Free Assessment: How does your inbound marketing measure up?

Get Started

Free Assessment:

How does your inbound marketing measure up?
Take this free, 5-minute assessment and learn what you can start doing today to boost traffic, leads, and sales.
Get Started

Free Assessment:

"Copywriting That Makes People Feel Good" with Nick Usborne (Content Lab, Ep. 12)

By Liz Murphy

"Copywriting That Makes People Feel Good" with Nick Usborne (Content Lab, Ep. 12)

In a surprise to no one, there's a lot of not-so-great content out there about what it takes to create great content.

That’s not to say there isn’t meaningful thought leadership about content creation and copywriting. 

Unfortunately, across every single industry, there is a bloat of mediocre content we all need to wade through to get to what we want -- and my field of expertise is not exempt from that fact.

Then, on September 12, I read an article on Copyblogger that blew me away -- to the point where, immediately after finsishing it, I hopped into our general slack channel and shared it with the company.

It was “How Copywriters Can Leverage the Power of Feelgood Chemicals to Make More Sales” by Nick Usborne of

In his article, he talks about why copywriters need to care about “neuromarketing and how copywriting that appeals to the emotions of your audience can easily backfire, if you activate the wrong types of emotions.

So, I invited Nick to join me this week to discuss what neuromarketing is, why it matters, what it means to tap into “feelgood chemicals while copywriting, and the fine line you can cross into thefeelbad realm.


Listen to the Episode

Resources & Articles

One Thing: Be Human

Every morning, we leave our homes and commute to work as humans. But as soon as we walk through the door, we deprioritize our sense of humanity, when we’re making decisions about how we communicate with the people we’re trying to reach, who are humans themselves.

When asking if we should do (or not do) something in an email, article or piece of content, we look to the data first, or a data-backed strategy. 

Not that data is bad -- I believe strongly in data-backed strategies. 

It’s more that we never stop and ask ourselves, “Hey, how would I feel if I got this email, in this moment? Is this something I would do in person, or in a conversation? How would it make me feel?”

So, this week’s one thing for you -- the one thing you can do differently right now to make your content instantly better -- is to put your human hat back on while you’re at work.

As conversational copywriting continues to become more of the norm, challenge yourself -- as a human first -- about the context of what your’e working on, and how you would feel on the receiving end of your emails and content.

It seems obvious. 

But, as Nick and I discussed, sometimes we can get so wrapped up in our priorities as marketers and what we believe we should be talking about or saying, that we forget to stop and reflect on what we’re doing when we’re creating these connections and moments with our audience as people.

Weekly Awesome: Read Nick's Article Right Now

Alright, this week’s weekly awesome is simple. I don’t have something new or mind-blowing. 

Instead, your weekly awesome homework is to read “How Copywriters Can Leverage the Power of Feelgood Chemicals to Make More Sales” -- the article that started this whole conversation. 

You won't regret it!

Subscribe to the Content Lab Monthly Newsletter

Once a month, I'm going to send you an absurdly useful newsletter will tons of insights, tips, and tools for you to make your content amazing. It's that simple.

Here's what it looks like, so you know what shenanigans you're getting into with me:

content lab

So, what are you waiting for? Go to this page and sign-up.

Connect with Content Lab 

Okay, first, you've gotta subscribe to Content Lab on Apple Podcasts. That way you'll never miss an episode! 

Or you can comment on this episode below! I'd love to hear from you.

Free Assessment:

How does your inbound marketing measure up?
Take this free, 5-minute assessment and learn what you can start doing today to boost traffic, leads, and sales.


Content Marketing
Published on October 10, 2018

Recent Articles

Your Content Initiative Can't Succeed Without Help From The Sales Team
March 22, 2023 • 5 min read
How to Ghostwrite Content for a Subject Matter Expert
March 20, 2023 • 4 min read
5 Smart Ways to Combat Common Buyer Questions With Content
February 27, 2023 • 7 min read
How To Skillfully Write About Competitors On Your Blog
February 20, 2023 • 8 min read
4 Ways Marketing Can Help Buyers 'Sell' Themselves
February 9, 2023 • 7 min read
6 Signs You're Being Neglected by Your Marketing Agency
February 1, 2023 • 5 min read
Never Chase Trends At the Expense of Your Brand
January 12, 2023 • 5 min read
Insourcing vs. Outsourcing Content: Which is Better for Your Business?
January 9, 2023 • 10 min read
Content Marketing in 2023: Principles, Platforms, and Content Distribution
January 4, 2023 • 5 min read
7 Content Marketing Trends You Can’t Ignore in 2023
January 2, 2023 • 8 min read
How To Set Content Marketing Goals for Growth
December 29, 2022 • 6 min read
What is Quality Content? (Updated for 2023)
December 15, 2022 • 7 min read
Outsourcing Is Broken: Rethinking the Relationship Between Client and Agency
December 14, 2022 • 5 min read
7 Big Reasons Your Content Marketing Is Failing (And How To Fix Them)
November 3, 2022 • 8 min read
The Epidemic of Half-hearted Content Marketing
November 2, 2022 • 4 min read
22 Best Content Marketing Tools and Apps for 2023
October 29, 2022 • 14 min read
7 Inbound Marketing Strategy Mistakes that Will Cost You in 2023
October 19, 2022 • 8 min read
The Big 5: 3 Simple Steps for Creating Great “Problems” Content (+ Examples)
September 1, 2022 • 6 min read
The Big 5: Best Business Blog Topics to Drive Traffic, Leads, and Sales
August 29, 2022 • 10 min read
What is a Content Strategy? (Definition + Templates)
August 25, 2022 • 12 min read
Content Marketing for Small Business (Tips for Growing Your Business Online)
August 22, 2022 • 13 min read
How To Create Sales Enablement Content Your Sales Team Will Love
August 15, 2022 • 8 min read
4 Content Marketing Frameworks To Add Structure to Your Strategy
August 8, 2022 • 6 min read
What Is a Learning Center and Why Does My Website Need One?
July 28, 2022 • 6 min read
18 Great Examples of Comparison Blog Articles and Content
July 23, 2022 • 11 min read