Our team recently came across a new field of writing called Neuro Copywriting, which delves into the inner workings of the human brain and leverages the power of neurolinguistic programming (NLP) to understand how language influences actions, emotions, and, ultimately, sales. NLP is a pseudoscience that focuses on changing someone’s thoughts and behaviors to help achieve desired outcomes.
What’s really cool about it is that NLP can be combined with copywriting to drive behaviors through words.
This blog post explores 9 different ways to adopt NLP into your copywriting game. Let’s jump right into it!
Technique 1: Always stay POSITIVE +
No one likes negativity. It is a disease that spreads fast, and your customers will steer away from negative emotions and negative words in your copy. Likewise, readers will always be hyped up and attracted to positive qualities. This means that everything should be framed in a positive light.
Which list of words do you believe converts better:
A) “complex”, “hard”, “difficult”, “impossible”, “depressing”, “sad”, “outdated”, “old”…
OR
B) “easy”, “achievable”, “wonderful”, “amazing”, “happy”, “new”, “novel”…
Remember to present your product or service positively to generate a more positive perception of your brand.
Technique 2: Once Upon a Time…
Copywriting is deeply rooted in emotions. A compelling story allows readers to escape reality and empathize with the characters. Thus, starting a sales page or an email with “once upon a time” can be a great way to attract readers to read the first sentence and get them hooked to deliver your message.
Technique 3: The Art of Priming
Priming is a technique that influences how stimuli are processed. By subtly introducing ideas or concepts beforehand, you can guide your readers’ expectations and set the stage for what’s to come. Planting seeds of anticipation from the very beginning can create a receptive mindset and help shape your readers’ emotional responses.
For example, a headline in an email could be “Do you want to know the secret that copywriters use to make $50,000/mo?”
The “secret” is a seed for people to keep reading, and the $50,000/mo is an anchor that unveils the benefit of learning the secret.
Technique 4: Order and Flow
How you structure sentences and words is extremely important, as the logical flow of your copy will guide readers smoothly through your content. It should seem effortless, and readers should be motivated to continue reading at all times. Aside from having a good structure and not jumping around from one idea to the next, you should clearly use:
– Headlines
– Bullet Points
– Spaces (fragment everything into short phrases)
– Connectors such as “and” or “but”
– Capital letters
– Bold letters
– Images
– Emojis
And any other elements that give out the information in “small bites”
For example, what’s easier to read on Twitter?
Example A:
I bought a small car that is awesome and has four wheels, a steering wheel, a lever, a windshield, four seats, and a spoiler. The car is blue and grey, and it can sit four passengers comfortably. I am so happy with the purchase that I am now looking to buy a second car for my wife because she needs one. I forgot to say that the car is also equipped with…
Example B:
Here’s how I chose to buy a new car 🚘
I just bought a small car that is AWESOME, and has:
– 4 wheels
– a steering wheel
– a lever
– a windshield
– four seats
– AND a spoiler.
The car is blue and grey, and it can seat FOUR passengers COMFORTABLY.
I am so happy with the purchase 🙂 that I am now looking to buy a SECOND car for my wife!
I forgot to say that the car is also equipped with… 👇
Technique 5: Addressing Pain Points
Acknowledging your customers’ pain points may seem counterintuitive, but it can be a powerful tool for building empathy and trust. By addressing their challenges head-on and offering viable solutions, you show that you understand their needs and are genuinely committed to helping them. Empathy creates a strong bond between your customers and your brand, increasing the likelihood of conversions.
Technique 6: Harnessing the Power of Fear
Fear can be a powerful motivator when used thoughtfully in copywriting. You can create a sense of urgency and drive action by highlighting limited-time offers, exclusive discounts, or the fear of missing out on something valuable. However, it’s essential to strike a balance, ensuring that your copy remains authentic and doesn’t rely solely on fear tactics.
Technique 7: The Art of the Beginning and the End
The human brain is wired to focus on the beginnings and endings of experiences. Understanding this, capturing your readers’ attention right from the start with a captivating headline is crucial. Similarly, your call to action at the end should leave a lasting impression and motivate readers to take the desired action. By strategically crafting your opening and closing statements (calls-to-action), you maximize the impact of your copy.
Technique 8: Engaging the Senses
Words have the remarkable ability to evoke sensory experiences. Using vivid and evocative language can stimulate your readers’ senses and create a more immersive experience. Whether it’s the tantalizing aroma of a delicious pizza or the refreshing scent of freshly laundered clothes, engaging the senses in your copy adds depth and resonance to your message.
Technique 9: Authenticity Above All
Honesty and integrity are paramount in copywriting. While it may be tempting to exaggerate or make false claims to make your product shine, staying truthful is essential. Building trust with your customers is crucial for long-term success. Authenticity breeds loyalty, and word of mouth can make or break your reputation. Be genuine, deliver what you promise, and let your customers become your brand ambassadors.
That’s it!
We hope that your copywriting game improves after using some of these tips.
Want to keep on reading about more copywriting techniques?
Go to our blog!
