In this episode, we look at a study from the University of Finland to learn how the brain processes written language. Specifically, the authors reveal what types of words produce the most activity in the brain. Knowing these “high information gain” word patterns helps us to write more engaging, compelling, and higher-converting copy.   What are the three word-types that drive engagement in your emails, sales pages, or even blog posts…?   Informative (not instructive) Specific (not broad), and Context-driven (but not necessarily context-specific)   When you inject your copywriting and marketing with informative, specific, and context-driven words, you cause your prospective customer’s brain to stay engaged… so they’ll be more likely to buy!   Journal Article: Information gain modulates brain activity evoked by reading https://www.nature.com/articles/s41598-020-63828-5   Kangassalo, L., Spapé, M., Ravaja, N. et al. Information gain modulates brain activity evoked by reading. Sci Rep 10, 7671 (2020). https://doi.org/10.1038/s41598-020-63828-5   Resources: Brand Voice template Send in a question to podcast@geoffkullman.com   Connect with Geoff: geoffkullman.com [https://geoffkullman.com] Instagram: @geoffkullman [https://instagram.com/geoffkullman] Twitter: @geoffkullman [https://twitter.com/geoffkullman] LinkedIn: @geoffkullman [https://linkedin.com/in/geoffkullman] Inquiries: geoffkullman.com/services [https://geoffkullman.com/services]   *** EPISODE CREDITS: If you like this podcast and are thinking of creating your own, consider talking to my producer, Danny Ozment.   He helps thought leaders, influencers, executives, HR professionals, recruiters, lawyers, realtors, bloggers, coaches, and authors create, launch, and produce podcasts that grow their business and impact the world. Find out more at https://emeraldcitypro.com