047: Yuck! The Evolutionary Purpose of Disgust (And How To Avoid Copy That Repels Prospects)

The Psychology of Copywriting

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Today’s article touches on how the human body responds in different ways when different types of disgust are observed. However, what does the feeling of disgust have to do with us as copywriters and marketers? Listen in to learn how we can use our clients’ emotions to serve rather than harm them and how we can alleviate negative emotions through our writing.

What To Look For In This Episode:

If we want our messaging to be effective, it has to be affective.
How we can properly use emotions in our copy to better our clients.

Journal Article:

Disgust: evolved function and structure

https://content.apa.org/record/2012-32341-001

Tybur, J. M., Lieberman, D., Kurzban, R., & DeScioli, P. (2013). Disgust: evolved function and structure. Psychological review, 120(1), 65–84. https://doi.org/10.1037/a0030778

Resources:

Register for my workshop – geoffkullman.com/workshop
"Are you making the mistake of using Bro-Marketing tactics in your B2B consulting business? If so, you need to stop... right now!" by Martin J. Williams - b2bmarketing.com
Brand Voice Template – brandvoicetemplate.com

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