Professional copywriting is vital for effective marketing content. Unfortunately, gone are the days when we were able to write ‘salesy’ content and hope that it convinces our readers to spend their money. Customers want to be engaged in meaningful ways, taking the sale out of the equation in exchange for personal connections. So, how do we write hard-hitting copy with the best chance of being read, shared, and engaged with? You’re about to find out:
Neurolinguistic programming (NLP), not to be confused with natural language processing (NLP), is the study of the language of the brain. So, the programming side comes in when we use our knowledge of the brain (and how it processes language) to craft messages that we KNOW will resonate with readers. Everything we read is passed through our internal filters. These include our values, beliefs, decisions, and memories. Readers will reject things that don’t fit in with their beliefs and values, and if the text goes against decisions they’ve made – or it invokes bad memories – there’s a good chance they won’t read any further.
How does copywriting fit it?
Therefore, copywriters need to understand this principle to ensure that their writing is read, accepted, and prompts some kind of action in the reader. To truly connect with readers, a copywriter should include these four elements in every piece of copy they publish: