The N400 Brain Wave is activated when someone reads a sentence, which is semantically incorrect or highly ironic as per that human brains imprinting and knowledge. Indeed a great trait for an editor or copywriter who is busy fixing errors or looking over content.

But could it also be used by someone who is writing content to increase the potential impact on the reader? You see, when someone is presented with something they do not know it insights curiosity. If you can couple that with something, which they had not considered because it does not fit into their particular belief system, it wakes up the additional N400 brain wave as a Double Whammy! This is because when you present information that to them appears out of place in the formatting and imprintations of their previous memory of experiences and observations, they say