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Table of Contents
PART ONE: THE TRUTH ABOUT NLP!
What Is "NLP"?!
The NLP Defense: The Meta Model and the Way to Clarity!
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Our Second Challenge: Get the Reader to Identify with Our Message!
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Easy NLP!
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Get Your FREE NLP Sales Letter Templates While They're Hot!
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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, "If 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)
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)
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.
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.
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.
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
because she wants something."
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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)
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
generalize this experience to a perception that stoves are dangerous and, therefore, to
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refuse to be in the same room with one is to limit unnecessarily our movement in the
world. (34)
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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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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)
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.
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.
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)
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.
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)
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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 auditory, 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)
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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)
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.
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)
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 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, youre fat! My face burned with embarrassment when my little daughter said
these words. But I knew she wasnt 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. Youre overweight. All I
heard was nagging, but deep beneath the surface, I knew she was worried. (73)
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 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
beginning with the first three words of his first paragraph.
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When we feel it out, what is really being said is something like, "I know she
didn't mean for it to be mean, but it was mean, or at least, it felt really mean."
This stirs up more pain for the reader.
(5) Every time my wife looked at me, I heard her unspoken words.
Youre overweight. All I heard was nagging, but deep beneath the
surface, I knew she was worried.
This pattern intensifies the reader's feelings by suggesting that the situation is
so extreme that there will be no escape from it now or in the future. It works
because it sounds completely reasonable to us. Most of us have heard
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Universal quantifier-type statements. They are one of the most common Meta
Model violations.
The familiar words "every time" slip past the conscious mind censor and make
a direct hit on the emotional center of the reader. This is her deepest fear, that
she will never ever lose weight. She will always forever stay fat.
Here, we see the secret V-A-K formula in full flight: looked (visual) + heard +
unspoken words + "You're overweight" + nagging (auditory) + worried
(kinesthetic emotional state).
Here, we have more simple, yet brilliant, writing from Kilstein. How does
someone hear someone else's "unspoken words"? The answer is... they can't!
But the experience is a familiar one for obese people who are likely to think
that the other person, especially if he/she is slim, is thinking, "You're
overweight" when he/she looks at them. This functions as a hypnotic reminder
that the reader is overweight.
It also strongly resonates with this market, as they are very self-conscious
socially because of their excess pounds. They are affected by what other
people think of them or what they imagine people are thinking about them.
Next, Kilstein builds a bridge from the auditory to the kinesthetic in which he
actually suggests to the reader that she enters into the deep structure of her
reading experience (her subconscious). In hypnotic terms, he is telling her to
go into a trance or into a deeper trance. He actually says "... deep beneath the
surface." His suggestion is hidden or embedded. It is indirect.
The "she" in the story is the female reader, and she can certainly identify with
the negative emotions found in "worrying." One of the known characteristics of
this market is that they are worried about their health. So here, Kilstein is
pushing their "worry button," just as earlier, he pushed their "frustration
button."
Kilstein has completed the deep V-A-K pattern. He has hit all of the main
emotional triggers and pushed all of the big emotional push buttons. He has
succeeded in these first few sentences to communicate the essence of his
message to his readers so that they really do feel it (K).
One of NLP's insights is that when we read a story written in the first person,
as "I," we have a strong tendency to identify with the "character" in the story.
Many hugely successful fiction pieces are written in the first person.
To show just how powerful and automatic this identification is, here is a
stunning example from the famed American poet and short story writer Edgar
Alan Poe. Here are the first two paragraphs of his classic work of horror short
fiction, "The Tell-Tale Heart." There are many, many clever and deeply
influential Meta Model violations in the story.
TRUE! nervous very, very dreadfully nervous I had been and am; but why will you say
that I am mad? The disease had sharpened my senses not destroyed not dulled them.
Above all was the sense of hearing acute. I heard all things in the heaven and in the Earth.
I heard many things in hell. How, then, am I mad? Hearken! and observe how healthily
how calmly I can tell you the whole story.
It is impossible to say how first the idea entered my brain; but once conceived, it haunted
me day and night. Object there was none. Passion there was none. I loved the old man. He
had never wronged me. He had never given me insult. For his gold I had no desire. I think
it was his eye! Yes, it was this! He had the eye of a vulture a pale blue eye, with a film
over it. Whenever it fell upon me, my blood ran cold; and so by degrees very gradually I
made up my mind to take the life of the old man, and thus, rid myself of the eye forever.
(81)
Powerful stuff!
Note that Poe starts off with the same "shout" opening that Kilstein used. Even
though Poe is talking to us, saying "you," we are still caught up in his dramatic
story as if it is happening to us, to the "I" of the story.
Poe's character does sound like a man who is going mad, yet we cannot stop
reading about him or identifying with him. We are hooked. As crazy as the "I"
who is telling the story sounds to us, we are swept away by the intensity of
Poe's visual, auditory, and emotional (kinesthetic) imagery.
Poe follows the V-K-A formula in a very interesting way. After shouting "TRUE!"
all in caps, he writes "nervous - very, very dreadfully nervous." This is followed
by "say" (auditory) and "sharpened... destroyed... dulled" all powerful
kinesthetic words.
The word "nervous" performs triple duty as a visual word picture, an emotional
state, and a pattern of physical sensation. Yes, all in one word!
Since we don't know who or what is "nervous," our mind has to come up with a
picture of "nervous" in order to make sense out of it. Our mind may tap into a
memory. It may construct the picture anew.
When someone says that he/she is "dreadfully nervous," we know exactly what
he/she means for us. We cannot know what it means for him/her, especially
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when he/she is a fictional character that we don't even know about yet. To
make sense of Poe's sentence, we literally have to become a little nervous
ourselves.
Where Kilstein wrote "completely frustrated," Poe's equivalent is "dreadfully
nervous." Notice the use of a "-ly" word here. Words that end in "-ly" create a
synergy with the next word. For example, "happily married," "pleasantly
plump," "sinfully delicious," "tastefully decorated," "painfully true," "richly
deserved." There is something hypnotic about words that end in "-ly."
In the next section, we will talk about how to reach our reader's feelings and
access the deep structure of his/her mind the so-called "unconscious"
using a variety of simple, but devastatingly effective, NLP writing techniques.
There will be plenty to take away that can be applied right away. All it takes is
action.
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We recommend writing the copy in the usual way that is the most comfortable.
Then go back over the words and look for places where the copy can be
rewritten and amped up with an NLP strategy.
36
Please read the paragraph below a few times. Forget about NLP and the Milton
Model for a moment. Just read the paragraph as if NLP is an acronym for
"Never Liked Pajamas" or some other nonsense. Be an "NLP virgin."
You might want to do it like this, "so as you begin to think about applying the
principles of NLP in print to your copy, perhaps you'll think of using them in the
next sales letter you write. And I wonder if you can imagine the voice of
excitement as your client calls to tell you about the response your letter received,
and you begin to feel really good about yourself." (92)
That was an NLP-enhanced paragraph. We have taken it out of contextual flow
of the copy, so some of the strategies stand out more. Even so, it probably still
seems fairly smooth, well-formed, and non-pushy. The last thing that we want
is to turn our reader off so that he/she doesn't read our copy. Ideally, we are
interesting, educational, and entertaining, as well as subtle.
Here is Kilstein's analysis of the 21 written NLP techniques that he employed in
that one paragraph. The copy is in the same Times New Roman font. As an
optional exercise, readers can take out a piece of paper and write down the
patterns that they notice before they read his analysis.
Note that the embedded command is in 16-point Times New Roman, two
points bigger than the body of the copy. In other sales copy, we've seen
Kilstein reduce the text two points to 12-point font. This font change is a subtle
way of calling attention to the command without putting up a red flag.
In contrast, a person practicing "obvious NLP" would have bolded the text,
possibly drawing too much attention to it. Remember, if it registers on the
conscious mind, then it can kindle reader resistance and even abandonment.
One of the tricks in written NLP is to take advantage of apparent print errors.
People are used to a certain number of mistakes and misspellings in sales
letters, emails, and other text messages.
Written NLP takes advantage of that by doing "ugly" things in print that stand
out without looking like a strategy. They just look like a mistake. In fact, they
are embedded commands and other powerful NLP methods. (94) (95)
By the way, in this sales letter/newsletter, Kilstein repeated that same
embedded command, "you begin to feel really good about yourself," three
times close together once in a story and twice directly to the reader. Then
he repeated it as a simple variation "feel really good" using the same 16point font for emphasis. Obviously, this is a command to the reader to "feel
really good." Studies have found that readers who feel... really... good tend to
buy more products. (96)
Because if you can make someone feel really good, you will reach through the
letter and build incredible rapport. Enough rapport in fact to really make a sale.
(97)
The secret, according to Kilstein, is to stay subtle and repeat often. Bold is not
gold. It's a new science, so experiment, test, and have fun. (98)
The Milton Model hypnotic language strategies covered in this section included
permissive language, embedded commands, pacing and leading,
presuppositions, future pacing, connecting strategies, and trance induction.
Pacing and leading: When you have finished looking, real achievement comes from doing.
Authority statement: "I have read every scrap of free information."
Persona (I/you) shift with embedded command: "But until YOUR hand goes into YOUR
pocket."
Scope (chunk down) comparison [plus value contrast "theorizing" vs. "helpful"]: "hundreds
of books the one I found the best."
Deletion with "but" followed by an embedded command: "if you search, you will find a book
entitled NLP Writing for business, but the Persuasion Skills Black Book is the place to
start...."
Presupposition (that this book will help): "If you try this book, let me know how it helps...."
Future pacing: "If you can see yourself receiving a big Christmas bonus because your skills
at writing had become more focused and inspiring, then you are ready to try this site and
buy." (101)
There is even more going on in this paragraph. We invite you to uncover more
of the strategies employed by this gifted NLP student.
Easy NLP
Consider the humble words "and, because, still, as, while, but, yet."
These little words are connecting words. In a sentence, they can be used to
connect two things that together powerfully persuade.
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Gruesome, and we apologize for that. But we wanted to make our point.
Adding the "but" changed everything.
Specifically, what happened to all of Mike's wonderful qualities?
Somehow, this simple connector word induces amnesia for the earlier part of
the sentence. We "forgot" about all of the good stuff and we focused on the
negative stuff that followed the "but."
The "but" is a powerful little attention magician. For this reason, we need to be
careful with it. We want the negative or limiting part of the sentence, the part
we want to cancel, set up in the front. We want the positive, our message,
delivered in the back.
The universal quantifier pattern can be used for positive future pacing, too.
The example below from Larsen about seeing "Notification of Payment
Received" is, in our opinion, a bit abrupt all by itself. Just three (negative)
pacing statements in the copy ahead of this powerful pacing and leading
pattern makes a big difference in the reader's readiness to make that
psychological leap. The italicized words are Larsen's copy. (115)
For example, "Every time you look in your email inbox, you see your money
going out... every time you look in your email inbox, you see people trying to
sell you... every time you look in your email inbox, you wonder what you can
do... but what if.... every time you look at your email inbox, you see another
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'Notification of Payment Received.' Once you realize the power of this method,
you'll be on top of the world!" (116)
We are beginning to wonder here if every time you use NLP in your writing,
you will remember how useful this report was for you, and feel really good
about that. The universal quantifier is a very versatile pattern. (117)
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Here is a typical sequence using tag questions. Note that the initial sentence is
a statement, and not a question. Yet the use of the tag question renders the
statement as an agreement-generating question.
It is nice to get away from the office every now and then, isnt it?
Youd like to be in a stress free environment more often, wouldnt you?
Sometimes, wed like all our problems to just float away, wouldnt we?
When I go in the sauna at my gym, it feels like they are all melting away, it is nice and
comfortable to melt away, isnt it? (121)
Four statements with tag questions in a row like this is a bit much for written
copy, but it works fine in a live one-to-one setting. Just imagine how effective
these tag questions will be with good pacing questions placed in between
them.
For example, we could be selling sauna equipment or a membership to a gym
or spa that includes a state-of-the-art sauna. We would be building up to the
pleasurable kinesthetic experience of feeling our problems floating and melting
away in the first-class spa.
Milton Erickson has been quoted as saying, "Tag questions displace resistance
to the end of a sentence." (122)
It's true, isn't it?
Tag questions have an amnesia effect similar to that of the "but" connector,
don't they?
Also, they install what is called an "agreement frame" while enhancing the
effectiveness of the verbal pacing. Overall, it's an extremely useful technique,
wouldn't you agree? (123)
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Usually I send alcoholic patients to AA because AA can do a better job than I can do. An
alcoholic came to me and he said, "My grandparents on both sides were alcoholics; my
parents were alcoholics; my wife's parents were alcoholics; my wife is an alcoholic, and I
have had delirium tremors eleven times. I am sick of being an alcoholic. My brother is an
alcoholic too. Now that is a hell of a job for you. What do you think you can do about it?"
I asked him what his occupation was.
"When I am sober, I work on a newspaper. And alcohol is an occupational hazard there."
I said, "All right, you want me to do something about it---with that history. Now, the thing I
am going to suggest to you won't seem the right thing. You go out to the Botanical
Gardens. You look at all the cacti there and marvel at cacti that can survive three years
without water, without rain. And do a lot of thinking."
Many years later, a young woman came in and said, "Dr. Erickson, you knew me when I
was three years old. I moved to California when I was three years old. Now I am in Phoenix
and I came to see what kind of a man you were---what you looked like."
I said, "Take a good look, and I'm curious to know why you want to look at me."
She said, "Any man who would send an alcoholic out to the Botanical Gardens to look
around, to learn how to get around without alcohol, and have it work, is the kind of man I
want to see! My mother and father have been sober ever since you sent my father out
there."
"What is your father doing now?"
"He's working for a magazine. He got out of the newspaper business. He says the
newspaper business has an occupational hazard of alcoholism."
Now, that was a nice way to cure an alcoholic. Get him to respect cacti that survive three
years without rain. You see that you can talk about your textbooks. Today, you take up this
much. Tomorrow, you take up that much. They say you do such and such. But actually, you
ought to look at your patient to figure out what kind of a man he is ---or woman--then deal
with the patient in a way that fits his or her problem, his or her unique problem. (124)
(125)
This is a symbolic story, of course. The symbol is the cactus, a tough, strong,
self-reliant plant that can go without "drinking" [water] for a long time. The
hypnotic suggestion is indirect, not direct.
Direct suggestions would have been resisted by the conscious mind. Since a
cactus does not appear on the surface to have anything to do with
drinking, it went right into the patient's unconscious and spoke to it. (126)
Erickson points out that knowing the person is the key to telling the right
healing story. Likewise, knowing our market is the key to telling the right
selling story.
In the NLP community, this kind of symbolic story is called a "therapeutic
metaphor." That term is often used when referring to a sales story too. (127)
45
46
As we mentioned earlier, asking a question outright in the text can invite some
readers to get lost in their heads and forget our message. The covert NLP way
to ask a question is to place "I wonder..." before the question.
For example, we would like to ask, "Are you fed up with diet products that
don't work?"
The NLP way to express this with a parallel impact is, "I wonder if you are fed
up with diet products that don't work."
The same format can be used to gain compliance with an embedded
command: "I wonder how quickly you will realize you're good at NLP." The
command, of course, is, "you will realize you're good at NLP." (135)
It can also be used to set up a linguistic double bind: "I wonder if you would
prefer to buy our product now or wait until it's too late and it is completely sold
out." (136) (137)
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Using "I wonder..." softens the assertiveness of the statement. It sounds like
accurate mind reading, but like other verbal softeners such as "probably,
maybe, likely," it creates wide latitude for what can be said.
Nested loops can be open or closed. There is lots of "hush-hush" talk about
nested loops in NLP because it is such a powerful technique. Combined with
the rest of the NLP arsenal, such as presuppositions, double binds, symbolic
metaphors, and all of the rest, it is an incredibly powerful persuasion method.
Rather than go on and on about nested loops, here is an extended quote that
will explain nested loops and their role in hypnotic storytelling much better
than we can. In fact, this article is one of the best we've seen. The author is
definitely an expert in NLP persuasion. (139)
I would like to really share some insights about nested loops, but before I begin, I am
reminded of the time that I attended my first NLP training, and I remember the trainer
sharing this wonderful tale about Milton H. Erickson, M.D., of Phoenix, Arizona.
Now I have never been to Phoenix, although I remember reading that the real estate boom
that took place there, a few years back, made a lot of people quite wealthy, including
financial educator, Robert Kiyosaki. If you have ever read any of Kiyosakis work or
attended his seminars, you may recall a very powerful distinction he teaches. The
difference between an asset and a liability. It is such a crucial distinction that that alone
can make a person prosperous beyond belief. Now it really does come down to the beliefs
you hold. And for Kiyosaki, the belief that an asset is anything that puts money into your
pocket, while a liability is something takes money out of it, is quite a useful belief to have.
It is like when someone says they will give you 10 bucks to walk across a board that is one
foot wide and ten feet long while suspended three feet above the ground. Simple right? An
48
easy ten bucks! Then they say now, Ill give you ten times the amount if you walk across
the same board when it rests between two 50-story building rooftops. Still simple? Come
on! The only thing that has changed is the altitude and wind velocity. Or is there something
else that has changed as well. Perhaps your own perceptions, your belief on what is and
what is not possible, or perhaps it all comes down to as Bob Barker would say, If the price
is right.
If our beliefs can have such an impact on us, consider what kind of beliefs you are holding
on to. Are they the ones that are keeping you poor and unfulfilled or can they be the ones
that fill your life with never-ending joy and the greatest of riches?
It is like that experiment with caterpillars that only follow one another or something to that
effect. And the researcher places them one behind the other until they form a circle, and
then places their favorite food a few inches inside the circle, but unfortunately, their focus
is only on the caterpillar in front of them, and in a day or so, they all die from starvation,
while being only inches away from food.
Now, that is the kind of loop you dont want to be in. But people do that kind of stuff all of
the time, they go inside and start the record up and play the same few tracks they already
know all too well. They usually even know the words by heart. Yet, this is how the brain
works. It likes things that are the same, but learns from what is different. So what does
this mean? Are you stuck in a loop? Oh no, how will you get out! Thats when you go inside
and shut up! And listen to that voice over there that is saying, Hey dumb-dumb, over
here! I have been calling you for months. You need to listen better. Now, go this way!
And it really doesnt matter which way you go if you are not in a hurry, but if you are, then
picking the appropriate path can make a huge difference and save a lot of time and energy.
When I was driving cross-country, I was taking Interstate 40, which is straight shot from
California to North Carolina. However, it doesnt pass through Phoenix, so I have never
made it down there. I mean, that is a whole other state to be in.
But fortunately for Erickson, he was just as good of a patient as he was a doctor. So when
his doctor had told him that the only thing that would help his condition was to move to a
drier state, he obliged quite willingly and made the transition without any hesitation. And it
is the kind of intensity Erickson had that made him such a remarkable person. From
Wisconsin, he could have moved to one of the Dakotas or even Utah, but no, not Erickson.
When he changes states, he really changes states. And that is how he got to Phoenix,
Arizona, at least according to my trainer.
So back to nested loops. Now, the first question you may want to ask yourself is how does
it feel to be in a nested loop. From that feeling, you may discover a great many things you
thought you knew in a totally new way; understand them differently, not like before. See
the difference. Thats how you learned and can continue to do so. Now, this is the easy way
to learn it. Read it again to make sure. (140)
We apologize for the length, but maybe this quote did a great job of explaining
exactly how nested loops operate. In fact, we are sure it did.
So, please read it again... every word, if possible. Pay special attention to the
multiple stories and embedded quotes that are in this fine NLP essay.
What makes nested loop storytelling so devastatingly effective is that even as
it influences and persuades, it can be quite entertaining, e.g. hypnotic.
49
Please read the final paragraph too. It is also a positive, focused affirmation.
Now that we know what is going on, we can see that this whole thing was very
carefully planned and executed. So an NLP story is not just a wild tale. It is
carefully constructed for maximum focused effect.
As a person gets more technically advanced in NLP, they learn about the "five
loop" method. Here's a taste of that approach, which is very popular right now
in NLP circles. Said to be practiced by the NLP "top dogs," it is state-of-the-art,
the acme of conversational hypnosis.
50
In very simple terms, with the story telling method that he [Erickson] often used, you are
building anticipation and intrigue. You pick up to five stories that are interesting to your
listener, and you begin to tell them. Milton Erickson once told a group of people he was
teaching that you open one story after the other, and on a particular break away point in
that story, you switch to the next story.
Once you eventually open and tell the fifth of your stories, you deliver your hypnotic
message and then you close the fifth story, and you proceed to complete and close the
remaining stories in reverse order... I also learned that you tell the first section of your five
stories and open them all up. Well worth bearing in mind here that you should do your best
for them to be entertaining and ideally captivating in some way. It is much better if the
stories you use are from your own life; that way, you attach natural feelings to them and
you do not have to struggle to remember them.
Once you have your five stories, choose the place where it would be enticing to break off
from that story, yet is still piquing the interest of the listener; so they want to hear more
and discover what happens in the end.... when you get to the break off point for your first
story, you then use a linking phrase of some kind to move on to the beginning of the next
story.
When you subsequently get to your fifth story, that is the time for delivering your
message.... in the middle or at the end of your fifth story, you deliver your message or give
some suggestions that you want your listener to absorb fully. It is so easy you wont
believe me until you get out there and use this technique. Almost always, your listener will
not even realise what is occurring. Your previous stories have already overloaded their
conscious mind and your suggestion or your message is not being observed consciously.
You just observe what is usual, the stories that you want to hear the end of...
Your mind does not really like loose ends such as the loops of stories in this technique
your mind looks for the completion of the story, and while it waits, there is another story
and yet another that are being methodically opened, causing a conscious mind overload to
keep track of. In the middle of it all, you embed your message and more often that not, the
listener (or reader) allows that message to be nested in their unconscious mind and has no
conscious recall of it. Pretty cool, eh? (142)
To summarize, the master NLP method of telling hypnotic nested loop stories
to communicate a powerful hypnotic command is to tell five separate stories,
opening them one right after the other. This is done cleverly so that the reader
or listener doesn't understand that his/her conscious mind and critical factor
are, in fact, being purposefully and systematically overloaded in order to
influence him/her. (143)
Think of the "confusion technique" as being like a sandwich. The confusion is
the bread, and the meat of the sandwich is the meat your message. The
message goes smack dab in the middle of the "confusion sandwich," that is,
literally in the middle or center halfway through the NLP storytelling text.
NLP is not the first use of storytelling and nested loops to influence people.
This tradition goes way back to the origins of religion, mythology, and
mysticism. That said, NLP is one of the most explicit, detailed, and methodical
revelations of this kind of stealth persuasion in recorded history.
Get Your FREE NLP Sales Letter Templates While They're Hot!
51
Joe Vitale is the father of "hypnotic writing." We're pretty sure he coined the
term. We know he wrote the book!
Joe has been very generous in the way he provides quality free information.
We are in luck, as one of his best free offerings is called "Hypnotic Sales
Letters." Here's how he describes it on his website.
Here are 92 Hypnotic Sales Letter Templates written by Joe Vitale and Larry Dotson. They
are yours free. Feel free to download them, forward them to friends, and use as you will.
(149)
Since the entire ebook is available for free download, we will give just one
sample here. Now that the reader has some experience with NLP or
Ericksonian hypnotic language, he will probably recognize at least a few of the
hypnotic patterns right away. (150)
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Hypnotic Sales Letters by Joe Vitale and Larry Dotson (151) (152)
We think it would be fair to say that Vitale is of the "obvious" NLP school, at
least judging from this example. Many copywriters and Web advertisers believe
that because NLP and hypnotic language skills have remained outside of the
mainstream this would include New Age thought and psychotherapy they
can use these stock hypnotic phrases with impunity. According to them, the
average Internet user has no clue at all that they are hypnotic!
Whatever the "truth" may be, we cannot argue with success, and Vitale is
certainly very successful. That said, it would only be fair to evaluate his
approach based on his more advanced courses where he has a chance to
present his complete hypnotic written persuasion system. (154)
It would be easy to do an entire report just on what Jay Abraham can help us
with, but this report is about NLP in writing. The example we have on tap from
Abraham is a written script for setting up an appointment over the telephone
for a free consultation. It was produced as part of a business consultation he
did for a failing weight loss clinic.
Similarly, the audio and video we do on the Internet need to be scripted in
advance. (There's always room for improvisation if a brilliant idea strikes while
doing the recording). Hopefully, we can pick up a few tips from this recognized
marketing genius and superstar business consultant.
In this case, Abraham worked with the owner of a clinic in Florida that used
hypnosis to help clients quickly and reliably drop excess pounds. The owner
was bleeding money and couldn't figure out why, since his offer was free.
54
The potential hypnosis client was calling up the hypnotic clinic to get a free
consultation. There was trouble for the owner of the clinic, though, because
with the script his staff had been using, their prospect "no show rate" was over
80 percent for a free consultation appointment! (160)
They started using Abraham's NLP phone script. The hypnosis clinic owner was
delighted. The clinic turned a profit. Much of what was involved, besides
specific language patterns, was the NLP strategy of "future pacing."
Jay's NLP strategies took our "no show" rate from 80% to less than 10% in just a few
weeks. The technique of future pacing should be a part of every sales letter you write.
(161)
The clinic owner said these were his "notes" from the consultation call, so we
don't have access to the actual final phone script. But Abraham's NLP phone
script such as we have here is truly a work of art!
We will leave you to bask in its glory and, if so inclined, to print it out, study it,
and analyze it based on what's been learned so far. There may be a pleasant
thrill of realization from already being able to recognize some of the subtle
patterns that Jay Abraham is applying. There is also plenty of smart
psychology going on that pushes several big emotional buttons.
This script is a masterwork of persuasion copy that combines Abraham's vast
marketing and sales experience with his comprehensive grasp of NLP
techniques. Virtually every word is doing huge work in this piece to anticipate
objections, sell benefits, and close the prospect for an appointment that she
keeps. Nothing is there by accident.
Though intended as a phone script, it works as a written piece as well. We
have found that great writing tends to work at multiple levels and in a variety
of media.
The bold words were in the original as we received it, so we have reproduced
them here. As far as we can tell, since this is a script to be read out loud, the
bold words are meant to be somehow emphasized by the telephone
salesperson. Also note the italicization in the section called "Fifth...."
If you are ready to stop dieting and lose weight permanently, Carol, our top weight loss
specialist, would like to meet with you. The consultation is probably the most
fascinating experience that you will encounter in thirty minutes or less. It is an
enormously interesting experience. Carol has helped thousands of people get
enduring solutions to their weight problems. I am curious if you would like to get
an idea of what is going to take place on __________ at ________?
(Response)
First... Carol will deeply listen to your situation.
Second... She will explore your own problems and solutions. You will learn why you are
not able to lose weight on your own.
55
Third... Carol will determine if your mind actually is the cause of your weight.
Fourth... She will give you a dramatic demonstration of how you can change your body
powerfully, with simple suggestions.
Fifth... if you are a good candidate for hypnosis, and only if we can give you an
unconditional guarantee of success... only then... will we discuss our amazingly easy
programs. We have found whether you need to lose 90 pounds or just 19 pounds in
that certain area that is bothering you, we probably can get you a better faster,
safer, and more actually, enduring results.
Sixth... You decide. No pressure. No sales. Just a fascinating, powerful, personal meeting.
We give you our word.
We are either right for you or we are not. You will know it at the consultation that
you do with your weight loss specialist.
We have a high documented success rate for almost everyone that follows the
simple, easy program we lay out for them.
(If they called from a newspaper ad:)
We have one simple request between now and your appointment. We would like
you to hold on to the newspaper ad that you saw us in and bring it with you to the
consultation. Carol will tell you why when you come. (162)
Other persuasion gurus like Kevin Hogan may be better known by the public,
but we have heard from people working in the deep dark trenches of the real
persuasion business that Cleveland is the very best. (166) (167)
In sharp contrast, bigger-than-life success trainer Anthony Robbins is the top
"pop" NLP guru. On that basis, we can't recommend his live training for
mastering NLP. However, his Unlimited Power is an easy introduction to basic
NLP skills in the context of a top-notch self-help book. Also, we give a link in
the Notes to a big list on Amazon.com of good NLP books. (168) (169)
Obviously, there are plenty of "good guys" out there. But we are not impressed
by NLP "certifications." We think learning from Richard Bandler via his books,
CDs, and DVDs is a good idea. He knows his stuff inside and out, he is a
genius, and he is the co-founder of NLP (with John Grinder).
That said, Bandler is a charismatic and controversial showman with a spotty
personal history. If the reader is curious about what Bandler's trainings are
like, we have included a report from an attendee of a big (600 people) live
training with Bandler and co-teachers. For those who can afford it, the
experience will no doubt be entertaining and memorable. (170) (171)
So there you have it. Consider yourself initiated into NLP!
Be kind. Use your new powers wisely.
It really is possible to do well very well by doing good.
We sincerely recommend that path, the high road of helping people.
in the end, it all comes down to family and friends, to the quality of our
relationships, the quality of our reputation, and the quality of our contribution.
That's how we see it anyway.
Live long and prosper!
57
=================================================
NLP COPYWRITING STUDY NOTES
=================================================
PART ONE: THE TRUTH ABOUT NLP
(1) Bandler, Richard and John Grinder. The Structure of Magic: A Book about Language and
Therapy, Science and Behavior Books, Inc., Palo Alto, California, 1975.
(2) Product image for The Structure of Magic I: A Book about Language and Therapy, http://
www.amazon.com/gp/product/images/B001F6K1PC/sr=8-12/qid=1269245633/
ref=dp_image_0?ie=UTF8&n=283155&s=books&qid=1269245633&sr=8-12, accessed March
30, 2010.
(3) Bandler, Richard and John Grinder. The Structure of Magic: A Book about Language and
Therapy, Science and Behavior Books, Inc., Palo Alto, California, 1975, http://
www.amazon.com/Structure-Magic-about-Language-Therapy/dp/B001F6K1PC/ref=sr_1_12?
ie=UTF8&s=books&qid=1269245633&sr=8-12, accessed March 30, 2010.
(4) Bandler, Richard and John La Valle. Persuasion Engineering, Meta Publications, Inc.,
Capitola, California, 1996, page 72.
(5) NLP - Richard Bandler - What is NLP? Neuro linguistic programming, http://
www.youtube.com/watch?v=8vlcsFJyEXQ, accessed March 30, 2010.
(6) John Grinder PhD, "What is NLP?", http://www.youtube.com/watch?
v=hJzO5x6ko6w&feature=related, accessed March 30, 2010.
(7) What is Neuro-Linguistic Programming?, para 1 - 3,
http://www.nlplifetraining.com/what-is-neuro-linguistic-programming, accessed March 30,
2010.
(8) Burn, Gillian and Phil Hailstone. The NLP Pocketbook, Management Pocketbooks Ltd.,
Alresford, Hants, U.K., 2005, page 9.
(9) Lee Lady, A Brief History of NLP, para 3 - 4, 6 - 7, http://www2.hawaii.edu/~lady/archive/
history.html, accessed March 30, 2010.
(10) Neuro-linguistic programming, para 7 - 8, http://en.wikipedia.org/wiki/Neurolinguistic_programming, accessed March 30, 2010.
(11) Lee Lady, Linguistics and NLP, para 1 - 6, http://www2.hawaii.edu/~lady/archive/
history-3.html, accessed March 30, 2010.
(12) Hall, L. Michael and Barbara Belnap. The Sourcebook of Magic: A Comprehensive Guide to
the Technology of NLP, Crown House Publishing Ltd., Wales, United Kingdom, 1999, pages xvi,
11, 25, 141 - 145.
(13) Bodenhamer, Bob and L. Michael Hall. The User's Manual For The Brain: the Complete
Manual for Neuro-Linguistic Programming Practitioner Certification, Crown House Publishing
Ltd., Wales, United Kingdom, 1999, page xi.
(14) Bodenhamer, Bob and L. Michael Hall. The User's Manual For The Brain: the Complete
Manual for Neuro-Linguistic Programming Practitioner Certification, Crown House Publishing
Ltd., Wales, United Kingdom, 1999, page xi.
(15) Milton H. Erickson, http://en.wikipedia.org/wiki/Milton_H._Erickson, para 1, March 30,
2010.
58
(16) Erickson, Milton H., Madeleine Richeport-Haley (Editor) and Jay Haley (Series Editor,
Narrator), In His Own Voice: Milton H. Erickson: Problem Drinkers (In His Own Voice) (Audio
CD), W. W. Norton & Company, 1991, http://www.amazon.com/His-Own-Voice-EricksonDrinkers/dp/0931513103, accessed March 30, 2010.
(17) Product image for front cover of In His Own Voice: Milton H. Erickson: Problem Drinkers
(In His Own Voice), http://www.amazon.com/gp/product/images/0931513103/
ref=dp_image_z_0?ie=UTF8&n=283155&s=books, accessed March 30, 2010.
(18) Milton model, para 1 - 6, http://en.wikipedia.org/wiki/Milton_model, accessed March 30,
2010.
(19) Bodenhamer, Bob and L. Michael Hall. The User's Manual For The Brain: the Complete
Manual for Neuro-Linguistic Programming Practitioner Certification, Crown House Publishing
Ltd., Wales, United Kingdom, 1999, page xii.
(20) History of neuro-linguistic programming, para 3 - 4, http://en.wikipedia.org/wiki/
History_of_neuro-linguistic_programming, accessed March 30, 2010.
(21) Bodenhamer, Bob and L. Michael Hall. The User's Manual For The Brain: the Complete
Manual for Neuro-Linguistic Programming Practitioner Certification, Crown House Publishing
Ltd., Wales, United Kingdom, 1999, page xi.
(22) Bolstad, Richard, The Sound of One Hand Catalepsy: The Zen of Milton Erickson, para 12,
http://www.transformations.net.nz/trancescript/the-sound-of-one-hand-catalepsy-the-zen-ofmilton-erickson.html, accessed March 30, 2010.
(23) Meta-model (NLP), para 1 - 3, http://en.wikipedia.org/wiki/Meta-model_%28NLP%29,
accessed March 30, 2010.
(24) Bradbury, Andy, Honest Abe's NLP Glossary, para 10, http://
www.bradburyac.mistral.co.uk/gloss2.html, accessed March 30, 2010.
(25) Hoag, John David, The NLP Meta Model, para 1, http://www.nlpls.com/articles/
NLPmetaModel.php, accessed March 30, 2010.
This is a very good online summary of the Meta Model. Please see also his excellent and
comprehensive online article on NLP presuppositions (a subject we were, unfortunately, able to
cover only briefly) at the following link.
Hoag, John David, Presuppositions (NLP Meta Model), http://www.nlpls.com/articles/
presuppositions.php, accessed March 30, 2010.
(26) Introduction to the NLP Meta-Model, para 2 - 3, http://www.powersecretsforlife.com/
language/introduction-to-the-nlp-meta-model/, accessed March 30, 2010.
(27) Bandler, Richard and John Grinder. The Structure of Magic: A Book about Language and
Therapy, Science and Behavior Books, Inc., Palo Alto, California, 1975, pages 15 - 16.
(28) Brefi Group, NLP - meta model linguistic tools, para 5 - 11, http://www.brefigroup.co.uk/
resources/view_product/product/details_22.do, accessed March 30, 2010.
(29) Introduction to the NLP Meta-Model, para 12 - 15, http://www.powersecretsforlife.com/
language/introduction-to-the-nlp-meta-model/, accessed March 30, 2010.
(30) Licensed Practitioner of NLP, http://www.nlplifetraining.co.uk/events/licensedpractitioner-nlp/0309oct2009.html, accessed March 30, 2010.
59
This 7-day event with trainers Richard Bandler and John La Valle costs 1,990 pounds (VAT not
included) or roughly 3,000 USD.
(31) NLP Practitioner Certification Training, http://www.nlpcoaching.com/nlp-practitionercertification-training.html, accessed March 30, 2010.
This 70-day training with "Drs. Tad & Adriana James & others" will cost, with the Web special
price, 3,895 AUD or about 3,500 USD.
(32) McCartney, Margaret, Interview: Richard Bandler, co-inventor of neuro-linguistic
programming, para 19, http://blogs.ft.com/healthblog/2009/10/27/interview-richard-bandlerco-inventor-of-neuro-linguistic-programming/, accessed March 30, 2010.
According to this interview, Mr. Bandler offers "a 3-day course, with a group of only 15... for
10,000." That's approximately 15,000 USD ($5,000 a day).
The website used for the currency conversions from British Pound and Australian Dollar:
Currency calculator, http://www.x-rates.com/calculator.html, accessed March 30, 2010.
(33) Bandler, Richard and John Grinder. The Structure of Magic: A Book about Language and
Therapy, Science and Behavior Books, Inc., Palo Alto, California, 1975, page 16.
(34) Bandler, Richard and John Grinder. The Structure of Magic: A Book about Language and
Therapy, Science and Behavior Books, Inc., Palo Alto, California, 1975, page 14.
(35) Brefi Group, NLP - meta model linguistic tools, para 1 - 3, 22, http://
www.brefigroup.co.uk/resources/view_product/product/details_22.do, accessed March 30,
2010.
(36) Brefi Group, NLP - meta model linguistic tools, para 5 - 11, http://www.brefigroup.co.uk/
resources/view_product/product/details_22.do, accessed March 30, 2010.
(37) Brefi Group, NLP - meta model linguistic tools, para 16 - 21, http://
www.brefigroup.co.uk/resources/view_product/product/details_22.do, accessed March 30,
2010.
(38) Brefi Group, NLP - meta model linguistic tools, para 12 - 15, http://
www.brefigroup.co.uk/resources/view_product/product/details_22.do, accessed March 30,
2010.
(39) Hoag, John David, Learning the NLP Meta Model, http://www.nlpls.com/articles/
metamodel/MetaModelFlashcards.php, accessed March 30, 2010.
(40) Bolstad, Richard, The Sound of One Hand Catalepsy: The Zen of Milton Erickson, para 2,
http://www.transformations.net.nz/trancescript/the-sound-of-one-hand-catalepsy-the-zen-ofmilton-erickson.html, accessed March 30, 2010.
(41) Erickson, Milton H. and Ernest and Sheila Rossi. Hypnotic Realities: The Induction of
Clinical Hypnosis and Forms of Indirect Suggestion, Irvington Publishers, Inc., New York, 1976,
page 146.
(42) Vaknin, Shlomo. The BIG Book of NLP Techniques: 200+ Patterns, Methods & Strategies
of Neuro Linguistic Programming, BookSurge Publishing, 2008, page 622.
(43) Trance Works, Books by and about Milton Erickson and Ericksonian Hypnosis, http://
tranceworks.com/milton.htm, accessed March 30, 2010.
A long list, but the best place to start would be one of the books by Erickson himself.
Hypnotherapy - An Exploratory Casebook by Milton Erickson, gets our highest
60
recommendation. After that, Conversations With Milton H. Erickson by Milton Erickson and
edited by Jay Haley. Finally, for an expert look at Erickson's method from the point of view of
NLP, we suggest Practical Magic by Steve Lankton, a leading Ericksonian therapist.
(44) Vaknin, Shlomo. The BIG Book of NLP Techniques: 200+ Patterns, Methods & Strategies
of Neuro Linguistic Programming, BookSurge Publishing, 2008, pages 625 - 649.
(45) A printable list of the NLP techniques, http://nlpweeklymagazine.com/2008/a-printablelist-of-the-nlp-techniques/, accessed March 30, 2010.
(46) Covert NLP Communication, http://www.nlptimes.com/content/covert-nlp-communication,
accessed March 30, 2010.
A lengthy, skillful print demonstration of NLP Ericksonian techniques coupled with a detailed
explanation of some of the covert methods employed.
See also: Improving Your Covert Hypnosis with Confusion Techniques, http://www.coverthypnosis.org/covert-hypnosis/improving-your-covert-hypnosis-with-confusion-techniques,
accessed March 31, 2010.
(47) Kilstein, Harlan, Doubling Your Sales With NLP (And Then Re-Doubling Them), para 1 - 7,
http://nlpcopywriting.com/, accessed March 31, 2010.
(48) Kilstein, Harlan, http://nlpcopywriting.com/, accessed March 31, 2010.
(49) Burns, Louis, http://hypnoticwriter.org/, accessed March 31, 2010.
This is an excellent NLP copywriting course. For the money, it's the best overall value that
we've seen. Burns is a self-described student of Kilstein. For those who cannot afford a live
seminar with Kilstein or the DVDs of his seminar, this course is the next best thing.
(50) Larsen, Lou, http://nlplanguagepatterns.blogspot.com/, accessed March 31, 2010.
Apparently, Lou is in the "obvious NLP" camp, but his short NLP copy formulas or minitemplates are quite handy and smartly presented.
(51) Osborn, Glenn, Enchanted NLP, http://archive.enchantednlp.com/, accessed March 31,
2010.
Glenn is a brilliant NLP copywriter and entrepreneur that few know about. His approach may
not make much sense at first, but we still recommend subscribing to get his emails. His
perspective is extremely original. He claims to have consulted for and with millionaires and
billionaires regarding NLP.
Eubanks, Craig, http://hypnosismarketingtips.com/, accessed March 31, 2010.
A highly trained NLP expert and hypnotist, copywriter Craig Eubanks specializes in helping
professionals in the hypnosis field market themselves.
PART TWO: THE BIG PROBLEM WITH WRITTEN NLP
(52) Do You Use NLP in your salesletters?, http://www.warriorforum.com/copywriting-forum/
177678-do-you-use-nlp-your-salesletters.html#4VzyV6F5MkVODzB4, accessed March 31,
2010.
(53) Bandler, Richard and John La Valle. Persuasion Engineering, Meta Publications, Inc.,
Capitola, California, 1996, page 21.
61
(54) Dilts, Robert and John Grinder, Richard Bandler, Leslie C. Bandler, Judith DeLozier. NeuroLinguistic Programming: Volume I, The Study of the Structure of Subjective Experience, Meta
Publications, Inc., Cupertino, California, 1980, page 17.
(55) Dilts, Robert and John Grinder, Richard Bandler, Leslie C. Bandler, Judith DeLozier. NeuroLinguistic Programming: Volume I, The Study of the Structure of Subjective Experience, Meta
Publications, Inc., Cupertino, California, 1980, pages 69 - 71.
(56) Dilts, Robert and John Grinder, Richard Bandler, Leslie C. Bandler, Judith DeLozier. NeuroLinguistic Programming: Volume I, The Study of the Structure of Subjective Experience, Meta
Publications, Inc., Cupertino, California, 1980, pages 170 - 171.
(57) Dilts, Robert and John Grinder, Richard Bandler, Leslie C. Bandler, Judith DeLozier. NeuroLinguistic Programming: Volume I, The Study of the Structure of Subjective Experience, Meta
Publications, Inc., Cupertino, California, 1980, page 19.
(58) Hartmann, Thom, Neuro Linguistic Programming Key, para 12, http://athenwood.com/
TH_NLPwk1.html, accessed March 31, 2010.
(59) Hartmann, Thom, Neuro Linguistic Programming Key, para 12 - 13, http://
athenwood.com/TH_NLPwk1.html, accessed March 31, 2010.
(60) Hartmann, Thom, Neuro Linguistic Programming Key, para 14, http://athenwood.com/
TH_NLPwk1.html, accessed March 31, 2010.
(61) Hartmann, Thom, Neuro Linguistic Programming Key, para 15, http://athenwood.com/
TH_NLPwk1.html, accessed March 31, 2010.
(62) Dilts, Robert and John Grinder, Richard Bandler, Leslie C. Bandler, Judith DeLozier. NeuroLinguistic Programming: Volume I, The Study of the Structure of Subjective Experience, Meta
Publications, Inc., Cupertino, California, 1980, page 21.
(63) Dilts, Robert and John Grinder, Richard Bandler, Leslie C. Bandler, Judith DeLozier. NeuroLinguistic Programming: Volume I, The Study of the Structure of Subjective Experience, Meta
Publications, Inc., Cupertino, California, 1980, page 169.
(64) Dilts, Robert and John Grinder, Richard Bandler, Leslie C. Bandler, Judith DeLozier. NeuroLinguistic Programming: Volume I, The Study of the Structure of Subjective Experience, Meta
Publications, Inc., Cupertino, California, 1980, pages 169 - 170.
(65) Dilts, Robert and John Grinder, Richard Bandler, Leslie C. Bandler, Judith DeLozier. NeuroLinguistic Programming: Volume I, The Study of the Structure of Subjective Experience, Meta
Publications, Inc., Cupertino, California, 1980, pages 170 - 171.
(66) Dilts, Robert and John Grinder, Richard Bandler, Leslie C. Bandler, Judith DeLozier. NeuroLinguistic Programming: Volume I, The Study of the Structure of Subjective Experience, Meta
Publications, Inc., Cupertino, California, 1980, pages 170 - 171.
(67) Hartmann, Thom, Neuro Linguistic Programming Key, para 21 - 23, http://
athenwood.com/TH_NLPwk1.html, accessed March 31, 2010.
(68) Healy, Ryan, Harlan Kilstein's Copywriting Secrets, http://ryanhealy.typepad.com/
copywriting/2005/11/harlan_kilstein.html, accessed March 31, 2010.
(69) Kilstein, Harlan, Whats Wrong With NLP Training, http://nlpcopywriting.com/, accessed
March 31, 2010.
(70) Kilstein, Harlan, Finally, you attract clients overnight like a magnet without lifting a finger
- guaranteed, http://www.overnight-copy.com/, accessed March 31, 2010.
62
(71) Kilstein, Harlan, Harlan Kilstein First Impressions, http://www.squidoo.com/harlankilstein, accessed March 31, 2010.
(72) Kilstein, Harlan, He failed at every diet known to man until..., http://
www.yogaweightlossdiet.com, accessed March 31, 2010.
(73) Kilstein, Harlan, He failed at every diet known to man until..., para 6 - 7, http://
www.yogaweightlossdiet.com, accessed March 31, 2010.
(74) Mills, Kris, The NLP Secret That Makes Your Words Sell, para 6, http://
www.learningfountain.com/writenlp.htm, accessed March 31, 2010.
(75) Mills, Kris, The NLP Secret That Makes Your Words Sell, para 7, http://
www.learningfountain.com/writenlp.htm, accessed March 31, 2010.
(76) Mills, Kris, The NLP Secret That Makes Your Words Sell, para 7, http://
www.learningfountain.com/writenlp.htm, accessed March 31, 2010.
(77) Ross, Audrey, Attention: Discover The Beauty Industry's Best Kept Secret..., http://
www.facialhairremover.co.uk/, accessed March 31, 2010.
Note: This is a good niche "workhorse" NLP sales letter. According to the marketer, it converts
well (78). We recommend printing it out. Analyze it in terms of VKA and other NLP techniques
covered in this report. For example, the testimonials are NLP "embedded commands" that use
quotes in stories.
(78) Basu, Rintu, Hypnotic Language Patterns on the Internet, http://
www.thenlpcompany.com/techniques/hypnotic-language-patterns-on-the-internet/, accessed
March 31, 2010.
(79) Kilstein, Harlan, He failed at every diet known to man until..., para 6 - 7, http://
www.yogaweightlossdiet.com, accessed March 31, 2010.
(80) Larsen, Lou, Always Use Universal Quantifiers to Have Readers Step into Buying States,
para 4, http://nlplanguagepatterns.blogspot.com/2008/10/always-use-universal-quantifiersto.html, accessed March 31, 2010.
(81) Poe, Edgar Alan, "The Tell-Tale Heart," http://www.feedbooks.com/book/814, accessed
March 31, 2010.
Published in 1843, this story is in the public domain.
(82) Boston, More Than a Feeling Lyrics, para 1 - 6, http://www.sing365.com/music/lyric.nsf/
More-Than-a-Feeling-lyrics-Boston/D2EB1A3F62DF141A482569970033EC30, accessed March
31, 2010.
(83) Bandler, Richard and John La Valle. Persuasion Engineering, Meta Publications, Inc.,
Capitola, California, 1996, pages 11 - 15.
(84) Bandler, Richard and John La Valle. Persuasion Engineering, Meta Publications, Inc.,
Capitola, California, 1996, page 5.
(85) Dunn, Judy, Multi-Sensory Marketing - A Tale of Three Little Customers, para 32 - 34,
http://ezinearticles.com/?Multi-Sensory-Marketing---A-Tale-of-Three-LittleCustomers&id=1410970, accessed March 31, 2010.
PART THREE: NLP COPY PERSUASION "COOKBOOK"
63
(86) Haley, Jay, Uncommon therapy: the psychiatric techniques of Milton H. Erickson, M.D., W.
W. Norton & Company, Inc., New York, 1973, 1986, 1993.
(87) Milton H. Erickson, http://psychology.wikia.com/wiki/Milton_H._Erickson, accessed March
31, 2010.
(88) Milton model, http://en.wikipedia.org/wiki/Milton_model, accessed March 31, 2010.
(89) Kilstein, Harlan, http://www.nlpcopywriting.com/nlp1.html through http://
www.nlpcopywriting.com/nlp12.html, accessed March 31, 2010.
(90) Kilstein, Harlan, How To Legally Steal Copywriting Secrets
From The Top Pros, http://www.nlpcopywriting.com/nlpcopywriting2.html, accessed March 31,
2010.
(91) Kilstein, Harlan, These are some samples of my work, http://www.overnight-copy.com/
Samples.php, accessed March 31, 2010.
(92) Kilstein, Harlan, Simple Strategies To Elicit Criteria, para 23, http://
www.nlpcopywriting.com/nlp4.html, accessed March 31, 2010.
(93) Kilstein, Harlan, Kilstein, You Sneaky Bastard, para 9 - 19, http://
www.nlpcopywriting.com/nlp5.html, accessed March 31, 2010.
The 21st technique is the increase in point size for emphasis. Kilstein did not include this in his
list of 20 strategies used in the demonstration paragraph.
(94) Osborn, Glenn, Enchanted NLP, http://weird2.enchantednlp.com/, accessed March 31,
2010.
(95) Osborn, Glenn, Enchanted NLP, http://archive.enchantednlp.com/, accessed March 31,
2010.
(96) Usborne, Nick, Make Me Feel Good and I'll Buy More, http://www.clickz.com/824341,
accessed March 31, 2010.
(97) Kilstein, Harlan, Simple Strategies To Elicit Criteria, para 26, http://
www.nlpcopywriting.com/nlp4.html, accessed March 31, 2010.
(98) Kilstein, Harlan, Why People Think NLP In Print Doesn't Work, para 21 - 27, http://
www.nlpcopywriting.com/nlp2.html, accessed March 31, 2010.
(99) Basu, Rintu, Written Persuasion Techniques in Action, para 1, http://
www.thenlpcompany.com/techniques/written-persuasion-techniques-in-action/, accessed
March 31, 2010.
Basu, Rintu. Persuasion Skill Black Book: Practical NLP Language Patterns for Getting the
Response You Want, Bookshaker, Inc., Great Britain, 2009.
(100) Basu, Rintu, Written Persuasion Techniques in Action, para 3, http://
www.thenlpcompany.com/techniques/written-persuasion-techniques-in-action/, accessed
March 31, 2010.
(101) Basu, Rintu, Written Persuasion Techniques in Action, para 7 - 17, http://
www.thenlpcompany.com/techniques/written-persuasion-techniques-in-action/, accessed
March 31, 2010.
(102) Valente, Frank, Free Hypnosis Script, http://hypnoticadvancements.com/freescripts.htm,
accessed March 31, 2010.
64
65
(116) Larsen, Lou, Always Use Universal Quantifiers to Have Readers Step into Buying States,
para 10, http://nlplanguagepatterns.blogspot.com/2008/10/always-use-universal-quantifiersto.html, accessed March 31, 2010.
(117) Larsen, Lou, Always Use Universal Quantifiers to Have Readers Step into Buying States,
para 11, http://nlplanguagepatterns.blogspot.com/2008/10/always-use-universal-quantifiersto.html, accessed March 31, 2010.
We paraphrased the referenced text in the body of our report.
(118) Eason, Adam, What is the Orgasm word?, para 8, http://www.adam-eason.com/
resources/hypnotic-articles/what-is-the-orgasm-word/, accessed March 31, 2010.
We paraphrased the referenced text in the body of our report.
(119) Eason, Adam, What is the Orgasm word?, para 9, http://www.adam-eason.com/
resources/hypnotic-articles/what-is-the-orgasm-word/, accessed March 31, 2010.
(120) Eason, Adam, What is the Orgasm word?, para 19 - 20, 22, http://www.adameason.com/resources/hypnotic-articles/what-is-the-orgasm-word/, accessed March 31, 2010.
(121) Eason, Adam, What is the Orgasm word?, para 11, http://www.adam-eason.com/
resources/hypnotic-articles/what-is-the-orgasm-word/, accessed March 31, 2010.
(122) Berne, Eileen, Key Milton Model Concepts, Other Patterns, para 74, http://
home.earthlink.net/~nlper999/miltmod.html, accessed March 31, 2010.
Here is another excellent, easy-to-understand, free NLP website loaded with great examples of
naturally occurring Ericksonian phrases... a gold mine!
(123) Berne, Eileen, Key Milton Model Concepts, Other Patterns, para 74, http://
home.earthlink.net/~nlper999/miltmod.html, accessed March 31, 2010.
(124) Rosen, Sidney, Stories by Milton Erickson, "Cacti", para 27 - 36, http://www.nyseph.org/
archive.html#Cacti, accessed March 31, 2010.
(125) The Anticult, Re: Suicide, Byron Katie, Eckhart Tolle, Adyashanti, John Wayne Dulaney,
para 40 - 65, http://forum.rickross.com/read.php?12,12906,64508, accessed March 31, 2010.
(126) Rosen, Sidney, Stories by Milton Erickson, "Cacti", para 37, http://www.nyseph.org/
archive.html#Cacti, accessed March 31, 2010.
(127) Gordon, David. Therapeutic Metaphors: Helping Others Through the Looking Glass, Meta
Publications, Inc. Capitola, California, 1978.
Of related interest is this fascinating video interview (nearly two hours) of Christopher Hyatt,
Ph.D. regarding the power of metaphor for persuasion.
Howard Campbell Interviews Dr Hyatt, http://video.google.com/videoplay?
docid=8685900848583329138#, accessed March 31, 2010.
Arun (Allen Parks), Copywriting, http://covertmetaphor.com/category/copywriting/, accessed
March 31, 2010.
(128) Bodri, Bill, Sales Scripting, para 38 - 44, http://www.meditationexpert.com/Biz
%20Articles/SalesScripting.htm, accessed March 31, 2010.
(129) Kilstein, Harlan, Why My Wife Overpaid For The Repair of Our Swimming Pool and How It
Can Blow The Roof Off Your Response Rates, para 1 - 15, http://www.nlpcopywriting.com/
nlp3.html, accessed March 31, 2010.
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(130) Kilstein, Harlan, Simple Strategies To Elicit Criteria, para 9 - 22, http://
www.nlpcopywriting.com/nlp4.html, accessed March 31, 2010.
We paraphrased the referenced text in the body of our report.
(131) Berne, Eileen, Key Milton Model Concepts, Mind Reading, para 38, http://
home.earthlink.net/~nlper999/miltmod.html, accessed March 31, 2010.
(132) Berne, Eileen, Key Milton Model Concepts, Mind Reading, para 41, http://
home.earthlink.net/~nlper999/miltmod.html, accessed March 31, 2010.
(133) Berne, Eileen, Key Milton Model Concepts, Mind Reading, para 39 - 40, http://
home.earthlink.net/~nlper999/miltmod.html, accessed March 31, 2010.
(134) Kronlund, NLP and the Milton Model, para 5, http://nlpstuff.blogspot.com/2009/06/nlpand-milton-model.html, accessed March 31, 2010.
A nice little summary on one Web page. Notice how the scholarly linguistic terms make the
Milton Model sound more complicated than it really is.
(135) Neurolinguistic Programming (NLP), para 6 - 10, http://webcopyblog.com/
neurolinguistic-programming-nlp-2/, accessed March 31, 2010.
Another website with handy practical NLP copy insights and examples.
We paraphrased the referenced text in the body of our report.
(136) Ellerton, Roger, Linguistic Presuppositions, para 14 - 22, http://
www.serenity.renewal.ca/nlp23.htm, accessed March 31, 2010.
(137) Neurolinguistic Programming (NLP), para 46 - 56, http://webcopyblog.com/
neurolinguistic-programming-nlp-2/, accessed March 31, 2010.
(138) Eason, Adam, Agatha Christie was a Hypnotist?! The Power of Hypnotic Storytelling,
para 33 - 34, http://www.adam-eason.com/resources/hypnotic-articles/agatha-christie-was-ahypnotist/, accessed March 31, 2010.
(139) Merchant, Oz, About Us, http://www.corechanges.com/resources/articles/miscellaneous/
nested-loops.html, accessed March 31, 2010.
(140) Merchant, Oz, Nested Loops, para 1 - 9, http://www.corechanges.com/resources/
articles/miscellaneous/nested-loops.html, accessed March 31, 2010.
(141) Merchant, Oz, Nested Loops, para 4, http://www.corechanges.com/resources/articles/
miscellaneous/nested-loops.html, accessed March 31, 2010.
(142) Eason, Adam, What is the Most Hypnotic Way to Tell a Story?, para 5, 13 - 14, 18 - 21,
25, http://www.adam-eason.com/resources/hypnotic-articles/what-is-the-most-hypnotic-wayto-tell-a-story/, accessed March 31, 2010.
(143) Cavanagh, Andrew, Wall Street Journal Letter, http://www.copywriting1.com/2007/10/
wall-street-journal-letter.html, accessed March 31, 2010.
This very famous and successful sales letter uses nested loops.
(144) Vitale, Joe, Hypnotic Writing: How to Seduce and Persuade Customers with Only Your
Words, http://www.flipkart.com/hypnotic-writing-joe-vitale-seduce/0470009799-0xw3f99euh,
accessed March 31, 2010.
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