Stories allow us to create a world for our prospects "as we want it" to be (or as it "should" be). But there’s also an order we need our readers’ brains to release neurochemicals in? Without this order, the story’s impact can be negatively affected.    Today’s episode focuses on the neuroscience of narrative, specifically on an article that studies how neurochemicals are released during inspiring stories, public service announcements, and Superbowl advertisements. Dr. Paul Zak conducted three studies in order to analyze how cortisol and oxytocin, and other neurochemicals were released in participants and their impact on human behavior, attention, and engagement.    How can we ensure our copy grabs attention, elicits empathy, and induces pleasure?   When writing copy, it’s important to remember the three phases to your story: normal, explosion, and new normal.   What To Look For In This Episode: Always get attention first. Do your prework to build empathy and that connection Don’t try to be cute, clever, or funny without gaining attention and connection first.    Journal Article: Why Inspiring Stories Make Us React: The Neuroscience of Narrative https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4445577/pdf/cer-02-15.pdf    Zak P. J. (2015). Why inspiring stories make us react: the neuroscience of narrative. Cerebrum: the Dana forum on brain science, 2015, 2.   Resources: Virtual Speakers Success Summit – geoffkullman.com/vsss  How To Write Your Own 6-Figure Sales Page – 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!