As B2B copywriters, we want to write copy that attracts our target audience and persuades them to purchase the product or service we’re promoting.
One psychological principle we can use is autonomy bias, a principle I learned about in Nancy Harhut’s book, Using Behavioral Science in Marketing.
This post will explore autonomy bias, why it works, and how to leverage it in your copywriting projects.
What Is Autonomy Bias?
Autonomy bias reflects our natural preference for decisions that allow us to control the outcome.
In simpler terms, it means we like to make our own choices. We don’t want to be told what to do.
Think of the choose-your-own-adventure books. The excitement comes from choosing our own path in the story.
With B2B marketing, this preference means decision-makers tend to opt for customizable solutions over one-size-fits-all packages.
For instance, businesses might favor a software package tailored to their unique needs over a standardized offering.
Similarly, in the logistics industry, a service that allows companies to specify their shipping and handling requirements is likely more appealing than a rigid, non-customizable option.
Understanding and leveraging this bias can be a game-changer.
By offering options that allow potential clients to shape their solutions, businesses can meet their clients’ specific needs and significantly enhance the perceived value of their offerings.
Why Autonomy Bias Works
Autonomy bias is powerful because it connects with something we all want — the freedom to make our own choices.
This is especially important when talking to business customers, who often look for options they can tailor to their own needs.
When your copywriting highlights what’s great about your product or service and gives your audience the power to choose, it grabs their attention. This mix of freedom and choice makes your message stick.
Let’s look at the specific reasons this kind of control is so effective.
1. Sense of Ownership
When people get to make their own choices, they own those decisions.
Imagine a client customizing a software package by selecting features that match their specific workflows and needs.
Having control over their purchase deepens their commitment because they’re making a solution that’s truly their own.
That sense of ownership makes them more likely to commit to a purchase, as they can customize the solution to their problem.
This is where the power of autonomy bias shines. It gives your audience control, leading to a full commitment to their purchase decision.
2. Increased Perceived Value
When individuals can choose the solutions they need, they perceive the options as more valuable. Perceived value is the worth customers see in a product, and it skyrockets when customers shape their purchases.
Let’s go back to the example of our software package.
Offering two service levels plus customizable add-ons invites customers to design a system that suits their unique operational needs.
Customization transforms a standard tool into a tailored solution, significantly increasing the buyer’s perceived value.
3. Positive Emotions
Letting buyers make their own choices not only meets their need for control but also ignites positive feelings such as satisfaction, confidence, and empowerment. These good feelings leave a lasting impression of your brand.
Consider the software example. The customer selects a service package that fits just right. They’re excited about the relief the software will provide. And they’re confident in their decision because they had a hand in customizing their selection.
That joy and pride are directly linked to your brand. You’ve laid the foundation for a lasting relationship.
How to Use Autonomy Bias in B2B Copywriting
Embracing autonomy bias can change how potential clients see and engage with your brand.
In this section, we’ll walk through some actionable tips for weaving the principle of autonomy into your copywriting.
1. Give Them Options
Offering options is one way to add autonomy bias to your B2B copywriting.
Provide pricing tiers, packages, or customizable features so your audience can pick what fits them best.
For example, if you’re selling a software solution, you could offer basic, premium, and enterprise levels, each with customizable add-ons.
But it’s important to strike a balance. Too many options might overwhelm buyers.
Aim for a sweet spot — enough choice to engage, but not so much that it confuses. This way, your audience will feel in control without suffering from decision paralysis.
2. Use Persuasive Language
Clear and empowering language is critical to weaving autonomy bias into your B2B communications.
When you list each option, describe how it aligns with your audience’s objectives. Use words that signal control and freedom.
For example, instead of simply listing features, say, “Customize your toolkit with features designed for your unique challenges” or “Choose solutions that grow with your business.”
Readers will see themselves in the driver’s seat, actively shaping their future success.
By emphasizing how each choice can lead to their success, you make your audience the hero of their own story.
3. Use Your CTAs
The call-to-action (CTA) is another excellent place to add autonomy to your copy.
A compelling CTA doesn’t just tell readers what to do next. It can offer them a sense of control and choice.
Try saying, “Select your plan to start optimizing today” instead of “Buy now.” This way, you’ll give your readers a choice and make it clear they’re in charge of deciding.
Or, try “Discover your options” to invite readers to examine your offerings more closely and make it clear they can choose what best suits them.
These types of CTAs align with the reader’s desire to make informed choices.
Final Thoughts on Using Autonomy
Incorporating autonomy bias means letting your audience make the decisions.
Try these tips in your upcoming projects. You’ll likely see how much more connected and responsive your audience becomes when they feel in control.
It’s all about empowering them to make decisions that drive their success and yours.
