Here is a little secret about great copywriting known only to a few and that I am now going to reveal to you. It is how the best copywriters (on Madison Avenue) work, make loads of money and live their dream life. As you read this, I am sure you are now eager to know more. They do it by simply using such things as embedded codes and meta frames.
If you think you couldn’t match up to their skills, that it would take years of training, and is next to impossible, read this article to know how following these methods can give your writing a cutting edge, and ring your cash registers.
If you are reading this sentence, my embedded NLP writing command (‘read this article’) in the previous para worked! Not to mention pacing and leading, chunking up, pre-suppositions, chaining modal operators, social proof, future pacing and more.
Some time back, use of neurolinguistic programming or NLP writing techniques was considered the cutting edge in copywriting. Whereas some likened it to marketing methods for selling snake oil, and at worst manipulative and a method of mind control.
Whatever the case, here are some NLP writing examples that you can instantly use to convert your bland copy into striking prose. (NLP again)
NLP for writers
This is hot popular today, but in NLP writing, think of the entire story as an extended metaphor in some way related to your product or service. It is also said to lower resistance to ‘salesy’ messages.
NLP calls our senses representation systems and sub-modalities, and uses words to call attention to what we find comfortable – visuals, sounds or kinaesthetic feelings. For example, ‘ring your cash registers’ in the first para, or ‘picture this: you are…’
Good for subject lines in emails and headers, words that are striking and instantly grab attention interrupt the habitual patterns of readers. Like ‘make money and live the life you want’.
Example: By insuring yourself with us, you are buying a lifetime worth of peace.
Make the benefits more abstract (live the life you want), or go down into concrete details (this is how we developed this product), or go sideways with metaphors (this product is your sharpest knife).
Example – When you sign up for our newsletter, you will get timely advice on all new trends.
Pacing and leading
Used to build rapport in various formats. One example – You saw the ads, read the brochures and visited the site. Here is the next step to take before you go on that dream vacation…
The above concepts are merely a superficial glimpse into the vast litany of tricks and methods that is NLP.
What is all this good for? Does NLP in writing really work?
Now that you are familiar with some NLP writing methods for persuasive writing, it is good time to ask – how does it work, and is NLP really effective in writing?
Neurolinguistic programming was originally conceived as a method of therapy and self-help by Richard Bandler and John Grinder, who have written numerous works on this topic. It is thus essentially psychological, apart from relying on its assumption that the human brain works in certain ways that can be interacted with from outside. An early book is ‘The Structure of Magic’, where they introduced the meta framework for therapists. This was subsequently elaborated upon, and today there are numerous organizations, trainers and coaches and certification programmes that teach NLP in a range of areas, including sales and marketing.
NLP in writing is meant for persuasion. It is oriented towards sales and marketing. This makes it employ methods that would convert interest into sales, remove doubts, answer objections, employ language to talk to the reader’s frame of mind.
To know whether NLP writing really works, we will therefore have to find out how much sales have been generated that can be attributed to these methods.
To understand the NLP framework as it was originally created, read my review of the Structure of Magic.
1. www. blog.nlp-techniques.com