Without quality content, you don't have a website. Become a better sentient writer (and designer) in the digital world. Because every word counts.
Can neuro writing entice your readers?
Reading and understanding are complex neurological concepts. We want to “get into our readers' minds” to give them what they need when they need it in an understandable and valuable way. We want to motivate them to appreciate and consciously act upon our writing.
Neuro writing helps do that. It is a neurocognitive tactic that uses persuasive, engaging, honest, straightforward, easy-to-grasp, yet stimulating language.
Here are a few concepts in neuro writing to help trigger your readers’ emotional and cognitive responses:
- Use numbers in your headings and lists in your copy. We seem to be wired to pay attention to numbers and numbered lists. They provide a sense of order. There is even psychology behind odd and even numbers: even-numbered lists imply something is missing (was the list rounded up or down?) and then trigger us to dig deeper; odd numbers are thought-provoking because they seem haphazard.
- If you want a particular bullet point to stick in your readers’ minds, put it last. The last (odd) number seems intriguing, and our readers will ask themselves: “Why was this point added last and not cut off? Must be interesting.” Our memory formation process ensures that what we read or hear last stays with us longer. So, in a longer narrative, reinforce and summarize the main points in your writing to ensure their retention.
- Add unexpectedly matched adjectives that entice readers to keep reading. For example, everyone has encountered “free XYZ" or “new XYZ.” Boring and predictable. So how about using lesser-matched adjectives that radiate positivity, like “free innovative XYZ” or “new unique XYZ”?
- Highlight cause and effect, the why and the how. Involve your readers. This writing tactic makes your narratives easier to recall. That is also why storytelling is so important: Something happened. Let’s find a solution!
- Ask questions that readers want to be answered. Use quotes to cement your message. It signals expertise and authority. Use single quotes in headlines and double quotes in your text.
- Enter into a (friendly) argumentative dialogue with your readers, where they formulate questions in their heads while you provide the answers. Or you ask three questions (according to the "Rule of Three" in content/graphic design, where bundled content in chunks of three is most memorable). Your readers will nod their heads in anticipation of your answers before they continue reading.
- Use descriptive, powerful, thought-provoking, action- or sensory-stimulating words that trigger your readers' positive or negative responses. Engage them emotionally; make them want to speak out and participate. (This point is important; it has an odd number, and I put it last.)
Write with human psychology in mind. Your readers are, after all, humans. Good writing should not just convey information, especially in marketing and branding. Your readers are not passive bystanders but active back-seat drivers. They crave stories and engagement.
Writing is not just an art — but a science.
With that in mind, that's all for today.
Tekla Szymanski
Content+Design™
New York・Berlin
Client feedback: "Tekla is a strong communicator who truly understands new media and blends the best attributes of print journalism with an in-depth understanding of web design, technology and usability. Her command of several languages offers a unique perspective on communicating succinctly in the new age of brief messages. Her professionalism is impeccable."
Questions?
- Schedule a complimentary 30-minute consultation call with me to discuss your content and design needs, or receive a website critique to brainstorm improvements.
- Email me
- Read my Blog
- Engage on my Facebook Business Page
- Visit my Website
You can update your name and email address (or unsubscribe) by using the links below. I will never share your data with others and value your privacy. Please consider adding editor@tekla-szymanski.com to your address book to avoid emails getting lost in your spam folder or your promotions tab. And be sure to move my emails into your primary inbox, so they go to the right place for you. Thank you.
Content + Design
Tekla Szymanski
Without quality content, you don't have a website. Become a better sentient writer (and designer) in the digital world. Because every word counts.
Hi Reader, Reader, as a subscriber, you know my pledge is never to promote my services or market myself through my newsletter. I aim to land in your inbox every other Wednesday with valuable, actionable information about content + design topics of interest to anyone who wants to improve on or plans to create a content-rich website. This email is different. I’d like to share with you a new service that I offer, for a flat rate fee, to anyone reluctant to start a larger project, who has budget...
Have you ever been unsure how to present your content, or overwhelmed by the entire writing and publishing process? Yes, writing is hard. Yet it is structured and follows certain rules. That helps. But there's more to it if you want to create content that stands out. You also need to remember the 4 Cs that every piece of published writing relies on. Following these steps meticulously helps ensure you're more than just good at your craft as a writer and can present your stories effectively and...
White space, also referred to as negative space, is an important design concept. Negative space is the absence of active design elements that demand nothing from the user. The term refers to the amount of space, or padding, around visuals, tables, forms, headlines and content on a webpage or on paper (and it does not have to be white). It is more of an intuitive design choice than a hard rule, and every designer applies it differently. There is no standard for how much white space you should...