Copywriters Podcast

These days people talk about neurochemicals a lot. Chemicals like dopamine, and cortisol, and the love chemical, oxytocin. I’ve always wondered how these chemicals are affected by copy, and how much it matters. So imagine my surprise when I discovered what our very special guest was doing! His name is Clive Cable, and he’s not only written a book about this, he has a complete system to evaluate copy based on the neurochemistry the copy will cause, and the buying behavior that chemistry will lead to. The book is called Neurocopy, and it’s the first systematic work I’ve ever seen that shows how copy stimulates certain chemicals, and how those chemicals make people want to buy. Clive is a trailblazer with his pioneering work. But I want to make it clear that he’s not some ivory tower guy sitting in a white coat in a lab measuring blood levels of dopamine and endorphins with a clinical chemistry analyzer. No, Clive’s one of us. He got started as a door-to-door salesman, offering home improvement products and