Copywriting

Free Copies of James Brausch’s Newsletter

James Brausch has launched a new newsletter called, "Testing." You can read a little about it here:

http://www.jamesbrausch.org/14600/

The deal is that he’ll give you an emailed version of the first issue if you request it on your blog like I’m doing here. Additional details are here:

http://www.jamesbrausch.org/anyone-want-a-free-copy-of-testing/

And to whoever from James’ site that’s reading this, I can be contacted at writing at louisrburns.com.

PS. To everyone else, yes, the NLP Copywriting video is still in the works. It looks like it’s going to be quite a bit longer than the hour I was originally planning. Some of this goes way beyond anything Harlan taught us. I’ll also be showing you why even your attitude about people will make a huge difference in the way you use NLP. I’m excited for you.

We can have fun with tenses, didn’t we?

When the prospect feels good about you and your product they buy, right? That’s nothing new.

What you may not know is that you can adjust how they feel by your use of tenses.

If you want them to feel the immediacy of the product benefits, write about it in the present tense.

But if you want to deemphasize disadvantages, their initial problem, or an objection, write about it in the past tense. Putting it behind them takes most of the power out of it.

The future tense is good for helping the prospect to feel how good they’ll feel once they own your product. If they really connect with that, you’ll have reduced the potential for buyer’s remorse. That’s referred to as future pacing.

If you want them to feel like they’ve known you forever, talk about your relationship in the past tense. That way when you come back to present tense, it seems like it’s already happened.

It’s not any more complicated than that. Fortunately, this pattern can be discrete enough that if someone catches you doing it, they might assume it’s a misprint… unless they know .

PS. The NLP Marketing Course is coming along. I’ve got an outline and the content I want to include. Next I’ll need to start recording and select some live examples. I’m building a list of websites so if you’ve seen something you’d like me to address in the course, feel free to leave a comment or email me.

To State The Obvious

There’s a lot of NLP that you can’t use in writing.

You’d think that would be obvious since much of NLP is dependent on sensory input you get from the person you’re working with/on. Even so, I still see more than a few examples of people writing things that only work in person.

For example, in NLP there are times when it’s appropriate to interrupt the current thought process of the person you’re speaking to. If you do that as strongly in writing, the reader can easily get distracted from your letter and even click away to do something else… not what you want to do.

If you interrupt someone in person, they’ll most likely stop what they’re doing and wait for whatever comes next which would probably be your next pattern. In writing, they may think of something else they need to be doing instead of reading your letter.

Another thing is the obvious use of embedded commands. This has been written about quite a bit as the poor (but most common) use of NLP. The thing about copy is that people can more easily notice what you’re doing. If you’ve just emphasized, BUY NOW …. gee that’s not obvious. You think? Someone might not notice if you slip that into a conversation but they will with it screaming off the page like that.

Marketers sometimes write as if they don’t realize that attention is different online versus in person. If you send someone inside to access something instead of continuing to read, they may not come back to your letter. In person, they have nowhere else to go unless they just stay inside. Eventually they’ll have to come back and there you are.

The upside is that for copy, you have all the time you need to plan your strategies. If you want to plan out and sequence your presuppositions, go right ahead.

If you can extrapolate this idea across all the patterns and foundations of NLP, you’ll have a good grasp of what will work in copy. If all else fails, test it and see.

Coming up…

Okay guys, the moment we’ve all been waiting for…

I’ve decided to go ahead and create a series of DVDs on NLP copywriting and here’s why: after looking around the internet, I’ve found a pretty large gap in the training available.

  • Harlan Kilstein is hands down the grandfather of NLP copywriting. If you have $1000s to plunk down, go to him. I went through his live NLP certification seminar and was completely blown away. I got almost no sleep (my fault, not his) but still was completely enthralled. He’s targeting high level copywriters and marketers.
  • Kenrick Cleveland is the cream of the crop when it comes to learning NLP for face to face sales. I recently found his blog and really like what I see. Getting and using his course is on my list of things to do. The thing of it is that (as Harlan will attest) there are things you can do in spoken NLP that you can’t do in writing and vise versa.
  • Frank Kern is currently running his Mass Control campaign. You can watch the progress at his blog. He’s been part of some pretty spectacular product launches mostly through his down to earth (and sneaky) uses of persuasion. In a recent audio he release, he actually says what he’s doing isn’t NLP and he wishes someone would create an NLP product that would be fun to learn though. I have to agree that most of the materials I’ve been methodically plowing through would be of more interest to a therapist than a marketer. Additionally, the uses of NLP in some of his material actually originated with Harlan anyway.
  • Other miscellaneous marketers and NLP practitioners are selling their advice as well. Again, we have the delimma of either being extremely expensive ranging in the thousands OR being of low quality. And then there’s the fact that aside from Harlan, no one is really teaching the nuances of using NLP in copywriting.

So…

I’m going to go ahead and finally do what I’ve been reading from James Brausch and create some entry level NLP products for entrepreneurs and marketers. Again, if you want to learn the whole enchilada, you’ll still need to go to Harlan. For spoken NLP, go to Kenrick. For product launches or campaigns, go to Frank. If there’s someone else I should be recommending, let me know.

I’m thinking of including the basics and a lot of case studies – good and bad. There are tons of different patterns. Most people would see dramatic improvements with a foundational understanding and a handful of techniques done well.

I plan to make it as fun as I can as Frank said. He’s in good company too. The founder of Toastmasters is often quoted:

"We learn best in moments of enjoyment."

If there’s anything you’d like to see included as far as techniques or learning styles, feel free to comment or email me at writing@louisrburns.com.

Evolution of a paragraph

Glyphius Paragraph Editing

These are two examples of how statistical analysis can turn mediocre paragraphs into winners. The same refining is completed for headlines.

The changed word is struck out. An inserted word is denoted by <<insertedword>>. The score for each paragraph is at the end of each entry.

Example 1:

Changing 4 words changed the score from a 180 to a 500 – a relative 278% increase in effectiveness.

Regardless of the industry you specialize in, you’ll find something for your tastes. There are professional services, credit cards, business software, nonprofit fundraising, nutritional supplements, health clinics and even a parrot training video. There are subscriptions to members only sites, newsletters, newspapers, and magazines of all shapes and sizes. – Score: 180

Regardless of the industry you specialize in, you’ll find something for your tastes. There are professional services, credit cards, business software, nonprofit fundraising, nutritional supplements, health clinics and even a parrot training <<movie>>. There are subscriptions to members only sites, newsletters, newspapers, and magazines of all shapes and sizes. – Score: 282

Regardless of the industry you specialize in, you’ll find something for your tastes. There are professional services, credit cards, business software, nonprofit fundraising, nutritional supplements, health clinics and even parrot training <<instruction>>. There are subscriptions to members only sites, newsletters, newspapers, and magazines of all shapes and sizes. – Score: 338

Regardless of the industry you specialize in, you’ll find something for your tastes. There are professional services, credit cards, business software, nonprofit fundraising, nutritional supplements, health clinics and parrot training instruction. There are subscriptions to members only sites, newsletters, newspapers, and magazines of all shapes and sizes. – Score: 356

Regardless of the industry you specialize in, you’ll find something for your tastes. There are professional services, credit cards, <<enterprise>> software, nonprofit fundraising, nutritional supplements, health clinics and parrot training instruction. There are subscriptions to members only sites, newsletters, newspapers, and magazines of all shapes and sizes. – Score: 414

Regardless of the <<market>> you specialize in, you’ll find something for your tastes. There are professional services, credit cards, enterprise software, nonprofit fundraising, nutritional supplements, health clinics and parrot training instruction. There are subscriptions to members only sites, newsletters, newspapers, and magazines of all shapes and sizes. – Score: 500

Example 2:

A negative score to 500 is an infinite improvement. Deleting all of the original paragraph would have resulted in a measurable increase in conversion.

“75 All-Star Secrets for Writing Winning Copy.” AWAI believes you can never have enough tips from the pros. Not that you have to use them all in every letter…but if just one inspires you to write a great letter, it’s worth reading. That’s why this report is such a great resource. t recaps the 75 most-important things you need to know as a copywriter — quickly and concisely – complete with real-life examples that drive the message home in an instant. – Score: -10

“75 All-Star Secrets for Writing Winning Copy.” AWAI believes you can <<always>> have <<more>> tips from the pros. Not that you have to use them all in every letter…but if just one inspires you to write a great letter, it’s worth reading. That’s why this report is such a great resource. It recaps the 75 most-important things you need to know as a copywriter — quickly and concisely – complete with real-life examples that drive the message home in an instant. – Score: 65

“75 All-Star Secrets for Writing Winning Copy.” AWAI believes you can always have more tips from the pros. Not that you have to use them all in every letter…but if just one inspires you to write a great letter, it’s worth reading. That’s why this report is such a great resource. It recaps the 75 most-important things you need to <<be aware of>> as a copywriter — quickly and concisely – complete <<including>> real-life examples that drive the message home in an instant. – Score: 212

“75 All-Star Secrets for Writing Winning Copy.” AWAI believes you can always <<profit from>> more tips from the pros. Not that you have to use them all in every letter…but if just one inspires you to write a great letter, it’s worth reading. That’s why this report is such a great resource. It recaps the 75 most-important things you need to be aware of as a copywriter — quickly and concisely – complete including real-life examples that drive the message home in an instant. – Score: 221

“75 All-Star Secrets for Writing Winning Copy.” AWAI believes you can always profit from more tips from the pros. Not that you have to use them all in every letter…but if just one inspires you to write a great letter, it’s worth reading. That’s why this report is such a great resource. It recaps the 75 most-important things you need to be aware of as a <<marketer>> — quickly and concisely – complete including real-life examples that drive the message home in an instant. – Score: 240

“75 All-Star Secrets for Writing Winning Copy.” AWAI believes you can always profit from more tips from the pros. Not that you have to use them all in every letter…but if just one inspires you to write a <<winning>> letter, it’s worth reading. That’s why this report is such <<an effective>> resource. It recaps the 75 most-important things you need to be aware of as a marketer — quickly and concisely – complete including
real-life examples that drive the message home in an instant. – Score: 282

“75 All-Star Secrets for Writing Winning Copy.” AWAI believes you can always profit from more tips from the pros. Not that you have to use them all in every letter…but if just one inspires you to write a <<control>>, it’s worth reading. That’s why this report is such an effective resource. It recaps the 75 most-important things you need to be aware of as a marketer — quickly and concisely – complete including real-life examples that drive the message home in an instant. – Score: 284

“75 All-Star Secrets for Writing Winning Copy.” AWAI believes you can always profit from more tips from the pros. <<There’s a limit to how much you can pack into a>> letter… but if one inspires you to write a control, it’s worth reading. That’s why this report is such an effective resource. It recaps the 75 most-important things you need to be aware of as a marketer — quickly and concisely – complete including real-life examples that drive the message home in an instant. – Score: 481

“75 All-Star Secrets for Writing Winning Copy.” AWAI believes you can always profit from more tips from the pros. There’s only so much you can pack into a letter… <<though>> if one <<tactic>> inspires you to write a control, it’s worth reading. That’s why this report is such an effective resource. It recaps the 75 most-important things you need to be aware of as a marketer — quickly and concisely – complete including real-life examples that drive the message home in an instant. – Score: 501

 

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