The Brain Power of Words

A recent article in the New York Times discussed how reading words, in this case as it pertains to fiction, actually stimulates areas in the brain in the same way as real-life experiences. In other words, being exposed to descriptive language, and to a lesser extent evocative multi-media, broadens and enriches our lives by exposing us to new and different perspectives.

This got me thinking: this could be the reason why evocative print, direct mail or brand advertising can have, when done well, an extremely powerful, visceral and emotional effect. There's a lot to be said for behavioral targeting (where for instance you target people who are looking in a search engine for the product or services that you offer) demographic profiling (as with direct mail targeting) or self-descriptive profiling (using someone's Facebook profile to anticipate a want or need) to better target who you're sending your message to. But especially in the case of online search or display advertising, you don't have the time or space to really capture someone's imagination or draw a compelling picture that inspires people to think of new possibilities and take action.

Years ago, before the advent of online marketing, I created an innovative direct mail campaign promoting new car loans for a financial services institution. Not only did it describe in evocative detail the visceral pleasure of owning a new car, we created a "new car fragrance" and subtly embedded it in the letterhead. The mailing beat the control that included the same targeting used to identify potential new car buyers by more than 300 percent in response rate. Clearly, the evocative language and the visceral sensory experience did map areas in the brain that inspired recipients to take action.

Keep in mind the power of language when building your brand or any marketing campaign. Check back for the four key questions to ask when building your brand.