Marketing

New Guarantees

I switched the price to a one time $300 instead of the subscription service. If you read the previous post on how much went into the course you’ll probably agree it’s still a bargain.

The other thing that’s changed is that you now have a money back AND "includes everything" guarantees. The money back means you can receive the first 4 lessons and still get your money back if you want. The "includes everything" guarantee is that I’m guaranteeing that it includes every topic in NLP relevant to copywriting. If you get through the course and feel like I’ve left something out, I’ll research it and create a bonus lesson so that you’ll have gotten everything .

That ought to settle it. You can look for a full 30 days without having to commit to purchasing the course. And then if you had concern about the quality (because quality does vary considerably in the NLP community), now you know that you’ll finish the course having been exposed to everything in NLP relevant to copywriting. I would say you’ll have learned it all but I can’t guarantee you’ll do the exercises.

What are you waiting for then? If you want to learn to use NLP in copywriting, this is THE place to do it. Or you can try to figure it all out on your own. If you compare that $10K+ way to my $300 course… well, you get the idea. It’s no comparison.

The landing page is a work in progress since I have other things going on too. I’ll be multivariate testing it too once I’m happy with the way it looks. You don’t have to wait until then to go get it.

http://hypnoticwriter.org

Stories and Therapeutic Metaphors

Most marketers know that stories are one of the best ways to draw people in.

In NLP, stories are much more complex and known as therapeutic metaphors. Now that I’ve pointed that out, you may be wondering what the difference is.

Stories are often used to create internal movies in the reader that convey certain emotions or have a particular moral.

Therapeutic metaphors work with existing internal movies and help people get from where they are to where they want to be. They can be layered with NLP patterns on many layers. They could easily contain 50 patterns with the conscious mind being aware of no more than 7. The rest slip through without resistance.

If you’re wondering how this applies to marketing, consider the possibilities: you can use quotes patterns, embed commands, preempt objections and use all sorts of other patterns that you’d have to conceal more elegantly outside a story. Some winning sales letters are nothing more than one long therapeutic metaphor.

So rather than simply getting a reader to empathize with your story, a Therapeutic Metaphor can pace and lead a reader to where you’d like to take him. And since everyone loves a good story, he’ll enjoy it along the way.

If you’d like to learn how to write your own Therapeutic Metaphors for use in your marketing (along with guided practice), sign up for my course Be a Hypnotic Writer . The first lesson is free:

http://hypnoticwriter.org

[Update: The first lesson isn’t free anymore. Sorry.]

[Update: Just kidding. It’s free again.]

Do you really know how it is?

I saw an auto insurance commercial the other day.

The opening was this person sitting in an office saying, "At ABC Insurance, we know how it is. That’s why we [blah, blah, blah]."

I thought, huh. The image advertisers are trying to use NLP deletion. Not a bad first attempt. I don’t think it worked though. Here’s why:

The were trying to use deletion to let the viewer fill in the blanks and make their own meaning (aka the Milton Model). Trouble was that they were so vague, I was left wondering, "You know how what is?"

If I had to rewrite that attempt, I’d probably go with something more along the lines of, "At ABC Insurance we know what a hassle auto insurance can be. That’s why…" Almost everyone would hear that and think, "of course it is," and you’ve just built rapport. Auto insurance being a hassle could mean any number of things from having an extra bill to pay to dealing with customer service to filing a claim in the event of an accident. The specific content doesn’t matter.

The bottom line is that if you’re going to use the Milton Model, you have to make sure you’re calibrating how vague and specific you are. Give them enough to fill in a meaning and that’s it for that pattern.

The Ultimate Intellectual Property

The final fronter for intellectual property seems to be NLP’s ability to model people.

Harlan Kilstein’s modeling seminar ended last Friday (I didn’t go but I may get the DVDs at some point).

In it, he was going to share and install his models of several A list copywriters. As part of the promotion leading up to it, he shared a model of negotiating he’d modeled from two top negotiators. The interesting thing about that was that one of the exemplars (person being modeled) wasn’t a willing contributor.

And then John Carlton posted recently that he’d done a live seminar in which he went through the process of what he does even before he starts writing copy to make sure it goes like greased lightning every time. It’s in the PS if you want to see what he said about it.

http://www.john-carlton.com/2008/02/28/the-exhaustion-goldmine/

So what’s the deal? Do each of us have some kind of intellectual property over our own personalities? I don’t know. It’s an interesting question. As long as you keep growing and improving, no one will ever be a better you than you are. I don’t know about the ethical implications of modeling people who don’t want to be modeled.

In reviewing Persuasion Engineering , Richard Bandler said that many top entrepreneurs (esp. in MLM) were recovered drug addicts. James Brausch comes to mind. He’s told his story of recovery on his blog openly. Evidently the deal is that an addict’s life depends on him following directions to the t. I definitely see that in James’ story. That skill then serves him well in following business systems.

So it’s more than just copying the outward behaviors of a successful person. To truly get the same results, there’s the whole mental and emotional components too. If you think and feel what they do, then you’ll really behave as they do. In NLP, it’s known as acting "as if." That’s pretty different than the mantra, "fake it ’til you make it." In the latter, you’re acting with the full knowledge that you’re not doing or believing the same thing. In the former, you’re taking action with the same foundational beliefs and will eventually replicate the outcome.

All that’s to say that if someone wants to model James Brausch or others like him, I bet that would be a hot selling product. I may see about doing it myself some day if no one else gets around to it.

EDIT: I actually wrote this post last Friday and scheduled the posting for Tuesday. During that time, James came out with a new product that sounds eerily like what I’d just suggested. Of course it’s a 27 minute DVD so I doubt it’s a full NLP model. Funny thing about the timing though.

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.

Death of the layman

I’ve been reading a bunch of different articles about authority and decentralized responsibility lately.

In case you’re wondering, none of the following links are affiliate links.

Mark Joyner recently published a report entitled, Rise of the Author which is about how you’re automatically an expert if you publish a hard copy book and how you ought to do it soon because books are going out of style… but only if you want to be famous (probably not at all his point- that’s just what I got out of it).

Doctor Douglas wrote an article about how doctors are firing patients who do their own research and have concerns about diagnosis or prescribed medications.

Harlan Kilstein said NLP is dead because there haven’t been any industry wide advances or even cohesion recently.

Ryan Healy wrote about how we ought to make sure our hypnotists have enough training … or at least as much as our barbers. I was completely enjoying that article until it took an unexpected turn into a sales pitch.

And of course we’re all probably familiar with Michel Fortin’s report entitled Death of the Sales Letter .

Incidentally, I just finished reading a book called, The Laughing Jesus: Religious Lies and Gnostic Wisdom . I highly recommend it. Of course, don’t read it if you like the idea of clergy and having religious middle men.

And then I began reading Therapeutic Metaphors and Big Mind, Big Heart .

What do all these threads have in common? They all suggest that the layman is dying if he’s not already dead.

Here’s what I mean by that.

The reason we even have the word, "layman" is because there’s the assumption (perhaps presupposition), that people can be divided into two categories: the expert or the layman. The other assumption that’s less helpful is that if you’re not an expert, your effort or contribution is questionable. In the academic community, you don’t even have a valid opinion without a PhD.

What I see in all of this is that the internet is brining down the walls between expert and layman… at least for the layman. I recently met a financial planner who routinely uses NLP to get his clients to take action in their best interest. Where did he learn NLP? From reading books. I guess he didn’t know he needed an expert to bless his efforts.

This isn’t to say that there is no place for the wise and experienced among us to practice our crafts. And there’s no question that all the different establishments held together by experts will continue on for some time yet. It simply means that if one person can do something, another can too. You don’t have to be an expert. NLP modeling can expedite that process but someone way back in the day had to figure out how to light a fire on their own too the first time.

It reminds me of my training as a medic. We finished our EMT basic certification the first 6 weeks of the 4 month training course but our senior drill sergeant became famous for constantly telling us we weren’t medics yet. We were only about 45% medic. And then about 80% medic. And on and on. Finally, after graduation, he said we were 100% medic and competent enough in our skills to go out there and do something.

The good news is that you don’t have to wait to be christened an expert before you get going. The not-as-good news is that the upcoming generation of buyers and sellers don’t recognize the same marks of authority as previous generations. Keep in mind that Generation Y might as well mean, "Why?" as in, "Why should I listen to you at all about anything even if some people think you are a so-called expert?" Credentials won’t go as far as they used to.

As for me, I’m glad. It just means there’s more opportunity for us non-experts.

Let’s toast to the death of the layman.

PS. My NLP copywriting for non-experts video is coming along nicely. Today I was suddenly overwhelmed by the amount of examples all over the web. I’m having to pick and choose which ones to showcase this first time.

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