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.