Written by Lynn Swayze
Introduction
As a consultant, coach, agency owner, or expert, it's important to understand the psychology that drives the marketing machine. Why does some marketing work and not others? How can you make your marketing more effective? These are questions that can be better answered and understood by an understanding of psychology. And one framework that's disputed by still worth considering is one called Neuro-linguistic programming.
What is Neuro-linguistic programming (NLP)?
Neuro-linguistic programming, also known as NLP, is a therapeutic approach developed by Richard Bandler and John Grinder in the 1970s. The approach was modeled after work done by Virginia Satir and Milton Erickson and has been widely disputed and expanded since then, including by Tony Robbins (who used it then renamed his methods from NLP to his own branded terms) and others.
Neuro-linguistic programming has a few core concepts. Some important ones for marketing are:
- Reality is subjective. The world each person experiences is subjective and based on their internal frames, sub-modalities (VAK, etc), and beliefs. This subjective reality is our meta-model.
- Modelling is Everything. We can learn how to do or be anything by modelling the meta-model of those who are successful, happy, etc., and we can change our meta-model to one that's more productive.
- Methods of Distorting Reality. Our mind distorts reality by deleting, distorting, and generalizing information based on perception.
- Pacing and Leading. In order to be effective, NLP (and hypnosis) must involve pacing and leading. . . where the client sets the pace, and you lead them to where you want them to go mentally.
- The Resources already Exist. NLP assumes that the answers to a client's (patient's) problems lie within themselves, and that they already know the answers.
How to Use NLP in Marketing
As someone training in Neuro-linguistic programming, I'm fascinated with learning how to use some of these skills in marketing.
NLP in Marketing #1: Mental States
One way to use neuro-linguistic programming in marketing is to pay attention to your buyer's emotional and psychological state right now. They likely have beliefs about themselves, their situation, their problem, the potential solutions, and you that are radically different from where you are right now. If you can speak to them in their current emotional and mental state, your marketing will do better than if you keep trying to talk to them from a state where they know and feel like you do.
Keep reading:
NLP in Marketing #2: Pacing and Leading
Related to NLP in Marketing #1, the second way you can use NLP in marketing is to pace and lead. My articles about pulling people through awareness levels is one way to practice pacing and leading. In pacing and leading, you start with the frame where the person is (that they can't refute) and move them slowly to one that's more conducive to where you want them to be. Harlan Kilstein's NLP Copywriting taught how to do this, but if you can't get a hold of it, then read on how to "pace and lead" in copywriting and I'm sure some blog posts will come up.
Keep reading:
NLP in Marketing #3: VAK Modalities
Finally, one of my favorite ways to use NLP principles in marketing and coywriting is to use VAK modalities more deliberately. What are VAK? They are:
- Visual
- Auditory
- Kinesthetic
The BEST copy uses a mix of VAK words and phrases in the copy to paint a robust, multi-faceted picture that reaches people where they are using words they resonate with. (Did you see how I used all three VAK modalities in that last sentence?)
When trying to market your agency and get more leads and sales, it helps to look at every tool in the toolbox to increase conversions. Your marketing and copywriting help should be doing this for you.
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#005: Why You Should NEVER Market to the "Unaware" Audience (do this instead!)