5 Ways to Use the Sunken Cost Fallacy in Your Copy

You already know your audience is smart. They are capable. They have goals they want to reach. But even the most driven professionals are influenced by psychology when they make decisions.

One of the most common examples is the sunk cost fallacy.

This can work against us in business decisions, but when used intentionally in copy, it becomes a powerful way to increase engagement and conversions.

In this edition of The Copy Psychology Newsletter, you’ll see how to apply the sunk cost fallacy in your messaging to guide more people toward saying yes.

• What the sunk cost fallacy is and why it matters in sales

• How to apply it inside your emails, sales pages, and funnels

• Five actionable ways to use it in your copy today

You have probably experienced it yourself. You start building a course. You spend weeks outlining modules, recording videos, and writing content. You invest time and energy. So even if something feels off or the response is slow, you keep going.

You feel the urge to push forward because of everything you already invested. This is the sunk cost fallacy. It shows up not only in how we build our business but also in how our audience makes buying decisions.

When someone feels they have already started, they are more likely to keep going. You can use this principle to help your audience feel encouraged and ready to move forward with you.

Here's how.