Guest Editorial by Tom Hoobyar
There’s good news and bad news for copywriters. Here’s how to profit from this news.
The Bad News:
The UCLA Study Shows That Word Meanings Are Less Than 10% Of A Message
Human communication was studied at UCLA in the 1960’s to learn how emotional impact was transmitted (Mehrabian, 1967). The study concluded that about 90% of the emotional information came from body language and tone of voice. A small percentage of the emotions were conveyed by the meanings of the actual words used.
So people only pay attention to those they trust. And for those of us in the Internet world, language is the only way we have to reach out and touch our customers’ hearts. We’re stuck behind our keyboards.
The Good News:
Words Can Be As Soft As Smoke Or As Hard As Rock
So, all we have are words “no facial expressions, no reading of our audience for their reaction, no gestures or tones of voice.
We can use our words to weave spells, to make pictures come alive and in color in our readers’ minds. We can use words to arouse interest and to fuel desire, to tickle and caress those who give us their attention.
When you write about pictures people make pictures in their minds.
We can SHOUT or whisper in print.
When you change your type styles and capitalization, people can HEAR it as they read it.
We can say so much more than we thought we could when we learn Word Magic. It gives you the ability to show your better self, the one your friends and family know, as someone who is caring, likable and trustworthy.
We explore the verbal tools of “Contact Professionals”, like police, therapists, trial lawyers, trade show pitchmen, and NLP Coaches and hypnotherapists.
Principles of Human Awareness “Write with These In Mind
Humans are feeling beings with the power of thought “NOT thinking beings who feel.
Emotions come before thought.
Beliefs are the major factor in buying choice, NOT information.
To see more, just click here.
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