Post by nadinenadine on Mar 4, 2024 21:17:07 GMT 12
The amygdala is the seat of our emotions: it regulates and controls them. As Goleman writes, it is a sort of psychological sentinel that scans every situation and every perception, always guided by a single question, the most primitive: “Is this something I hate? Something that hurts me? Something I fear?”. If the answer to these questions is affirmative, the amygdala reacts suddenly and immediately, sending messages to the brain that command it to act. Goleman defines the amygdala as the sentinel of emotions due to its ability to respond to stimuli even before the neocortex is activated. It is the amygdala that sends signals to the endocrine system, which produces the hormones and neurotransmitters suited to the situation, the context and the reaction required to protect us (which is not necessarily the right action). This is why a good Copywriter should know – and well – the role of the amygdala. Because here lie our most primitive feelings, our most powerful emotions, exactly those that words must trigger. And because this pushes us into action even before the neocortex is activated , which is imperceptibly slower but has more complete information to be able to decide on the most effective action plan.
And this stimulus-response mechanism governed by the amygdala and the neocortex is the basic reason for the type of work that a copywriter must carry out: speaking to emotions, convincing logic. Speak to emotions, convince logic Also in Emotional Intelligence – if you haven't read it, catch up! – Goleman argues that the emotional faculty guides our decisions moment by moment, in close collaboration with the rational mind, enabling logical thinking or making it impossible . I believe this is a concept with stratospheric power. Ultimately, it is as if human beings have two minds and two types of Loan Phone Number List intelligence, one emotional and the other rational. And what we choose and what we do with our lives depends on both, on IQ and on Emotional Intelligence . Here's the point: writing a good text means: trigger the reptilian brain , responsible for primary instincts then engage the limbic brain , or the seat of emotions finally convince the neocortex , i.e. logic and reason . But the truth is that if words do not activate the reptilian and limbic brains, nothing and no one will be able to convince the neocortex to act. Starting point: mental models You can't be able to excite someone – and convince them to act – if you don't know the mental models that animate their thoughts.
It is precisely mental models that shape the vision that each of us has of reality. And language is the tool we have to describe this vision, this world. Words - those we choose to write and even those we don't choose - are the reflection of our thoughts and these arise from the mental models we have. Time, training, the experiences we have lived, the relationships we cultivate, the examples we observe, our own actions, the knowledge we immerse ourselves in: all this contributes to building the mental model of each of us. And a good copywriter must start right from here: what is the vision of reality that belongs to the people we want to speak to? Which beliefs are rooted and which can we cultivate? What thoughts, desires and fears are they animated by? What emotions do they feel and would like to feel? And what language do they use to express thoughts and words?
And this stimulus-response mechanism governed by the amygdala and the neocortex is the basic reason for the type of work that a copywriter must carry out: speaking to emotions, convincing logic. Speak to emotions, convince logic Also in Emotional Intelligence – if you haven't read it, catch up! – Goleman argues that the emotional faculty guides our decisions moment by moment, in close collaboration with the rational mind, enabling logical thinking or making it impossible . I believe this is a concept with stratospheric power. Ultimately, it is as if human beings have two minds and two types of Loan Phone Number List intelligence, one emotional and the other rational. And what we choose and what we do with our lives depends on both, on IQ and on Emotional Intelligence . Here's the point: writing a good text means: trigger the reptilian brain , responsible for primary instincts then engage the limbic brain , or the seat of emotions finally convince the neocortex , i.e. logic and reason . But the truth is that if words do not activate the reptilian and limbic brains, nothing and no one will be able to convince the neocortex to act. Starting point: mental models You can't be able to excite someone – and convince them to act – if you don't know the mental models that animate their thoughts.
It is precisely mental models that shape the vision that each of us has of reality. And language is the tool we have to describe this vision, this world. Words - those we choose to write and even those we don't choose - are the reflection of our thoughts and these arise from the mental models we have. Time, training, the experiences we have lived, the relationships we cultivate, the examples we observe, our own actions, the knowledge we immerse ourselves in: all this contributes to building the mental model of each of us. And a good copywriter must start right from here: what is the vision of reality that belongs to the people we want to speak to? Which beliefs are rooted and which can we cultivate? What thoughts, desires and fears are they animated by? What emotions do they feel and would like to feel? And what language do they use to express thoughts and words?