Why People Think NLP In Print Doesn't Work

In the last newsletter nlp1.html we demonstrated representational systems don't work in print because you have no idea of the preferential sensory system of the reader.

And the original goal of NLP was to build rapport and interventions in a one on one situation.

But NLP became known for language patterns as well.  One of the most popular language patterns in the embedded command.

Follow me for a moment and you'll understand why people think this doesn't work in print either and you'll see my response.

Here's the structure of an embedded command:

Beginning text of sentence - embedded commend - closing text of sentence.

Frodo turned to Sam and told him to close the door before preparing their dinner.

Now in a conversation, you would mark out the command by changing your tonality or by pausing before delivering the command.  In addition, analogical marking such as nodding the head, raising a finger, looking towards the door, etc would all enhance the effectiveness of the embedded command.

Embedded commands work amazingly well in person.  But do they do as well in print?

Now since you can't change your tonality in a sales letter, how can you embed the command?

Frodo turned to Sam and told him to close the door before preparing their dinner.

Some people believe a simple font change does the trick.  Why would this work?

Here's a key to understanding NLP in Print:

What kind of activity is reading?  Is it visual because you are looking at print on the page or website.

Buzzzz! Wrong answer.

Reading is a auditory activity because you sub vocalize when you read.  So you actually deliver the embedded command to yourself.

But if you test this in a sales letter, expect it to bomb and produce no results.


You embed this command multiple times in a single sales letter.

Because people scan and do not read your letter, if you put in one embedded command, chances are they are going to miss it.

But if you do embed a command of your choice multiple times in a sales letter...

It's Going To Blow Your Response Through The Roof

However, when I see this done in other sales letters, typically it is done very crudely.

Here's a really bad example:

So if you are ready to buy now, simply click the link below with your credit card information ready.

Notice how you didn't reach for your credit card... :-)

Or even worse...

So by now, you're probably thinking about which credit card you are going to use to buy this widget right now.

If you try to manipulate the readers - as in the previous sentence - your readers are going to bail out of your sales letter as soon as they can.

Here's How To Use Embedded Commands In A Sales Letter

First, decide what single behavior you want the reader to take.  Obviously, the number one goal is for them to buy your product but it would be a lot easier to use this technique to get them to take smaller steps such as...paying attention, reading every word, turning off their cell phone, watching a video etc.

If you use this technique throughout your sales letter, you'll start to notice a difference in response.

Here are some hints for marking out embedded commands in your sales letter:

Change the font:

Frodo turned to Sam and told him to close the door before preparing their dinner.

Change the font size:

Frodo turned to Sam and told him to close the door before preparing their dinner.

There are many more ways limited only by your imagination.

In my next NLP Copywriting letter, I'll share with you the most significant NLP pattern that most books on NLP never even discuss.  I promise you it will blow you away.

And if you are not on this list, head over to http://www.nlpcopywriting.com and sign up now.


Harlan Kilstein