Words matter. The ones you choose to use matter even more.
Yesterday, I spent the afternoon at Planet Word Museum, an interactive museum dedicated to words, language, and reading. It was heaven. If you are ever in the Washington, DC area, make a point to visit. While you’re there, look for the secret room in the library!
The words we use do more than we think. They forge neural pathways, trigger emotional responses and associations, and shape how people perceive value. The can pull people in or push them away.
Understanding the psychology behind language choices can transform your writing.
Writing exists in the brain. It’s where it begins and is received. Knowing how those neural connections happen and why they matter is key to deeper connections.
How Your Brain Processes Words
When you encounter a word — whether heard or read — your brain processes it beyond the dictionary definition. It:
- Accesses associated memories and experiences
- Triggers emotional responses from that past
- Activates sensory regions that relate to the word’s meaning
- Makes predictions about what comes next
Concrete vs. Abstract Language
There are powerful distinctions between concrete and abstract language.
Concrete words (like grasp, caress, savor) activate the sensory regions of your brain.
Abstract concepts (like freedom, creativity, innovation) trigger broader associations.
Brain imaging studies revealed that concrete words create stronger, more vivid neural pathways. When an audience can experience what you are describing, they connect to the material and you more deeply.
It’s that word “experience” that counts.
It’s the difference between writing:
“Reducing operational costs by 23%”
and
“Dump the fluff to free up funds for what really matters”
They both say the same basic thing, but they create entirely different experiences.
The Power of Processing
Our brains like things that are easy. We prefer information we can take in without much effort. This means using simple language that is clear, concise, and easily read. A strong voice and conversational tone helps too.
Our preference for ease is so strong that it even influences our opinions on trustworthiness and value.
- Messages that require less mental effort feel more true
- Familiar sentence patterns are comfortable and less likely to result in pushback
- Clear structures reduce cognitive load and increases retention
This is why simple language outperforms complex terminology, jargon, and five dollar words. It’s not because audiences can’t understand sophisticated concepts, but that simple language creates positive associations.
Word Choice and Action Triggers
Certain words have been shown to spur action better than others:
- Second-person language helps customers picture themselves taking action
- Temporal words (like now, today, immediately) create urgency without manipulation
- Process-focused verbs (build, create, solve as opposed to words like believe, know, see) activate motor-planning regions in the brain
The difference between saying “purchase options are available” and “select your option today” isn’t just stylistic—it’s neurological. The second phase helps customers mentally simulate the action before taking it.
Finding Words That Feel Right
The most effective language feels right. This is what psychologists call “cognitive resonance.” This happens when:
- Language matches how people already think about a topic
- Words create clear, vivid mental images
- The message flows logically without jarring transitions
- The tone aligns with audience expectations and needs
Choosing the right word isn’t about manipulation, but removing barriers between your message and your audience’s understanding of it.
Words Worth Choosing
Improving your word choice is simple.
- Use sensory-rich descriptions that activate multiple brain regions
- Simplify complex ideas without oversimplifying their value or meaning
- Test how your audience actually processes your most important messages
The strongest connections aren’t built through clever tricks or manipulations, but through understanding of how our brains process words and language.
Words have power. Knowing how that power plays out psychologically and neurologically can transform how we connect.
If you want to dive into this topic more deeply, I am launching a mastermind in June on the Neuroscience of Story. This course covers aspects of the neuroscience of language, story, and related psychological phenomenon, like narrative transport, which is critical to deep engagement.
Sign up for the waitlist here and get 50% off when it goes on sale. This discount is a one-and-done offer. Once the course is available for sale, this offer will disappear.