Five Slide Guide™ NLP Copywriting Tips and Tricks

Storytelling Stories are vivid, memorable and compelling. Short stories can be just as effective. ‘ First we take a crunchy wafer. Then we pour on chewy toffee. And last of all we cover the whole thing in thick, creamy milk chocolate.’ ‘ Dave hated his suit. It made him uncomfortable and awkward. Then he came to Sharp Threads and discovered that looking great didn’t have to mean feeling terrible – or spending a fortune…’ ‘ Most clients hear about our services from friends or family. Following an initial consultation, we prepare a detailed proposal for them to read at their leisure. Then we revise it in line with their requirements before beginning work…’ 1

Stories are vivid, memorable and compelling.

Short stories can be just as effective.

‘ First we take a crunchy wafer. Then we pour on chewy toffee. And last of all we cover the whole thing in thick, creamy milk chocolate.’

‘ Dave hated his suit. It made him uncomfortable and awkward. Then he came to Sharp Threads and discovered that looking great didn’t have to mean feeling terrible – or spending a fortune…’

‘ Most clients hear about our services from friends or family. Following an initial consultation, we prepare a detailed proposal for them to read at their leisure. Then we revise it in line with their requirements before beginning work…’

Submodalities Use sensory language to make ideas concrete and real. 2 Smell Imagine waking up to the scent of roses. Imagine waking up in a beautiful rose garden. Taste Visit us soon and savour our fantastic new menu dishes. Visit us soon and try the fantastic new dishes on our menu. Hearing When you need us, we’ll be listening . Support is available on demand. Touch A training session will help you get to grips with the main ideas. Our training sessions outline the key concepts quickly and effectively. Sight Book a free trial and you’ll see exactly how our product works. A free trial will demonstrate our product’s features. … you could write… Instead of…

Use sensory language to make ideas concrete and real.

Positive language The mind finds it hard to focus on a negative. Direct your audience’s attention towards ‘well-formed outcomes’ by using positive rather than negative language. Express benefits as good things to move towards, not bad things to move away from. ‘Anywhere but here’ is not a useful destination. 3 Simplify Untangle complexity Save money Cut costs Enjoy more free time Reduce your workload Conserve energy Avoid waste Get slim Lose weight … write Instead of…

The mind finds it hard to focus on a negative.

Direct your audience’s attention towards ‘well-formed outcomes’ by using positive rather than negative language.

Express benefits as good things to move towards, not bad things to move away from. ‘Anywhere but here’ is not a useful destination.

Meta Model questions Meta Model questions prompt the reader to reflect on or reconsider their situation, or the way they see themselves. They usually begin with ‘what’ or ‘how’. They are particularly effective as headlines or lead-ins. The follow-on copy should present the product or service as part of the answer to the question. 4 Marketing agency How are you going to weather the recession? Slimming product What’s keeping you from the body you want? Postal service What will you send? Pension plan How would you like to spend your retirement? … in copy for Ask…

Meta Model questions prompt the reader to reflect on or reconsider their situation, or the way they see themselves.

They usually begin with ‘what’ or ‘how’.

They are particularly effective as headlines or lead-ins. The follow-on copy should present the product or service as part of the answer to the question.

Embedded commands Embedded commands are sentences within sentences that act as cues on the unconscious level. Use them to direct the reader towards a desired course by planting a compelling idea in their minds. When you choose our service , you’re tapping into decades of expertise. How good would it feel to book a short break right now ? You can call our order hotline 7 days a week. How would it help your business to work with ABC Copywriting ? Most customers who buy in bulk from us make big savings. You don’t even need to visit your nearest branch – we’re also available online and by phone. 5

Embedded commands are sentences within sentences that act as cues on the unconscious level.

Use them to direct the reader towards a desired course by planting a compelling idea in their minds.

When you choose our service , you’re tapping into decades of expertise.

How good would it feel to book a short break right now ?

You can call our order hotline 7 days a week.

How would it help your business to work with ABC Copywriting ?

Most customers who buy in bulk from us make big savings.

You don’t even need to visit your nearest branch – we’re also available online and by phone.

Marketing and advertisement copywriting Copywriting for leaflets, brochures and printed marketing SEO, website copywriting and digital marketing Presentations, proposals and internal documents Interviewing and researching Freelance support for PR, graphic and digital agencies Academic and public sector content We’ll choose your words carefully. www. abccopywriting .com

Marketing and advertisement copywriting

Copywriting for leaflets, brochures and printed marketing

SEO, website copywriting and digital marketing

Presentations, proposals and internal documents

Interviewing and researching

Freelance support for PR, graphic and digital agencies

Academic and public sector content