Have you ever wondered how some copywriters can always produce great taglines and compelling copy no matter what?
Well, you are not alone, and here’s how they do it:
They have mastered the art of using persuasive language patterns to get people to think in specific ways.
And what exactly are these ‘persuasive language patterns’?
To get you started here are 5 super cool NLP copywriting techniques you can employ immediately to make your copy more compelling.
But first, a word of warning: these may be simple techniques but they are also powerful so please employ wisely and remember the Google motto; ‘Don’t be evil’.
1. Get a grip on your senses (and your target audience)
In NLP we call the five basic senses (visual, auditory, touch, smell and taste) ‘sub-modalities’ or ‘representational systems’.
We can use knowledge of these to make our copy much more appealing.
So instead of just saying…
‘Visit our new Indian restaurant and try the fabulous world class cuisine’
You could try…
‘Visit our new Indian restaurant and savour the fabulous world class cuisine’
2. Dive straight into their heads
You do this by cleverly using what we call in NLP ‘awareness pattern’ words such as; ‘notice’, ‘realise’, ‘aware’, ‘discover’ and ‘see’.
These words subliminally implant suggestions deep inside the ‘prospect’s’ mind behind a seemingly innocent cognitive process.
They work because people’s attention is drawn to the awareness pattern word which they assume to be true and they then switch off or put on stand-by their critical thinking brain for the rest of the statement.
Here are some examples:
Have you noticed how everyone assumes that any statement following the word ‘discover’ is true, so seldom ever question it?
Are you aware of how much the price of gold will increase over the next 12 months?
Get it now?
3. Learn this secret to entrance your target audience
One easy way is through applying the ‘4 Quadrants Hypnotic Pattern Generator’ method.
Here’s how it works:
To make a sentence that hooks the reader subconsciously you can apply the following clever little formula; intro, how, what and when!
After the intro part the other three elements can be used in whatever order works best for your message with just a few simple linking words such as; ‘and’, ‘while’, ‘because’ etc added to make it all fit together.
So for example ‘All that really matters to us is how perfectly and quickly you sleep at night and enjoy the sweetest dreams in our luxurious slumber king size beds.’ – Big Wonderful Beds R Us
Make sense now?
Here is what a simple quadrant looks like – but be aware this is just a very small example.
You can fill up your own one with as many other appropriate words and phrases as you fancy.
You might wonder…
All that really matters is…
Have you noticed…
4. Understand how to seed ideas into your copy
You might not know this but lots of NLP has its origins with a supremely skillful psychologist and psychiatrist called Milton Erickson.
This remarkable man had an extraordinary understanding of how the subconscious mind works and luckily for us, how to use it to persuade people to do things he wanted (in their best interests naturally – just like us!).
One of the ways he did this was by ‘seeding’ ideas.
For example he would say; ‘Have you ever been in a trance before? i.e. this seeds the idea that a trance is definitely going to happen. After that he would keep replanting and watering the idea until the client was ready for what ever he wanted them to do next.
Other phrases you might consider are things like; ‘Can you imagine….?’, ‘Wouldn’t you like to have a fabulous…?’, ‘I wonder if you have ever noticed…’ and ‘Can you remember…’ – you get the picture, just fill in the blanks however you want.
Simple isn’t it?
This method is easy to apply to copywriting and luckily just as valid!
5. The Magic of Metaphors (or whisper into their third ear)
Last but not least, ‘metaphors’.
Metaphors are another great way of talking directly to the subconscious mind, and that’s why in both NLP and marketing we love ’em so much.
Storytelling is as old as the hills and works just as well in adverts as it does around a camp fire, in a book or at the cinema.
They are effective because
a) They can suggest a solution to any problem.
b) People can identify with the metaphor.
c) You can embed suggestions within the narrative of the story.
Perfect for some copy, right?
Anyway, enough of the science. Here’s an example of one at work:
‘Stopping smoking with this scientifically formulated treatment is like setting out on a wonderful train journey knowing that you have everything you need; timetable, map, tickets, luggage and First Class Super Comfy Seats!’
6. Always, always, always keep it positive
The subconscious lives in the present and is absolutely rubbish when it comes to dealing with any negatives. As such always try and keep your language positive, friendly, forward moving and nice and upbeat.
Write about how great it will be when you have whatever it is you are trying to promote rather than the downside of not having it.
So think; ‘Save Lots of Money’ rather than ‘Reduce Unnecessary Expenditure’!
Some examples of words to avoid because they have negative connotations are things like; cannot, fail, guilty, impossible, lose, nothing, nobody, problem, and quit. And even be really careful when constructing seemingly innocent statements that use these types of words i.e. ‘Buy our great new shampoo and conditioner, you have nothing to lose’.
‘The effectiveness of communication is not defined by the communication, but by the response’ – Milton Erickson
So, there you have it, six super cool NLP copywriting hacks for you to get your teeth stuck into and start using right away.
As always there are tons of other techniques which you can use ranging from ‘embedded commands’ and ‘re-framing’ to the good old ‘linguistic torpedo’ but that’s for another article.
To really supercharge your copy get your hands on our very own NLP Copywriting Guide. (It’s free!)
Once the sales start rolling in due to your persuasive writing talent…you’ll be so pleased you did!
In the meantime, I hope you like the ones I have included and find them helpful in making your copy better, more alluring and of course make you and your clients lots and lots more sales!
Eleanor Goold is owner and founder of Kreativ Copywriting a forward thinking and friendly writing, copywriting and content creation service. She also has her own branded website EleanorGoold.com where she provides business owners with smart ideas, copy tips, and blogs about the art of storytelling. She also runs The Copywriter Facebook Group and is the tutor of The Utterly Compelling Email Copywriter online course.
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