Some people might be concerned that deliberately using NLP in their marketing might be too manipulative.
The simple fact of the matter is that NLP is an organized way of describing all communication that goes on between people.
Take presuppositions for example. Presuppositions are things that have to be true for your communication to make sense.
If you walk up to someone, stick out your hand and say "hi," that belies several presuppositions. You’re assuming they can hear, they can talk, they speak your language, and that they’re familiar enough with local customs to know you’re greeting them.
When we call something NLP marketing or copywriting, it’s because we’re deliberately layering on additional presuppositions. The mind can only keep track of about 7 chunks of information at a time so anything over that goes unfiltered to the subconscious.
Say you want to tell the world you have a really quiet car. You could just say that and hope people believe you. You could tell them that you can’t hear the engine even at speeds of 60 miles per hour. "Yeah right," they’ll say.
So instead you wrap it up in a presuppositions and it comes out this way:
"At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock."
Some of the presuppositions I notice are:
- It has an electric clock
- The electric clock makes noise
- It’s louder than any other noise in the car
- It’s a new model of car
- It’s a Rolls-Royce so it’s luxury
- It can go 60 miles an hour
- It’s a very quiet car
After reading that headline, what’s your response? Do you argue with any of the presuppositions? Or do you want to take a test drive and compare noises with the electric clock?
Presuppositions are all around us. NLP makes a study of using them elegantly.
How many presuppositions did you notice in the title of this blog?
What other NLP patterns are we regularly using… perhaps without realizing?