The old brain is the part that controls decisions, and it also happens to be the most primitive. Renvoise and Morin highlight the three different brains we have: the new brain, the middle brain, and the old brain. To go one step further into the power of words, you can look at Patrick Renvoise and Christopher Morin’s book about neuromarketing (see Peep Laja’s article at ConversionXL for a great analysis of the book). The vast majority of respondents label the smooth, rounded image a maluma and the hard, jagged image a takete. Which of the two shapes below is a maluma and which is a takete? Here’s a test for you, pulled from a study by Wolfgang Köhler. Researchers have found that we are hardwired to associate sounds with images, even in words we do not comprehend. Neurologically, we have an instinctual reaction to words and language. The takeaway: When you want people to take action, always give a reason. The trigger word “because” was all she needed. I don’t know about you, but I thought Langer’s third request was rather elementary. May I use the Xerox machine because I have to make some copies?” – 93% said OK May I use the Xerox machine because I’m in a rush?” – 94% said OK May I use the Xerox machine?” – 60% said OK She tried three different ways of asking: Social psychologist Ellen Langer tested the power of a single word in an experiment where she asked to cut in line at a copy machine. Perhaps my favorite study is one shared by Brian Clark of Copyblogger. Another study found that simple stock names that are easier to pronounce lead to quicker gains post-IPO. “smashed”) paints the way eyewitnesses view the event. Researchers have found that the word you use to describe a car accident (“contacted” vs. The research behind this power of words is incredibly deep. You click a signup button because a word creates an emotion. You click on a headline because a single word strikes you. You likely know inherently that specific words matter. Research reveals how a single word makes all the difference Do you have any power words that work magic for you? I’d love to hear about them in the comments. I’m happy to share my lists with you of the phrases and words that convert. I’ve enjoyed saving several lists of these so-called power words and pulling them out to use in a pinch. The science of copywriting, the psychology of headlines, and the art of CTAs has revealed quite a number of go-to moves for marketers looking to gain a linguistic edge in their words and pitches. To connect the dots then, you’re probably wondering: If a single word makes that much difference, then what words should I be using? Which words and phrases convert? Once you’ve found the most powerful words, we’d love to help you share them to social at exactly the right times - so you can drive more traffic, engagement, and conversions. A word changes the meaning, the mood, and the motivation. The difference between “joining” and “signing up” is the difference between fellowship and enlisting. I subscribe to the copywriting school of thought where every single word is absolutely worth stewing over and A/B testing because one single word can change everything. They serve the same purpose, but do they say the same thing?Ĭan one word change the way you feel about a button? These phrases litter the huge variety of email newsletter boxes you’ll come across online, and they generally serve the same purpose: Click here to give us your email address.
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