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it's interesting that scientists side to use stories -- from The Moth podcast -- to stimulate test subjects' brains in this fMRI study. The conclusion is that these stories stimulate areas scattered across our cortex. Stories light up our brains. No wonder storytelling I'd so powerful in marketing.

Earlier this week, one of our partners sent over some copy for me to review. In one of the headlines, they had used the term "end-to-end," as in, "An end-to-end solution for your problem."

I told them that terms like "end-to-end" are cliche, and have basically lost all meaning because of overuse. My friend asked, "Why is that?"

This article from Copyblogger answers that question. Our brains are designed to filter out the familiar, the predictable or what is perceived as familiar and predictable.

Read on to find out how you can save your copy from the parts of the brain that keep your messages from getting in.

Your brain works on two systems, one of which is the "adult" -- critical, discerning, investigative -- and the other which is "intuitive." While the intuitive just wants to have fun, the Adult shows up when there is a problem. If you are appealing to the intuitive with your website, don't do things that cause problems, otherwise, mommy will show up and ruin the fun.

If none of this makes sense, please just read this interesting article based on Thinking, Fast and Slow by Daniel Kahneman.

This is a great illustration of the tension between performance marketers and designers, data vs. intuition, left- vs. right-brain design. It doesn't settle anything, but some of these we can certainly agree on.