David Gordon

Welcome Harlan + Odds and Ends

The orginal NLP Copywriting Guru, Harlan Kilstein, has started a blog. His first post says he’s devoting it to his teacher, Dr David Dobson. I’m looking forward to some good NLP content there. He’s also linked his products there. The site is:

http://nlpcopywriting.com/

Another thing I’ve noticed lately is that if you’re putting an Aweber form on your website, it’s best to use the html instead of the script. For someone like me using Firefox, the script doesn’t appear on the page. It may be the ad blocker I use, I’m not sure. I had to open up the page in Internet Explorer.  The page I was viewing is a free ebook from Joe Vitale:

http://www.givetolivebook.com/

I actually have 3 completed models I’m working on turning into products. The first – graphic design – I’ve mentioned here before. I’m using the new ability myself to create some better covers for my products.

The second is a model from David Gordon. He agreed to let me use the one in his book on modeling as a free downloadable product here. I figured more people would be interested in my products if they knew exactly what kind of thing they’d be getting. That ability is “how to be passionate about something.” I’ve written the script for that already too.

The last one is one I’ve done over the holidays. My brother is finishing up his masters degree in mathematics. He’s pretty much a genius as I often hear of him solving problems that no one else could. I modeled his problem solving ability for a math context. I’d like to see if I can install it in some school kids who might otherwise think they’re “bad at math.”

My experience as a math teacher was that being “good” or “bad” at math was entirely up to the attitude and strategies of each individual student. I’m scheduled to help some kids with their science fair projects in the next couple months so I’ll see about working with them on their math as well.

The final update is that Arton Baleci is using modeling to see if he can turn himself into a professional soccer player (footballer) in one year. His site:

http://www.thebeautifulaim.com/

Thanks to Steve Bauer for alerting me to the Riggio Model and The Beautiful Aim.

Stay tuned for some comments on some recent experiences with Diego Norte.

Getting Started in Copywriting and NLP

I’ve been asked a couple of times how to get started in copywriting and NLP.

If you Google “getting started copywriting” you’ll see over 200,000 results. Most of the advice I’ve seen and followed boils down to a few steps:

  1. Study the masters
  2. Copy out successful letters
  3. Build a swipe file
  4. Practice on low risk jobs
  5. Build your portfolio
  6. Specialize in a market
  7. Get bigger clients

What I want to point out is that your path depends greatly on your end goal. Do you want to be a corporate copywriter? Freelance? Or how about run your own business?

Personally, I started out following the above steps before I finally accepted the fact that many of the most successful copywriters write for themselves. Even the top copywriters that still write for clients also have their own products, services, coaching programs, seminars, etc. That’s where the real money and real freedom are.

If you’ve managed to stick to the steps long enough to become a half decent copywriter, branching out into your own business won’t be a terrible shock. Selling is the hardest part of any business and you already have a leg up. Plus, if you go after information products online, you’ve chopped your learning curve down again. And you won’t have to go looking for step 4. You can do your own stuff.

If you follow the career path of many copywriters, the steps that follow after the six above are:

  1. Charge your clients more
  2. Get more clients
  3. Get burned out
  4. Have an existential crisis
  5. Get fed up and start your own business

Why not start at step 4 in the first list and jump to step 5 in the second? Anyway, that’s not the point of this post.

I wanted to elaborate on step 1 in the first list for copywriting and NLP. That was the original question… how to get started.

I read the original guys like Hopkins, Caples and Ogilvy. I don’t recommend anyone start with that unless you want to be a corporate copywriter. For direct response copywriters and entrepreneurs, I recommend you study some of the guys who are doing it well online already. Specifically, I recommend (not affiliate links):

  • Michel Fortin – has a great online presence and community
  • Clayton Makepeace – master of melding copywriting and existing business (aka profit sharing and royalties)
  • Ben Settle – a great resource to go for learning about swiping
  • Michael Senoff – an amazing resource for free seminars, interviews and ads on a multitude of business topics. It’s a great place to find ideas.
  • Dan Kennedy – he has a number of good books on the basics. I’m looking at a copy of The Ultimate Sales Letter on my shelf. You can see the 2nd edition free on Google Books.
  • Google “internet business ” and visit the top results. If they’re private business guys with blogs, they obviously know what they’re doing. Richard Lee, Cybercashology and Terry Dean come to mind.
  • [EDIT 5/23/09]I used to recommend James Brausch for his straightforward business formula that went something like “Product + Traffic + Copywriting = $$$.” He’s since sold off his blog and business and the new owners ran it into the ground with poor products and service. Terry Dean has a highly recommended beginner’s guide.

For NLP, it really depends on what you want to do with it. There’s a ton of general info online. Here’s what I recommend:

  • If you want a solid general overview, get a book like Introducing NLP by O’Connor and Seymour.
  • If you want to learn how to do NLP, you have 2 main options: take a practitioner course or read the original books by Bandler and Grinder and find someone to practice with. The first method would probably be easier although I’ve taken the second.
  • [EDIT 10/20/08: Richard Bandler has a new book out, “Get The Life You Want” that has most of his NLP patterns. Each chapter is a background story and the pattern laid out step by step. I highly recommend it as a pattern reference.]
  • [EDIT 5/23/09: It now appears that NOTNLP may have streamlined many if not all the patterns of NLP. If you’re wanting to do NLP in person, I recommend you check it out.]
  • If you want to learn to do Therapeutic Metaphors, learn the vocabulary of NLP first and then get David Gordon’s book on it. Some of it will be lost on you if you don’t know the basics.
  • If you want to learn modeling,  get Gordon’s book on it. [UPDATE: Steve Bauer has a more comprehensive list on modeling approaches listed in a recent post . It includes Gordon’s book.]
  • If you run across something you’re not familiar with look it up in the Encyclopedia of NLP .
  • If you want to learn it for personal motivation, get Tony Robbin’s materials.
  • If you want to be entertained and awed by it, look for Derren Brown on YouTube. “The Heist ” and “Subliminal Advertising ” are especially eye opening.
  • If you want to learn it for a face to face sales context, get Kenrick Cleveland’s materials. I haven’t studied his materials beyond his blog but Harlan Kilstein highly recommends him.
  • If you want to learn if for a seduction context, get the Speed Seduction materials.
  • If you want to have it done on you without worrying about learning it, get some Paraliminals or visit a hypnotherapist or NLP practitioner. I created a similar product you can download free called Passionate Heart.

And finally, if you want to learn NLP for a copywriting context, get my course. The only thing even like it is Harlan’s $1000 DVDs. Even then, a couple people have commented that my course is easier to understand than his. It’s way less expensive too.

You can get the first lesson free here: http://hypnoticwriter.org .

Modeling Customers

At Harlan’s NLP Copywriting II seminar (I didn’t attend), he said he was going to teach people to model their audience.

He also said he’d modeled someone without their knowledge.

The notes of that modeling are here:

http://www.experiential-dynamics.org/models/tkilstein.htm
http://www.experiential-dynamics.org/models/kilstein.htm

Recently, Steve Bauer posted on what’s required to model people . He said you can’t model people you’ve never met.

Given those things, is it possible to effectively model a whole group of people? It doesn’t sound plausible to me. What you can do is come up with some general trends. According to David Gordon (and thus Harlan) it’s about discovering beliefs, strategies, emotions and external behavior… then yes, you can find out some of that as a trend for your market.

If you want to see an outline for the things included in David Gordon’s system of modeling check out the Table of Contents of his book. I ordered it last week so I can tell you more about it after I’ve read it.

Any maybe Steve will weigh in with his opinion too. 🙂