There is a legendary movie scene with Matthew McConaughey from 1996.
In it, he plays a young lawyer who takes on the defense of a black father who faces the death penalty for the murder of two white men who raped his 10-year-old daughter.
On the last day of the trial, he does not make a closing argument, but asks the jury to close their eyes:
He wants to tell them a story.
In this story he paints a brutal, barbaric picture by describing the rape of the young girl in great detail.
Then he awakens the jury from this nightmare with the following words:
And now imagine that the girl is white
This is a fictional story, but it impressively demonstrates how our brain works.
And once you understand that, your words will create moments that will never be forgotten.
Like this:
Wipe the tears from your eyes, because here comes the next lesson:
Our brain remembers events much better when they are linked to emotions.
Means?
If you don’t want to be forgotten immediately, you have to evoke emotions in your reader.
This can be an israel email list emotional final boss like in The Lion King.
This can be a sensual memory like the first kiss with your wife.
Or an adrenaline rush like on the Black Mamba in Phantasialand.
The question is:
How do you trigger such feelings?
The answer is:
Through images – they are the fuel of our emotions.
But don’t be misled, I’m not talking about photos or memes like the ones above. I’m talking about images you create with your words.
Such images have a more powerful effect on our brain than “real” pictures or photos.
Do you want to know why?
When you read something, many more synapses in the brain become active because our brain has to create this “image” itself. It is much more engaging than with a photograph.
The effect on the emotional level is therefore more intense.
The question remains:
How do you create such images with your words?
Write specifically.
In my copywriting course, I teach my clients an exercise I learned from Drew Eric Whitman (author of “Cashvertising”).
This exercise is about creating a “vivid image” from a “black nothingness”.
Would you disadvantages and risks of like to do this exercise too?
No worries.
You don’t have to buy the course (yet). I’m in a good mood and will tell you now.
Here it is:
“Go into the kitchen and agb directory make me something to eat” – Aha, in the kitchen and the food is for me.
” Now go into the kitchen and make me something to eat” – You now know that I am hungry.
“Now go to the kitchen, open the oven and get the tuna pizza out.” – Et Voilà, you have a mental image in your mind.