Can sensory-based description make books more accessible, memorable, and, ultimately, more successful?
It shouldn’t surprise Neuromarketing readers that choice of words is important when writing headlines, taglines, or copy, but brain scans show how specific words can have the same meaning but activate different areas of the brain. Emory University researcher Krish Sathian has shown that words that words related to texture, for example, activate areas of the brain associated with touch – even when their usage has nothing to do with tactile sensations. (Abstract, and an interview with Sathian.) […]
The debate among copywriters about verbs vs. adjectives rages on. While the general consensus is that verbs make better sales copy and adjectives serve mainly to slow down the reader, there’s also research that shows properly used adjectives can increase product appeal.
Lessons from Harvard B-School
If you think your sales challenge is daunting, try selling yourself to Harvard Business School. Even though most applicants are amazingly well qualified in terms of academic, career, and personal accomplishments, almost 9 out of 10 are rejected. When the Wall Street Journal interviewed Dee Leopold, managing director of MBA admissions at Harvard, she weighed in on the adjective vs. verb debate and came down on the side of verbs. […]