“The human mind cannot tell the difference between an actual event and one that was vividely imagined” Maxwell Maltz, Psycho Cybernetics

The challenge with writing anything is that the written word is missing two very critical elements of communication:  Body Language, and Tone.  The meaning of a word as simple as ‘wow’ can have wildly different meanings when added to the dance of body language and the music of tone.  That’s one of the benefits of video, as it allows those elements expression and room to breathe.  But there’s still magic in the words…

There is a description of the brain in three key elements:

1. The Primitive or Reptillian Brain (Survival and Sex…the ‘flinching brain’)
2. The Emotional or Mamallian Brain (Feelings…the ‘tail wagging brain’)
3. The Logical or ‘Real’ Brain (Decisions…or so we believe)

Now with this framework in mind grab some of your favorite ad copy and see where it speaks to you.  If it’s all in the logical, chances are it’s not very compelling.  If you feel it grabbing hold of your feelings or creating a ‘gut response’ you’ve likely stumbled upon a writer who knows how to peel the onion a little more.

Imagine yourself in front of a magic keyboard where your every typed thought would manifest in the physical world.  You may be thinking…I’ll write myself a Porche or a vacation, or a loving spouce or well adjusted kids.  The trick is, if you read my earlier thoughts on Primary Driver Emotions (my major lightbulb moment listening to Frank Kern), you know that all of those things are still only elements of what you REALLY DESIRE…feelings.

The logical brain, as powerful as we think it is, still has to wait for Survival and Emotions before it gets to take action…not the reverse.  In brain mapping experiments they discovered that many times the body will begin to move toward a pleasureable reward BEFORE the logical brain is even aware of it.  Making your ‘Real’ brain responsible more for rationalization than decision.

The key then is finding words that engage the imagination, create that vivid ’synthetic experience’ and then leverage the emotion created in the desired way.  Words like ‘imagine’, ‘wonder’, ‘dream’, ‘picture’, ’see’, ‘feel’, and ‘experience’ can cause what I think of as the “Pink Elephant Response” (Try NOT to think of a Pink Elephant…).  Obviously you can see the ‘Dark Side’ of this knowledge, but I’m counting on you to use your powers for good

So when you sit down to write or review something you’ve written put it through the filter and see if your words create pictures and feelings inside you.  Write some directed visulaization and link it to your product or service, and then see where it goes.  Might be fun, and it will certainly make this reality a little more enjoyable.

Phil Hughes

www.philhughes.tv

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