Member You - The Raw Truth About Persuasion and Copywriting!

NLP isn’t a replacement for good copywriting. It’s a turbo boost. Meeting a person on his or her own level by using familiar words puts YOU in control of the communication almost immediately.

Have you ever been moved to buy a pair of sexy shoes instead of the sensible, comfy shoes you really needed? But when you got home you didn’t know how you got over the resistance of spending the money? See, people understand the RESULT of making a purchasing decision, but are often unaware of the internal recipe that gets them there. We all know we tend to buy based on emotion over logic. In fact, most buying decisions are largely emotional.

WHO’S RIGHT ANYWAY?

We can all agree there are two sides to the brain, correct? The left (logical) and the right (emotional). Interesting fact: information is first perceived by the emotional right brain. Then within a fraction of a second, it shoots over to the logical left. Then finally, once again, is reflected to the emotional right. In other words, every message we get is influenced by the emotional right brain. Pretty fascinating, huh?

Here is the basic principle of NLP as I understand it. There is no mental resistance to an idea you perceive as your own. And whenever any of us engages our imagination, we think we came up with the idea ourselves. So it must be great!!! It aligns with our own beliefs so it’s unconsciously accepted as being the truth and you act as if it’s true. So NLP always prefers to presuppose that changes can be made quickly and automatically. So let’s cover some NLP principles and how to use it in the art of persuasive writing.

PACING

Pacing is putting yourself in the prospect’s shoes through languaging. Look at David Ogilvy (one of the greatest advertising masters who ever lived) as an example. His first headline for Rolls Royce didn’t come from HIS mind, but that of an engineer at the factory. Ogilvy was told, “You know David, the loudest noise from this Rolls Royce comes from the clock on the dashboard at 60 miles an hour.” And David thought this man, this engineer must know something because he’s constantly in the flow about changes and revisions and everything happening at the Rolls Royce factory. So David did his research and made a connection. I’m not suggesting the engineer was deliberately using NLP on David, but it’s an illustration of how we as humans connect the dots and are able to write persuasively as a result.

Though similar to empathy, pacing is a bit more complex. In pacing, you actually encourage the prospect to use visualization or other accessing cues in a very subtle and vague way. These are the same communication skills of matching, mirroring and rapport that allow you to pace and lead someone to the sale.

NLP Master Ross Jeffries says, “People will not accept that you are an authority on where they should go unless they accept you’re an authority on where they are at.”

In other words, if you’re reading a letter or listening to a podcast, it makes sense for me as a writer to mirror that experience for you. Then you subtly relax:

• “As you’re sitting there reading this letter…”
• “As you are sitting in front of your computer…”
• “While you are listening to this broadcast…”

Any of those phrases have you and the prospect share an experience, which moves him or her toward the sale. Have you ever met someone and felt an instant kinship with that person? Or on the other hand, met someone who you just could never quite get on the same wave length?

What if you knew how to get on that person’s “wave-length”? You would have a totally different outcome – the outcome you wanted! That’s the importance of defining your target audience (or my own term, TAR-KET). You can communicate with that one person because you have already defined him or her.

PRESUPPOSITION OF AWARENESS

This technique also ties to speaking directly to your own target market. (If people don’t have their target market nailed down, it doesn’t matter how good their copy is. It doesn’t matter if you’re trying to sell beef to a vegetarian. It’s just not going to work. So you really have to zone in on your target market.)

The way you do that is to understand your product. Figure out where they shop, where they eat, what they look like. Are they a family or are they single? Do they have dogs or not? Do they live in a rural area or the city? These keys make a huge difference when you are trying to figure out who your target market is. When I write my copy, I write to one person. I visualize everything about them so it’s very real to me when I start to write. I would suggest that you funnel down your target market to your TARKET as much as possible. That’s how you’re able to give them the illusion. You’ve given them information and the mind fills in the blanks. The more specific the better is what I’m saying.

In this technique you direct the conscious mind of the reader by assuming something is true. So you speak to him or her as if something has already happened. Here are some examples:

• “As you become aware of…” Medical Malpractice: What to look for in an Attorney
  The concept of shopping for an attorney can seem foreign to many people, particularly those with little contact with the law. To many, the law seems an incomprehensible enigma filled with Latin jargon, a complex judicial system, and high stakes all around.But, like all industries, the law, and in particular medical malpractice representation, is a commodity. And like all commodities there are a few high quality providers and a great many shabby ones. Unfortunately, finding a good medical malpractice attorney isn’t quite as a simple as finding a cheap price, rather, it’s a lot like finding a good car mechanic.But at least with a car mechanic you can have some judge as to the quality of his work by whether your car runs at the end of the day. In medical malpractice litigation by contrast, you will never know if you got the be/b>

  We can all agree there are two sides to the brain, correct? The left (logical) and the right (emotional). Interesting fact: information is first perceived by the emotional right brain. Then within a fraction of a second, it shoots over to the logical left. Then finally, once again, is reflected to the emotional right. In other words, every message we get is influenced by the emotional right brain. Pretty fascinating, huh?

  Here is the basic principle of NLP as I understand it. There is no mental resistance to an idea you perceive as your own. And whenever any of us engages our imagination, we think we came up with the idea ourselves. So it must be great!!! It aligns with our own beliefs so it’s unconsciously accepted as being the truth and you act as if it’s true. So NLP always prefers to presuppose that changes can be made quickly and automatically. So let’s cover some NLP principles and how to use it in the art of persuasive writing.

  PACING

  Pacing is putting yourself in the prospect’s shoes through languaging. Look at David Ogilvy (one of the greatest advertising masters who ever lived) as an example. His first headline for Rolls Royce didn’t come from HIS mind, but that of an engineer at the factory. Ogilvy was told, “You know David, the loudest noise from this Rolls Royce comes from the clock on the dashboard at 60 miles an hour.” And David thought this man, this engineer must know something because he’s constantly in the flow about changes and revisions and everything happening at the Rolls Royce factory. So David did his research and made a connection. I’m not suggesting the engineer was deliberately using NLP on David, but it’s an illustration of how we as humans connect the dots and are able to write persuasively as a result.

  Though similar to empathy, pacing is a bit more complex. In pacing, you actually encourage the prospect to use visualization or other accessing cues in a very subtle and vague way. These are the same communication skills of matching, mirroring and rapport that allow you to pace and lead someone to the sale.

  NLP Master Ross Jeffries says, “People will not accept that you are an authority on where they should go unless they accept you’re an authority on where they are at.”

  In other words, if you’re reading a letter or listening to a podcast, it makes sense for me as a writer to mirror that experience for you. Then you subtly relax:

  • “As you’re sitting there reading this letter…”
  • “As you are sitting in front of your computer…”
  • “While you are listening to this broadcast…”

  Any of those phrases have you and the prospect share an experience, which moves him or her toward the sale. Have you ever met someone and felt an instant kinship with that person? Or on the other hand, met someone who you just could never quite get on the same wave length?

  What if you knew how to get on that person’s “wave-length”? You would have a totally different outcome – the outcome you wanted! That’s the importance of defining your target audience (or my own term, TAR-KET). You can communicate with that one person because you have already defined him or her.

  PRESUPPOSITION OF AWARENESS

  This technique also ties to speaking directly to your own target market. (If people don’t have their target market nailed down, it doesn’t matter how good their copy is. It doesn’t matter if you’re trying to sell beef to a vegetarian. It’s just not going to work. So you really have to zone in on your target market.)

  The way you do that is to understand your product. Figure out where they shop, where they eat, what they look like. Are they a family or are they single? Do they have dogs or not? Do they live in a rural area or the city? These keys make a huge difference when you are trying to figure out who your target market is. When I write my copy, I write to one person. I visualize everything about them so it’s very real to me when I start to write. I would suggest that you funnel down your target market to your TARKET as much as possible. That’s how you’re able to give them the illusion. You’ve given them information and the mind fills in the blanks. The more specific the better is what I’m saying.

  In this technique you direct the conscious mind of the reader by assuming something is true. So you speak to him or her as if something has already happened. Here are some examples:

  • “As you become aware of…” Low Rent Start Up
    The Green Duck needed a new transmission—BAD! Like last week. It groaned with an industrial, metal-on-metal fervor. Let me stop here and proffer a key bit of advice: When you are a near penniless college student, and you need a car, you will, by definition, be buying at the low end of the market. Under no circumstances are you to buy a used Rambler American, formerly owned by the telephone company. The good news is that chances are real slim there days of running into said vehicle.Sadly, this was not the case for me. In the summer of ’77, I needed cheap wheels, and through some quixotic lack of logic, I romanticized the used, industrial green Rambler with the three-on-the-tree transmission as quite a cool set of wheels. Boy, was I wrong.So there I was six months later, my beloved Rambler in pathetic condition, barely runningived) as an example. His first headline for Rolls Royce didn’t come from HIS mind, but that of an engineer at the factory. Ogilvy was told, “You know David, the loudest noise from this Rolls Royce comes from the clock on the dashboard at 60 miles an hour.” And David thought this man, this engineer must know something because he’s constantly in the flow about changes and revisions and everything happening at the Rolls Royce factory. So David did his research and made a connection. I’m not suggesting the engineer was deliberately using NLP on David, but it’s an illustration of how we as humans connect the dots and are able to write persuasively as a result.

    Though similar to empathy, pacing is a bit more complex. In pacing, you actually encourage the prospect to use visualization or other accessing cues in a very subtle and vague way. These are the same communication skills of matching, mirroring and rapport that allow you to pace and lead someone to the sale.

    NLP Master Ross Jeffries says, “People will not accept that you are an authority on where they should go unless they accept you’re an authority on where they are at.”

    In other words, if you’re reading a letter or listening to a podcast, it makes sense for me as a writer to mirror that experience for you. Then you subtly relax:

    • “As you’re sitting there reading this letter…”
    • “As you are sitting in front of your computer…”
    • “While you are listening to this broadcast…”

    Any of those phrases have you and the prospect share an experience, which moves him or her toward the sale. Have you ever met someone and felt an instant kinship with that person? Or on the other hand, met someone who you just could never quite get on the same wave length?

    What if you knew how to get on that person’s “wave-length”? You would have a totally different outcome – the outcome you wanted! That’s the importance of defining your target audience (or my own term, TAR-KET). You can communicate with that one person because you have already defined him or her.

    PRESUPPOSITION OF AWARENESS

    This technique also ties to speaking directly to your own target market. (If people don’t have their target market nailed down, it doesn’t matter how good their copy is. It doesn’t matter if you’re trying to sell beef to a vegetarian. It’s just not going to work. So you really have to zone in on your target market.)

    The way you do that is to understand your product. Figure out where they shop, where they eat, what they look like. Are they a family or are they single? Do they have dogs or not? Do they live in a rural area or the city? These keys make a huge difference when you are trying to figure out who your target market is. When I write my copy, I write to one person. I visualize everything about them so it’s very real to me when I start to write. I would suggest that you funnel down your target market to your TARKET as much as possible. That’s how you’re able to give them the illusion. You’ve given them information and the mind fills in the blanks. The more specific the better is what I’m saying.

    In this technique you direct the conscious mind of the reader by assuming something is true. So you speak to him or her as if something has already happened. Here are some examples:

    • “As you become aware of…” Are You at Risk of Missing a Networking Opportunity?
      I have a confession to make. The other day I was stocking up on necessities at my local supermarket when I came face to face with Duggie, who I haven't seen for years. We went through all the - "How are you, what have you been up to, what're you doing now" kind of stuff.Duggie then says - "Alan, can I have one or two of your business cards in case I need to get in touch and to pass to other people."Now, I'm always nagging other people about never leaving home without business cards. Don't even take out the garbage without a business card in your pocket. And guess what - I had no business cards to give to Duggie.He then tells me that he was at a Dinner the previous evening and he met several new contacts - however, he'd also forgotten his business cards. Duggie has his own business and he's always looking fory on where they are at.”

      In other words, if you’re reading a letter or listening to a podcast, it makes sense for me as a writer to mirror that experience for you. Then you subtly relax:

      • “As you’re sitting there reading this letter…”
      • “As you are sitting in front of your computer…”
      • “While you are listening to this broadcast…”

      Any of those phrases have you and the prospect share an experience, which moves him or her toward the sale. Have you ever met someone and felt an instant kinship with that person? Or on the other hand, met someone who you just could never quite get on the same wave length?

      What if you knew how to get on that person’s “wave-length”? You would have a totally different outcome – the outcome you wanted! That’s the importance of defining your target audience (or my own term, TAR-KET). You can communicate with that one person because you have already defined him or her.

      PRESUPPOSITION OF AWARENESS

      This technique also ties to speaking directly to your own target market. (If people don’t have their target market nailed down, it doesn’t matter how good their copy is. It doesn’t matter if you’re trying to sell beef to a vegetarian. It’s just not going to work. So you really have to zone in on your target market.)

      The way you do that is to understand your product. Figure out where they shop, where they eat, what they look like. Are they a family or are they single? Do they have dogs or not? Do they live in a rural area or the city? These keys make a huge difference when you are trying to figure out who your target market is. When I write my copy, I write to one person. I visualize everything about them so it’s very real to me when I start to write. I would suggest that you funnel down your target market to your TARKET as much as possible. That’s how you’re able to give them the illusion. You’ve given them information and the mind fills in the blanks. The more specific the better is what I’m saying.

      In this technique you direct the conscious mind of the reader by assuming something is true. So you speak to him or her as if something has already happened. Here are some examples:

      • “As you become aware of…” Business Entities – Avoid These Pitfalls
        In our modern society, you can get sued for just about anything. All it costs is a couple hundred dollars to file a lawsuit. If you are starting a business, you need to protect yourself.Given the number of lawyers [including me] and lawsuits in the country, most business owners know it is wise to open a business entity to protect their personal assets from lawsuits. By definition, businesses offer something to the public be it services or goods. Inevitably, a problem arises. The problem can turn into a full blown dispute and then lawsuits are filed. If your business is not protected by a business entity, this can result in a judgment that can be collected both from business assets and your personal assets. In short, a disaster. Forming a business entity creates a shield that protects your personal assets from such judgments so long a down, it doesn’t matter how good their copy is. It doesn’t matter if you’re trying to sell beef to a vegetarian. It’s just not going to work. So you really have to zone in on your target market.)

        The way you do that is to understand your product. Figure out where they shop, where they eat, what they look like. Are they a family or are they single? Do they have dogs or not? Do they live in a rural area or the city? These keys make a huge difference when you are trying to figure out who your target market is. When I write my copy, I write to one person. I visualize everything about them so it’s very real to me when I start to write. I would suggest that you funnel down your target market to your TARKET as much as possible. That’s how you’re able to give them the illusion. You’ve given them information and the mind fills in the blanks. The more specific the better is what I’m saying.

        In this technique you direct the conscious mind of the reader by assuming something is true. So you speak to him or her as if something has already happened. Here are some examples:

        • “As you become aware of…”
        • “As you recognize …”
        • “I’m not sure just how excited you can get about this offer but…”

        The proper use of language patterns in written words means you communicate by tonal shifts, tempo shifts etc, following the patterns of a question, a statement, or a command. We invite people to share our certainty about our product or service by using an intonation of a command or a statement like “Do you agree?”

        PRESUPPOSITION OF TIME

        This concept piggybacks onto the previous one. You build on the prospect’s experience of awareness by adding in the element of time. Examples:

        • “Before you order today…”
        • “After you make your decision to order…”
        • “While you are filling out your order form…”

        Use language patterns to move yourself and others in a direction that results in a win-win situation. The truth is that we are selling ourselves every day, all day long. Doesn’t it make a lot of sense to use communication skills like NLP to lead someone where you want them to go? And the more that happens, the more successful you will be with your copy.

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