Source: http://www.futurity.org/writing-neuroscience-1009492-2/
Science-based guidelines can help you write better content. A new book entitled “The Reader’s Brain: How Neuroscience Can Make You A Better Writer” provides scientific data on the advantages of using active voice and thesis sentences. It even clues you in on where to put information so readers recall better.
Here are just four of the science-based tips that will boost your writing skills:
1. Learn to structure the bad.
Leading with negative news creates hostility and resistance. This means the rest of your message has no chance of getting read. Open with a neutral paragraph instead. Your second paragraph should contain the justification for the “unwelcome” section of your message. The devastating part should be in the dead center of this paragraph. Close this paragraph with a neutral sentence, highlighting benefits.
2. Use cause and effect.
Cause: Write bad content consistently; effect: and traffic may just drop. Leverage the power of causation because your readers are susceptible to recognising it. Break down sentences into micro-narratives of cause and effect to make it an easy read.
3. Tell your readers your purpose in the first sentence.
Priming, according to researchers, is a form of implicit learning. It triggers accurate recall. So prime your readers.
5. Close with a positive and solid call-to-action.
You’ve told your readers your purpose. Then you’ve touched on that in the middle. And now at the very end, you want to tell them again only this time, do it with a stellar proposal — one that will move your readers to take action.