Regardless of where you are or what you’re doing, I want

you to really, really focus on the next few words.

And I mean really focus.
It’s important, so please bear with me on this.
As you carry on reading this sentence the more you try not
to think about it, the more you’ll notice the increasing
feeling of wanting to scratch.
But please, if you can help it…do try not to itch that
scratch.
Okay with that out of the way, let’s get started.
Now, there are some people who believe Neuro-Linguistic
Programming (NLP), the communication and personal
development tool developed by Richard Bandler and John
Grinder in the 1970s, is not something that can be used to
any real noticeable effect in copywriting.
In fact, to a lot of people, it’s more akin to some kind of
crazy ‘woo-woo’ new age mumbo jumbo pseudo-science,
and certainly not something to be taken seriously or given
too much consideration.
So much so that in some circles if you say ‘copywriting’
and ‘NLP’ in the same sentence some people will look at
you as if you are mad, stupid, senile…or all three (more
about the ‘power of three’ later).
What is persuasion?
There are some that believe persuasion is manipulation’s
menacing and wayward younger brother. Others who think
that manipulation and persuasion are two very different
things; that persuasion is not a tool we use to manipulate
or influence people.
After all…