The human brain is weird. There’s no denying it. Each one of us is subject to dozens of odd mental quirks and biases that determine our reactions to what we see – and that includes websites and marketing.

These quirks are called cognitive biases. There’s a whole branch of marketing (neuromarketing, in case you’re wondering) that uses these mental shortcuts to trigger prospective customers to buy products and services. In this post, we’ll be discussing one of them. It’s called confirmation bias.

What Is Confirmation Bias?

Let’s start by defining confirmation bias. Simply stated:

Confirmation bias is the tendency to search for, interpret, favor, and recall information in a way that confirms one’s preexisting beliefs or hypotheses.

In other words, when we learn things, we do so selectively. If we already believe something to be true, our brains filter out the things that contradict what we know and hold onto the things that reinforce it.

How Is Confirmation Bias Used in Marketing?

Now, let’s talk about some of the specific ways you can use confirmation bias to increase conversions and even to retain existing clients.

One of the key components of confirmation bias is that it builds on knowledge and beliefs the prospect already has. But how do you know what they know? The answer is surprisingly simple: you tell them.

That might sound crazy, but think about it. You want prospective students to believe that your martial arts school is the best thing since sliced bread, right? But how can they know? They just found your site!

The content you post can provide prospects with the information they need. For example, you can point out awards you’ve won or highlight some of your biggest success stories. Then, once they’ve read it, you can use what they believe to convince them to sign up for a free trial.

As much as possible, you should back up your claims with facts. Link to authority sites, share information about your awards and certifications, and so on. Every bit of information you provide helps to create a user’s opinion of you and your school – and those opinions matter.

You can use the same technique to retain current students. Content on your website can reinforce the time and effort they’ve put into their martial arts studies. Someone who’s already a student wants to believe that they’ve invested their time wisely – and you can confirm that on a regular basis.

Examples of Successful Campaigns Using Confirmation Bias

To give you an idea of how confirmation bias can help you, here’s a classic marketing example to consider.

Claude Hopkins, an advertising pioneer, visited the Schlitz plant back in the early 1900s and was impressed at their process, which guaranteed purity and safety. The company didn’t think it was anything special, but he convinced them to run a marketing campaign that highlighted it. The brand had been fifth in the US beer market, but in less than a year, it was tied for first.

The key takeaway here is that Schlitz didn’t do anything different to improve their market standing. All they did was present their product in a new way that made the public see them as a top-quality beer maker. Once people believed that, increased sales were inevitable.


Confirmation bias can work for you by creating a new and positive perception of your martial arts school. When prospective clients have a high opinion of you, everything you say and do will reinforce it – and help you attract new students and retain current ones.

Browse our website to find out how Market Muscles’ social media content for martial arts school owners can help you create a positive bias in favor of your school!