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By: Lorrie Morgan-Ferrero

I get asked all the time, “Lorrie, how can I make my copy more persuasive?” Well frankly it helps if you can speak your prospect’s language. But writing persuasively is more involved than just saying the right words. You need to say them in the right order… and in a way that lowers resistance to new information and is acceptable to his or her mind. One discipline that translates to writing persuasive copy is NLP or Neuro Linguistic Programming.

NLP isn’t a replacement for good copywriting. It’s a turbo boost. Meeting a person on his or her own level by using familiar words puts YOU in control of the communication almost immediately.

Have you ever been moved to buy a pair of sexy shoes instead of the sensible, comfy shoes you really needed? But when you got home you didn’t know how you got over the resistance of spending the money? See, people understand the RESULT of making a purchasing decision, but are often unaware of the internal recipe that gets them there. We all know we tend to buy based on emotion over logic. In fact, most buying decisions are largely emotional.

WHO’S RIGHT ANYWAY?

We can all agree there are two sides to the brain, correct? The left (logical) and the right (emotional). Interesting fact: information is first perceived by the right brain. Then within a fraction of a second, it shoots over to the left. Then once again, is reflected to the right. In other words, every message we get is influenced by the right brain. Pretty fascinating, huh?

Here is the basic principle of NLP as I understand it. There is no mental resistance to an idea you perceive as your own. And whenever any of us engages our imagination, we think we came up with the idea ourselves. So it must be great!!! It aligns with our own beliefs so it’s unconsciously accepted as being the truth and you act as if it’s true. So NLP always prefers to presuppose that changes can be made quickly and automatically.

So let’s cover some NLP principles and how to use it in the art of persuasive writing.

PACING

Pacing is putting yourself in the prospect’s shoes through languaging. Look at David Ogilvy (one of the greatest advertising masters who ever lived) as an example. His first headline for Rolls Royce didn’t come from HIS mind, but that of an engineer at the factory. Ogilvy was told, “You know David, the loudest noise from this Rolls Royce comes from the clock on the dashboard at 60 miles an hour.” And David thought this man, this engineer must know something because he’s constantly in the flow about changes and revisions and everything happening at the Rolls Royce factory. So David did his research and made a connection. I’m not suggesting the engineer was deliberately using NLP on David, but it’s an illustration of how we as humans connect the dots and are able to write persuasively as a result.

Though similar to empathy, pacing is a bit more complex. In pacing, you actually encourage the prospect to use visualization or other accessing cues in a very subtle and vague way. These are the same communication skills of matching, mirroring and rapport that allow you to pace and lead someone to the sale.

NLP Master Ross Jeffries says, “People will not accept that you are an authority on where they should go unless they accept you’re an authority on where they are at.”

In other words, if you’re reading a letter or listening to a podcast, it makes sense for me as a writer to mirror that experience for you. Then you subtly relax:

“As you’re sitting there reading this letter…”
“As you are sitting in front of your computer…”
“While you are listening to this broadcast…”

Any of those phrases have you and the prospect share an experience, which moves him or her toward the sale. Have you ever met someone and felt an instant kinship with that person? Or on the other hand, met someone who you just could never quite get on the same wave length?

What if you knew how to get on that person’s “wave-length”? You would have a totally different outcome – the outcome you wanted! That’s the importance of defining your target audience (or my own term, TAR-KET). You can communicate with that one person because you have already defined him or her.

PRESUPPOSITION OF AWARENESS

This technique also ties to speaking directly to your own target market. (If people don’t have their target market nailed down, it doesn’t matter how good their copy is. It doesn’t matter if you’re trying to sell beef to a vegetarian. It’s just not going to work. So you really have to zone in on your target market.)

The way you do that is to understand your product. Figure out where they shop, where they eat, what they look like. Are they a family or are they single? Do they have dogs or not? Do they live in a rural area or the city? These keys make a huge difference when you are trying to figure out who your target market is. When I write my copy, I write to one person. I visualize everything about them so it’s very real to me when I start to write. I would suggest that you funnel down your target market to your TARKET as much as possible. That how you’re able to give them the illusion. You’ve given them information and the mind fills in the blanks. The more specific the better is what I’m saying.

In this technique you direct the conscious mind of the reader by assuming something is true. So you speak to him or her as if something has already happened. Here are some examples:

“As you become aware of…”
“As you recognize …”
“I’m not sure just how excited you can get about this offer but…”

The proper use of language patterns in written words means you communicate by tonal shifts, tempo shifts etc, following the patterns of a question, a statement, or a command. We invite people to share our certainty about our product or service by using an intonation of a command or a statement like “Do you agree?”

PRESUPPOSITION OF TIME

This concept piggybacks onto the previous one. You build on the prospect’s experience of awareness by adding in the element of time. Examples:

“Before you order today…”
“After you make your decision to order…”
“While you are filling out your order form…”

Use language patterns to move yourself and others in a direction that results in a win-win situation. The truth is that we are selling ourselves every day, all day long. Doesn’t it make a lot of sense to use communication skills like NLP to lead someone where you want them to go? And the more that happens, the more successful you will be with your copy.

Author Resource -> Copywriting guru Lorrie Morgan-Ferrero has been helping entrepreneurs and copywriters get their marketing messages razor sharp since 1999. Get free access to 5 tips to turn your “blah” sales message into red-hot copy that ROCKS… at http://www.redhotcopy.com (Note to publisher: affiliate program is at RedHotAffiliates.com )

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By Aurelia Williams, Certified Life Coach

Do you think that brand new laptop that you saw at Circuit city will just magically appear in your home, or what about those projects that you know you need to start, do you think they will start themselves? Hey, what about that quiet time that you really need? Do you think your children will magically disappear for a few hours after drawing you a nice hot bubble bath? Heck No!

So, think to yourself. What is on your wish list (this is an an important step all my coaching clients)? Is it starting your own business, have a monthly date night with your significant other, have some quality time to yourself? Also ask yourself, Have I kept this wish list to myself? Please tell me that you are not waiting for your friends, loved ones, coworker or those you network with to read your mind and then hand deliver what you are secretly wishing for.

At times we may keep our mouths closed and not ask for what we want out of fear of rejection or fear of seeming pushy or needy. For most women, just the thought of asking other for help or for a favor is enough to keep their mouths shut and their dreams far a way!

In order to ask for and go after what you want, it is important to get clear about what you want and be able to describe it in detail.. Once you know what you want, be totally willing to ask for it whenever you get the chance. This holds true in your business and personal relationships.

It is important to learn that is okay for someone to say “No”. It is also important to learn that it is ok for any given situation to not turn out the way you hoped it to go. Failure and/or rejections do not have to be the final word, actually it can be the opening for further negotiation. Take time to reflect on what happened. Were you specific about what you wanted? Did you approach the correct person, did you communicate yourself clearly? And most importantly, ‘How can your refine your request for the next time you ask it?

Next, make list of the people who come to mind when you think of what you want. For instance, if you want to start your own Virtual Assistance business, why not search online for forums or websites that specialize in that area. If you find such a forum, acquaint yourself with the members and simply introduce yourself and ask for advice, guidance and help. The only way people can help you is if you let them know that you need help.

You will be amazed at how many people truly enjoy lending a hand to others, and just think, the more you grown and learn, the more hands you can to lend a helping hand to others as well.

Next Steps:

If you need an extra hand getting what you want out of life, contact Certified Life Coach, Aurelia Williams. She’ll help you design a life that allows you to reach your business and personal goals; cultivate more fulfilling relationships and that elusive achieve work/life balance you’ve been striving for.

Click here to learn more about her coaching program.

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While article submission isn’t anything shockingly new to the world of SEO, many people STILL don’t do it… and for good reason. It takes so incredibly long to do manually.

I’ll admit, I had tried article submission at one point, but after I finally found a few article directories to submit my articles to, and then after manually copying and pasting my information into the required text boxes on each submission site, I quickly realized that my time could be better spent doing something else.

Then I came across a free program created by Brad Callen and Bryxen Software, Inc. that allows you to automatically submit your articles to hundreds of article directories with a few mouse clicks. Basically all I had to do was input my article criteria into the software, ONCE! Then, the program would automatically fill in all of the required data at each of the submission websites. Pretty incredible if you ask me.

The only part I didn’t understand was why the program is free… but I can’t argue with that I suppose.

The software currently contains around 700 article directories, all free to submit your articles to. It is the most straightforward program that we’ve come across, in that all you need to do is:

1. Input your article details (i.e. title, article body, bio, etc.) into the software

2. Click on the directory you want to submit to

And then the program will automatically fill in your article details. Then, you simply click the submit button and your article is instantly submitted to the directory. Then, you can move to the next directory, go through the list, and by the time you’re finished you’ll have roughly 700 one way links pointing to your website.

I can’t think of an easier way to get links. Of course, if you’re going to get links this quickly, it’s important to submit different variations of your articles, to make things look more natural to the search engines.

You can do this very easily via Article Submitter when you create your project in the beginning.

The software is constantly being updated and their is an incredible community of users established that all work together to make the software better and better, so you know you’re getting great value for the money.

To check out the software, go here: Articlesubmitter

Read this page on Article Spinning called: How To Spin Your Article To Create Multiple Copies Of Unique Top Notch Articles

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By Miguel Alvarez

Writing profitable online copywriting is a challenge for many Internet marketers simply because they are better at marketing then they are at being a scribe! It is very common to experience difficulty and frustration if you are new at writing advertising copy. Even seasoned, experienced writers who have been at it for years find it difficult especially when the copy must meet a number of length, SEO and content perimeters.

If you are just starting out however, you may not be able to hire the services of a professional marketing copywriter (even though the services of some of those listed at guru.com and elance.com are quite cheap.) Here is a breakdown of the top ten things you need to master in order to create effective profit generating ads.

Copywriting Tip #1. Imitation is not only the sincerest form of flattery, it can also be extremely educational! This is especially true when it comes to writing advertisements. Before you write anything your first step should be to type a few keywords into your search engines and see what your competition is doing. What approach are they taking? Do you have a counterpoint to their point of view that would make a good selling pitch in your own ad? You can certainly derive a great deal of inspiration from studying the copy on other sites that sell similar things as yours. However if you do find a site that you like, make sure that you don’t copy their proprietary material. That is a big no no that could get you in a lot of trouble.

Copywriting Tip #2. Also make a point of studying the copywriting that you admire on sites that are not related to yours. Study the style of how this content is written. Is it lean and spare or full of long descriptions? Is it a hard sell or written in a more casual way, as if it was a letter to the consumer? Subscribe to their ebooks, newsletters and other materials to see how they are laid out and if it is possible for you to do a similar thing with your own business.

Copywriting Tip #3. Set an intention for your advertisement. Determine exactly what it is that you want your online advertisement to accomplish. Online copywriting that tries to accomplish to many goals at once often sends mixed messages to potential subscribers or consumers. Decide at the outset what mission this particular piece of copy that you are about to write should accomplish. Ask yourself if your intention is to qualify prospects, generate leads, increase membership conversion, create anticipation about a new product or serve, attract more web traffic or simply introduce yourself as a new player on the scene.

Copywriting Tip #4. The best way to organize your copy is to first think about why you would buy your product or service if you were a customer. Your first step is to make a list of all your key selling points and then all of your product’s features. Decide which benefit or feature fits best with the intention you have decided on for your advertisement. Keeping these two factors (your ad’s intention and your most attractive benefit or feature) in mind is a great way to escape that writer’s block when it comes to writing your own online copy. Make sure that this key benefit and your intention is also crafted in one superb headline and one superb first line in your first paragraph. This helps get your advertising message across even if the reader only ends scanning your ad as opposed to reading it all.

Copywriting Tip #5. The most successful online copywriting is more specific than it is vague. For instance rather than say you have the “best food” it is better to say that you have the “spiciest genuine barbecue pork ribs this side of North Carolina.” The more specific you are with your language the more likely you are to attract the eyes of your consumers. Keep in mind too that if you are writing copy for Google Adwords that your submission will automatically be rejected if you use words like “the best” or “superior” instead of active statements that take a more active form of grammar.

Copywriting Tip #6. Back up your claims with descriptions and proof. This means that if you make a statement be prepared to include as accurate of a description as possible for your product. If you claim that your service can improve a conversion rater, back up that claim with exact numbers, percentages and testimonials. If you are selling a product elaborate on its features and benefits by including exciting adjectives in your writing that describe its color, smell, feel etc. Don’t be afraid to refer to the five senses.

Copywriting Tip #7. Help your customers distinguish your product or service from that of your competitors’ by listing all the ways that your product is superior or different than theirs. However be careful about mentioning the product by name too often, or even at all as you could end up sending your visitors to the competition’s site to check out what all the fuss is about quite accidentally!

Copywriting Tip #8. Embellish your online copywriting with graphics and images to show off your product. This is particularly important if you have an online store. Make sure that every photograph or image that you include in the advertisement also has a caption as studies have shown that people are very drawn to reading captions beneath photographs.

Hopefully by incorporating these tips into your online copywriting endeavors you can avoid many of the mistakes that beginning marketers make when they first attempt to create the content on their own.

This article is shareware. You can copy it and post it on your website or blog as long as you keep this resource box and the by-line intact.

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