"He had strong hands."
The 'abuse' of persuasion leads customers down a path of fierce resistance around the corner to competitors.
This New York Times article reveals:
"The brain, it seems, does not make much of a distinction between reading about an experience and encountering it in real life."
Say that again?
This has a powerful impact on every piece of content you write as a marketer. Your blog posts, website copy, advertising headlines. Are you using artistic or abusive tactics?
Compare this statement with the statement above:
"He had leathery hands."
What just happened?
The sensory cortex, responsible for interpreting texture, just burst into a spark of recognition.
Leathery. Like that old Bible Grandpa used to read when you were young. Or the well-worn 'crow's feet' on a perpetually happy face.
One word can create an emotion which instantly moves the brain into thought and then into experience or action.
The next piece you write, decide which area of the brain you want to light up for your reader.
Visual Cortex = 'gleaming'
Olfactory Cortex = 'floral'
Sensory Cortex = 'leathery'
Begin to stimulate and offer an experience through your words.
Is there a change you can make in your writing today?
Let me know which word you swapped out and what you replaced it with.