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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

nlp dluent

nlp art

nlp 4 weeks

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 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 ( 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 !





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Its been a while since my last post on Marketing Mindsets but this one seemed appropriate given the time of year…

As part of my marketing education I am on a number of marketing newsletters.  I like to study what people send out, the copy they write, how they promote products, their sales letters etc…. 

Its a great way to learn as I am on the lists of some of the best marketers out there  – I can then use my version of modelling  – or as marketers call it  – swiping!

However, that is not the point of this post.  Coming up to Christmas  – nearly every single one of these marketers has given their lists a gift!  Sometimes its a free report, sometimes a huge discount, a free software tool…. the list goes on!  Each time its something of value and something that is useful to the reader.

Which brings me to the marketing secret  – Giving Value!

Giving value to your customers does two things :

(1) It helps build trust and strengthens your relationship with your list.  This is important because if your list doesn’t trust you  – you will find it very hard to sell anything to them  – let alone your own products.  Once they trust you , have a relationship with you and know that you provide value – your life as a marketer becomes a whole lot easier.

And (2)  – here is the marketing secret …….  you want to give them so much FREE value that they think  – if he/she is giving me this much free value what must their products ‘that I pay for’ be like!!!

This is what you want your customers to think!  Its a great position to be in and helps you transition your list of potentials to paying customers much more easily.  This works especially well if your product/course has a high price point!

(Obviously, it goes without saying – you then have to deliver on your actual product that they are paying for.)

I see so many people that only communicate with their lists when they have a new product or a new course to sell.  That just doesn’t work anymore.  We live in an information overload society these days.  

If you only communicate with your customers when you want to sell them something they will categorise you in the same bucket as the thousands of other people selling them stuff.

If however you have spent time and effort building a relationship, giving them valuable information – they remember you!  They will then take the time and effort to read about your course and product and potentially pay to attend!

Make sure you get categorised in the ‘this person is worth listening to’ bucket and not the ‘ here is another thing i want to sell you’ bucket.

So an action for you in the next few weeks is to think of something you can give to your list that is of value TO THEM.   Remember, always think in terms of the client.  While you may find a free report on the intricacies of fuzzy logic and mathematical algorithms fascinating – your customers may hate that.  Give them what they would want NOT what you would want.

So anyway – in the next few weeks  – give them something of value for free as a way of saying thank you for being on your list.   These are the people that support your business and you want to build a relationship with them. 

But don’t let it end there  – keep giving them valuable information on a regular basis and notice the difference it makes to your business.

It will do wonders for your relationship with them and is a great marketing mindset that will serve you well as we continue this series of Marketing blog posts.


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