You can write headlines that grab the brain's attention by changing an expected word to an unexpected word. This tequila ad is a great example.
Many of the decisions we make are guided by some kind of reward. Do I go through the McDonalds drive-thru window and get a burger and fries that will light my brain up like a Christmas tree, or do I delay eating until my planned meal-time and consume something healthy? Do I put part of my salary into my employer’s 401K retirement plan, or do I take the cash in my paycheck now? Do I buy the expensive camera at the retail store that I’m in, or perhaps save a portion of the price by shopping around at other stores or online? All of these decisions create a tension in our brains between a current reward and a future reward of (potentially) greater magnitude. While the brain tends to favor immediate gratification (see The Time Value of Bananas), new research shows that vividly imagining the future can help individuals make better, more future-oriented decisions. […]