It’s human to fall into the FUD trap because this is how our brains are wired. And quite frankly, this nasty and negative election cycle is likely to exacerbate FUD even more, risking a decline in response rates this year.
Read More
Uncertainty creates fear. Uncertainty creates doubt. It’s a powerful emotion—powerful because the human brain is primitive. And if your marketing messaging ignores this fact, you not likely to get through.
Read MoreThe amygdala, or lizard brain, has an evolutionary purpose for humans to survive. The amygdala reacts in a “fight” or “flight” mode. It is alert to basic needs: anger, fear, and reproduction. Understand its role in copywriting and you'll be more effective.
Read More