Persuasive copywriting is a matter of exploiting a number of proven, well-established principles. The principle of scarcity states that people value something more if it is in short supply.

Human beings are very bad at making balanced, rational decisions. Here are some of the biases that copywriters can exploit to make a sale.

The principle of authority states that people defer to experts, and are more likely to accept a suggestion if it is backed up by authority.

Calls to action are an essential part of any marketing material or website. This guide explains how to identify your desired customer response, then craft a call to action to push readers towards action.

The principle of consistency states that people align their actions with their clear commitments. Once they’ve made a public or explicit commitment, they tend to stick to it, since they want to appear consistent and honest.

Copywriters can exploit the principle of social proof by positioning a product or service as the choice of the majority.

The principle of liking can be exploited to persuasive effect by setting up a rapport with the reader.