How NLP Copywriting Can Boost Online Conversions
What is NLP?

It stands for neuro-linguistic programming – neuro as in the brain, linguistic as in language and programming as in computers. In essence, NLP follows this idea of using the power of words to re-program the brain and change behaviour. Sounds familiar to copywriting, doesnât it? Thatâs because itâs not too far away from it.
I’m fascinated by psychology and the power of language influence and persuasion. NLP is more common than you think, with celebrities such as Derren Brown and Paul McKenna exploiting their NLP gifts and knowledge for commercial gain.
Iâve narrowed down the essential cogs that makeup NLP into four sections, which are seen below:
1. Use Positive Language
The mind finds it far easier to focus on positive rather than negative outcomes, thatâs a fact. Using positive outcomes helps a person see the benefits of moving forward to your desired result. For example:
i) A negative phrase such as âlose weightâ can be changed to something like âbecome healthier and more active and youâll feel great!â itâs simply really, people donât like being stifled, even though the aforementioned term is derogatory in nature, it evokes the same message as the ânicerâ message. People seek positivity, so write positively, give your audience something that will paint them in a better light and they flock to your concept like a moth to a flame (without the inevitable death).
ii) Similarly, instead of saying someone should âstop stressing, thatâs stupidâ you can convey the same meaning but phrase it positively. Give them an alternative to the aftermath of the stress, for example âthink about how good you will feel afterwardsâ, or âembrace life and accept this challenge.â Again, these are rudimental concepts, but ones that are very commonly neglected.
2. Seduce Their Senses
Some adjectives donât add meaning to your copy. Sure, it helps if you know how to eloquently phrase a sentence in order to promote an idea, concept, item, product whatever it may be. Though many people donât like trawling through a long, exaggerated description, they want to hear what will benefit them and they want to hear it now.
Sight, sense, touch, smell and taste can add power to your writing, which will in turn help your readerâs experience.
Examples:
⢠Sight â âUsing our service, your abs could look as good as -enter picture of abs- try now and see results in less than 30 days!â
⢠Smell â âWake up every morning to our fusion of hazelnut chocolate bliss with our new Brazilian coffeesâ
⢠Taste â âPicked fresh from the fields of Ireland, our tomatoes are the purest of pure, youâll savour the flavour in each bite.â
⢠Touch â âWrap up warm in our pure 100% cotton knitwear for the ultimate snuggle experience.â
3. Engage their Imagination

A personâs subconscious is the most important thing to tickle and expose. When someone reads your writing, itâs important youâre talking in a way that relates to them, something they feel at ease reading. For example, if someone wanted a beginnerâs guide to digital PR I wouldnât throw them into the deep end with intricate business terminology just to sound intelligent.
That will throw people off.
Instead, level with them, ease them into the information they desire:
âLetâs start off with the basics/some common questions asked about DPR explained.â
4. Put them in a âYesâ State of Mind
Ending a sentence with a question like âisnât it?â subconsciously makes it difficult for a reader to disagree. Use them early and it lulls them into an agreeable sense of security.
For example:
âDigital PR is actually a lot of fun, isnât it?â Itâs also important to then back this up, so give reasons and an answer to this rhetorical question (as contradictory as that sounds).
5. Lots of Choice vs. One Right Choice
Another interesting factor regarding NLP is the choice complex. Some people like to make their own choices, while others prefer to be told what to do. Think of it like having a menu with many food options, yes, itâs great but it makes choosing more difficult than having a menu with fewer but arguably better options.
To get clearer idea of what these motivation strategies an individual displays, we must first ask âWhy did you chooseâŚ(enter product/concept)?â
⢠If they answer âhowâ, by telling a story or describing events, they are âprocedures.â
⢠If they answer âwhyâ by giving a list of criteria, or describing opportunities/possibilities, they are âoptions.â
⢠Some people may give a mixed answer, in which case they are both
The options people like alternatives, so they can examine the reasons why they want to buy and make their own individual decisions. Procedures people like single tried-and-tested answers and solutions.
Trends

As many copywriters will know, every piece of work must have an objective, a point, a reason. Copywriters write in a way thatâs tailored to make the reader take action â whether that is to visit a website, pick up the phone, subscribe to a channel, download music, sign a petition or whatever else it may be.
Hereâs a short story about how copywriters are able to switch things around:
There was an experiment to assess what made people angry when someone jumped the queue at a cafĂŠ.
In the first stage, the man jumped the queue without saying a word. This made the people angry.
In the second stage, the man gave a reason: please may I go before you as Iâm in a rush to pick my kids up from school.â The people let them in without any anger.
In the third stage, the man said: âPlease may I go before you, because I have to have my coffee.â Surprisingly, people werenât angry, despite the man not giving a good reason for jumping the queue.
Simply due to the fact he used the word âbecauseâ and followed with reasoning.
Though many would argue this isnât strictly NLP, it does highlight why marketing copy should imply, if not use the word âbecauseâ in order to give reasons why consumers should buy.
Another interesting little fact is that readers are more likely to click a button that says âContinue readingâ as opposed to âRead more. The latter suggests that it will be longer, and more of a commitment. Whereas âContinue readingâ implies that youâve already started reading and you might as well finish the article. It also hints that it wonât take up too much of your time.
We hope you’ve found this guide useful, for more on writing and all things digital marketing, have a look at our blog.