I know its been a while since we have had a marketing related post. I have been very busy with the Copywriting and Marketing strategy of a new product Tom and I are Launching - 30 Days To Masterful NLP Anchoring.
It is a fantastic product with Master Trainer Michael Breen and literally takes you by the hand over 4 weeks to make you fluent at the art of anchoring!
As I have been working on the sales letter for the anchoring product I thought my post today would be something related to writing. By writing I mean any form of communication to your clients in writing - Sales letters, Brochures, Postcards etc.
One of the first principles when writing your brochure or sales letter is to enter the conversation going on in your clients head.
This is another way of saying pacing and leading.
As you already know one of the key concepts in NLP is to Pace and Lead your client. I am not going to go into the details of pacing and leading in this post but suffice to say it applies to your sales letter as well.
Say a client comes across your site and sees your new course with a catchy headline that gets them to read the first paragraph.
In the Anchoring example this is my title
Introducing The Only Step-By-Step Guide On Anchoring…Created By An NLP Master Trainer.
The next step is to Pace the client. I have seen so many websites and NLP sales letters for products or courses, that immediately make the jump that assumes the client isready to buy your product.
Usually using a 'Language Pattern' like 'IMAGINE' that they think will work miracles
IMAGINE if you could become more confident in one day. OR IMAGINE if you could overcome any fear in less than an hour.
The problem with this is you are not building rapport with the client first. Your not pacing their current reality. Its too big a jump to go straight to becoming hugely confident.
You need to first PACE their reality - talk about what it is like being shy, or having a phobia - use universals and ambiguous language so they can apply what your talking about to themselves - THEN and ONLY THEN can you start leading them to buying your product.
A great way to do this in any text format is the 4-3-2-1 method - ie. Pace 4 statements Lead with 1statement , Pace 3 Lead 2 etc.
Have a look at the first few paragraphs that I wrote for the NLP-Anchoring.com sales letter - see if you can count the paces and leads. More importantly notice how its much more gentle and doesnt shock the reader into - IMAGINE IF YOU WERE MASTERFUL AT ANCHORING - without first pacing their reality.
Dear Student of NLP,
I am sure you are aware of what anchoring is. You’ve probably read about it in a book or learnt about anchoring from a seminar.
And like most NLPers you've probably tried to use anchoring a few times, either on yourself or others.
If you're like me, there may even have been times when you completely forgot to anchor someone … and only realized later that you could have used an anchor.
Or perhaps you were in a conversation and didn't even notice what the other person’s anchors were.
Either way, anyone with even basic experience in NLP knows that anchoring is by far one of the most important skills required in NLP.
Yet most people have not mastered this one core skill!
Notice how its only in the 5th line that I even begin to lead the reader to realise that Anchoring is one of the most important skills required in NLP!
The 4 sentences above are generic enough and wide enough to ring a bell with anyone with some experience in NLP. At some point they would have gone through one (if not all) of those experiences.
I then go on in the sales letter to describe the difficulty in mastering anchoring and how this product will solve that problem
To find out more you will have to visit www.nlp-anchoring.com ( yes I am plugging our new product )
Note the sales letter is not up yet as we are finalising some work with the fulfillment company but sign up to get on the early notification list.
But for now - go back through your website, sales letters and have a look - are you pacing the client? Do you gently lead them to where you want their minds to go ?
It has been said that good sales copy is like a slippery slide that leads them down to the BUY IT NOW button.
Hopefully you can see how this can be done in a very elegant manner with the right language and a little NLP !