Neurolinguistic Programming (NLP)

What is neurlinguistic programming? It's the science of how the brain processes experiences and learning. NLP works by using language to send messages to the brain. By using this properly, you can create some very persuasive copy.

There are several NLP devices, including embedded commands, presuppositions, linguistic binds, and framing.

Embedding Commands

When we write web copy, we're looking for a direct response, such as getting your reader to subscribe to a newsletter , or pick up the phone, or use your service. How can you use an embedded command? You write the action you want your reader to take and then use a sentence to pad it. For example:

I wonder when you are going to buy this book?

The embedded command here is you are going to buy this book When we speak, we use tone of voice to alter our commands and add emphasis. Since we cannot do this with writing, we use bold face, quotes, italics, or multiple colors to separate a command from the rest of the copy. By separating the command effectively: I wonder when you are going to buy this book?

The reader will respond to the command in the sentence and follow the command without knowing it. How about the Lays potato chip campaign…Bet you can't eat just one. Oh sure, it's more like: bet you can't east just one hundred! Who can look at a bag of Lays and reach in only once, especially with that tagline ringing in your ears? Embedded commands motivate individuals to take action and make snap decisions. Presuppositions

Since we can only focus on one thing at one time, if we're showered with thoguhts, we presuppose (or assume) the suggestions are facts. Take an Herbal Essences ad: We can't keep something this juicy a secret.

This assumes that there is something that is "this juicy", and then makes an assertion about that thing. One important function of the presupposition here is to promote a kind of ideology within advertising, in this case, the idea that "juiciness" is somehow related to shampoo and hair.

Similarly, we often see presuppositions in the courtroom. The questions imply that something exists when it has not been proven. For example: Why did you steal the car?

Another way to use presuppositions is in the form of phrases such as "As you know" and "Everyone knows" and "Clearly, obviously, naturally."

For example: "Clearly, investing in Tom Martins seminar Successful Marketing Campaigns is the quickest way to start making money today." This suggestion of a fact implies that the statement is true and you reader will more readily accept the statement.

Linguistic Binds

A linguistic bind forms a sentence that makes your reader say "Of course what you say is true."

How does it work? Take this example:

"As you read this book, you understand you can't waste any more time on a job that's not offering you everything a job has t offer."

The sentence is in two parts. The first part states something obvious, you are reading this book, and the second part indicates what you want the reader to think or do. It creates the impression to the reader that what you say is logical.

The linguistic bind is also created in the form of a cause and effect statement. For example: "The more you read about this water purifier the more you won't want to be without it." Reframing Reframing is when you alter the perception of something by changing the way it is viewed. The key to reframing is to shift your readers focus to a desirable or hidden aspect of a disadvantage and turn it into something positive. For example:

What price can you put on the online safety of your children? $10,000? $5000? $1000? If you paid $25 per month for online monitoring, you'd pay $300 per year in fees. This cyber safety software will not cost you $300, or even $200. You can monitor you children anytime from anywhere for only $150 with no ongoing monthly fees.

By reframing, the cost of the product seems reasonable, a real bargain!

And there you have it. Four methods of neurolinguistic programming to help you create persuasive copy!