Oxytocin: it’s a neurochemical that helps build trust and grow connections. The same hormone known as the “love hormone” which is released in your body in response to love, also affects how we write copy.   Today’s episode focuses on an article that analyzes the association between oxytocin and building trust. The authors aim to determine whether oxytocin levels would rise in response to a social signal of trust and if trustworthy behaviour would lead to increased oxytocin. After conducting 2 experiments among participants, it was found that when social signal of trust was removed, so were oxytocin responses and degree of trustworthiness.   How can you write copy that builds that same kind of trust with your clients? We’ll dive into 5 principles that will help you write to form connections with your audience; these will help you get that oxytocin released in your readers’ brains.   What To Look For In This Episode: [00:16:38] Write copy that’s about the reader, not about you. [00:19:10] How you can know your audience and why you should care. [00:24:20] Make your message consistent. [00:25:34] Make your message clear. [00:26:38] Don’t sell TOO much TOO soon.   Journal Article: The neurobiology of trust. https://neuroeconomicstudies.org/images/pdf-files/2004-2005/Trust-NYA.pdf   Zak, P. J., Kurzban, R., & Matzner, W. T. (2004). The neurobiology of trust. Annals of the New York Academy of Sciences, 1032, 224–227. https://doi.org/10.1196/annals.1314.025   Resources: How To Write Your Own 6-Figure Sales Page – com Brand Voice Template – 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