NLP Copywriting 1

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“The Forbidden Knowledge Archive”

by Matt Bacak and Brother Mesmer by Matt Bacak and Brother Mesmer

NLP Copywriting in about an Hour

Just the Stuff that Works in Print

- On a Silver Platter!

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To understand NLP, or neuro-linguistic programming, we need to go back to its roots. In The Structure of Magic , one of their early NLP books (1975), Richard Bandler and John Grinder, the two founders of NLP, compared NLP to magic. The label has dogged the fledging psychological discipline ever since. (1)

The Structure of Magic by Bandler and Grinder (1975) (2) (3)

Of the two, Richard Bandler has maintained a more public profile. Known for his unusual sense of humor, it can be difficult to tell if the highly entertaining Bandler is joking or is being serious. Here he talks about the double meaning of "magic."

Some years ago, I was on my way to teach a sales training course in Dallas, Texas. Flying from San Francisco, I sat down, and when I sat down on the plane, I was going to sit back and relax, but as I put my chair back and looked over, there it was... the cover of The

Structure of Magic staring back at me, and I peeked over, and I looked at this guy, and this guy had this look on his face like he could eat shoe leather in a cold second. His ability to

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stick his foot in his mouth would be unmatched. So I asked the guy. I looked over at him and I said, "Are you a magician?"

And the guy looked at me and said, "Of course not." Like I could tell. He is reading a book called The Structure of Magic , and that is where you find The Structure of Magic , by the way... in the occult section. Because every time I go into a bookstore, that is where it is... right there in the occult section, where it belongs. So I said to this guy, I said, "I f it is not about magic, what is about?" And he said, "It is about language." (4)

NLP is "word magic." It grew out of studying expert communicators who used the spoken word in therapeutic settings to achieve remarkable positive

changes in their clients. These expert communicators were the original "word magicians."

Bandler and Grinder studied them, learned from them, and became master word magicians themselves. If we want to, we too can become word

magicians. NLP makes that possible.

We were not able to find photographs of Bandler and Grinder with suitable permissions. However, they have given video interviews, including some very recent ones. Links to these short videos are in the Notes. (5) (6)

What Is "NLP"?

The gist of what NLP is can be found in the words that make up the acronym. NLP equals "Neuro" (the brain) plus "Linguistic" (language) plus

"Programming" (behavior patterns). (7)

NEURO: The use of your senses to interpret the world around you. Neurological processes affect your thoughts and emotions, your physiology, and subsequent behavior.

LINGUISTIC: How you use language to communicate with others and to influence your experience.

PROGRAMMING: Internal thoughts and patterns of behavior that help you evaluate situations, solve problems, and make decisions. (8)

NLP is a discipline that is meant to be experienced. To the extent that one knows how to apply a piece of NLP and get consistent positive results with it, one can be said to be an expert of that piece. Mere knowledge of NLP

terminology and concepts does not make one an NLP expert.

NLP is largely a collection of practical recipes for persuasion. To benefit from NLP, we do not have to "master" NLP. We can pick up a few smart NLP "tricks" and start putting them into our sales letter, email, or blog copy right away. It is better to become good at applying a few favorite patterns than to read a ton of NLP books and never applying the knowledge.

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The Deep Roots of NLP

Richard Bandler and John Grinder met in California in the early 1970s. It was a time of experimentation in consciousness. Bandler and Grinder found

themselves in the right place at the right time with the right people.

John Grinder at this time was in the linguistics department at UC Santa Cruz. Bandler invited Grinder to observe his gestalt group in order to see whether it would be possible to develop a syntax of behavior analogous to what some linguists had earlier done for cultural anthropology. What Grinder noticed was that Bandler in his group was applying certain principles of linguistics...

Bandler and Grinder then decided to observe groups run by Fritz Perls and Virginia Satir, and they confirmed that Perls and Satir were using the same linguistic patterns... In the intellectually adventurous atmosphere at UC Santa Cruz, John Grinder was able to offer a psychology course where he and Bandler taught their approaches to therapy. Among students, this was reportedly known as "Dr. Grinder's mind-f**k course."

... Bandler and Grinder continued to offer training seminars for therapists and were joined by several young therapists and graduate students in clinical psychology, including David Gordon, Judith deLozier, Robert Dilts, and Steve Gilligan. Some time in these early days, Bandler came up with the name Neuro-Linguistic Programming. (9)

Like other innovators in other fields, Bandler and Grinder stood on the shoulders of giants who had come before them. Notable among these formative influences were Alfred Korzybski, Noam Chomsky, and Gregory Bateson. (10) (11) (12)

As a computer programmer, Richard knew that to program the simplest "mind" in the world (a computer with off-and-on switches), you break down the behavior into component

pieces and provide clear and unambiguous signals to the system. To this basic metaphor, John added his extensive knowledge of transformational grammar. From transformational grammar, we borrow the concepts of deep and surface structure statements that transform meaning/knowledge in the human brain. From this, they began to put together their model of how humans get "programmed," so to speak. (13)

Bandler and Grinder began studying two brilliant and highly respected

psychotherapists, Fritz Perls and Virginia Satir. They wanted to know if they could "model" these expert communicators and then actually duplicate their exceptional results in a therapeutic setting.

Bandler discovered that he had a "natural" gift for modeling and hearing patterns. He discovered that he could detect and replicate patterns in Gestalt Therapy from minimum exposure. He became an editor for several of Fritz Perls' books in Gestalt Therapy. Being familiar with Perls' work, Bandler began to study Perls' techniques. As he discovered that he could model Perls' therapeutic procedures, he began experimenting with clients using the techniques.

After enjoying immediate and powerful results from that modeling, Richard discovered that he could model others. With the encouragement of Grinder, Bandler got the opportunity to model the world's foremost family therapist, Virginia Satir. Richard quickly identified the "seven patterns" that Virginia used. As he and John began to apply those patterns, they discovered that they could replicate her therapies and obtain similar results. (14)

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The pinnacle of this early modeling phase came when Bandler and Grinder studied Milton Erickson. Unlike Perls and Satir, who asked their patients direct questions in the context of the normal waking state, Erickson was a master at clinical hypnosis.

Milton H. Erickson, MD, PhD, 1901 - 1980

(from an interview on helping alcoholics) (15) (16) (17)

Instead of firing off pointed enquiries to confront the fuzzy thinking of his clients, Erickson took advantage of their confusion. He cleverly manipulated them into a favorable therapeutic solution by covertly putting them into trance with brilliant language patterns that were virtually undetectable. (18)

Thereafter, world-renowned anthropologist Gregory Bateson introduced Bandler and Grinder to Milton Erickson, MD. Erickson developed the model of communication that we know as "Ericksonian hypnosis." Since 1958, the American Medical Association has

recognized hypnosis as a useful healing tool during surgery. As Bandler and Grinder modeled Erickson, they discovered that they could obtain similar results. Today, many of the NLP techniques result from modeling Ericksonian processes. (19)

Since those early days, NLP has fragmented as well as evolved. As a result of various legal battles, the field is wide open for anyone to say that he/she is an expert at NLP. The books and courses referenced in the Notes are reliable

resources. (20)

We will do well also to keep in mind Richard Bandler's sage advice. Oft

repeated, it has stood the test of time: "NLP is an attitude and a methodology that leaves behind a trail of techniques." (21)

We will be studying techniques, and the temptation is to think that the

techniques, especially the really good ones, are the answer. The techniques are just tools.

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The originality and spontaneous resourcefulness that gave birth to them is the real secret, the fountain that keeps on flowing and giving. Each of us has this universal gift within. Milton Erickson called it "the unconscious."

Hypnosis is the ceasing to use your conscious awareness; in hypnosis, you begin to use your unconscious awareness. Because unconsciously, you know as much and a lot more than you do consciously. (22)

This is probably a good time to mention that good writing puts the reader into a light trance. For example, when we are engrossed in a good book, song, TV show, or movie, where is the rest of the world for us?

The NLP Defense: The Meta Model and the Way to Clarity

The Meta Model was developed by observing two brilliant psychotherapists, Fritz Perls and Virginia Satir, work with their clients. It's important to

understand that the Meta Model is not a theoretical system. (23)

Bandler's gift was modeling, not theorizing. He was an exceptionally skilled observer. He studied what they did and was able to extract word patterns from their verbal communication.

The reason Bandler and Grinder studied Perls and Satir, besides the fact that they were willing to cooperate, is that, unlike most therapists, they

consistently got results. They changed lives, and they did it routinely.

On the surface, they seemed to be doing what other "talk therapists" did with their clients, which is just talk. Clearly, since they were getting different

results, they had to be doing something different. That difference is what expert modeler Richard Bandler set out to uncover.

The questions that make up the Meta Model are the questions that these two therapists were using in their sessions. The labels for these questions and what they deal with were added later.

Perls and Satir did not have the ability to teach others what they did. They literally did not know how they did it. They just knew that they could do it.

Jargon Alert: Meta Model Ahead!

People suffer from "fuzzy" or "stinking" thinking. Their thoughts are flawed, confused, ill-formed, and self-limiting. The Meta Model systematically

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There's no way to avoid the technical jargon of NLP. We will just have to take the plunge. Here is a good definition of the Meta Model.

A model, developed by John Grinder and Richard Bandler, based on the (but not a direct copy of) ideas originated by linguist Noam Chomsky. The basic idea behind the meta model and its use is that we usually say (surface structure) only a relatively small part of what we are thinking (deep structure). Sometimes, the surface structure version is all that we need to understand what someone means, but sometimes, we need some additional deep

structure information, and that is when we use the appropriate meta model questions to open up clearer, more effective communication.

Grouped under three basic headings - Deletions, Distortions, and Generalisations - the meta model covers a variety of misleading language patterns such as: Unspecified nouns, unspecified verbs, unqualified comparisons, unqualified absolutes and unquestioned rules, missing referential indices, etc., etc. (24)

There are 14 Meta Model questions (some sources claim more while other sources claim less). There are six types of deletion errors, five types of distortion errors, and three types of generalization errors.

There is a Meta Model question to go with each error in thinking. In essence, the person is mistaking the constructed "map" in his/her mind for the actual "territory" or reality outside of him/her. When the appropriate Meta Model question is used, it challenges the fuzzy dimness of the poorly formed thought process and escorts it into the sunshine of clarity. (25) (26)

Let's look at deletion first. There are six Meta Model deletion questions. Deletion is a process by which we selectively pay attention to certain dimensions of our experience and exclude others. Take, for example, the ability that people have to filter out or exclude all other sound in a room full of people talking in order to listen to one particular person's voice. Using the same process, people are able to block themselves from hearing messages of caring from other people who are important to them.

For example, a man who was convinced that he was not worth caring about complained to us that his wife never gave him messages of caring. When we visited this man's home, we became aware that the man's wife did, indeed, express messages of caring to him.

However, as these messages conflicted with the generalization that the man had made about his own self-worth, he literally did not hear his wife. This was verified when we called the man's attention to some of these messages, and the man stated that he had not even heard his wife when she had said those things. Deletion reduces the world to proportions which we feel capable of handling. The reduction may be useful in some contexts and yet be the source of pain for us in others. (27)

Here are the six Meta Model deletion questions. Unlike most trainers, we are presenting the questions first. One reason we are doing this is that the

questions themselves are actually quite simple. (28) (29)

Another reason is that the whole point is to use the questions in real life. Why swamp the reader with jazzed up jargon? We don't have a $3,000 to $15,000 NLP training program to sell, so we can cut to the chase. (30) (31) (32)

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We use these questions ourselves, and we know that they are easy to use. A few Meta Model questions go a long way. The best way to understand them is to get started using them with yourself, your family, and your friends. Just a few questions at a time, though. Some people may feel like they're being put on the spot.

THE SIX META MODEL DELETION QUESTIONS

The linguistic labels for what we are seeking to tease out and clarify are (a) Unspecified nouns, (b) Unspecified verbs, (c) Nominalization (the static

"decision" vs. the dynamic action of deciding), (d) Lack of referential index, (e) Simple deletion, and (f) Comparative deletion.

These labels are in the same order as the Meta Model questions below. For example, the unique purpose of asking "What specifically?" is to discover the unspecified noun that the communicator has unknowingly deleted.

(1) What specifically? (2) How specifically?

(3) Who, how, what is ...ing? (4) Who specifically?

(5) About whom? About what?

(6) Compared to whom? Compared to what? Example (Unspecified verb)

"I feel bad."

"How specifically do you feel bad?"

Let's look at distortion next. There are five Meta Model distortion questions. Distortion is the process which allows us to make shifts in our experience of sensory data. Fantasy, for example, allows us to prepare for experiences which we may have before they occur... Similarly, all the great novels, all the revolutionary discoveries of the sciences, involve the ability to distort and misrepresent present reality. Using the same technique, people can limit the richness of their experience.

For example, when our friend mentioned earlier (who had made the generalization that he was not worth caring for) had the caring messages from his wife pointed out to him, he immediately distorted them. Specifically, each time that he heard a caring message that he had previously been deleting, he turned to us, smiling, and said, "She just says that

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In this way, the man was able to avoid allowing his experience to contradict the model of the world he had created, and, thereby, he prevented himself from having a richer

representation, blocking himself from a more intimate and satisfying relationship with his wife. (33)

THE FIVE META MODEL DISTORTION QUESTIONS

The stock NLP linguistic labels for what we are seeking to tease out and clarify here are (a) Complex equivalence, (b) Lost performative, (c) Mind reading, (d) Cause and effect, and (e) Presuppositions.

These labels are in the same order as the Meta Model questions below. So, the unique purpose of asking "How does doing X mean that Y?" is to discover the complex equivalence that the communicator has unknowingly formulated as a distortion of the evidence.

(1) "How does doing X mean that Y?" (2) "How do you know that...?"

(3) "How do you know that...? (The duplication here is correct). (4) "How does his/her doing X cause you to Y?"

(5) "How would X lead to Y"? Example (Lost performative) "It's bad to get angry."

"How [exactly] do you know it's bad?" Also: "Who says it's bad to be angry?" Also: "According to who?"

Now let's look at generalization. There are three Meta Model generalization questions.

Generalization is the process by which elements or pieces of a person's model become detached from his/her original experience and come to represent the entire category of which the experience is an example. Our ability to generalize is essential to coping with the world.

For example, it is useful for us to be able to generalize from the experience of being burned when we touch a hot stove to a rule that hot stoves are not to be touched. But to

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refuse to be in the same room with one is to limit unnecessarily our movement in the world. (34)

THE THREE META MODEL GENERALIZATION QUESTIONS

The NLP labels for what we are seeking to tease out and clarify are (a)

Universal quantifiers, (b) Modal operator of necessity, and (c) Modal operator of possibility.

These labels are in the same order as the Meta Model questions below. So the unique purpose asking "Do you really mean all/every/never?" is to discover the Universal quantifier(s) that the communicator has unknowingly used to make a generalization that is not supported by the information at hand.

(1) "Do you really mean all/every/never?"

Alternates: "Has there ever been a time when X?"

"Are you saying there are no exceptions at all? There must be some exceptions!"

(2) "What would happen if you did/didn't?"

Alternate: "Have you ever been able to do that?" (3) "What would happen if you did/didn't?"

Alternate: "What is stopping [preventing] you from...?"

Example (Modal operator of possibility) "My husband never listens to me."

"Do you really mean never?"

Also: "Has there ever been a time when he listened to you?"

The Meta Model in Action: Personal Experiences in the Field

The Meta Model can be overwhelming at first. That is why we recommend that the reader take a few questions for a test drive. Personally, we like the Meta Model questions and use them often in our communications.

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We have blended some of the similar questions together, as the principle

behind them is the same. These things become obvious through practice. Here are the Meta Model questions that we personally use most often.

(1) "Who/what/how specifically are you talking about?" (2) "How [exactly] do you know that?"

(3) "Do you really mean all/every/never?"

(4) "What [specifically] is preventing you from doing/choosing/having that?" Using the Meta Model questions is a lot like learning to ride a bike. After a while, we get the hang of it and doing it becomes straightforward.

The Meta Model questions can be applied to our own language. In fact, they can be used with our own internal dialog or self-talk.

When we feel confused or stuck, it is likely that we are committing Meta Model violations in our own thinking. We can function as our own coach and get

ourselves moving forward again with new energy just by asking ourselves Meta Model questions.

Finally, smart NLP adepts employ the Meta Model questions to challenge persuasion attempts by Internet sellers, print ads, radio and television

commercials, live sales events, and corporate or government propaganda. Our best recommendation is to start using the questions in daily life and experience firsthand the benefits that come from using them.

A Brief Meta Model Glossary

These definitions are presented in the same order as above. This is linguist "shop talk." Just keep in mind the practical application of these terms. (35)

Deletions:

Unspecified nouns: any noun that has as many meanings as there are people using that noun.

Unspecified verbs: verbs that delete the specifics of the process.

Nominalizations: verbs made into nouns, thus deleting the process or action. Very often creating a sense of 'stuckness'... Turn the nominalization back into a verb.

Lack of referential index: the pronoun is not specified, thus deleting who or what it refers to.

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Simple deletions: information is simply missed out.

Comparative deletions: the standard of comparison is deleted. (36) Distortions:

Complex equivalence: where two experiences are interpreted as synonymous; x means y. Lost performative: value judgements, rules and opinion in which the source of the assertion is missing.

Mind reading: assuming that you know another person's internal state.

Cause and effect: belief or implication that one person's action can cause another's emotional reaction.

Presuppositions: basic assumptions that must be true for a model to make sense. (37) Generalizations:

Universal quantifiers: generalizations that preclude any exceptions.

Modal operator of necessity: words that require particular action, e.g. should, shouldn't, must, must not, have to.

Modal operator of possibility: words that imply no choice, e.g. can't, haven't, won't. (38)

To close this section, we would like to call the reader's attention to a unique online Meta Model resource. California NLP coach and therapist John David Hoag provides interactive NLP Meta Model flashcards on his website.

These cards go into more depth and detail than we have provided here. The presentation is quite sophisticated. It is offered completely free as a "public service to NLP students everywhere." (39)

The NLP Offense: The Milton Model

We covered the Meta Model in detail first because it exposes the human

vulnerabilities that the Milton Model exploits. NLP persuasion is largely based on Milton Erickson's work. Violations of the Meta Model can be found lurking under most of his expert strategies.

The Meta Model is for therapists and those who want to clarify their own thinking and communications. While it can be quite helpful in business and personal relationships, that did not end up being NLP's main application of it. The Milton Model is for professional persuaders who want to master covert methods of verbal manipulation. Though developed in the context of live dialogs, much of the material can be applied to written persuasion.

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Without at least a basic grasp of the Meta Model, the Milton Model can appear to be all smoke and mirrors, an intuitive and mysterious system created by a mad genius. Studied closely, the Milton Model is a systematic probing and exploitation of the ill-formed language patterns identified by the Meta Model. When we work with the Meta Model, we use questions to elicit the poorly formed thinking. When we apply the Milton Model, we reverse this process. Knowing in advance the distortions, deletions, and generalizations that our

audience is prone to, we target those tendencies in verbal stealth mode. To get the most from these methods, we still need to do our homework and get to know our market in depth.

Specifically, we will need to do the research that tells us the thought patterns and emotional push buttons of our target niche. These persuasion tools were developed in the context of therapists, including Erickson, who adapted and varied their approach moment to moment based on the feedback they received from their clients during the live session.

Since we do not have the luxury of live feedback, we must make up for it by digging deep into our market. We need to really know the people in our market

— what they think, how they feel, and their hopes and frustrations.

Covert Persuasion and the Ethical Issue

Since the Milton Model is covert, the marketer must come to terms with the ethical issue. In our understanding, the key is motivation. If our motivation is first and foremost to truly help and benefit our customer, then we are justified to use every tool at our disposal to persuade that customer.

The Milton Model is all about being "artfully vague," but that doesn't mean that our motivations should be vague. Ideally, our motivations are crystal clear and pure as a mountain stream. What goes around comes around.

In the case of Milton Erickson, he was congruent with his motivation to help and transform the lives of his patients for the better. He wanted good results for them. These were the same results they paid him to produce for them. He understood that they saw themselves as stuck and without options. He felt justified in using his magic bag of covert persuasion tricks to get them where

they wanted to be.

It was okay with him if they were clueless about how it happened. In fact, it turned out better that way.

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The Milton Model and the Way of Confusion

To quote The Wizard of Oz, "Dorothy, we're not in Kansas anymore."

Milton Erickson was a unique genius. Some consider him to have been the

greatest psychotherapist of all time. One leading NLP teacher compares him to a Zen master, one who has realized the ultimate insight. (40)

To get into the spirit of things Milton-style, here is an overview of Erickson's "confusion technique" as a four-stage process. We are not saying that, in a selling context, that we control the customer. The point is that confusion is a powerful covert method that we can learn to apply with potent results.

Consciousness focuses on this or that, ever shifting from moment to moment. At any given moment, it can only be focused on a limited range of information. Erickson utilizes this limitation by continually introducing changes in areas outside that momentary focus of consciousness. If he can be sure that the patient's consciousness is focused in area A, then he will introduce a change in area B. When the patient's consciousness returns to refocus on B, the patient is in for a surprise: an unexpected change has been introduced. This surprise throws off patients' usual reality sense, they become confused, and they reach for and accept any suggestions that the therapist can introduce to restructure the lost reality... The basic process required for the acceptance of suggestions by the confusion-restructuring approach, then, is as follows.

CONFUSION due to shock, stress, uncertainty, etc. —> UNSTRUCTURING of usual frames of reference —> RESTRUCTURING needed —> RECEPTIVITY to therapeutic suggestions. (41)

The "confusion technique" may seem counterintuitive, but confusion in

Erickson's hands was a path to healing and transformation. In our hands as marketers, it is a way to overcome resistance without confronting it. We then redirect the customer to our solution for the problem that he is presenting. Erickson stands out even in the cast of fascinating characters that are

associated with the development of NLP. If Bandler and Grinder had not been able to model Erickson and to tap his extraordinary genius for covert verbal persuasion, NLP today would likely be but a shadow of itself.

Walking on a Dark Path: Overview of the Milton Model

Our goal is to show tips, tricks, and techniques from the Milton Model in action in a sales copy system. So we are not going to go over the Milton Model in great detail here.

Milton Erickson was a communication magician. Like other professional

illusionists, his magic "tricks" can be exposed, observed, and duplicated. Since his approach to hypnosis involved using conversation to put his subject into a

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trance without a formal induction, it is also called conversational hypnosis or naturalistic trance. (42)

We will list the tools from his hypnotic therapy toolbox. We invite you to go into a deeper study using the excellent resources that are listed in the Notes. (43)

From the Table of Contents of a comprehensive new guide to NLP, The Big Book Of NLP Techniques, here is a list of the 21 main Ericksonian covert persuasion strategies: Pacing Current Experience, Pacing and Leading, Linking Words, Disjunction, Implied Causes, Tag Questions, Double Binds, Embedded

Commands, Analogue Marking, Utilization, Nesting, Extended Quotes, Spell Out Words, Conversational Postulate, Selectional Restriction Violations, Ambiguities, Phonological Ambiguities, Syntactic Ambiguities, Scope Ambiguities, Punctuation Ambiguities, and Metaphors. Most of these techniques involve some kind of Meta Model violation. (44) (45) (46)

How to Be a Successful "Two-Trick Pony" Like Frank Kern

Unfortunately for the person who wants to incorporate NLP methods into his/ her sales copy, many of Erickson's spoken word strategies do not translate well to the written page. According to Harlan Kilstein, a top NLP copywriter and

copywriting mentor, there is serious confusion about what works and what does not work when NLP is applied to the written word.

Up until now, most people have been using NLP in a pretty lame manner on their websites.

Sorry for being blunt, but it’s true. I hope by now that you aren’t using cheap tricks like buy now in bold letters and thinking that it’s effective NLP. It’s not. It’s manipulative and it

sucks. And if you go ahead and do it anyway, I hope Karma bites your butt.

Seriously however, NLP works really well in sales in persuasion. It works really well in person and works really well in print and in video. Heck, Frank Kern knows just two patterns, and they work pretty damn well for him. (47)

That's pretty funny that Frank Kern only knows two NLP patterns! Maybe we should give him a special NLP nickname: Two-Trick Pony. (Even so, he's riding that prosperity pony to the bank — and laughing all the way).

Whether that's true or not, Kern does a great job of applying what he knows. That is our main point about NLP in print: success comes from mastering a handful of techniques and using them skillfully with great effect in written and verbal sales copy.

As Kilstein pointed out, on the multimedia Internet, we are scripting video and audio sales pitches. While this situation is not as limiting as print only, we don't have the benefit of getting live feedback.

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Implicit in the conversational hypnosis influence model is the idea that we are not trying to overcome sales resistance. Instead, we are redirecting it.

The Secret Art of Being a Successful "Word Magician"

We can redirect the prospect's sales resistance in at least four ways. To make sense out of these approaches, think of a stage magician's act. No matter how closely we watch him, he still fools us.

Think of his magic trick as how he gets his "sales message" across to us, his customers. He uses misdirection, deception, distraction, and/or illusion. After the smoke and mirrors, he delivers his "product" — entertainment with a

shocking twist — and we laugh with surprise and delight.

(1) We can literally misdirect the reader or listener outright from the beginning and tell him to pay attention to X when our real message is Y.

(2) We can offer up something for the reader or listener to resist or judge or dislike at a superficial level while we press forward at a deeper level.

(3) We can present the reader or listener with sales copy that sounds so friendly, so neutral, and so unlike ordinary, "pushy" sales copy that the prospect never realizes what happened to him.

(4) We can effectively and repeatedly overload the conscious mind of the reader or listener so that our message moves directly into his subconscious mind without being challenged or filtered by his critical faculty.

The reader and his conscious mind are habituated to pay attention to the surface structure of the sales copy (written or spoken). The deep structure is where the influence takes places (the subconscious mind).

The art of NLP writing is, in sum, the art of occupying the conscious mind so that the subconscious mind becomes optimally available to our sales message. This unfiltered direct access is the goal of our sales methodology, and it is

definitely achievable via covert persuasion methods.

It is a moot point whether or not the reader or listener goes into a "trance" during the persuasion process. The subject goes into a slightly altered state of heightened receptivity to our message. That is enough of a state change to suit our purposes.

Based on our experience, some of the best strategies for use in written copy from Ericksonian conversational hypnosis and the Milton Model are pacing and leading, presuppositions, point of view shift, future pacing, double binds,

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embedded commands. This is not a comprehensive list, but this stuff works in print and is not too hard to apply, e.g. an expensive NLP copywriting seminar is not needed. However, if the reader is interested in further study of NLP copywriting, we recommend some resources in the Notes. (48) (49) (50) (51)

PART TWO: THE BIG PROBLEM WITH WRITTEN NLP

There is very little information published in books, video, audio, or on the Internet on how to apply NLP to written copy. Yet, written copy in the form of website content, articles, emails, and sales letters (including audio and video sales copy scripts) plays a massive role in Internet marketing. (52)

Since there is so much information about NLP, this might not seem like a big deal. The reality is that spoken NLP does not translate well to the written word. NLP was designed by communication geniuses who adjusted their

communication "on the fly" by perceiving live feedback, like facial expressions and body language signals, so subtle that they escape the average person.

So the process of rapport is important, but we're not going to spend a lot of time on it. Any matching you do needs to be tested ASAP and regularly. Like driving your car. You drive down the highway. You make sure that it's between the lines. Then what, you go to sleep? I don't think so. You make sure that you keep it between the lines. And you adjust.

Constantly. (53)

When we are using words to persuade, we cannot, as Bandler advises, get our results "tested ASAP" and then "adjust constantly." When we commit to our words on our website or in an email, we do not have the opportunity to talk face to face or over the telephone with our customer. Our words, like it or not, are "written in stone."

The art of written NLP is in its infancy. Much of the information being taught about written NLP is, in our opinion, simply inaccurate.

The number one rule of copywriting — by "copywriting" we mean any form of written persuasion, an email for instance — is to never ever give our reader an opportunity to leave our copy.

Yes, he may decide to leave for his own reasons. He may get interrupted by his kids, his spouse, a dog barking outside. We have no control over these

variables.

What we do have control over is our copy, our words. In those words, so carefully constructed and sequenced, we do not want to just hand to him a good reason to say goodbye to us.

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One way to invite the reader to leave us is to ask him a question. This is very common in sales copy, probably because sales copy tends to imitate live verbal sales communications: Mr. Customer, do you like green widgets?

In order to answer this question, the customer must leave the experience of reading the sales copy and go into his head. Once he does that, his subjective thought stream can run wild and go anywhere — including a new state where he forgets about or loses interest in the sales message.

There is another way, the "secret" NLP way, that works much better in writing. It does not require a question mark. It is a "stealth" question, and it will go undetected by pretty much everyone except for NLP experts.

Another way to make this error in our writing is to tell our reader that he is having X experience or having X thoughts when the likelihood of this being

true is seriously slim. If we know our market extremely well, then we can place successful mind reading language in our copy... but only then.

The key to understanding how to keep the reader reading our copy on the page is one of the greatest and most original contributions of NLP: internal representation systems. Whether we are composing a long sales letter for a high-ticket item or just writing an online article, this NLP discovery is

absolutely vital to our success at written persuasion.

VAK: The Visual, Auditory, and Kinesthetic Brain

It is self-evident that we function through our senses of sight, hearing, touch, smell, and taste. A person in a coma does not have access to this input. As a result, they cannot function in the world.

What is considerably less obvious is an insight delivered by the founders of NLP that goes something like this: our subjective experience is coded or structured quite literally in terms of our five senses.

The basic elements from which the patterns of human behavior are formed are the perceptual systems through which the members of the species operate on their environment: vision (sight), audition (hearing), kinesthesis (body sensations) and

olfaction/gustation (smell/taste). The neurolinguistic programming model presupposes that all of the distinctions we as human beings are able to make concerning our environment (internal and external) and our behavior can be usefully represented in terms of these systems. These perceptual classes constitute the structural parameters of human knowledge. (54)

This may or may not sound like something worthy of an "aha." But it really is revolutionary.

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Here's why. The customer is making his buying decision(s) based upon a

uniquely personal internal sequence of sensory constructs, and he is not even slightly aware of this fact!

Although all five senses are involved in memory and recall, only the visual (V), auditory (A), and kinesthetic (K) senses play key roles in daily life. So although we are all probably familiar with a memory being stimulated by a fragrance, odor, or other kind of smell, most people do not factor smell (or taste) into their daily decision processes. The exception would be people who make a living by maximizing these underutilized senses, such as florists, wine tasters, or celebrated chefs. (55) (56)

"Behavior" in neurolinguistic programming refers to activity within any representational system complex at any of these stages. The acts of seeing, listening, or feeling are behavior. So is "thinking," which, if broken down to its constituent parts, would include sensory specific processes like seeing in the mind's eye, listening to internal dialogue,

having feelings about something, and so on. All output, of course, is behavior-ranging from micro-behavioral outputs, such as lateral eye movements, tonal shifts in the voice and breathing rates, to macro-behavioral outputs, such as arguing, disease, and kicking a football. (57)

Not only do people limit themselves to V(isual) and A(uditory) and K

(inesthetic) internal representations, they tend to be biased for one of these. Another of these three dominant sense modes acts as a secondary strength. The third sense factor tends to be neglected.

Finally, customers (and, of course, sellers as well) construct internal sequences based on the V-A-K factors. So V-A-K are like three ingredients that go into a cooking recipe. This recipe is fairly unique to each person.

The outcome, the cooked food, is the experience the person has at a conscious level. In sales persuasion, this outcome would be that they purchase our

product.

This order is likely to be different, such as AVK. Not only that, there can be many repetitions of these letters (subjective sensory states), there can be loops (looping back), and there can be checks (checking for the congruity of something earlier in the sequence).

This sounds pretty complicated, but the first chunk of gold to take away from this seemingly esoteric NLP insight is the fact that our readers are experiencing our written persuasion in just one of three different ways: as pictures, as

spoken words, or as feelings. At any given moment, these are the only possibilities.

Now, there are 3 ways, 3 primary ways, what are called modalities, 3 primary ways that people share information with each other, that they represent the world. And also, in these 3 primary ways, the people primarily experience the world. And these are visual, auditory, and kinesthetic or feeling, and people who are primarily visual mostly see the world. (58)

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Most people are visual. About two out of every three people we meet are biased to experiencing the world in a visual way. This is easily validated, at least in the United States, by the massive popularity of visual mass media like television, movies, and online video.

And, in our culture, about 70% more or less of people live primarily in a visual world, and the way that you can spot this, if you're visual, or you can hear it if you are a uditory, you can get a sense of it if you're kinesthetic, the way that you can notice this is by listening carefully to how they speak.

They [visual people] will say things like, "I see what you are talking about." Well, how can you see what somebody is talking about? Do you imagine their words as type running across the screen? No, but they somehow do, they actually do. They say, "Well that's very clear to me, yes, I see your point. Hey, it's great to see you! I'll see you later." In fact, they'll say on the telephone, you know, things like, you know, "I'll see you later." And, wait a minute, we were talking, weren't we? (59)

The next largest group is auditory. Roughly one in five experience the world in an auditory way.

Auditory folks make up maybe 10 or 15% of our population. Auditory folks are more likely to be listening to the radio than watching television, for example. Auditory people live in a sea of sound. It's their primary way of experiencing the world. Now, all of us have all of these things by the way, and all of us are capable of all of these things. But most people have one primary one that they just kind of hang on to. Auditory people say things like, "I hear what you are saying. That sounds good to me. I like the sound of that. Hey! It's great hearing your voice again. I'll talk to you later." And when you hear language from

somebody that is using primarily auditory metaphor, auditory predicates, you know that you're speaking to somebody that has the auditory, the hearing sense as their primary way of sensing, interpreting, and understanding, filtering the world. (60)

The kinesthetic type is the minority. At most, one in ten is mainly kinesthetic in how they experience the world. This number is probably higher in less

developed cultures that prize kinesthetic experiences and skills. In our modern world, for example, the kinesthetic type would be the one who is interested in learning massage and has a natural talent for it.

Now the third type of person are kinesthetics. People who are primarily live in their feelings, hang out in their feelings, understand their world through their feelings.

Kinesthetics will say, and this is maybe 5%, it's a relatively small percentage, maybe 5 or 10% of our population in, you know, modern civilization. Kinesthetics will say things like, "Yeah, I can get my hands around that. That's a good, solid idea. I like the feel of that. You know, I have a good sense for this. Hey, it's great to be in touch. Stay in touch. I'll catch you later." And they say things like that. And it's their way of expressing their experience of the world. (61)

The mistake is often made when writing to sell of telling our reader that they see, hear, or feel something. The challenge in written persuasion is that we are not there with our reader. Our words are there with our reader, and they must do our job for us.

Aside from the obvious error that the reader may not be having that

experience at that time, if the reader is naturally biased to processing things visually (V), it will not make sense for him to read that his process is hearing

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or feeling something. He experiences his life in terms of the sense of sight and images. Not only is it true that he generally experiences life in visual terms, it is also likely that he is not aware of that fact.

Auditory (A) and the kinesthetic (K) people have similar biases. When we are selling in person or over the telephone, we are able to ask discovery questions and adjust our strategies to their personal modality (V, A or K). In the case of written persuasion, this is not possible.

The reader is the customer in written persuasion. We are starting at the very beginning and asking a key question: "How exactly does the act of reading words become an influential sales message in the brain of the reader?"

Before NLP was invented, this might not have had an answer. Now, thanks to NLP, we have a fascinating, elegant, and very useful answer to this

fundamental question about "salesmanship in print."

Each of you reading this sentence has a strategy for taking the peculiar patterns of black ink on this white page and making meaning out of them for yourself. These sequences of letters, like the other visualization phenomena just described, are meaningless outside of the sensory experiences from your own personal history that you apply to them. Words, both written and spoken, are simply codes that trigger primary sensory representations in us. A word that we have never seen or heard before will have no meaning to us because we have no sensory experience to apply to it...

As you read these words, you may, for example, be hearing your own voice inside your head saying the words as your eye reports the visual patterns formed by letters in this sentence. Perhaps you are remembering words that someone else has spoken to you before that sounded similar to those printed here. Perhaps these visual patterns have accessed some feelings of delight or recognition within you. (62)

To solidify our understanding of how people use V-A-K to construct their internal "maps" or sensory representations, here are a few examples from sales situations. Though NLP can be used to cure phobias and achieve other therapeutic goals, here, we are sticking to the sales applications.

Below is a description of the internal strategy of a person whose decision-making process operates with an AVK sequence. That is, he initiates his process with Auditory (A) questioning, follows it with a subjective Visual (V) experience of looking at "all of the options," and concludes it with a subjective Kinesthetic (K) experience of feeling "sure," e.g. a decision.

All of this occurs with lightning quickness. As a result, most people are

oblivious to how they arrive at their own decisions. In the example below, the customer casually articulates his decision-making strategy with impressive precision. Unless he is an NLP student or expert, though, he will not know the significance of what he just said. A salesman trained in NLP, however, would know, and he could immediately use it to his advantage.

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"When I shop, I like to ask a lot of questions. That way, I can feel sure that I've seen all of the options and am really making the best choice. Product X has the best quality I've

seen..."

The strategy is essentially one for information gathering in which the person asks questions and is shown samples of the product, which are then evaluated kinesthetically with respect to the sample size that is required for the person's decision strategy. (63)

Here is a different customer strategy: VKA. We know immediately that the customer's decision-making process starts with a visual stimulus, then proceeds to a kinesthetic experience, and concludes with an auditory experience. The conclusion of this sequence triggers the customer into a buying or other sales positive action, such as asking to see a salesman, agreeing to a sales appointment, or signing up for a newsletter.

A statement which would pace a different shopping strategy might go something like: "I don't like to feel pressured when I'm shopping. When I see someone really coming on with all that phony show , I just keep telling myself, "Who needs it?" and get out of there as fast as possible. The people at company X have never tried to put on any glitter . It's a good

feeling to see people that really care. I can say from the bottom of my heart, "They know how to treat their customers...." (64)

The reader may want to take a moment to reflect on what his buying decision strategy is. Does he start out with a visual, auditory, or kinesthetic stimulus? If he starts out with visual input, then his preference will be to first look at things. If he initiates with auditory input, then his preference will be to ask questions. If he begins with a kinesthetic input, then his preference will probably be to touch the object first (not easy to do at a website!).

This first input creates an internal response. It has to be one of the other two. If we start out with V, only A and K are left. If we start out with A, only V and K are left.

This question is easier to answer than it appears. After the initial input of V or A (rarely K), does the reader immediately get a feeling or not?

If he immediately has a feeling result from the initiating input, then the second step for him is K (kinesthetic). If not, then it's either V or A.

To be accurate about this requires paying very close attention to subjective sensations, but it can be done. Doing this is useful because there is no better way to drive the point home about how V-A-K works. We have done this

introspective exercise, and it has convinced us.

Language Matching for a Specialized Niche

If each person is unique in his/her decision-making process, and this process involves the senses of sight, hearing, and feeling, then how are we as writers

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going to speak to a wide audience? Beyond that, what if the product is

specialized and has a lot to do with the sense of smell or the sense of taste? In specialized situations, the answer is easier than it might seem. For example, if we are selling to people in the commercial flower industry, we are selling to people with a refined olfactory (smelling) sense.

It will be to our considerable advantage to put specialized words just for

florists into our sales copy. Note the clever usage of flower-oriented words in the quoted paragraph just before the list of flower terms below. The unnamed NLP expert skillfully incorporates this floral terminology: "wilting... healthy growth... fresh, fertile... blossom... grow... transplanted." (65)

One of the authors, for example, was recently consulting for a floral brokerage. The

primary marketing targets of this company were florists, whose very job demands sensory refinements (olfactory) not common in the general population. One of the

recommendations made to them, as a means to help their sales department branch out to new areas, was to mix in an assortment of floral idioms and terms, and olfactory

predicates, into their advertising and sales arrangements. This would provide an enjoyable way to pace customers, to keep rapport from wilting, and to insure healthy growth. It would also provide a fresh, fertile, and satisfying environment for the creativity of sales personnel to blossom and even help morale to grow. A sample list of floral terms easily transplanted into everyday speech could include:

Smell, process, wilt, moist, assortment, mix, bloom, shrivel, light, fertile, sort, blossom, rot, petal, fresh, transplant, arrange, fade, root, firm, grow, stem, fragrant, arrangement, texture, budding, branch, odor, bouquet, nip in the bud. (66)

VAK Revisited: How to Reach Almost Everybody

If the number one rule of written persuasion is "Don't lose your reader" or "Never ever offer your reader a way to go off of the page," then how do we reach our V-A-K reader?

If we talk in visual terms, and we pace or match our visual readers, we risk losing our auditory and kinesthetic readers (roughly 30 percent). If we talk in auditory terms, we risk losing our visual and kinesthetic readers (roughly 80 percent). If we talk in kinesthetic language, we risk losing our visual and auditory readers (90 percent).

When we write a sales letter, we do not expect 100 percent conversion. That is, we would be surprised, perhaps even shocked, if every single person who reads the sales letter purchases the product or service.

Some claim a 2 percent conversion with their online sales letter. Some claim 10 percent or 20 percent. But 50 percent or 80 percent or 100 percent is very rare. It happens, but like a royal flush in the game of poker, it doesn't happen very often.

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In a sense, then, writing sales copy is a gamble. We are betting that we will convert enough people that it will be worth our while. Our profits should

exceed our cost of getting leads and our other expenses. We are not expecting to convert everybody. There is no way to plan for that outcome.

The above statistics regarding the percentages of visual, auditory, and kinesthetic people in our audience lead to a simple, street-smart plan of

attack. If about 70 percent of readers are visual, our high percentage play is to stack the deck with visual language.

While we're at it, we can toss in some good strong auditory words. We are favoring the visual as we acknowledge the auditory sense in our audience. As for the kinesthetic response in our audience, we can utilize that when we talk about how "delighted" our customers are with our product. We want to build up to this kinesthetic state and make it seem like a natural outcome. So we use words to stimulate the kinesthetic sense or the feelings at the latest stage of the copy.

This logic gives us a simple formula that is simple and easy to follow:

V --> A --> K

We lead with the visual input, follow with auditory input, and build up to a kinesthetic or feeling outcome. In other words, even though people vary

tremendously as to their exact internal decision sequence, this VAK formula is the fishing net with the broadest sweep. It is likely to catch the most fish. One of the reasons the VAK works is that even though most people are biased towards visual or auditory processing, they still make their decisions based on their feelings. Since the feeling part of their experience is the area they are least conscious of, this sequence is able to successfully move them towards the persuader's desired outcome. This outcome is a feeling state.

Now, here's the thing though that's most important. People generally make decisions based on feelings. They organize their logic to agree with their feelings more often than they

organize their feelings to agree with their logic... the first and most important thing to do is to identify the primary feeling, what's called in psychology the state, or in NLP the state. What is the state that you want to convey to people? What is the feeling that you want to convey? And then you craft all of your messages around that. (67)

The V--> A--> K Formula in Action

Here is a current example of one of the world's top copywriters using the VAK sequence formula. Harlan Kilstein is generally thought to be the leading expert on NLP copywriting. (68) (69) (70)

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Harlan Kilstein, Top NLP Copywriter (71)

Harlan knows the weight loss market very well. As he employs the all-purpose V-A-K sequence to hit all of the visual readers, and then all of the auditory readers, and then all of the kinesthetic readers, he is also pacing them or matching them with their experience based on in-depth market research. In sum, Harlan knows the emotional triggers of his market inside and out.

Here are the first two paragraphs from his website on how to lose weight with yoga. He uses his own story. Once, he was seriously overweight. He was finally able to lose most of his excess weight after he started doing yoga. (72)

“Daddy, you’re fat!” My face burned with embarrassment when my little daughter said

these words. But I knew she wasn’t saying them to be mean. I was fat. More than 50

pounds overweight and completely frustrated.

Every time my wife looked at me, I heard her unspoken words. “You’re overweight.” All I

heard was nagging, but deep beneath the surface, I knew she was worried. (73)

Before we analyze Harlan's NLP-enhanced sales letter, please take a minute or two to go over the above two paragraphs. Look for the V-A-K master sequence in action. The search is not in vain. We guarantee that it's there.

Hint: Good writers use word pictures. Harlan is a good writer. Here are his visual code words: "My face burned with embarrassment...." This powerful phrase paints a vivid picture that instantly pops up into our minds.

A skilled writer doesn't need to insert words like "see, look, bright, clear,

colorful, focus, paint a picture" into his copy to indicate a visual coding to the visual reader. However, he should know a visual person's code words. (74)

To the auditory reader, we can say, "listen, sounds like, shout, ring, talk, voice, whisper, yell." But we will risk being too obvious if that's our entire NLP

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We could hand the kinesthetic reader warm fuzzy word strokes like "balance, bliss, connect, crush, cut, feel, feverish, grab, hot, handle, heart, hit, love, reach, push, rock solid, rough, rub, scratch, stroke, tap, touch, tranquil." (76) Kilstein used "burned." This kinesthetic code word amps up the emotion of the mental picture created by "My face burned with embarrassment...."

The key? Use good sensory code words in small concentrated doses.

When we make our sales strategy too obvious, we risk staying at the surface level of persuasion when we could secretly operate undetected at its depths. We could dive beneath and deliver devastating jolts of copy dynamite in the deep structure of the reader's undefended subjective experience.

Used sparingly and in the right places, these handy sensory trigger words are fine. But it's easy to go overboard with them, and when we do, it becomes known to the reader that we are trying to "sell" them. When a person realizes that he/she is being "sold," this may bring up resistance.

Depending on the sophistication market, "obvious" NLP sales copy that uses explicit hypnotic language and simplistic VAK modality code terms may

succeed. If the niche is skin care and the market consists almost entirely of women, for example, those word tricks may work just fine. (77) (78)

If the average reader can identify the strategies, then they are too obvious. The reader should be oblivious to what we're doing. He will, perhaps, feel entertained, educated, awed, inspired, confused, captivated, or curious — but the "how" as in how exactly did we do that will not be at all obvious to him. If it is, then even if the sales message is successful in terms of conversions, we know that it can be made better by being more subtle or elegant.

We want to take the reader on a special journey. We want the reader to

identify so much with what we are saying that he has the experience that we really know him and understand him. Ultimately, we want to be perceived as a wise and helpful ally and friend. True, we will somehow make it clear that we are an expert. But first and foremost, we want to be a trusted friend.

Our First Challenge: Grab the Reader's Attention!

In a sales letter or other persuasive copy, the first paragraphs are the most important. The headline sells the reader on reading the first paragraphs. The first paragraphs sell the reader on reading the rest of the sales letter.

The first paragraphs, then, are critical. They absolutely must be loaded with persuasion dynamite. They have the tough triple-loaded job of grabbing the

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reader's attention, getting him to identify with the message, and communicating to him the real essence of that message. Whew!

Since Harlan has done the hard work for us, let's dissect his copy to reveal the V-A-K formula skeleton beneath. Above, on the surface, we are moved swiftly forward by his hard-working storytelling muscular language.

It is like we are being swept up by a strong current. We are being taken in a very definite direction. Effective written persuasion talks to the reader's

unconscious in such a way that his conscious mind is bypassed and the attention and energies of the unconscious are captured and directed. Kilstein's words accomplish this difficult task with casual elegance and

scintillating subtlety. What we really like about Harlan's copy is how the words seem so ordinary and everyday. It is like a letter from or to a concerned friend. Yes, it is a "sales letter," but the emphasis is on the "letter" side, on the role of the letter as a caring message between equals.

“Daddy, you’re fat!” My face burned with embarrassment when my little daughter said

these words. But I knew she wasn’t saying them to be mean. I was fat. More than 50

pounds overweight and completely frustrated.

Every time my wife looked at me, I heard her unspoken words. “You’re overweight.” All I

heard was nagging, but deep beneath the surface, I knew she was worried. (79)

Now we will do a phrase-by-phrase analysis of Kilstein's copy. His copy is so good that nearly every word is worth looking at for its intent and effects.

In brief, Kilstein's sales letter is one, big, fat, sneaky, magical "misdirection." Misdirection is a term that is used by stage magicians. We are directed to look at A while the magician does B. Then he pulls a rabbit out of his hat or reveals playing cards from empty hands. In the hands of a master, misdirection is devastatingly effective.

Few readers, even Internet marketers, are trained in the knowledge that there is a "surface structure" and a "deep structure" to a written communication. The words themselves constitute the surface structure. The deep structure is what the reader actually sees, hears, and feels at a subjective level as a result of reading the surface structure message.

Our Second Challenge: Get the Reader to Identify with Our Message

Misdirection takes place when the surface content appears to be about an innocent neutral message when in fact it is supercharged with persuasive patterns and stealthy psychological tricks and traps. This is exactly the case with Kilstein's sales letter here. He misdirects the reader from the very

NLP Copywriting 1

“The Forbidden Knowledge Archive”

“The Forbidden Knowledge Archive”

NLP Copywriting in about an Hour

NLP Copywriting in about an Hour

Just the Stuff that Works in Print

Just the Stuff that Works in Print

- On a Silver Platter!

- On a Silver Platter!

Table of Contents

Table of Contents

PART ONE: THE TRUTH ABOUT NLP!

PART ONE: THE TRUTH ABOUT NLP!

4

4

PART TWO: THE BIG PROBLEM WITH WRITTEN NLP!

PART TWO: THE BIG PROBLEM WITH WRITTEN NLP!

19

19

PART THREE: NLP

PART THREE: NLP COPY PERSUASION "COOKBOO

COPY PERSUASION "COOKBOOK"!

K"!

35

35

Table of Contents

Table of Contents

PART ONE: THE TRUTH ABOUT NLP!

PART ONE: THE TRUTH ABOUT NLP!

4

4

PART TWO: THE BIG PROBLEM WITH WRITTEN NLP!

PART TWO: THE BIG PROBLEM WITH WRITTEN NLP!

19

19

PART THREE: NLP

PART THREE: NLP COPY PERSUASION "COOKBOO

COPY PERSUASION "COOKBOOK"!

K"!

35

35

PART ONE: THE TRUTH ABOUT NLP

What Is "NLP"?

The Deep Roots of NLP

The NLP Defense: The Meta Model and the Way to Clarity

Jargon Alert: Meta Model Ahead!

The Meta Model in Action: Personal Experiences in the Field

A Brief Meta Model Glossary

The NLP Offense: The Milton Model

Covert Persuasion and the Ethical Issue

The Milton Model and the Way of Confusion

Walking on a Dark Path: Overview of the Milton Model

How to Be a Successful "Two-Trick Pony" Like Frank Kern

The Secret Art of Being a Successful "Word Magician"

PART TWO: THE BIG PROBLEM WITH WRITTEN NLP

VAK: The Visual, Auditory, and Kinesthetic Brain

Language Matching for a Specialized Niche

VAK Revisited: How to Reach Almost Everybody

V --> A --> K

Our First Challenge: Grab the Reader's Attention!

Our Second Challenge: Get the Reader to Identify with Our Message