Kenrick Cleveland

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.

More on presuppositions

Kenrick Cleveland recently posted on presuppositions.

[Quick quiz: how many presuppositions can you find in the title and that first sentence? I count 5 different ones off the top of my head. I put my answer at the bottom.]

His article is worth checking out at http://blog.maxpersuasion.com/i-presuppose-so/

I’d add something to his first example. Go read it first and then come back.

He uses the example of, "We need to fight the terrorists over there so we don’t have to fight them over here."

I was snookered into believing that before so that one hits home.

He’s right about there being a presupposition on needing to fight terrorists. What I’d add is that fighting them here if we don’t fight them over there isn’t a presupposition. That’s explicitly stated.

Additional presuppositions are that there are some group of people that we can identify and demonize by classifying them as terrorists. Another is that there is some place we all agree is "here" and "there." That one is even more insidious because it goes completely unnoticed. "There" can be anywhere that’s reasonably not "here." That becomes Afghanistan, Iraq, Iran, etc. Where does it stop? If you’re in the US, is Mexico or Canada here or there?

Don’t be fooled into thinking that presuppositions are simply innocuous linguistic tricks. Language shapes our thoughts and actions. That’s good news for you if you know how to use them and defend against them.

Here’s another good one if anyone wants to try their hand at dissecting:

"Since they want to die in Jihad so bad, I’d be happy to facilitate that arrangement."

[The presuppositions I caught earlier were that 1) there are such a thing as presuppositions, 2) that something has already been said about them (i.e. "more on…"), 3) there is such a person as Kenrick, 4) he knows something about presuppositions and 5) he has a blog he posts to.]