How does the human brain adapt? What does this mean for our copy? Today’s study focuses on comparing the hippocampus of taxi drivers to a control group of non-taxi drivers. MRIs were given to both groups and the brain scans revealed a significant increase of grey matter in taxi drivers (specifically in the right and left hippocampus) in comparison to the control group. This study, for the first time, proved that growth of larger than average hippocampi was correlated with longer periods of time using that particular area in the brain.   We know that how memory works is complicated, so let’s apply that knowledge to our copy. First, figure out how to be known for the problem you solve. Second, make sure that the copy you write is known for the transformation it brings. Our brains have plasticity and they’re drawn to transformation, so show your prospects what the after state looks like.   If you’re not sure how to write for transformation in your copy, join me in my FREE How To Write Your Own 6-Figure Sales Page webinar on February 20, 2021. This webinar is for you if you have any questions about your or your clients’ sales page. I’ll show you exactly how I write to turn prospects into paying customers. Sign up for FREE at www.6figuresalespage.com.   What To Look For In This Episode: [00:11:10] Proving neuroplasticity. [00:15:00] How the brain stays efficient. [00:23:00] Localized neuroplasticity. What does it mean?   Journal Article: Navigation-related structural change in the hippocampi of taxi drivers https://www.researchgate.net/publication/12598624_Navigation-Related_Structural_Change_in_the_Hippocampi_of_Cab_Drivers   Maguire, E., Gadian, D., Johnsrude, I., Good, C., Ashburner, J., Frackowiak, R., & Frith, C. (2000). Proceedings of the National Academy of Sciences 97(8), 4398-4403. DOI: 10.1073/pnas.070039597   Resources: How To Write Your Own 6-Figure Sales Page with Geoff Kullman 6figuresalespage.com Brand Voice Template [brandvoicetemplate.com] Got a question you want answered on the podcast? Awesome! Go to geoffkullman.com/questions   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