The Power of Words: How Neuroscience Shapes the Language We Use in Care

As you would expect, as a copywriter in the care sector, I often think about how the words we use will land with our audience. In fact, it is pretty much always on my mind!

But did you know there's a science behind the impact of language on the brain?

Neuroscience tells us that the words we choose don’t just convey information - they influence emotions, decisions, and even physical responses.

When you’re communicating with families making one of the hardest decisions of their lives - finding the right care for a loved one - the language you use matters more than ever.

Let’s explore why the way we write can deeply affect how people feel, think, and ultimately, make choices.

Why Language Touches More Than the Surface

In the care sector, our words are more than just a list of services or features. They are doorways to emotions, helping families feel understood, reassured, and supported. Neuroscience tells us that language triggers specific neural pathways in the brain, linking words with memories, emotions, and even the body’s stress response.

When someone reads words like comfort, care, or family, their brain’s emotional centre - the amygdala - activates. This is the part of the brain that processes fear, joy, and trust. By choosing words that resonate emotionally, we’re able to reduce anxiety and create a feeling of safety, which is essential when discussing care options. In contrast, clinical or jargon-filled language can activate the brain’s "fight or flight" response, pushing potential clients away when they need to feel pulled in.

The Art of Reassurance

Think about a family browsing a care home website. They’re likely overwhelmed, maybe even scared, and searching for something - anything - that reassures them they’re making the right decision. The language we use can guide them through this uncertainty. Using words like home, peace of mind, or community helps evoke a sense of familiarity and safety. These words act as mental anchors, calming the mind by stimulating positive emotional responses.

Neuroscience supports this. Studies show that positive, reassuring language can decrease cortisol levels (a stress hormone), making people feel more relaxed and confident in their choices. For families, this means they’re more likely to engage with your service, feeling that they’ve found a place where their loved one will be safe and cared for.

Why Every Word Counts

In the care sector, trust is everything. Neuroscience research has shown that our brains process words differently depending on the context and emotional weight behind them. For example, the difference between saying, “We provide care 24/7” and “We’re here for your loved one, day and night” is subtle but profound. The latter feels human, warm, and personal - it sparks emotional brain activity that the former might not.

This is why the language we use in the care sector needs to be intentional and thoughtful. It’s not just about explaining services - it’s about creating a bond, a relationship built on trust and understanding.

Storytelling- Engaging the Brain

Neuroscience also highlights the power of storytelling in building connections. Stories are more than entertainment - they activate parts of the brain that relate to personal experience. When we share testimonials, stories of real residents, or the experiences of families, we’re creating neural connections that make people feel like they’ve stepped into that world.

A good story can light up the brain’s sensory cortex, making the reader or listener imagine the warmth of the community, the smiles of staff, or the peaceful surroundings. This emotional engagement can be the difference between someone choosing your care home over another.

Making It Personal

Neuroscience proves that people respond better when they feel the language is speaking directly to them. Using words like you, your loved one, or we’re here for you creates a conversational, personal tone that invites engagement. It activates the brain’s social circuits, making the reader feel like they are part of the conversation, not just being sold to.

In the care sector, this approach is key. Families need to feel that you understand their concerns, that you’ve walked in their shoes, and that you’re genuinely offering them a solution, not a sales pitch.

Words That Heal

In the end, neuroscience teaches us that the language we use in care isn’t just about selling a service - it’s about healing. Our words have the power to soothe fears, build trust, and create hope. And when families are facing the most difficult decisions, the right words can make all the difference.

By embracing the power of language, we can ensure that our copy speaks not only to the mind but to the heart- and that’s the kind of connection that lasts.

Jargon Busting in the Care Sector

When writing for the care sector, it’s easy to slip into using jargon or phrases that feel professional but might not resonate with families looking for support. While these terms may be familiar within the industry, they can come across as cold or confusing to those outside of it. Families want clarity, warmth, and understanding - so ditching the jargon and speaking plainly can make all the difference.

Here's a quick guide to some common terms to avoid, and how you can replace them with more approachable language that connects.

Words/Phrases to Avoid:

1. Person-centred care Instead: Care tailored to your loved one’s needs
2. Holistic approach Instead: Looking after their whole wellbeing, body and mind
3. Multidisciplinary team Instead: A team of experts from different backgrounds
4. Evidence-based practices Instead: What we do is based on proven methods
5. Continuum of care Instead: Support at every stage
6. Activities of daily living (ADLs) Instead: Helping with everyday tasks
7. Cognitive decline Instead: Memory loss or thinking difficulties
8. Comprehensive assessment Instead: We take time to understand exactly what’s needed
9. Dignity in care Instead: We treat everyone with kindness and respect
10. Interdisciplinary collaboration Instead: Working closely together as a team
11. Outcome-focused Instead: Focused on helping your loved one live well
12. Respite care Instead: A short stay or break for your loved one
13. Compassionate care Instead: Caring with heart and understanding
14. Therapeutic environment Instead: A place where your loved one feels at ease
15. Quality of life enhancements Instead: Helping your loved one enjoy life more

General Tips:

• Avoid clinical or impersonal terms. Families want to feel warmth and empathy, not be overwhelmed by medical language.
• Don’t rely on clichés. Phrases like “leading provider of care” or “passionate about care” are often overused and sound generic.
• Use plain, friendly language. The goal is to make the reader feel understood, not alienated by terms they may not relate to.

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Hello there!

I'm Becky, a seasoned copywriter with a passion for the elderly care sector and self-empowerment stories and techniques that I share regularly on my LinkedIn page.

I am also currently training as a life coach, NLP and Hypnotherapist.

?? I create engaging, human-to human content that truly connects with readers.

?? With over 20 years of experience, I've crafted compelling press releases, blogs, and web copy, all designed to resonate deeply and authentically.

?? I've supported numerous clients in the care industry, and they appreciate my warm, relatable approach.

?? Drop me a message to say hello, or visit my website to learn more about how I can help your brand shine.

Becky x