The above headline is an attention grabber (after all, you are reading this, aren’t you?) But can you tell me WHY or how it grabs your attention?
: Emory University researcher Krish Sathian has demonstrated that sensory words activate the portions of the brain associated with our senses, even when we don’t realize it.
The study used “textual metaphors” in which words related to texture were used in a figurative or metaphorical manner. As a control, they were also given another sentence of the same meaning, but without the textual metaphor.
Result? The textual words caused the sensory areas of the brain to become activated.
For example, “He’s a bad person” vs “He’s a slimy person.”
Notice which has a stronger meaning for you and why – it’s almost assuredly the “slimy” example because a part of your brain can actually feel the slime, even if you’re not picturing slime.
So how does this relate to sales and marketing? It’s all about engaging your prospects’ senses with your sales message and allowing them to experience what they’re reading and hearing in a very personal way. The more engaged they are – and the more they can internalize what you’re saying – the more likely you are to persuade.
With that in mind, I’ve made a list below of sensory words to get you started on writing smooth copy and hot headlines.
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As marketers and businesses owners we write headlines all the time, whether it's for a blog post, an article, an...