Marketing with nlp
More and more people are learning NLP to help them improve their life, business and relationships.
Because NLP is all about the study of excellence, any field that someone is getting results in is an appropriate area to explore.
We get many students attending our trainings who are interested in learning new skills for communicating and marketing and NLP training offers some valuable insights into how to get results in marketing and sales.
In fact, I’ve had students who attended our NLP Practitioner and NLP Master Practitioner trainings who within a year have not only doubled or tripled their business but have even reached more than 15 times increased profits!
There are many different areas that NLP can be an essential tool for the marketer, so I’ll just overview a few of these in this week’s NLP blog.
Let’s divide it into 3 different areas, which in NLP is often called the Mercedes model.
These areas are:
Internal state – the domain of the emotions
Internal process – thought processes, beliefs, strategies etc
External behaviour – physical actions, physiology and external communication
Let’s overview a few of these areas in marketing.
First, internal state – this is all about emotions, and most marketing is about emotions, in terms of we don’t sell the features, we sell the benefits. And benefits are usually about the emotions – like the way this product will make your life easier, happier etc.
Understanding about how emotions drive behaviours is a key part of NLP training – at Master Practitioner level we look at values and how they drive our behaviour. If your marketing can appeal to people at the level of values, you’re going to have a very powerful campaign.
Next, internal process – this is all about our internal thoughts and beliefs. In NLP there are many ways we can create positive influence at these levels. NLP teaches several language models including the Meta Model, which is all about being specific with language, and the Milton Model which teaches hypnotic language patterns which are more vague and ambiguous.
The Milton model has some incredibly powerful linguistic patterns that can be used in marketing, in fact if you look at most major advertising campaigns they use these type of language patterns very effectively. Take for example the phrase ‘Nike, just do it!’ – this has different meanings to different people and is a great example of a couple of Milton Model patterns.
Language can also influence people at the level of beliefs. On a NLP Master Practitioner training students learn ‘sleight of mouth’ patterns, which are great for reframing situations and working at the level of beliefs. For example in response to a statement like ‘that training is expensive’ we might reply with something like ‘it might seem expensive, but how much more will it cost your business if you don’t invest in your future?’.
NLP is a very exciting field that has many more applications in marketing. Our next NLP Practitioner course starts on December 6th in London and we’re going to run another in Glasgow, Scotland early in 2011.