Neurocopywriting

The ability to communicate with clients and convey a brand's message is a crucial component of a marketing strategy. Effective copy is the language of online communication. The effectiveness of this communication depends on the ability to convey information easily, professionally, and usefully to the reader.

Neurocopywriting techniques can be used to enhance the effectiveness of communication with clients through text.

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What is neurocopywriting?

Neurocopywriting is a trend in sales copywriting based on the application of neuroscience and cognitive psychology to improve the effectiveness of customer interactions. Neurocopywriting focuses on techniques that tap into the unconscious mind and influence decision-making.

The effectiveness of neurocopywriting is based on three principles:

• recognition – content that is related to something familiar arouses interest;
• simplicity - the simpler and clearer the formulation, the more attractive it is to people;
• overcoming difficulties - people are attracted to stories that reflect problems and their solutions, overcoming circumstances and difficulties.

These principles stem from the unique ways humans perceive information and are used in NLP. Understanding the basics of NLP will help you write effective sales copy and provide insight into how to attract attention, engage customers with your brand, and motivate them to take action.

People make decisions based not on reason, but on feelings. They then rationally explain why they made a particular decision. It looks something like this:

Some external event occurs, in our case reading a text, it is filtered by the brain through the prisms:

• values;
• beliefs;
• previously adopted decisions;
• memories.

As a result, filtered information is either accepted and stored in memory, deleted, generalized, or distorted. Human behavior and choices are shaped by the above factors.

Texts that align with values, beliefs, and other deeper components help to attract a person's attention, interest, and motivation to action.

To write such texts, you need to know some rules and techniques.

Rules and techniques of neurocopywriting

1. Use positive emphasis in headlines.In neurolinguistic programming, this is called framing—a cognitive bias in which the way information is presented influences how people perceive it. Recasting a scenario as more positive influences how people see and react to it. Using the popular example of glasses, it's better to emphasize that the glass is half full.

Back in 1998, Irwin P. Levine and Gary J. Gath conducted a study titled "How Consumers Are Influenced by Pre- and Post-Consumption Attribute Information." The researchers asked subjects to evaluate a ground beef dish. One group was told they would be trying a dish made with 75% lean ground beef, while the other group was told they would be trying a dish made with 25% fat ground beef. They found that the presentation information significantly influenced the subjects' ratings of the dish's taste.

Presenting information in a positive light helps to improve the attitude towards the event, product, topic, and the company as a whole.

2. Use the promise of pleasure to motivate action.The anticipation of pleasure is the most effective way to motivate a person to act.

3. Help the client solve his problemThe technique of showing a solution to a problem using the advertised product works great in both advertising and copy. If your company has a product or service that can help your potential customers, you can position it as a solution to their problem.

4. Argumentation increases trust– references to research, conclusions drawn as a result of a chain of arguments, work perfectly.

5. Numbers attract the eye and are associated with planning and achieving results.That's why we respond to headlines like "10 Principles of a Successful Person." Incidentally, even numbers attract more attention.

6. The "reactive resistance" method– which informs the customer that a particular product is considered the best, but the choice, of course, is up to the customer. For example, imagine a hot summer day and two lemonade stands. One has a sign that reads, "Lemonade, 10 UAH." The other reads, "Quench your thirst! Don't waste 10 UAH on cheap powdered lemonade. Health-conscious people drink natural lemonade with added juice. Only 30 UAH!" Which lemonade stand will you choose?

 7. A feature of our memory is that we remember information located at the beginning and end of the text., the middle is usually forgotten. Therefore, it's best to place important information in the first or last paragraph.

8. Use more infographics– information in the form of tables and ordered structures attracts attention and breaks up the text, allowing you to highlight the main points.

9. If you need to tell a client unpleasant information, for example, a high price for a product, it is worth presenting it within the framework of a comparative characteristic– First, mention more expensive similar products, which will make your price seem less high.

10. When formulating questions, keep in mind the answer you want to receive.so that the answer suggests itself from the formulation of the question.

11. Use storytellingto establish an emotional connection with the client.

Storytelling: An Effective Neurocopywriting Technique

Stories have a much more powerful effect on the brain than many people realize. They activate the parts of the brain that help connect stories to our own experiences and make them last longer. Therefore, it's important to write a story that connects with the client's life, so they can see themselves as characters and connect with the plot. Focus the story in a positive direction, encouraging the reader to repeat it, and gently calling them to action.

The following neurolinguistic programming tools can be used in storytelling:

• The text should begin with a climax: to catch, attract attention, and paint a figurative picture in the client’s imagination.
• If your text's purpose is to convey information to the client and encourage action, it's worth focusing on the use of nouns and verbs; if you want to engage the reader emotionally, focus on adjectives and adverbs.
• To make stories more engaging, you can use the "hero's journey" structure: an introductory sequence in which something happens that calls the hero to adventure; overcoming an obstacle; and returning as a victor. A third-person narrative is more effective than a direct appeal.
• Use powerful words and emotional phrases. Words have much more power than they initially appear. Positive language stimulates the frontal lobe of the brain and improves cognitive function, while negative language has the opposite effect. Words that evoke fear trigger the release of stress hormones, which impair cognitive function. This is why focusing on the client's problems and pain points is a common practice in copywriting. Text that appeals to a person's core emotions is most effective.

According to American psychologist Paul Ekman, basic emotions include:

• joy;
• astonishment;
• sadness (grief);
• anger (rage);
• disgust;
• fear.

As an example of a text using a neurocopywriting technique based on the feeling of fear, let's take the tourism industry.

Question: Why do many people, having the opportunity to travel, not do so?

Answer: Because of fear.

If a travel agent skillfully neutralizes and works through this feeling, they will earn and gain a loyal and satisfied client who will be happy to bring in new ones “by word of mouth.”

Example text: 

Have you long dreamed of a sunrise beyond your own borders, white sand, a turquoise ocean, and exotic fruits at an affordable price? All this can be achieved on a very affordable tour. But are you held back by the fear that you:

• you will not be able to communicate in a foreign language;
• get lost in a foreign country;
• discrepancy between the expectations of the picture and the actual place you will arrive at;
• your option.

You must admit, traveling abroad for the first time is in many ways reminiscent of a hike into a dense forest: dark, unclear, and scary.

What if there was a fairy helper in this forest with you? Then you could calmly see everything and breathe in the fresh air.

I don’t know about the forest, but we offer a great deal on a dream tour with a fairy.

Imagine being taken by the hand and shown where to go, what to do, how to speak and who to call in an emergency.

Fairy travel agent is always in touch with you:

• when you arrive in an exotic country;
• meet the sunrise on the ocean shore;
• you are going to an exciting place on an excursion;
• you are returning home.

And the carriage won't turn into a pumpkin, because the fairy travel agent is real and knows her business very well!

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It's worth noting that the list of neurocopywriting techniques is constantly expanding, and new neuromarketing research is expanding our understanding of customer engagement methods. When creating high-quality content, it's important to consider its placement—the availability ofwebsite or blogwith a reliabledomainand high-qualityhosting.