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 services for as much as $25,000 a pop–and closing an amazing two out of every three people he talked to.
He’s also an experienced copywriter, and has generated over £40 million, which is over 50 million dollars, across 12 different industries.
Clive also built a supplement company that generated £24,000 a month, selling products including colloidal silver, prebiotics and aerobic oxygen.
All of which to say that nothing he says about the process of buying and selling is theoretical. He’s lived it and he lives it.
And he’s a great salesperson!
I can also say that after I read through his book, I started to feel the effects of cortisol, which is a feeling of high stress, right before high-stakes events, and the effects of endorphins, which is a feeling of relief and satisfaction, after those events ended well.
There’s a lot more to all this, as we’ll find out today.
Link to get Clive’s new book, “Neurocopy”
https://www.lulu.com/shop/clive-cable/neurocopy/paperback/product-w4qjdmn.html