The behavioural copy module
Half of what you were taught never replicated.
Everyone in this industry cites the same handful of studies.
INSIDE
Twelve lessons, in the order they actually help.
The first part is how decisions get made.
How a person actually decides
The mechanics, without the LinkedIn cartoon version.
- Fast and slow, carefullyWhat the two-system picture is good for.
- AnchoringThe first number contaminates every number after it.
- FramingOne fact, two packages, different decisions.
- Loss aversion, honestlyWeaker than the seminars claim.
Where it lands in the copy
Six lessons, each ending with your own page rewritten.
- The headlineClarity before cleverness.
- Price on the pageAnchor, decoy, contrast.
- Defaults and choice architectureThe strongest, least glamorous lever.
- FrictionEvery form field has a measurable price.
- Social proof, and where it breaksThe case where the norm backfired.
- Real urgency and the fake kindWhat a countdown costs you the second time.
Limits, and how to check
The part that separates this from a listicle.
- Nudge or dark patternWhere the line sits, and what crossing it costs.
- Check it yourselfA short method you can run on any claim.
INSTRUMENT
It reads your copy and tells you what it is doing.
Built on Echo Muse, the readiness instrument already running on this site.
- Clarity71
- Anchor present24
- Framing58
- Friction86
- Proof signal39
Read that as: understandable, asks for little, gives no reference point.
A text can be read. An instrument can be used.
The lessons are worth reading. The instrument is the reason to come back: paste any page and it reads it on five axes, right in your browser. Nothing you paste is sent anywhere, and your last audit stays on your device.
ACCESS
Knowledge is free. So is this module.
No payment, no account, no email address. Open it and start. Your progress stays in this browser, and the last page tells you when you have finished.
Free
NO PAYMENT · NO ACCOUNT · NOTHING ASKED OF YOUStart the module →
Finish all twelve lessons and the last page congratulates you. Nothing to fill in, nothing to download.
- Twelve lessons, every effect labelled with its replication record
- The copy audit: five axes, the mechanism behind each, two rewrites of your weakest line
- Twelve calibration pairs, taken at the start and again at the end
- Fourteen interactive tools and exercises, all in your browser
Before you start.
Why is there no PDF?
Because a PDF cannot audit your copy. The module runs in your browser, free.
Is it really bilingual?
Both versions are written, not translated.
Who are you to teach this?
I publish open-access research and build the instruments on this site.