Location

Norfolk, VA

Speakers

Melanie Hawley, Stephanie Flury

Reflections That Resonate: The Neuroscience of Tone

What if your words could literally change how people feel about your firm? Neuroscience says they can, and in this fun, fast-paced session, we’ll prove it. From proposals to social media posts, awards submissions to thought leadership, AEC marketers spend a huge chunk of time crafting language. Yet too often, tone is treated as an afterthought. And with AI tools making it easier than ever to generate content quickly, there’s a growing risk of everyone sounding the same and less authentic. Drawing on research in neuroscience and emotional response, we’ll explore how word choice, phrasing, and tone trigger different reactions in the brain. We’ll then connect that science directly to marketing practice, sharing practical strategies for writing that resonates, whether you need to inspire confidence, spark curiosity, or motivate decision-making. This won’t be a lecture. Attendees will practice rewriting real-world marketing content to shift tone and emotional impact, walking away with tangible tools they can apply immediately. Get ready to nerd out about brain science, rethink the power of words, and learn how small tweaks in language can deliver big results for your firm.