When using the concept of empathy in our copywriting, as well as the other psychological aspects we've discussed, there's one more concept that we need to touch on, and that is neuro marketing. neuro marketing is the application of neuroscience to marketing, which includes the direct use of brain imaging, scanning, or other brain activity measurement technology to measure a subjects response to specific products, packaging, advertising, or other marketing elements. Now, of course, we aren't going to go into full blown analysis of this, such as, for instance, linking up our customers to imaging devices, so we can directly study their brain activity that gets way too far into the medical field. And this obviously is not a class on medicine or biology. However, this is a particularly interesting topic to touch on for content writers, and here's why. Using functional magnetic resonance imaging imaging, which measures brain activity by detecting changes in the brain associated with blood flow.

Neuro marketing is found that a particular stimulus causes a consistent response in the brain of subjects. And that this response is correlated with a desired behavior. You can guess what that desired behavior is making a purchase. This type of stimulus is used in many ad campaigns, such as showing a close up of baby's faces. And as for baby products, the importance of eye gaze. Do you remember when we talked about how important visual imaging is?

Effective packaging, like with candles or Frito lays products, effective graphic design, which is another stimulus. So how does this apply to us as copywriters? Well, we need to know just which parts of our product or services are the most effective, and then to put a spotlight on them so that the consumers can see them, write them up, put them at the forefront, promote them. If you're working on social media as well promote them through that which you should be doing. The affirmation research into segmentation also applies to stimulus. It's stimulus that causes a customer to make the decision for purchases.

The right type of content leads to this decision, and in general just speeds up the process. Make sure that your content is hitting on the right cylinders, and that it's approaching the demographic that you want to from the correct angles. For example, last year, the brand purple mattress got the TV and internet comedy sensations Tim and Eric to do an ad campaign for them. They promoted this campaign across YouTube and social media. Tim and Eric came at it from the comedic front. Tim and Eric style of comedy uses surrealism, meta humor.

I uploaded episode one of six alongside this lesson so that you can see They did six episodes. And these episodes were originally posted on YouTube and then promoted all across social media platforms. But now, at least as far as the beginning of April, purple has changed their campaign, they've changed the way that they approach their advertising. Now they're coming at it from a more direct approach. And I've posted the second type of campaign that purple is now doing a post of the video. Here is now what our product does.

This is what purple mattress is about. This is what our mattress is like. But coming from a more direct approach, now they've changed the angle. Now I scoured Google so as to find out just why purple changed their campaign. I was not able to find any news on this. As to why they changed the campaign.

My prediction, purple did not get the results that it wanted from Tim and Eric's style of advertising from the way that they approached the campaign Timoner. Either that, or Tim and Eric just wanted more money to continue the campaign than purple was willing to hand out based on set results. In the end content does not get promoted, nor does it prosper on its own. The buyer must be stimulated by said content and content must be able to rouse activity must engage with the consumer. This is what we've been talking about, as well as also being helped helped by the c e s. t theory. Do you remember when we discussed that?

Now? How do you approach the issue of creating content from your own perspective, as well as from the customer's perspective? How do you bridge the gap between what your client wants IE their interests regarding the product or service that they want to market? Your ability to write copy, ie, your own insight, your creativity, the way that you can engage customer. Something to think about