In honour of Election Day in the United States, we’re diving into a study that analyzes how the brain’s reaction to political, non-political, and exaggerated statements affects us as copywriters. Not interested in politics? Don’t worry, we’ll be using the study’s findings to discover how WE as copywriters and marketers can BUILD TRUST instead of evoking negative emotions in our clients.  In this research study, participant brain activity was monitored through fMRIs while they read different types of statements. Researchers found that while reading these statements, participants’ brains treated unfamiliar or disagreeable statements as a threat to their identity which caused anxiety and triggered their fight or flight response (just like how a physical threat would!).  As copywriters, we know the 2 elements that help build overall brand trust: a consistent brand voice and brand story. If your brand story is unbelievable, your prospects are going to think that you’re off in la-la land. Even a hint of deception fires up the amygdala and destroys the existing trust you have with your clients. How can we make sure our brand voices and stories put our clients at ease?    Listen to the full episode to find out how consistency builds trust and trust builds sales!   What To Look For In This Episode: [00:11:50] The brain treats a challenging belief as a threat or harm to our body. [00:15:00] In our copy, we need to learn to alleviate any fear through implementing a consistent brand voice and brand story. [00:19:11] 3 things to keep in mind in your brand story if you want to keep your clients’ amygdalae from firing.  [00:21:22] Your brand story and your origin story are not the same thing- your brand story is about your customers!  Journal Article: Neural correlates of maintaining one’s political beliefs in the face of counterevidence https://www.nature.com/articles/srep39589   Kaplan, J., Gimbel, S. & Harris, S. Neural correlates of maintaining one’s political beliefs in the face of counterevidence. Sci Rep 6, 39589 (2016). https://doi.org/10.1038/srep39589   Resources: Brand Voice Template [geoffkullman.com/brandvoice]   Got a question you want answered on the podcast? Awesome! Send it to podcast@geoffkullman.com. Connect with Geoff: Instagram: instagram.com/geoffkullman Twitter: twitter.com/geoffkullman Inquiries: geoffkullman.com    Subscribe To The Podcast Here: Do you have friends, colleagues, or clients who would find The Psychology of Copywriting podcast valuable? Spread the word!   *** EPISODE CREDITS: If you like this podcast and are thinking of creating your own, consider talking to my producer, Danny Ozment.   Danny 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