Talk Comms, Think Brain (Part 1): How to Make Your Message Stick
Estimated read time: 3 minutes
Have you ever wonder why some messages stick like glue while others fly over our heads?
The answer lives inside our heads. Literally.
By understanding how the brain processes messages, comms and PR pros can craft content that naturally clicks. Think of it as speaking fluent “brain.” or – a savvy shortcut to engagement
In this 2-part series, we’re decoding 8 neuroscience-backed hacks to make your message resonate, stick, and spark action.
Today’s focus: How to start strong, end stronger, and let emotions (and empathy) do the heavy lifting.
1. Primacy Effect: First Impressions Really Matter
The brain has a soft spot for whatever comes first. Psychologists call it the primacy effect, meaning — we give more weight to what we hear first than what comes later.
In practical terms, the opening of your message sets the tone.
If you hook someone at “hello,” they’re more likely to trust what comes next.
Eyitemi’s Tip: Don’t bury the lead. Open with your strongest point—whether it’s an email, press release, or speech. Subject lines matter, too. First impressions shape how everything else is received
As the saying goes, you never get a second chance to make a first impression – and neuroscience agrees.
2. Recency Effect: Save the Best for Last
If the beginning is prime real estate, the end is beachfront property too. The recency effect is our tendency to remember the most recent information best (those bits at the end.
Memory studies show that the last items in a list linger in our short-term memory, especially if we act on them quickly. For us as communicators, this means our parting words carry extra weight.
Eyitemi’s Tip: End strong! Whether it’s a speech, email, or team meeting—wrap up with a clear CTA or memorable line. The last thing you say is often the first thing they’ll remember.
As one psychologist advises: place the most important info last to leave a good final impression.
3. Emotional Contagion: Mood Moves the Message
Emotions are infectious. Neuroscience shows that people can “catch” the emotions of others, often unconsciously.
Emotional contagion means if you project enthusiasm, your audience likely feels it; if you sound anxious or angry, your audience’s mood may echo same.
How does this happen?
Through subtle cues like tone of voice, facial expressions, and even wording, our brains synchronize with others’ emotional states. In short, the feelings you put out tend to echo back.
Eyitemi’s Tip: Emotions are contagious—lead with the tone you want others to feel. In emails, speeches, or crises, your calm or enthusiasm can ripple through. Frame your messages with hope, not fear. Energy transfers so be intentional about what you say and how.
A hopeful tone can energize. An anxious one can spiral. Use yours wisely.
4. Mirror Neurons: Monkey See, Monkey Feel
Have you ever found yourself smiling because someone else is smiling? Blame (and thank) your mirror neurons. These are brain cells that fire not only when we perform an action, but also when we see someone else perform it.
When you see someone stub their toe and you flinch in sympathy, that’s mirror neurons in action. For us as communicators, this means our audience don’t just hear or see us – in subtle ways, they experience along with us.
Eyitemi’s Tip: Mirror what you want mirrored. Use expressive language, visuals, and body language that reflect the emotion or energy you want your audience to feel. Empathy and authenticity create connection—your tone sets the tempo they’ll follow
– Internal communications tip: if you want an engaged, open team, model that behavior in meetings. Nodding and attentive listening encourages others to do the same. A leader’s approachable body language can silently give permission for the team to mirror it and open up.
– Craft messaging that reflects your audience’s situation so they see themselves in it. In a sense, they’ll mirror the scenario. For instance, a speech might start with, “I know waking up to a slew of emails can be stressful – I feel it too.” Immediately, you’ve created a shared experience, and listeners’ brains are aligning with yours.
Want people engaged? Be engaging. Show, don’t just tell.
Coming Up in Part 2...
We’ll decode how framing, negativity bias, and simplicity shape memory, emotion, and trust. Your brain will thank you.
If you found this helpful, forward it to someone who needs to stop writing essays and start writing brain-friendly comms.
Or hit reply and tell me which of these resonated most.
Until next time,
Eyitemi
Decoding the art (and science) of communication
Eyitemi is a communications strategist, PR lover, and storyteller at heart. She created Comms Decoded to simplify strategy, sharpen messaging, and help you connect with your audience—without the fluff.
I enjoyed reading through this… I have read it two more times….short but full of insightful details. I will use knowledge from this in my video editing and crafting Advert copies.