Attending the Brand Minds conference this year (#brandminds2024) was like drinking from a firehose of knowledge! Day 1 was packed with some of the sharpest minds in leadership, innovation, and communication, and I couldn’t help but see everything through the lens of copywriting. There were so many insights that can make us better writers, communicators, and business owners.

Here are my biggest takeaways (tailored from my perspective as a conversion copywriter).

Understanding Culture: Tailoring Your Copy for Different Audiences

Speaker: Erin Meyer

Erin Meyer talked about cultural differences and how they shape communication styles—a golden nugget for copywriters who work with clients or audiences from different parts of the world. She explained the difference between high-context and low-context cultures.

– High-context cultures (think Japan or the Middle East): Communication is all about subtlety. People don’t spell everything out; they expect you to pick up on unspoken cues. For copywriters, this means your messaging has to be nuanced. Less is more.

– Low-context cultures (like the US, UK, or Australia): These folks prefer things spelled out. They want everything to be super clear and direct, and your copy should leave no room for ambiguity.

Copywriting takeaway: Whether you’re writing an email for a client in New York or designing a landing page for a company in Tokyo, it’s crucial to tailor your copy to their cultural preferences. For low-context cultures, be straightforward and clear. For high-context cultures, be subtle and let your audience “read between the lines.”

Read the book The Culture Map: Breaking Through the Invisible Boundaries of Global Business

AI Won’t Replace Copywriters—It’s a Tool, Not a Threat

Speaker: Kjell A Nordström

Kjell Nordstrom had a really cool analogy that stuck with me: He compared AI tools like ChatGPT to Spotify or Netflix. Just like how those platforms stream music and movies, AI is going to “stream” knowledge. Information will become so accessible and cheap that how you use it will matter more than what you know.

– AI’s Limitations: Sure, AI can pump out text, but it’s missing the “silent knowledge”—those intuitive, human insights that only come from experience. This is where we, as copywriters, still have the upper hand.

Copywriting takeaway: AI isn’t here to replace us. It’s here to help us. Use AI as a tool for research, brainstorming, or even drafting, but remember that your storytelling ability, creativity, and experience are the real superpowers AI can’t replicate.

Read the book The Monkey and the Money: A History of Capitalism

Want to Grow as a Copywriter? Surround Yourself with People Who Challenge You

Speaker: Adam Grant

Adam Grant reminded us how important it is to surround ourselves with people who don’t just cheer us on but challenge us to improve. He calls this your challenge network—the people who give you honest feedback, even when it’s uncomfortable.

– Turning Critics into Coaches: As a copywriter, asking for feedback can be nerve-wracking. But those critiques are actually gold. Instead of being defensive, ask your clients, colleagues, or fellow writers: “What can I do differently next time?”

– Psychological Safety in Copy: He also talked about the importance of psychological safety—creating an environment where people feel safe to speak up. In copywriting, this means making sure your readers feel empowered, not judged. No one likes being shamed into buying something.

Copywriting takeaway: Don’t shy away from feedback. Let your challenge network push you to grow. In your copy, make sure you’re building trust and psychological safety for your audience. Empower them to make decisions instead of pressuring them.

Read the book Think Again: The Power of Knowing What You Don’t Know

Mastering Mindset: Use Your Copy to Shift Beliefs

Speaker: Marisa Peer

Marisa Peer dove into how the mind works and how the stories we tell ourselves shape our reality—pretty deep stuff! She explained how the brain responds to what we believe, and as copywriters, this is a game-changer.

– Mindset Shifts in Copy: Sometimes, your reader doesn’t take action because they don’t believe they can or should. Your job as a copywriter is to plant new, empowering beliefs. Whether it’s an email sequence or a sales page, the right message can literally change someone’s mindset.

– Using Emotionally Charged Language: Marisa gave an example of how changing a single word can shift perception. She used the term “pre-loved” instead of “second-hand” to create a more positive association. The words we choose matter so much.

Copywriting takeaway: Think about how your copy can help your readers believe something different about themselves. Are you helping them feel capable? Worthy? Confident? Use language that uplifts and empowers them to take action.

Read the book Tell Yourself a Better Lie: Use the Power of Rapid Transformational Therapy to Edit Your Story and Rewrite Your Life. 

Repetition and Learning: How to Make Your Copy Stick

Speaker: Jim Kwik

Jim Kwik talked about how we humans forget 80% of the information we hear after just one exposure. Yikes, right? This means that if we want our copy to stick with people, repetition is non-negotiable.

– Repetition in Campaigns: When you’re writing for a long-term campaign, don’t be afraid to repeat your key messages. You might feel like you’re saying the same thing over and over, but for your audience, it’s crucial to hear that message multiple times to remember it.

– Teaching Through Copy: Jim also shared the idea that if you learn with the intent to teach, you retain information better. As copywriters, when we learn something new, we can teach it through our content. Blog posts, newsletters, and even sales copy are great places to share what we know.

Copywriting takeaway: Repetition is your friend. Don’t be shy about hammering home your core message in different ways across a campaign. Also, use your copy as a tool to teach—when you explain something with clarity, your audience retains the information better.

Read the book Limitless Expanded Edition: Upgrade Your Brain, Learn Anything Faster, and Unlock Your Exceptional Life

Day 2 at Brand Minds: What Copywriters Need to Know About Perception, Empathy, and Creativity

Day 2 of the Brand Minds conference hit hard, making me rethink so much about how we, as copywriters and marketers, approach our work. It wasn’t just about the tools and strategies we use, it was about the deep, often invisible, impact we have on the people we’re communicating with.

Here are my biggest takeaways from Day 2, and how they can shape the way we write and connect with our audiences.

The Blurred Line Between Reality and Perception

Speaker: Martin Lindstrom

One of the standout insights from Martin Lindstrom was that our brains can’t tell the difference between what’s real and what’s fake. We’re already transitioning into a world where perception and reality are merging.

• Virtual vs. Real: Lindstrom introduced this concept of Metacebo—a fusion of the placebo effect and virtual reality—which can change behavior by blending what we perceive with what we experience.

• No More Logos: This part blew my mind—brands don’t even need logos anymore to be recognized. Instead of relying on visuals, it’s the emotions tied to the brand that make it memorable. Our brains attach feelings to brands without us even realizing it

Copywriting takeaway: Focus on creating emotional connections in your copy. People will remember how your brand made them feel—that’s what sticks.

Ethical Influence: A Marketer’s Responsibility

AI and virtual realities are so powerful that we have to ask ourselves: are we using this influence for good or for manipulation?

• Subliminal Messaging: The human brain craves certain things, and marketers know how to tap into that, sometimes without people even realizing it. This has huge ethical implications for how we craft our copy.

Copywriting takeaway: Let’s be conscious about how we influence our audiences. Use the power of words to encourage positive, conscious decisions—not just to drive sales. Be mindful of the ethical weight behind your copy.

The Eye Contact Crisis and the Decline of Empathy

Lindstrom also talked about something I think we all feel but rarely say out loud: eye contact is having an existential crisis. We’re spending more time looking at screens than connecting with each other, and it’s killing our ability to really see and understand people.

• Empathy Is Fading: This loss of connection is making it harder for us to empathize. We’re so glued to data and screens that we forget to listen and really connect with our audience’s needs.

Copywriting takeaway: Get back to the basics of human connection. Spend time understanding your audience on a deeper level, not just through data, but by really seeing their world. Mirror their emotions in your copy and show them that you understand what they’re going through.

Small Data, Big Impact

Lindstrom made a great point about how we’re all obsessed with big data these days. But it’s the small data—those intimate insights from spending time with customers—that really create meaningful connections.

• Over-Deliver and Under-Promise: It’s not about making grand promises. Brands that consistently over-deliver on even the simplest promises are the ones that build real loyalty.

Copywriting takeaway: Don’t get stuck in the numbers. Talk to your clients, understand their real pain points, and use that small data to create copy that resonates on a personal level.

Speak to the Inner Child

One of the most interesting ideas Lindstrom shared is that we all have two ages: the age we are, and the age of our inner kid. The best brand communication doesn’t just speak to the adult; it speaks to that inner child who’s still curious, imaginative, and open to new experiences.

• Storytelling to Break Barriers: Stories break down resistance. When we tell stories, we’re speaking to that inner child, making people more willing to listen and change.

Copywriting takeaway: Don’t be afraid to tap into that sense of wonder and curiosity in your copy. Use storytelling to connect with your audience’s inner child, where they’re more open to change and new ideas.

Get Bored to Get Creative

Lastly, Lindstrom’s advice was simple but powerful: get bored. In a world where we’re constantly stimulated, boredom might be the last thing we chase—but it’s in those quiet moments that creativity flourishes.

Copywriting takeaway: Take time to step away from the noise. Let your mind wander. When you give yourself that space, you’ll find your most creative ideas bubbling to the surface.

Day 2 was a wake-up call about the immense responsibility we hold as marketers and copywriters. We’re shaping perceptions, influencing behavior, and connecting (or failing to connect) with real people every single day.

The big lesson? We need to be more conscious, more empathetic, and more creative in how we approach our work. By focusing on emotional connection, ethical influence, and storytelling, we can make sure we’re not just writing words—but making a real, positive impact.