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copywriting

Harvard Lesson: Verbs Beat Adjectives

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…

What DARPA Knows About Persuasive Copy

I'm sure many of my readers here at Neuromarketing also subscribe to Brian Clark's great Copyblogger blog (if not, you should!), but in case you missed it, I did a rare (for me) guest post there yesterday. It's How to Write Weapons-Grade…

The Dark Side of Adjectives

Want your content to go viral, or at least get shared? Then don't overdo the adjectives. That's one of the interesting findings Dan Zarrella shares in his book, Zarrella's Hierarchy of Contagiousness.

Shake Up Your Copy

In Surprising the Brain, I wrote about a copywriting technique that replaces an expected word with an unexpected one to grab the listener's or reader's attention: Advertising copywriters have for years used a similar technique to jar the…

Shakespeare Copywriting

Few would argue that Shakespeare is one of the greatest writers in the English language, but we don't see Madison Avenue putting much of their copy in sonnet form. And while I don't expect to see a surge in the use of iambic pentameter in…