Neurocopywriting for writing sales texts: working techniques

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    What is neurocopywriting?

    Neurocopywriting is a new direction in writing sales texts, which is based on:

    • studying the behavior of potential buyers after exposure to lexical structures;
    • using the acquired knowledge about emotional and behavioral reactions in texts.

    When preparing texts, they take the latest research in the field of marketing, cognitive psychology, which studies cognitive processes, and neurophysiology, that is, a science that studies the functions of the nervous system, as a basis for preparing texts.


    Let’s try to understand the essence of the presented term in more detail. The first part of the definition states that neurocopywriting is a science that studies the behavior of potential buyers for specific lexical constructions. The question arises: why do we not use the designation “certain words“? Due to the fact that a single word cannot always convey the full meaning of a certain definition, it is often the construction of words that gives us a complete understanding of a phenomenon, event, object or service. Therefore, neurocopywriting is not about the use of individual “magic words”, but about a more global and thoughtful use of lexical constructions in texts.

    Further, from the definition it follows that knowledge is used in further work on selling texts. This is done for the same purpose as in any other: encourage a potential user to order or perform another conversion action: write an email, click, call, and so on.

    The science of neurocopywriting originated in the research of American scientists and their colleagues from Western Europe. For a detailed study of issues related to neurocopywriting, the method of computed tomography of the brain was used, which tracked the reactions of the human brain in a group of subjects to certain words. The results of the research allowed scientists to draw certain conclusions that can be applied when writing sales texts.

    What useful recommendations can be applied when writing sales texts from the field of neurocopywriting?

    To use neurocopywriting techniques, it is not necessary to have a deep understanding of psychology and other sciences. More about effective techniques of new science that can be used in selling texts.

    Surprise the brain

    If you want to “wake up” your readers, replace the words that the brain is already used to with something unexpected, fresh. For example, “The soldier is sleeping, the chips are flying”, “The apple tree saves the ruble from the apple tree.”

    This technique has been known since the days of ancient oratory. In modern copywriting, it is of great relevance and is often used precisely when writing large texts. Why? Because when submitting significant amounts of textual information, the reader’s attention must be kept all the time, not giving the person the opportunity to “fall asleep”, to predict what will be written further in the text. Otherwise, reading may become boring, and the article will not be read to the end.

    It is necessary to “implant” some words, phrases, constructions into the text that will arouse interest, enliven the reader’s perception, deliberately create an emphasis in some part of the story, causing them to be distracted for a second. For a kind of relaxation while reading, humor, stories or some interesting, but little-known facts are great. When the reader can “take a breath”, his reading will become more attentive.

    In what texts is this technique used most often?

    • Landing page, landing page or “landing page” – a web page that usually contains information about 1-3 products or services. Its main task is to collect the contact details of the target audience. Such pages are used to increase the effectiveness of advertising, increase the audience for subsequent campaigns.
    • Commercial offers that take more than 2-3 pages.
    • Mailing list: direct marketing or direct marketing. The point is to not over-saturate with useful or commercial information and give the reader a short break. Humor works best for this.

    Use a simple slogan

    This technique is ideal not only for use in texts. It can be successfully used in everyday life: in business or friendly communication.

    In copywriting, simplicity of presentation is of particular importance, since you have to work for several target audience groups at once, which have differences in the social environment of residence, education received, etc. Therefore, the simplicity of presenting information is so important: in this case, it is quickly and easily perceived by any person.

    Nike’s short and capacious slogan is now known all over the world: “Just do it!”

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    Luxury or economy?

    It is worth paying attention to such a nuance: if when writing a selling text you have a choice of what to prefer – the idea of ​​luxury or savings, then it is better to use the second option. It is more likely to push potential customers to spend more, that is, to increase the “average check”. This technique is often used by successful giants Sears and Walmart, in Russia – Magnit, in Ukraine – ATB, ECO-market. For example, “If you find cheaper, we will return the money.” This usually applies to promotional products that are sold at a maximum discount.


    Keep up with the times – rename your products or services according to trends in society. For example:

    • milkshake – smoothies;
    • potato chips – vegetable chips;
    • pasta with vegetables – pasta with salad;
    • lollipops – fruit sweets;
    • prunes – dried plums.

    Why is it worth doing and what helps to get the result? By renaming a product, you do not just make it sound new, but bring it to the rank of new products.

    For example, let’s say you have a great drink on your menu – a milkshake. At the mention of this name, most people have associations in their heads with something very high-calorie or childish. But in the modern world, it is becoming more and more prestigious to lead a healthy lifestyle, play sports, monitor your own weight, and, of course, eat right, counting calories from consumed foods.

    In such a situation, it is not necessary to count on the mass popularity of a milkshake. Therefore, now you can rename this drink in a smoothie, which sounds like something less high-calorie and more useful, healthy.

    The same transformation occurs with other products that are shown in the example above. For example, “potato chips” sounded healthier because of the reference to vegetables, although in fact they were already made from potatoes. It’s the same with lollipops, which are renamed “fruit candy”. In this case, the association with the fact that fruits, like vegetables, is useful is triggered.

    You can use this technique not only with food, but also with other goods or services.

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    Use real numbers

    The use of numbers enhances the selling text, as it gives the reader’s eye a “rest from the letters”. In this case, you should use real, not fictional, data so that you are not accused of lying. But that’s not all: numbers should be used correctly.

    For example:

    • Good option: “90% of our customers rate our service as excellent.”
    • Better option: “Nine out of ten of our customers rate our service as excellent.”

    What do we observe in this example using real numbers, denoting them as a percentage? Yes, 90% of the total number of consumers indicated in the example were very satisfied with the service. But at the same time, we have the opportunity to notice that the remaining 10% of buyers, apparently, left a negative review about the proposed service. And this number is quite significant in the minds of many potential consumers, which casts doubt on “such an excellent service.”

    In this case, the best way to dispel the doubts of the target audience is to replace the numerical ratio with 9/10, writing it with the words “nine out of ten.” In this case, one dissatisfied consumer is lost against the background of nine satisfied ones, which looks more presentable in the eyes of future buyers, although nothing has changed mathematically.

    Note: it is worth noting that it is still better to submit negative information in%. For example, about the fall of the company’s shares or too many complaints, etc.

    Magic words

    “Magic words” are used in their practice by both beginners and copywriters with significant experience. The conducted studies have repeatedly proved that the use of these words, constructions and phrases increases the effectiveness of selling texts. And this is despite the present share of negativity on the part of skeptics who claim that all these “magic words” have long become boring to potential consumers.

    For example, the word “New!” is directly related to prehistoric people. Presumably, then connections at the neuronal level began to emerge between the activation of the brain area responsible for reward and a simple, at first glance, word that meant an improvement in the quality of life for a prehistoric person.

    In the modern world, even with an abundance of goods and their variations, sooner or later there comes a moment when a person “gets bored” with everything. As a rule, marketers play on this feeling when creating new advertising campaigns.

    Let’s say you’re a vegetarian, your food basket is quite limited. Therefore, if you go to the supermarket and see the inscription on the shelf with cheese: “NEW! Lavender Flavored Tofu Cheese!”, the likelihood of purchasing this product will increase significantly. Not because you have never tried tofu, but because this is a novelty for this store, and for you it is an opportunity to expand a bored diet without long inventing or searching for some new dish.

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    Often large companies and corporations use the introduction of “magic words” in advertising slogans and sales texts. For example, the Snickers company, which has new variations of their bars every year. They get on the shelves with the attention-grabbing mark “New!”. This win-win option has been effective for many years.

    The same is true of other “magic words”. For example, “Free!”, “Discount!”, “Gift!”. As the successful practice of their use shows, they always work and work flawlessly!

    Magic adjectives

    An abundance of adjectives can significantly reduce the quality of the selling text and its conversion ability. If possible, they should be replaced by verbs or nouns. But there are situations when it is the “magic adjectives” that are perceived as appropriate and can “pull out” the text. For example:

    • Brightness: fresh, freshly picked, freshly squeezed.
    • Sensory: smoked on the smoke of an apple tree.
    • Emotional: Vermont Cheddar Rural Cheesemakers.
    • Specificity: wild salmon from Alaska.
    • Brand name: Jack Daniels ketchup.

    This is often found on restaurant menus to more vividly describe the dishes that are served. The use of the “apple tree smoked” design activates certain parts of the human brain, causing salivation and a desire to satisfy the hunger that has arisen.

    Using a construct such as the “Vermont cheddar of rural cheesemakers” affects the parts of the human brain that are responsible for emotions. A potential consumer will feel a connection with nature, especially if it is an urban dweller who lacks this. In his head, most likely, there will be associative pictures associated with alpine meadows, mills and cozy village houses in Holland or prim, slender English-style houses with green lawns in their vicinity. There is also a pleasant image of the villagers who lovingly prepared this type of cheese. Agree, how can you not buy such a product?

    “Wild Salmon from Alaska” is another example of a successful design that evokes in the potential consumer pleasant associations with wild-caught fish. It definitely cannot be harmful and contain GMOs!

    Branding also works great in advertising slogans and sales texts. For example, the use of the name of a famous person as in the network of American restaurants “Ketchup Jack Daniels“. Admirers of the talent of Jack Daniels, for sure, will want to visit this place to taste such a famous ketchup.



    There are cases when some points, facts or information may repel a potential buyer. In such situations, a metalanguage technique comes to the rescue, that is, the transformation of a phrase into another, while slightly changing the main meaning, but greatly changing the perception as a whole.

    Similar transformations of one verbal construction into another are clearly seen in the examples:

    • novice designer – a designer with great potential;
    • young company – a company devoid of bureaucratic delays;
    • an expensive institution – an institution for special occasions;
    • small car – a compact, easy-to-park car;
    • a fat woman is a good woman with a good sense of humor.

    The “young company” turnover can alienate a potential client with a lack of experience. But changing the phrase to “a company devoid of bureaucratic delays”, it is possible to convey to the customer that the company quickly responds to customer requests.

    The expression “small car” for some potential buyers may be associated with a car brand “Zaporozhets”. The use of metalanguage and the replacement of the existing construction with the following phrase will help eliminate such associations: “a compact, easy-to-park car.

    The definition of “fat woman” will sound and be perceived more successfully by a potential reader if it is replaced by “a good-natured woman with a good sense of humor.” Because for Russian-speaking people the word “good” means something of high quality, big, worthy of attention, and therefore – inspiring confidence. And fat people, as a rule, evoke associations with an excellent sense of humor.



    The purchase decision is based on a simple equation:

    Net value of the product = Pleasure to own and use – Suffer from loss of cash

    From the equation, we can conclude that the selling text should be such that, at the time of reading, the potential buyer receives a dose of pleasure from the upcoming purchase that is much greater than the dose of suffering from parting with money. That is, you should perform an increase in the “Net value from purchase”.

    How to achieve this? With the right words. For example:

    1. Loss avoidance:

    • reliable;
    • free;
    • will last a long time;
    • receive as a gift;
    • without overpayments for a loan or installment plan;
    • not more than;
    • only, only;
    • we will return the money;
    • avoid;
    • without;
    • discount;
    • saving.

    2. About purchasing:

    • plus;
    • receive;
    • discover for yourself;
    • you’re playing;
    • extra;
    • more;
    • play;
    • we will help.

    These are not all neurocopywriting techniques that are suitable for selling texts, but the simplest and most effective ones. You don’t need to go deep into marketing, neuroscience, or cognitive psychology to use them.

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