The “knitted eyebrows” copywriting technique

If you ever wished you had the nerve to engage in more risk-seeking behaviors such as unprotected sex or high-stakes roulette, here’s some good news:

Scientists have found a quick, cheap, and easy way to help you out.

According to a study published by researchers at the University of Ohio a couple years ago, all it takes is acetaminophen — ie. Tylenol, Panadol, etc.

The scientists found that a 1,000-mg dose of acetaminophen increased risk-seeking behaviors in a batch of 545 college students.

​​In other words, acetaminophen not only reduces physical pain such as headaches… but it seems to also reduce psychic pain, at least the psychic pain coming from fear and uncertainty.

So the next time you find yourself nervously turning away from a suspect sexual partner… or refusing to bet it all on red at the Casino in Monte Carlo… just pop a couple Tylenol, and you will be good to go.

You might think I’m being foolish or trivial. And perhaps you’re right.

​​But there is a point I’m trying to get to, if only my fingers would follow my brain.

I’ve read somewhere, and the Tylenol study above supports it, that we humans have grafted modern brain processes onto old physical hardware.

For example, when we have the intellectual or emotional experience of, say, trusting somebody… this is connected to physical sensation of warmth in our bodies.

​​The link goes both ways — trust inspires warmth, and warmth inspires trust. (Again, some scientists have run experiments to prove this.)

Similarly, other human emotions such as fear, disgust, anger, and joy, can and do trigger — and are triggered by — physical cues.

“Ugh why is this relevant to me,” I hear you saying, as your eyes roll to the back of your head.

Well, if you’re in the business of writing some frightening or infuriating or energizing sales copy, your first move might be to reach for adjectives. Like “frightening.” Or “infuriating.” Or “energizing.”

​​But that’s for kids.

What grownup copywriters do is pay attention to their own bodies.

Dry swallowing… gritted teeth… a fully expanded chest.

​​These are just some of the hundreds of physical cues you can include in your copy, and play your readers’ emotions like a keyboard.

​​Or if you want them to focus and read on, just talk to them about their eyebrows knitting together. And on that note, if you’d like to focus and read more essays like the one you’ve just read, then sign up for my daily email newsletter.