-Dr. Gregory House
It should be stated at the outset that evidence of NLP (NeuroLinguistic Programming) efficacy and viability is anecdotal (subjective), as opposed to data driven (objective). Objective results are repeatable, subjective are not. But then, the question must be asked, what marketing “tricks” work every time, with everyone?
NLP, in its most basic form and application, relies on the activation, or stimulation, of 3 sensations: visual, auditory, and kinesthetic (emotional). It is a representational system often used to grasp and understand the data received when such information is ephemeral in nature; that is, when listening to a description of an event, the “mind’s eye” adds visual and emotional reactions to the auditory cues being apprehended. During the ‘90’s, performance magicians and illusionists discovered its ability to enhance their presentations. In addition to sleight of hand, they also used sleight of word.
Thus, in an effort to communicate the specific eMedia marketing message to the targeted audience, NLP techniques can be advantageous. By attaching positive and favorable impressions to the marketed product, customer conversions can be enhanced and realized. Daniel Druckman, a specialist in conflict resolution, states in his 1988 book, Enhancing Human Performance: Issues, Theories, and Techniques, that
At the core of NLP is the belief that, when people are engaged in activities, they are also making use of a representational system; that is, they are using some internal representation of the materials they are involved with, such as a conversation, a rifle shot, (or) a spelling task… For example, a person asked to spell a word may visualize that word printed on a piece of paper, may hear it sounded out, or may construct the spelling from the application of a series of logical rules.
If such techniques are employed in eMedia marketing, it may then increase the likelihood of closing the sale at the requisite point within the funnel.
Attaching desirable and positive emotional meaning to the product, or the products description, is the first step. The idea is to paint an attractive and covetable picture within the prospective client’s mind. This of course will vary with each desired demographic. When marketing beer, for example, we often see young men who have disposable income, are agreeable to social situations, and are often accompanied by, or at least in the presence of, alluring young women. When marketing clothes for women, age-appropriate characters that represent the idealized model of femininity, happily engaged in various social and familial surroundings, may create in the mind of the potential buyer a wish to be a part of such a paradigm. An understanding of popular culture derived from the metrics of a successful Social Media campaign will give invaluable insights to those wants and needs that then can be utilized as methodologies for effective NLP in eMedia marketing.
It goes without saying that there is no single magic bullet for successful marketing plans. Rather, the best route is a well equipped toolbox. NLP can represent a powerful contrivance in such an array, though its limitations and subjective nature should be considered, and its employment applied judiciously.