nlp marketing

Conference and Next Model

It’s be a little while since my last post. If you were wondering what happened to me, I was chairing a Toastmasters District Conference.

As chair, I took a large role in the marketing as you can imagine. Our typical attendance over the past few years has been 80-100 people. Most of those conference lost a substantial amount of money. We budgeted for 125. People were saying we were too optimistic and needed to make plans for what to do if fewer people showed up.

I put NLP marketing to the test… and we ended up with 202 paid registrations. I credit much of that to the quality of the speakers, the offer we created and that we focused on creating a good value for people. Of course people wouldn’t have known about all that without the marketing.

You might be surprised to know we had no budget for marketing. We’re a non-profit. We were supposed to break even for the conference when it was all said and done. So far, we’ve made a profit and will have more money coming in from audio recordings we’ll be offering our members. Our biggest problem now is what to do with the extra money so we can bring it back down to break even.

This event consumed most of my time the past couple of months. I should be done with all the final wrap ups in the next couple of weeks.

In the meantime, I’ve been working on a model for graphic design. I’m actually meeting with my exemplar for the last look at the model to make sure it’s all an accurate representation of what she does. It includes everything from project planning and management to what she actually does to make it look good. I’ve learned a lot about it myself.

I’m also going to be working on a model of using violence to save your life. I realize it’s not marketing but I’ve had an interest in self defense for years. I’ve found a couple of fighting systems that are principle rather than technique based so I can model them. The trick to this one will be connecting kinesthetic knowledge through hearing. I think as long as it’s anchored to movements the listener is already familiar with, it will work. One idea I’ve been wondering about is whether “muscle memory” is simply subconscious knowledge.

I’m thinking of doing another business skill after that. I haven’t settled on one in particular so if you have any preferences, let me know – either comment or email me.

That’s all for now.

Louis

PS. If you’re wondering how I got so many links to my prior post, I submitted it to a bunch of blog carnivals. I’ll do that again for the next post with more universal appeal.

Hypnotic Writer Upgrade

In putting on the finishing touches to my copywriting model, I went ahead and upgraded my “Be A Hypnotic Writer” course based on what I’d learned.

Specifically, I:

  • Added a strategy checklist to tie everything together
  • Added an audio to put your brain into a relaxed/flow alpha state
  • Added an audio to put your brain into a brainstorming/creativity theta state
  • Turned it into a physical product through Kunaki

If you’ve already purchased the course, I’ll be sending you the upgrades sometime this week. If you took advantage of the previous $1 trial offer and you’re still in the trial period, I’ll send it after your trial is over.

The upgraded version is at:

http://hypnoticwriter.org

I plan to release the copywriting model this week sometime too. I plan to offer it for $100 with a 24 hour $35 special. Watch this blog for the announcement. That’s my thanks to you for reading the blog.

If you’d like to see the sales page so far, it’s at:

http://copywritingmind.info

Using NLP Analog Marking

I heard about this technique the other day. It’s an interesting way to do what sounds similar to creating an embedded command. I can’t say whether it would work in writing or not but it seems worth testing.

Of course I’d mark out the intended message the same way you’d do with embedded commands… very discretely.

Rather than try to explain it, I’ll let Steve G Jones who I heard about it from do so:

NLP Analog (Analogue) Marking Explained

Don’t Think of a Purple Elephant

I’ve seen a number of folks do this in the past couple of weeks so I thought I’d comment on it.

Whenever you tell people not to do or think something, they have to go inside their head and make a representation of it before they can negate it. Even if they decide not to do it as you recommend, they’ll still have experienced whatever it was like to make that picture, sound, feeling, etc.

Some folks will even go so far as to say that the subconscious doesn’t process negation at all. It will get you what you focus on even if you’re thinking of avoiding it. I’m not sure how we’d know that for sure either way but it makes sense.

Instead, whenever you find yourself telling people what you don’t want, stop. Ask yourself what you do want and feature that. Most of the time that will accomplish the same logical argument without causing them to make an undesirable representation.

It’s funny sometimes that people don’t consider the images they’re inadvertently putting into people’s heads. A friend was recently heating up some wax and half-jokingly said not to eat it. My response to comments like that has become, “I was just about to, I’m glad you said something.” That lets them make the representation in their head of how silly their statement was without me having to resist it directly.

This is different than taking a problem/solution approach. That works too. You’ll have to test it to know which converts better for your particular context.

And I wish whoever came up with the purple elephant example would have picked something else because I don’t represent that very well in my mind. I think I’m more likely to resist and wonder why the heck we’re talking about purple elephants. Why not “don’t think of a car” or “don’t think of pizza”?

So when you’re editing your copy, make sure to filter for negations and see if there’s something else you’d prefer your reader to be thinking about.

New Offer on “Be a Hypnotic Writer”

From the feedback I’ve been getting, I’ve realized that most folks are still skeptical about hypnotic or NLP copywriting… and I can’t blame them.

Rarely does a month go by that some marketing guru is saying how hypnotic writing is a scam or doesn’t work. What I’ve never seen though is a discussion on any specific techniques they think don’t work. If you ask me, it’s because they don’t know any. It’s easier to shoot down a hype based straw man.

So to make this more interesting and broaden the discussion, I’ve decided to make a new offer on my “Be a Hypnotic Writer” course.

The $10 per lesson price sold pretty well given the amount of traffic I have here. When I raised the price, sales dropped off. From my experience as a real estate agent, I learned it doesn’t matter how much something is worth in your mind (or even in the tax assessor’s office). It only matters how much someone else will pay for it.

The new offer is something I’ve seen Mark Joyner and Clayton Makepeace do at different times. It’s the $1 trial offer.

The deal is like the opposite of a great money back guarantee. Instead of exchanging the product and money up front and then having the option to trade back if you don’t like it, the $1 trial lets you get the product up front and pay later if you like it ($100). If you don’t, simply cancel your PayPal order within 30 days.

For $1, you can have access to all the lessons and decide whether you want it or not. At that price, the only reason I can imagine not to get it is that you aren’t interested in NLP copywriting or copywriting at all for that matter. You’re only risking $1 and a little time. I’ll even give you your dollar back if you don’t think it was worth it. The risk is all mine.

Some of the feedback I’ve gotten was that this course is better than the seminar Harlan Kilstein did. And by better I mean more comprehensive including more topics, examples and exercises. I also mean better by that the material is much easier to understand the way I present it.

Of course I’d think it’s better but it’s nice to have heard others say so too. So if you want to learn NLP copywriting, this is THE way to do it. Or you could see if Harlan has any more copies of his $1000 DVD set.

To celebrate the new offer, I went back and wrote a real sales letter. I’d been procrastinating for some reason. I worked on it at our hypnosis Meetup group and it seems to have been working itself out.

Of course I didn’t put every technique I know into the letter because some of it ought to be saved for the course. But I realized I ought to use some hypnotic language. It’s only fair since that’s what the product is.

I don’t know how long I’ll keep this offer available. If it turns out well then I’ll keep it up for a while. If not… well you ought to get your copy now while you can. There won’t be a more generous offer in the future. There’s simply not a way to make a better offer.

Now I can clear that mental RAM out to focus on my copywriting model project.

PS. If you’re wondering how these two products relate, the intent is for the NLP copywriting course to help an entrepreneur take their copywriting skills from good to great. The copywriting model product is the entry level product taking a person’s copywriting skills from zero to good.

[08/18 EDIT: I guess it would help if I gave you that website again: http://hypnoticwriter.org]

It’s not stage hypnosis

I gave my copywriting model its first dry run today.

I have a friend who’s interested in learning copywriting so I gave him the model and walked him through the acquisition protocol using a little trance work.

We’ve had our share of political discussions in the past. When I asked him if he wanted me to use hypnosis to make it go easier, he asked if he’d wake up libertarian.

I realized that most people only know about stage hypnosis… you know the kind where a magician makes people cluck like a chicken or go a rigid as a board. Well, my experience as an amateur hypnotist tells me that’s just for show. Most of it is more the variety of spacing out while driving or getting engrossed in a good book. It’s just a more focused state of internal awareness.

I expect to finalize my copywriting model in the next few weeks. It’s going to include an audio that uses hypnosis to smooth the acquisition process. It can be acquired without the audio if working in trance seems spooky to you. I’m including directions on doing it either way.

Flowing Customer Experiences

I’ve been reading the book, Flow: The Psychology of Optimal Experience.

In writing the first draft of my copywriting model acquisition instructions, I realized a way that Flow applies to marketing. First, an example:

In Toastmasters, we just launched our fiscal year. One of my positions allows me to create and promote incentives and competitions for members to be recognized. During the discussions that proceeded the adoption of one in particular, there was a lot of back and forth over the rules.

The point I was trying to make was that we had to make it fair or people wouldn’t do it. One competition in particular, Toastmaster of the Year, was tricky because we were trying to decide how we would choose the winner. The first idea was that all the criteria would count equally and receive a single point talley. I knew that wouldn’t work because one criteria is attending a weekly meeting while another one is mentoring a new club (a six month committment).

We ended up deciding to keep the judging subjective. Several experienced Toastmasters will have to subjectively weight all the criteria against each other and pick a relative winner.

Flow experiences are the intersection of skills and challenges. If your skills are high and the challenge is low, you’re bored. If your skills are low and the challenge is high, you’re anxious. Flow is the happy medium between the two extremes where high skill and high challenge intersect.

For a challenge to be legitimate, the rules must be established and easy enough for people to navigate. If you think about any sporting event, that’s what allows it to be recognized as a challenge. Otherwise it’s just a bunch of guys fighting over a ball without a point. And if you don’t know the rules, that’s probably what it looks like to you.

The reason I mentioned the Toastmaster example is that the rules have to not only be clear but they have to be fair. No one is going to play a game where their reasonable efforts won’t be fairly recognized. It’s impossible to get into a flow state that way because the challenge isn’t well defined.

The marketing application is that your message will be most effective when it helps create a flow experience for your prospect. Your ideal customer will be one who is at the skill level to recognize the solution to a challenge your product offers. Said another way… people buy when your product helps them overcome a challenge. And the particular challenge will be determined by their current skills.

No doubt there are all sorts of other applications to things like customer service as well.

When I just checked Amazon, they have used copies of Flow for $2.60.

A Hypnotic Roommate Ad

Over a year ago, I posted an ad to Craigslist for a roommate.

I think we got a couple of inquiries and only one person came over to look at it. We ended up renting to a brother of one of the current residents.

Since then, I’ve learned what I know about hypnotic writing. I only went to Harlan’s NLP Copywriting seminar last September.

Several weeks ago I posted another ad for a roommate. This time I got 17 email responses in about 24 hours before I took the ad down because I didn’t want any more responses. I invited 8 of those to come look at our place… and they all showed up. Most of those would have been fine but our first choice seemed the most excited (and oddly beyond coincidence) so that’s who we went with.

I post the two ads below to show the differences in “creative” type ad writing and hypnotic writing that uses pacing and leading and quite a bit of Milton modeling. Rereading that first ad, I think I was trying to be humorous to sound more like a real person… keep Austin weird [a local motto] style. It feels like I was trying too hard when I see it again now.

The hypnotic ad is more about creating an internal experience for the reader. Of course the numbers also reflect things like the month, the current real estate market, etc.

Another difference on the second ad is that I got email inquiries with subject lines, “room for rent sounds perfect” and “my imagination is excited.”

Non-hypnotic 1st ad:

$$$$ All Bills Included- 3 Roommates Seek a 4th For A Brentwood 4-2

We are three 20 something males. We’re mostly quiet professional types. We all keep the place pretty clean. We’re smoke and drug free but drink in moderation.

We’re located in the Brentwood neighborhood and a short walk to the #1 bus route on Lamar, a coffee shop, fast food, and McCallum High School. We’re right between 35/183/Mopac. We have all the dishes we need. We have a basketball hoop in the driveway and a set of kettlebells. There’s one year old carpet throughout. You’d share a bathroom with an almost compulsively clean guy.

We share wireless internet and we split the cost of cleaning supplies/TP/paper towels. The walls are fairly thin so if you like to crank up the stereo all the time or have screaming nightmares, this probably isn’t a good fit. The living room will accommodate up to around 25 people for social gatherings. We don’t have or plan to get a TV. The room is in the back, unfurnished and has 2 large windows.

There’s no deposit and it’s available June 1. The landlord wants a one year lease. He’s pretty quick about fixing things.

The recent hypnotic ad:

$$$$ bills included – a home and private room (NW side of Lamar/2222)

Imagine a quiet neighborhood… you rocking on the porch, enjoying the large shade tree in front or the basketball hoop out back. Or perhaps you’d enjoy seasonal roses or pomegranates.

The Lamar bus stop, a coffee shop, a neighborhood park and fast food are all a short walk away. Our neighborhood, Brentwood, ranks as one of the best neighborhoods in Austin. We’re close to it all… 183, 35, Mopac, UT or downtown.

Inside… a large living room, antique coffee table, wi-fi, modern appliances, gas burners, two refrigerators, pool table, guitar hero, kettlebell set, Kirby vacuum and ample cooking space. There are 4 rooms and 2 shared bathrooms.

The roommates… easy going guys aged 27-30, clean and considerate. We often savor a good brew. Both guy or girl are fine for us.

The landlord… pays all bills except internet. He works out leases on a personal basis.

The room is around 10′ x 12′ including 2 large windows facing east and south. Small, confined pets are fine.

The room is available August 1st.

Email to arrange a tour.

What else do you notice between these two ads?

Unpacking a hypnotic headline

Harlan sent an email the other day talking about hypnotic headlines.

He said the following headline had at least 8 presuppositions:

How Many Of These Secret Thai Chicken Recipes Have You Tasted So Far?

See how many you can find before you look at the way I unpack it…

***********************************************

  1. There are such things as recipes.
  2. There are more than one ("how many")
  3. It’s possible to taste them.
  4. You’ve tasted some.
  5. You’ll taste more in the future.
  6. They are chicken recipes.
  7. They’re Thai recipes.
  8. They’re secret recipes.
  9. You’ll find out what the recipes are ("these").

How did you do?

The reason you might want to do this in a headline is the idea of the mind being able to keep track of 7 (+/- 2) chunks of information at a time. No doubt some of the chunks will already be in use just by the activity of reading. If they can’t distinguish something as a separate piece of info, they’ll generally accept it without question.

Fortunately, there’s not much in the headline that anyone would object to anyway. Maybe a reader could ask if there really are secret Thai chicken recipes. I mean secret recipes? It’s not like they’re KFC or Coke with a secret formula, right? But then if you’ve taken up the remaining slots available to separate things out, they won’t even notice there could be something worth objecting to.

Of course that’s something else that needs to be calibrated and tested. You’re not going to an elephant into the living room without anyone noticing just because you used a bunch of presuppositions.

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