In Biases of Your Reader to Greatly Increase Your Influence & Sales

Sean Vosler
2 min readMay 18, 2021

A cognitive bias is a mistake in reasoning, evaluating, remembering, or other cognitive process, often occurring as a result of holding onto one’s preferences and beliefs regardless of contrary information. There are as many as 180 known cognitive bias’. Leveraging cognitive biasses may sound, well, manipulative… and at a certain level there’s no denying the impact they have in the decision making process. Let’s not forget, however, every form of communication is designed to influence in one way or another, marketing is not unique in that aspect.

Our goal is not to manipulate, the implication being that we’re acting only with our interests in mind and with unscrupulous tactics … No, our goal is to persuade; the difference being that everyone wins in the equation, and our reader has come to their decision fairly.

Here’s what you need to keep in mind, and this is a point I’ll repeat many times in this guide… If, and only if, you believe in your offers real value should you consider influencing your reader with these strategies. Let’s also not forget it’s your ethical, and often legal, responsibility to be truthful & transparent in your efforts to close the sale. When done well, and with integrity, you’ll come to find that not only do you have influence, but you’re genuinely helping others with your offers in a sustainable way. Let’s now investigate a handful of “cognitive biases” and explore ways to ethically use them to increase the persuasive power of our marketing.

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Chapter Source: 7 Figure Marketing Copy by Sean Vosler — Learn More: