#Neuromarketing: Influencing with Persuasive Marketing Copy
Persuasive marketing copy that converts is the golden standard that most Marketers (both online and offline) strive to achieve.
The challenge with persuasive marketing copy is that it’s difficult to write.
Even just great copy needs an audience and feedback to help refine and polish the copy.
Marketing copy that’s persuasive needs mastery of emotional and subject matter communication.
The level of communication maturity and insight required; is achieved by the very best copywriters in the world by spend years digging deep to acquire.
NLP and Neuromarketing as a Shortcut for Persuasive Marketing Copy
Then came along the science (or pseudo-science) of Neuro Linguistic Programming (or NLP for short) that gave people new ways to understand communication from observational research.
More recently, Neuroscience has given us Neuromarketing; this is unlocking human communication through sensory measurement.
From these two disciplines sprang the idea that there were shortcuts that you could learn that made communicating persuasively much, much easier.
NLP, through the careful observation of exceptionally skilled communicators; the observers where able to discover that these talented communicators had mastery of language and behavior that when copied could make anyone better than their natural ability allowed.
Neuroscience, revealed that unconscious physiological changes, such as your heart rate, physical expression and eye movements, could be created predictably through exposure to certain stimuli.
Neuromarketing uses marketing materials as the stimuli.
How Story-telling Works as Persuasive Marketing Copy
For a while now, ‘story telling’ has increasing in popularity as a format for marketing materials.
Its combination of emotional entanglement with relatable experiences makes this way of communicating very engaging and highly persuasive.
Interestingly ‘story telling’ as a method for communicating, shares many key concepts with NLP and Neuromarketing, as well as traditional Marketing concepts –
Representations of Experience: A good story describes in detail across all senses (sight, sound, smell, taste and touch) what the reader needs to know.
Modelling: A good story has a main character that may be familiar in some way, so that the reader can recognize and relate to their experiences.
Consciousness: A good story brings things outside the reader’s awareness into focus so that they can consciously draw conclusions for themselves.
NB. If this seems familiar in some way, it may be that you’re thinking that these sound a lot like the Marketing Message, Buyer Persona and Market Positioning.
Three Keys to Writing Persuasive Marketing Copy
Using the shortcuts from NLP and Neuromarketing.
To be truly persuasive with your marketing copy, you start with the end in mind.
- Choose The Right Metaphor to Create Awareness
Start by answering the question… How will you bring about the reader’s awareness to the situation?
Knowing the scenario or metaphor that best communicates the problem state and how you solve that gives you the framework for your copy.
It will give you the positioning and persuasiveness needed to convert for your Call To Action.
- Model Your Buyer Persona to Become Relatable
Next work out which of your Buyer Persona you want to appeal to with the copy.
Get under the skin of this Persona, become one with that individual and you’ll identify some of the everyday relatable experiences your copy needs to include.
From this deeper understanding of your Persona you’re able to quickly identify objections, desires and fears that negatively influence your buyer.
Being able to pick up on the emotional situations that would trigger a racing heart, breathing faster or angry expression.
Helps to create copy that’s able to cause readers to predictably respond the way you want.
- Write with Persuasive Words to Influence the Outcome
Then last you come to the Marketing Message, where your word selection matters.
If you’ve done even the smallest amount of copywriting training, then you’ll be familiar with the concept of the writer’s voice.
It’s the writer’s voice that helps you choose the style and type of language that works for your audience.
Whether you use technical terms and jargon or simplify with everyday grade school words.
Make your copy friendly or instructional, use first person or third.
These are the sorts of choices you’ll make when deciding on writer’s voice.
Then there is another level to consider when writing; and that is the sensorial/emotional impact of the individual words you use (in NLP these are call Predicates).
In this context, predicates are the words we use without thinking too much about it, that when matched by someone else create rapport.
If you were to observe a face-to-face conversation between people in rapport, you would probably notice that the people are speaking at about the same volume with the same speed and sympathetic emotional tonality.
What you might not notice right away is that they’re using representational predicates from the same human sense.
For example, one of them might say “that sounds great” and the other replies “I hear you”.
For truly persuasive marketing copy, being aware of the predicates that you write with will boost the rapport you achieve with your reader and determine how much you can influence their behavior.
NLP and Neuromarketing shortcuts have given us the help to make authoring of persuasive marketing copy easier.
Getting to great copy much faster than before.
Achieving the golden standard still requires feedback, optimization and finesse to get high converting copy, but you’ll get to that sooner with these three keys.
When you don’t have time to write or optimize your own marketing copy, you have the choice to use templates that you can find online or work with team Semantia.
The team who does this every day for companies and brands that want stronger, more loyal relationships with their customers.