Primacy and Recency
Structuring your message so the most important parts are remembered and acted on.
Good for
Structuring headlines and copy with the important bookends - the beginning and the ending.
What it teaches
People remember the first and last things they see more than what’s in the middle. This is the Primacy & Recency Effect—and it’s a copywriter’s secret weapon for grabbing attention and sticking the landing.
How to use it in copy:
Lead Strong - Start with a bold benefit, problem, or question.
End with Impact - Close with a powerful CTA, proof, or promise.
Cut the Fluff - Don’t bury the good stuff in the middle.
Use Framing - Bookend your message with the most memorable poin.
Open strong. Close stronger. That’s what people will remember.
Example Use Case
Homepage headline and CTA for a writing app
Example Implementation
Weak structure:“Welcome to WriteFlow. We offer a variety of features to help streamline your writing process. Explore now.”With Primacy & Recency:“Write better. Faster. With zero burnout.
Start your free trial—your best writing is waiting.”