Why a copywriter needs to know about neurolinguistic programming

DSM Digital School of Marketing - neurolinguistic programming

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:

NLP defined

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:

1. Positive headlines

The media is crammed with doom, gloom and all things that go BOOM. There’s no wonder many of us prefer not to follow the current happenings in the country. However, when we replace negative headlines with positive ones, readers are much more likely to continue reading the piece of copy. This encompasses replacing passive verbs with active verbs and ensuring that headings aren’t too long-winded.

2. Emotional connections

People want to know that the piece they’re reading has been written by a person – not a machine. All too often copywriters opt for a corporate, rigid tone when writing copy. While this is suitable in some industries, most people want to read something that doesn’t bore them half to death. Include emotional words and phrases that invoke emotional reactions, and people will want to read what you put out.

3. Calls to action

Your copywriting should prime readers to take some kind of action. This requires a carefully-crafted journey that the reader will go on while reading your piece. They start at the headline, which makes them want to read the rest. Then, in the first paragraph, they find the problem they are facing, and how this can be solved (if they read further). Then, right at the end, they should be asked to find out more, get in touch, or follow the link.

Writing compelling, lead-generating copy is any copywriters dream. It takes a lot of practice and a few pointers from the best in the business.

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