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In this ‘NLP Copywriting magician speaks out!’ post we hear from Louis Burns, an experienced direct response marketing campaign expert, an introduction to NLP Copywriting. He describes to us the benefits of his experience and gives us a look into the world of direct marketing packages for companies that use the power and influence of his writing skills.

Princes into Prospects: An Intro to NLP Copywriting by Louis Burns

Many marketers search for the holy grail of marketing… the ability to effortlessly persuade people to hand over their hard earned cash. If only there was a switch that would make that transaction automatic.

The goal of an NLP practitioner and copywriter is to work with existing world views (known as representational systems) to influence others. The exciting (or frustrating depending on your views) thing about NLP is that since it works and it’s simple, lots of people are taking it and running with it. For some, it’s like running with scissors. They’re falling down and injuring themselves.

In NLP terminology, the three notable ways that people make sense out of the infinite amount of sensory input available are: deletion, distortion and generalization. Each filters out some part of the whole. Otherwise it would be too much information. Sometimes these filters are helpful and sometimes they’re not.

In marketing terms, you prosper when your offer is something that’s instantly recognizable as something people want. They don’t buy if they’re confused. They don’t buy if they mistakenly file your offer in the “already seen it” or “don’t need it” categories in their minds. They won’t usually wait around for you to educate them from scratch.

Established ways of working within the NLP framework are called patterns. Some patterns work better than others while some don’t work at all in writing. You may be surprised to find that I’ve already used a couple in this article.

Spoken NLP can take many liberties that written cannot. In writing, your prospect can stop reading and go do something else. In person, that would usually be considered rude. It’s also more difficult to hypnotize someone in writing. You can’t pace their breathing or do any other kind of rapport building.

What makes the difference between the amateurs and the experts is elegance. Many beginners believe all they have to do is throw in a few embedded commands and they’re doing NLP. For example, BY NOW, you should be realizing how much you want to BUY NOW. Not very elegant.

If you’re obvious about it, you’re likely to chase your prospects away. They’ll be offended at being bludgeoned by your message.

The way to be effective with NLP is to make haste slowly. Take baby steps. Start with the end in mind and work backwards. Incremental adjustments in the message are less noticeable.

There’s pacing and leading. Since you can’t pace their physical state, you pace their experience as a prospect. Do your research and discover their core desires and then pace those. Are they frustrated, worried, excited, or expectant? Using the language they collectively use is the conversation in their head you’re entering. Once you’ve paced, you can lead… incrementally and elegantly.

Once you’ve transitioned into leading, you can do mind reading, slip in presuppositions, or reframe their representational system… as long as it’s not obvious. You can tell a therapeutic metaphor. You can even tell your story in the middle of the other patterns. Breaking up patterns or ideas is what’s known as a nested loop.

I’m wondering if you caught the reference to one of the original NLP books in the title. If you want more info on NLP, start at the source. Richard Bandler has written a number of books over the years. One of the earlier books is Frogs into Princes.

While there’s no magic switch, you’ll be pleasantly surprised how a few NLP adjustments can add up… whether you realize it now or you want to study further to find out.

Louis Burns is a NLP Certified Copywriter from Austin, TX, USA. Visit his blog at www.louisrburns.com for tips on direct response marketing, statistical analysis and NLP copywriting.

I am sure we will be hearing more from Louis in the future and in next week’s post I will be spending some more time looking at this important area of copywriting and pointing you to some useful resources to help you along.

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So now you have heard what happens when the NLP Copywriting Magician Speaks Out!

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