3 Copywriting Paths to Train the Brain
How the mind learns is vital for every marketer and copywriter to understand. Today we take a deeper dive into three approaches that sync together copywriting with brain function. Use these, and you can transform how your prospects absorb your copywriting and content messaging. These three pathways play on our brain's hardwiring, mirroring neurons and chunking.
1. Repetition Hardwires New Learning
It's difficult for people to learn a new behavior. That's how we're hardwired. To create new grooves in the mind and solidify new learning, use repetition. If you've written or evaluated a direct mail package, most likely you'll observe repetition within a letter or across various components, such as a brochure, lift note, buck slip or order form. How many times have you heard feedback about copy along the lines of, "it keeps saying the same thing over and over." When you repeat a thought (you might call it a golden thread), you shift the conscious absorption of information to the unconscious. Soon the brain is imprinted with new learning. Repetition can hardwire the brain for new learning.
2. Create a Metaphorical Mirror
One of the best ways to learn is by hearing a story or watching others. When we watch a video of a demonstration, our brain is activated in the same region as the person we're watching. It's the same with hearing a story. It's a mirror neuron. Our basic survival depends on understanding the actions, intentions and emotions of others. We do it by feeling, not by thinking.
It's said the way to digest overwhelming data is to break it into chunks. That's why, for example, this column is three approaches to leverage how the mind works through training. You can do it, too, in your messaging. Numbers, bullets, whatever structure you can use to chunk information for your prospects and customers will help them absorb it faster and more accurately.
Reinventing Direct is for the direct marketer seeking guidance in the evolving world of online marketing. Gary Hennerberg is a mind code marketing strategist, based on the template from his new book, "Crack the Customer Mind Code." He is recognized as a leading direct marketing consultant and copywriter. He weaves in how to identify a unique selling proposition to position, or reposition, products and services using online and offline marketing approaches, and copywriting sales techniques. He is sought-after for his integration of direct mail, catalogs, email marketing, websites, content marketing, search marketing, retargeting and more. His identification of USPs and copywriting for clients has resulted in sales increases of 15 percent, 35 percent, and even as high as 60 percent. Today he integrates both online and offline media strategies, and proven copywriting techniques, to get clients results. Email him or follow Gary on LinkedIn. Co-authoring this blog is Perry Alexander of ACM Initiatives. Follow Perry on LinkedIn.