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Good writing gets the reader’s dopa­mine flowing

Whether it’s a succinct declarative statement in an email or a complex argument in a report, your writing has the potential to light up the neural circuitry of your readers’ brains.

Good writing gets the reader’s dopa­mine flowing in the area of the brain known as the reward circuit. Just like good food or a hug, well-­executed writing makes us feel pleasure, which makes us want to keep reading.

The magic happens when your writing has one or more of these characteristics: It’s simple, specific, surprising, stirring, seductive, smart, social, or story-­driven. 

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