NLP and written advertising

August 26, 2013 by Leave a comment

When most people talk about Neuro-Linguistic Programming (NLP) and interacting with other people, they're normally referring to face-to-face interactions. An area that receives little attention is how NLP can help print advertising, both online and hardcopy.

One of the big precepts of NLP deals with representational systems and modalities. In layman's terms, it means that people have a preferred way to interact with the world based off the five senses. Some people are more visual, while some prefer auditory stimulus, for example.

For example, a visual person tends to use phrases like, "I like what I see here." or "Do you see what I mean?" For a more auditory person, you'd more likely hear them say things like, "I don't like what I'm hearing." or "Do you hear what I'm saying?"

Granted, there are three other senses, touch, taste, and smell. While a majority of people identify seem to identify with the first two, touch/kinesthetic does come in a distant third, while the remaining two are rarely the primary modality. Usually they wind up being a secondary modality.

Why is this important? It's important for the same reason getting to know your prospect is important. It's all about persuasively, and effectively,  getting your message across to your prospect and getting them to take action. Knowing what representational systems and modalities they use can help make your message more effective by unintentionally making the message harder to understand for someone who prefers one sense over another.

So what are some of the words that people with these representational systems tend to use? Below is a short list of words that are frequently used for each representational system:


Clear-cut, hazy idea, focus, look into it, hindsight, make a scene, pinpoint, etc.


Clear as a bell, discuss, earful, loud and clear, speechless, tongue-tied, word for word, etc.


Boils down to, heated, hang in there, slipped my mind, weighed heavily, tied up, etc

So when it comes to writing your marketing message, whenever possible, try to incorporate words and phrases that include different representational systems. It'll allow your message to be persuasive to a wider audience and it'll help build trust in your company because, in the prospects eyes, you speak their language and that your message rings true.

What are your thoughts? Do you think incorporating into your marketing message language that addresses the different representational systems would help or hurt your message? Leave a comment down below and tell me what you think.

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