Anchoring Effect
People rely heavily on the first information they receive.
Good for
Setting perceived value, influencing pricing decisions, and guiding reader expectations.
What it teaches
The Anchoring Effect happens when people rely on the first piece of information they see - especially when it comes to price. That first number becomes the mental “anchor,” and everything after is judged in relation to it.
Ways to use anchoring in copy:
Lead with a Higher Price - Show a crossed-out or comparison price.
Offer Tiered Pricing - Position your preferred plan between a basic and a premium option.
Use Reference Points - Compare to common alternatives or costs.
Highlight Savings - “Normally $499—now just $17.
Anchoring shapes what feels like a good deal. Use it wisely to frame your offer.
Example Use Case
Sales page for a premium online course
Example Implementation
Without anchoring:“Buy now for $149.”With anchoring:“This system has helped clients save $1,000s in failed attempts. Normally $299 - today only $149.”