The Copy Psychology Newsletter: July 8, 2025
Ingroup bias is a natural tendency to feel more comfortable around people who feel familiar.
This could mean someone who talks like you, works like you, or shares similar values. When that familiarity is present, trust happens faster and more easily. This is something we all do without even thinking about it.
We may read a sentence and suddenly feel like the person on the other end just gets us. We then will lean in and start imagining what it would feel like to work with them.
Ingroup bias matters when writing copy. When someone visits your sales page, opens your email, or watches your course promo, they're scanning for signs that you understand their world.
They're looking for a shared sense of experience. If they find it, they feel safe to keep exploring. If they feel a distance, they move on without ever reaching the part where you talk about your offer.
So, how do you use ingroup bias in your writing?
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