There are several ways to format embedded commands.
On a hard copy print, you have total control over how it turns out. Online, sometimes things render differently in their browser (like in Harlan’s golf letter).
A forum is usually even more limited in formatting. There are specific colors and text sizes available.
For my video release, I looked at several things. First I played with font colors. They all seemed a little too conspicuous to me. Then I looked at text size. In my browser, the default text size is 2. If I formatted the embedded command with size 3, it looked pretty good.
Then I wondered about people who may view their text in a larger size than I do in my browser. I increased the font size on the preview to see what that would do. As you can see in the following before and after pictures below, it increased both text sizes by one. The difference between text size 2 and 3 are pretty small but from 3 to 4, it looks like you’ve also added bold emphasis. That’s no good.
Look at the second paragraph after the salutation. Do you see the difference in "this is different." I realize it’s not a very direct command but that’s part of the being elegant. I tried to avoid any "BUY NOW" kind of commands especially near the beginning.
After all that, I decided the most elegant solution for the commands was to italicize most of them and leave the rest unformatted. I have a persona shift into an embedded command just before the middle of the letter that may have been too obvious if I’d emphasized it with any formatting change.
If you didn’t see the final outcome of my formatting, go to:
I was posting a comment on the Warrior Forum and realized it was something I ought to share here too.
The thread was by someone who said they were having a hard time getting their letter written because they were getting lost in the process. I laid out how I usually go about writing a sales letter including the NLP parts. I quote it here again for you:
I usually list out every benefit I can think of and then form headlines from the most powerful benefits. I’ll often take my second and third favorite headlines and use them for pre or post headlines.
At some point near the beginning I’ll look around for a sales letter I’d like to emulate.
Then I list out everything I can think to say about the product. I take the list of benefits and make bullets out of them. By then I’ve decided on the type of lead to use. Then I get a stack of note cards and put each idea I wanted to include on them. I also make an outline of sorts that includes things like nested loops to open and close, objections to reframe, what to pace and lead, etc. It’s really something between a mind map and a to do list.
I lay the note cards out and build the letter in the order it makes most sense to me. I usually don’t use all the cards as I’m wanting to be as concise as possible. See Bob Bly’s methodology above [edit: from www.bly.com] for the structure of a sales letter.
Then I start writing and layering in NLP and other persuasive devices as I go. Sometimes it’s helpful and fun to go into a sort of hypnotic trance as I do it. I think Joe Vitale and Matt Furey talk about doing that kind of thing. You’ll need to watch the time if you do that though because you’ll blink and an hour will have passed.
I let it sit a day or so and then start editing. First I read it out loud and smooth out any grammatical issues. I’ll fine tune any persuasive devices I’m looking for and make sure the deeper meta message (ie NLP) builds progressively and elegantly. I’ll go back through that and tweak it with Glyphius. I think I finish by making sure I’m happy with the formatting. Once I feel like it’s where I like it, I’d make a list of things to multivariate test.
I may be leaving something out. Hmm.
If I feel stuck at any point, I’ll skip to something else and come back to it. I usually try not to go more than an hour without getting up and taking a break to go outside and kick my soccer ball around.
Check out this post on the Warrior Forum:
From $0 to $500K in 2007… Step by step
There’s some solid use of NLP patterns in creating your own motivation in that post. After all, some of the best work you’ll ever do with NLP will be on yourself.