023: The Neurobiology of Trust

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Oxytocin: it’s a neurochemical that helps build trust and grow connections. The same hormone known as the “love hormone” which is released in your body in response to love, also affects how we write copy.

Today’s episode focuses on an article that analyzes the association between oxytocin and building trust. The authors aim to determine whether oxytocin levels would rise in response to a social signal of trust and if trustworthy behaviour would lead to increased oxytocin. After conducting 2 experiments among participants, it was found that when social signal of trust was removed, so were oxytocin responses and degree of trustworthiness.

How can you write copy that builds that same kind of trust with your clients? We’ll dive into 5 principles that will help you write to form connections with your audience; these will help you get that oxytocin released in your readers’ brains.

What To Look For In This Episode:

  • [00:16:38] Write copy that’s about the reader, not about you.
  • [00:19:10] How you can know your audience and why you should care.
  • [00:24:20] Make your message consistent.
  • [00:25:34] Make your message clear.
  • [00:26:38] Don’t sell TOO much TOO soon.

Journal Article:

The neurobiology of trust.


Zak, P. J., Kurzban, R., & Matzner, W. T. (2004). The neurobiology of trust. Annals of the New York Academy of Sciences, 1032, 224–227. https://doi.org/10.1196/annals.1314.025


  • How To Write Your Own 6-Figure Sales Page – com
  • Brand Voice Template – com

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