{"id":92928,"date":"2022-12-16T07:18:15","date_gmt":"2022-12-16T07:18:15","guid":{"rendered":"https:\/\/greatpixel.kinsta.cloud\/accessibilita-da-nice-to-have-a-must-have-copy\/"},"modified":"2022-12-16T11:40:55","modified_gmt":"2022-12-16T11:40:55","slug":"neurocopywriting","status":"publish","type":"post","link":"https:\/\/greatpixel.kinsta.cloud\/en\/neurocopywriting\/","title":{"rendered":"Neurocopywriting: Telling Stories with the Help of Neuroscience"},"content":{"rendered":"

Sometimes it happens that two seemingly distant disciplines meet with the intention of achieving the same goal, and it is precisely then that the results can be surprising. <\/span>This is the story of when the art of writing texts began to confront the knowledge and tools of neuroscience. <\/span>But let's start from the beginning\u2026 <\/span><\/p>\n<\/div>

Neuro<\/span>marketing<\/b> is a discipline that studies consumer behavior using neuroscientific techniques and tools, aiming to obtain responses that effectively guide marketing stimuli and strategies. <\/span>The second protagonist of our story is <\/span>copywriting<\/b>, which involves writing communication content following specific strategic and commercial objectives. <\/span>The combination and meeting of these two worlds gives rise to <\/span>neurocopywriting, where analyses conducted by neuromarketing using neuroscientific tools become a genuine support for writing texts<\/b>. <\/span>Rosa Morel was the first person to attempt to apply neuroscientific knowledge to communication in order to understand the psychological mechanisms behind the reading of any content. <\/span>The concept was later revisited, from a different perspective, by Marco La Rosa in the book <\/span>Neurocopywriting: how to make communication and content more effective with neuromarketing<\/span><\/i>. <\/span><\/p>\n<\/div>

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Writing texts alongside neuroscience<\/span><\/h2>\n

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Neurocopywriting involves the activity of content writing using knowledge acquired in neuroscience and cognitive fields with the aim of <\/span>improving communication and increasingly focusing on the actual needs of consumers<\/b>. <\/span><\/p>\n

Neuromarketing, using neuroscientific tools and techniques such as Eye-Tracker, EEG, Face Reader, Skin Conductance, and many others, can <\/span>provide clear answers regarding the effectiveness of the tested communication and content<\/b>, making them clear, easily accessible, and aligned with people's needs. <\/span><\/p>\n

To understand why users make certain choices, neuroscientific tools are essential: <\/span>it is our brain that regulates our behaviors<\/b>, so understanding how the brain reacts to marketing stimuli simplifies the comprehension of what is effective and what is counterproductive. <\/span><\/p>\n

The goal that unites these tools is to identify responses and reactions of subjects by analyzing attention, cognitive effort, emotions, and psychophysiological activations to obtain valuable insights that traditional research methods alone would not be able to provide.<\/span><\/p>\n

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Neuromarketing tools<\/strong><\/h5>\n
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  • Eye-tracking<\/b> \u2014> measures visual behavior and provides output on eye movements to analyze visual attention, which in marketing, in addition to being related to brand memory, brand perception, and decision-making, is also useful for examining the distribution of texts and their effectiveness. <\/span><\/li>\n
  • EEG Analysis<\/b> \u2014> electroencephalography measures brain waves and the areas of the brain activated in response to stimuli, hypothesizing the type of reaction, degree of activation, and potential memorization.<\/span><\/li>\n
  • Skin Conductance Analysis<\/b> \u2014> measures psychophysiological activation through skin sweating.<\/span><\/li>\n
  • Breathing and Heart Rate Analysis<\/b> \u2014> heart rate is linked to concentration levels, while the depth of breathing is correlated with the degree of attention or emotional tension.<\/span><\/li>\n
  • Measurement of Micro-Facial Expressions<\/b> \u2014> the muscles of the face move in relation to the type of emotion felt in response to a stimulus, especially the micro-expressions that cannot be voluntarily controlled.<\/span><\/li>\n<\/ul>\n

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