With the publication of his work, Scientific Advertising , in 1923, the American Claude Hopkins left a true mark on the history of copywriting and the science of writing.
Considered the father of modern copywriting, Hopkins laid out the foundations of this branch of writing in his book. By discussing advertising , the work became a must-read guide for every commercial writer.
This includes web content writing, which is nothing more and nothing less than copywriting adapted to the Internet ecosystem.
Some things have changed since Claude published his work. If filipina telegram copywriting used to be aimed at the direct sale of a product or service, today a blog article has the task of informing and educating.
So, keep reading this article and learn a little more about the science of writing. You will understand how web content influences our brain and why it matters to you as a writer. Let's get started!
The science of writing
We are not talking about scientific or academic writing. We are not talking about exams and essays.
What we mean by the “science of writing” is the fact that the entire direct response industry can be distilled into a single methodology.
Every advertisement, every sales proposal and, in modern terms, every web content, is built on a carefully designed structure and valued in terms of results generated.
This is related to what we call “creative writing,” whose reinvention over time is the greatest challenge for authors.
Direct response writing, on the other hand, no matter how innovative each text may be, has fixed criteria. Its structure is based on studies carried out by areas of Marketing, Psychology, Neuroscience, Linguistics and Sociology.
How our brain works
Modern neuroscience studies say that we have three types of brain. This is the Triune Brain Theory, developed by Dr. Paul Maclean (1913-2007), of the Brain Evolution and Behavior Laboratory, of the National Institute of Mental Health (USA).
The three primary parts of our brain, according to this scientist, are: