Like that of every client, our brain never ever uses more than one functional area (neocortex, limbic brain, reptilian brain), both to save energy and for mere necessity.
As a practical example, to capture the reader’s attention, many copywriters will use in their titles words that could induce or remind the user of pain, a moment or a reason of pain, to stimulate the reptilian brain in an instant.
The reptilian brain is the portion of the brain that deals with avoiding pain and will, therefore, shift the brain focus (the reader’s attention) to those particular and injured words.
“Every great copywriter knows perfectly well that every human is highly selfish, and the reptilian brain will always choose the path that causes the least pain. “
Once the reptilian brain is stimulated, copywriters will now move to create powerful impulses to the limbic brain and the emotional side of your customer persona.
“Let’s rest assured here! Every great copywriter knows perfectly well that every human is highly uninterested in the passions of others. The focus of the Limbic brain will react only, and only whenever it detects a self-preserving choice that brings an advantage/pleasure. For this reason, every great copywriter will never talk primarily about the technical side of the product, but largely about the benefits that product brings to the user. “
Every year more and more, our brain, which works exclusively trying to safeguard energy and processes, as we saw before, is bombarded daily by information, stimuli and advertising, chat, and much more.
Therefore, the distraction remains at the highest level every day, but our brain, in contrast, is always trying to safeguard energy. Like that of your users, our system will try in every situation to select where to direct the attention and the focus.
“This is also why a great copywriter knows that every text creation should use a copy that is as straightforward as possible towards the reptilian brain, a copy that will never use sophisticated or superfluous words, but very simple ones. They would never use sectional languages or very technical words. They will always speak with a lexicon close to the users, always talking about concepts such as problems and solutions (pleasures=stimuli to the limbic brain). “