Summer is here. And who wouldn’t like to have ‘Cool Nimbu Sharbat’ when you are walking down the streets of Ahmedabad where the temperature is 44 °C?

I was walking along CG Road, the high-end shopping street in Ahmedabad.

Two kids Ram and Shyam from an orphanage were selling ‘Cool Nimbu Sharbat’ to earn some money for school fees.

Ram put up a signboard: ‘Cool Nimbu Sharbat’: Only Rs. 5 for a big glass.

Shyam too put up a signboard: “‘Cool Nimbu Sharbat’ from lemons squeezed before your eyes. Has the added benefit of natural Vitamin C to boost your immunity in this hot summer. Rs. 20 for a small glass, Rs. 30 for a big glass”

The first thought which came to my mind: “May be Shyam has taken the help of a senior to write this seductive copy. So what? Even Ram could have done that.” I found Shyam’s signboard very emotional and interesting and asked Shyam for a big glass of Nimbu Sharbat, although I had to pay six times more.

And which did you find more seductive and appealing? Full marks to Shyam! The magic of how your brain responds to messages is evident in this small story.

Two books on brain neurosciences I read recently has motivated me to write this blog.  

But before that I would like you to correct one myth: ‘Brain neurons degenerate with age and you lose your cognitive skills.’ On the contrary, neuroscience has proved that brain neurons regenerate and at age 70 and above, the brain functions at full strength. The amount of myelin in the brain increases a substance that facilitates the rapid passage of signals between neurons, because of which intellectual abilities also increase.

But for that to happen, you must follow some basic rules.

1.  Always be on the move!

In the evolutionary stage of homo sapiens, ‘we moved’. Our ancestors moved hunting for food. They moved at least 25 km a day at fast speed. And that was the time when the brain developed fastest. Because we continuously moved! We are wired to move and not become a couch potato. Today, when you lead a sedentary life, you must walk or jog or run at least six to eight km every day. Replicate what our ancestors did so that the brain neurons keep on growing. Its only when you exercise, even at 70, the brain neuron regenerate – faster. 

And that’s also the secret why some of the best ideas and thoughts can come from those who are constantly on the move – the medical representatives and the field sales managers.

So the secret of good copywriting is exercise – walk or jog or run six to eight km – just like our ancestors did.

2.  Sleep Well and Think Well – early to bed, early to rise is the secret.

Go to bed early and get up at Bramha-muhurtam i.e. at least two hours before sunrise. Sleep is important to many brain functions, including how neurons communicate with each other. In fact, your brain and body stay remarkably active while you sleep. Recent findings suggest that sleep plays a housekeeping role that removes toxins in your brain that build up while you are awake.

For those below 50, seven to eight hours of good sleep is essential. For people like me above 70, five to six hours of deep sleep is adequate!

But yes, I do not miss the luxury of a fifteen to twenty minute ‘power nap’. “Napping for just 20 minutes may provide ample benefits, including improved alertness, mood, and vigilance. It may even help you learn more efficiently.” says Aarthi Ram, MD, a sleep neurologist at Houston Methodist Willow Hospital.

So before you start writing copy for your forthcoming mega brand, or for that matter any cognitive activity, always, ensure you consistently sleep well for seven to eight hours.

So good and adequate sleep can help you to become a prolific copywriter.

3.  Stressed brains don’t learn the same way.

And this is what ‘bosses’ should remember, isn’t it?

Chronic stress can cause behavioural changes as devastating as learned helplessness. Learned helplessness is a state that occurs after a person has experienced a stressful situation repeatedly. They come to believe that they are unable to control or change the situation, so they do not try — even when opportunities for change become available.

Job stress makes people more prone to error, poor work performance, mental health issues, burnout, and conflict in the workplace. If job stress goes unaddressed, organizations pay the price in high attrition rates, disengagement, and absenteeism.

And just imagine a brand manager writing a headline for a new product under such unhealthy stress. To know the outcome, you need not consult a ‘holy man’ or an astrologer.

Nevertheless, do remember there two types of stress; healthy and unhealthy! Unhealthy stress is that kind of stress that wears you out, leaves you jittery and is harmful to your health. The stress caused by a shouting micro-managing boss is a case in point. Unhealthy stress causes distress, and can lead to decreased performance at work.

On the other hand healthy stress can be a motivator. For instance, you have taken a challenge for yourself that you want your new product to be a megabrand within two years. You undertake extensive and intensive tour to meet doctors, patients, caregivers-at-home and get insights so you can craft a strategy to take you to the top. This kind of stress is certainly self-motivating tool and you perform better!

4.  You don’t pay attention to boring things – or do you?

And that’s the reason why doctors are so averse to detailing of pharma products – they hear the same things again and again. Dr. Debashish Maji, an endocrinologist from Kolkata once told me: “Vivek, I am hearing the same things about vildagliptin and teneligliptin. A hundred and fifty different companies say the same things again and again. I am bored and shut my ears and mind when company bosses come and tell me the same thing again and again. These communications give me mental fatigue and bore me to death.”

There are many, many more Dr. Debashish Maji’s and many more molecules which doctors have to endure when they listen to a pharma company’s detailing.

Communicate in a way that it immediately catches the attention of doctors. Emotions get the attention. Address the ‘Why’. Story-telling gets attention. Our brains, since the cave age, are wired to listen to stories. Powerful visuals catch attention. Colors catch attention. Doctors are on the lookout for novelty. Offer them that.

5.  Vision trumps all other senses

Do you really see with your eyes? YOU DO NOT SEE WITH YOUR EYES. YOU SEE WITH YOUR BRAINS.

Vision is the most dominant of Your senses. it provides you with a vast amount of information abbot the environment.

When you see something, you don’t just process the visual information, but you also your other senses to make sense of what you are seeing. For instance, when you see an Alfonso (Hapus) mango, you smell is aroma – and try to discern. Is it Ratnagiri Hapus or Balsad Hapus? You also feel its texture, its taste and its flavour. These senses all work simultaneously.

Next time you write a copy for medico-marketing material, engage multiple senses and enhance doctor’s experiences. Using multiple sensing when you write your copy will describe your brand more vividly and make your brand memorable.

Late Prof. Tarun Gupta soul will be restless if he sees today’s Visual Aids. Visual Aids without visuals and with lots of copy and a lot of clutter! Strong emotional visuals will help you build deep connections with your segmented and targeted doctors.

That’s why visual content attracts attention and has the power to affect your emotions, attitudes and decisions. Visual inputs generate emotions so that when doctors see them, their emotions lead them to form a deeper connection with the content and the brand.

Having said this, please internalize the Brain Operating Principles!

Brain Operating Principle #1 – Brain wants to feel good

The brain wants to feel good, avoid pain, to feel secure, to get rewards and so on. Optimum levels of neurotransmitters like dopamine, serotonin, oxytocin and acetylcholine lead to ‘feel good. Brain looks for these stimuli to get the required rewards

Brain Operating Principle #2 – Your Brain Constitutes Just 2 % Weight But Consumes 25% Energy

Brain tries to conserve energy by pushing things into unconscious – into an automatic mode. Automatic processing is more energy efficient. Brands are shortcuts to make choice decisions and are energy saver. When writing copy, do not make the doctor brain burn too many brain calories. Keep your communication simple – so simple that a even a 12-yearold child can understand.

Brain Operating Principle #3 – The brain is designed to look for patterns

To create pattern, put people, events or products into categories. Patterns reduce perceived risks. A strong brand forms a part of the pattern in the customers brain, more serotonin, enhances feelings of security and comfort.

Brain Operating Principle #4 – The brain likes shifts in patterns

The brain remembers and engages with contrasts. Contrasts excite attention, keeps brands alive and interesting. Contrasts increase oxytocin and dopamine.

Brain Operating Principle #5 – The human brain is designed to mirror

The human brain is designed to mirror, to conform socially with others, and to interact with people. You tend to do what others are doing, imitate, copy. Imitating a key influencer whom we like by using the same brand they use or endorse increases serotonin and oxytocin. This explains why influencer marketing is vital today.

The challenge for a pharma brand manager is to build powerful brands that get deeply embedded in the doctor’s minds. these two books tell you about the link between the human brain and the brand management principles.

In writing this blog, “The Neuroscience Behind a Seductive Copy for a Pharma Brand” I have taken profuse help of two books which link neurosciences with writing copy for pharmaceutical brands. They are:

1.  Brain Rules: 12 Principles for Surviving and Thriving at Work, Home and School. This book was written by Dr. John Medina and published by New York Times.

2.  Brands and the Brain: How To use Neurosciences To Create Impactful Brands. This book was written by Dr. Arvind Sahay and published by IIM-Ahmedabad.