The 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 MoreWhat does Ancient Greek and Shakespearean storytelling drama have to do with direct marketing today? Read the proven five-step process that has been used for centuries to hold the reader to the end of a story.
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