In recent years, a novel way of copywriting called Neuro Copywriting has been getting popular among copywriters across the world. It promises to tap into the hidden regions of the target audiences’ minds and stimulate them to engage with brands. It is based on the growing field of neuro-linguistic programming (NLP).
Researchers discovered connections between the brain’s neurological processes and the language and behavioral patterns learned through experience. With the expert use of language triggers, we can actually provoke behavioral changes. NLP is practiced with hypnotherapy to treat addictions, phobias, and learning disorders. Neuro Copywriting takes this idea a step further.
Neuro Copywriting is the application of neuroscience to marketing content. It involves the use of phrasing and copy styling to spark responses in the brain that directly translate into desired behaviors. Neuro Copywriting is more frequently used by anyone in the writing field to get more effective results. In this guide, we highlight how copywriters can leverage neuroscience to boost conversion and engagement.
7 Ways Neuro Copywriting Can Improve Your Copy
Neuro Copywriting encompasses various types of triggers in video, audio, and visual media (ads, brochures, websites) to achieve better marketing results. Triggers include pictures, sounds, feelings, tastes, and smells.
1. Sensory Triggers
The senses evoke a lot of positive emotions and states of mind that marketers want to associate with their products and services.
Try to include more expressive descriptions and visuals of sensual imagery in brand storytelling. Happy childhood memories, sweet tastes, wonderful smells, and mental images of cute animals are always good to add to your copy.
2. Positive Self-Affirmation
Not surprisingly, psychologists have found that people often make decisions based on their feelings. It’s better to spend less time changing the minds of consumers with rational arguments and more time changing how they feel.
A good way to do this is to affirm positive feelings about their selves. This is not simply just flattery. You can get them on your side by verbalizing and reflecting their core beliefs, hopes, and dreams.
3. Pleasurable Rewards
The experience of receiving rewards is a powerful way to motivate someone to act in your favour because it triggers the pleasure centers of the brain and release dopamine.
Always give consumers a reward for any action taken, no matter how small. Sometimes, even the anticipation of a reward is enough to trigger the release of dopamine.
4. Recognize Pain Points
Marketers avoid talking about problems that consumers face. The conventional wisdom says such conversations recall negative emotions. On the contrary, psychologists found that recognizing a consumer’s pains and problems is more likely to create a reverse effect, conjuring sympathetic feelings toward the brand.
Begin brand stories with what we call “pain point leads”. These let consumers know that you understand and sympathise with their problems, quickly getting them on your side.
5. Lead Magnets
Consumers are far more likely to anticipate more good things coming from you (placing them in a more positive frame of mind) when you give them something valuable upfront. Better yet, without asking for anything in return.
Start by understanding your consumer and defining what is valuable to them. Only a lead magnet that’s both relevant and valuable to your consumer (and not just something easy for you to give) will trigger positive responses and lower their guard.
6. New Experiences
People love new experiences. Whether it’s a new inspiration, a new realization about something they assumed they knew, or a new way of doing things. People react really well to new information that’s relevant to them.
Here’s where you need to put on your thinking cap and become really innovative. New technology or experimental ideas can give your brand the edge you need.
7. Fear Motivates
Few things drive action more consistently than fear. Whether it is the fear of something unknown or the threat of some repercussion, a heightened sense of anxiety can overcome inaction and drive a behavioral change.
Whichever method you choose, let neuroscience unlock the potential of your copywriting to help your clients and your colleagues improve their marketing results.