Decoy Effect Ad Copy

People’s preferences between two alternatives can shift due to the decoy effect if they are shown a third alternative that is obviously superior. Although typically used in pricing models, this strategy can also be applied to improve the efficacy of your writing. Offer several choices, but make sure that one of them is obviously the best (your offer). As an illustration, one might say, “Disposable razor $5; Economy razor $5; The Executive Razor $6.”

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