Today’s article focuses on the key idea that how our brain encodes advertisements is more important than the advertisement itself. Researchers conducted two experiments using brain scanning technology and pharmacological treatments to examine how areas of the brain responsible for emotional response and cognition are activated when participants viewed video advertisements. The conclusions from this study reveal that emotion precedes logic, but both are crucial parts in the response to advertising. As copywriters, we want to speak to our prospects’ emotions and minds. Tune in to find out how you can target both responses in your copy to drive sales.  What To Look For In This Episode: The role of emotion and logic in purchasing behaviors. Two easy ways to use emotion in your copy.  How to speak to your prospects’ emotions and minds. Journal Article: Brands on the Brain: Neuro-Images of Advertising https://www.researchgate.net/publication/227582799_Brands_on_the_Brain_Neuro-Images_of_Advertising Ambler, T., Ioannides, A., Rose, S. (2000). Brands on the Brain: Neuro-Images of Advertising. Business Strategy Review 11(3), 17–30. https://doi.org/10.1111/1467-8616.00144 Resources: Register for my workshop – geoffkullman.com/workshop How To Write Your Own 6-Figure Sales Page Brand Voice Template Got a question you want answered on the podcast? Awesome! Send it to podcast@geoffkullman.com. Connect with Geoff: Instagram: @geoffkullman Twitter: @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!