Last Updated on November 11, 2023 by Jan Barley
Writers learn to write content like blog posts by leading with an introduction. However, behavioural science & behavioural economics teaches us about primacy bias.
What is Primary Bias?
The premise of primacy bias is that we subconsciously assign the greatest importance to the thing we see or read first.
You might think it’s necessary to “warm up your audience” with gentle foreplay so you aren’t shoving your offer in their face.
However, People have an attention span less than a goldfish and don’t have the time or the inclination to wade through perceived drivel. They want to know WIIFM (what’s in it for me?).
I’ve been guilty of writing overly long introductions. I’m polite. I like to build rapport. Great. However, after discovering primary bias, I realised how bored I get when reading most writer’s article introductions. In my ADHD head, I’m screaming, “Get to the bloody point!”
A good introduction works fine face-to-face, but if you want to increase your CTR, get to the point as quickly as possible.
Currently, I’m working through a bunch of past articles, rearranging my intro, adding more subheadings and following the premise of: –
- Tell them what you’re going to tell them
- Tell them
- Tell them what you told them
Lead your content with the most important thing you want the reader/prospect/customer to know.
Don’t worry that you’re giving away the end of the movie in your preview. It will all work out.
Firstly, the reader decides if your information is relevant to them. If it is, they’ll keep reading. If not, you’ve got rid of a tyre kicker. It can lead to higher page engagement, clicking through to other pages, and increase the chance of a sale or a potential customer making contact.
We have hundreds of subconscious biases, but I think the primacy effect is a great one to be aware of if you want to keep people on your website, increase sales or followers or whatever your goal is.
How to Make Changes in Your Content
Go through all of your articles and check for long, waffling intros. Cut out anything beyond a couple of paragraphs, three tops and get to the point quicker. People want dopamine fixes. It’s why we’re all addicted to scrolling on our phones, hoping for that quick buzz. If you give your audience a bit of a hit from the moment they start reading, you could increase your CTR (click-through rate) and conversion rates.
I hope you enjoyed this snippet of information.
I am a Coach and Copywriter helping heart-led small businesses become visible for business growth.