Using Sleight of Mouth Patterns in Your Ads

by Lou

The NLP Sleight of Mouth Patterns usually are used in a therapeutic context to take a stuck client from their problem state to their desired state by reframing and expanding their frame of reference. They are fantastic ways of changing a person’s beliefs about what is possible.

They’re also extremely useful in sales and advertising. By using Sleight of Mouth (SOM) patterns in your ads, you’ll be able to leap-frog over competitors. How? Here are a few ways:

• Changing your market’s perceptions about your products or industry. This is especially useful if the thinking about it tends to be negative.

• Changing what your prospects believe THEY can do. As mentioned in other posts, your prospects believe your claims, they believe OTHER people have gotten what you’ve claimed, they just don’t believe THEY can do it.

• Changing the perceived value of your offer. If prospects think what you’re offering is too expensive or can be gotten elsewhere cheaper, they’ll leave you. Using these patterns is your chance to keep them interested.

Here are some of the more useful SOM patterns you can use in your copywriting. Answer the questions to get your reframe to put in your ads:

INTENTION: What are your prospect’s intentions for buying your product? Aside from the obvious benefits, what could be a hidden motive or hidden agenda you can appeal to?

CONSEQUENCES: What are some of the negative consequences your prospects will experience if they don’t buy your product or if they go with your competitors? What won’t they get if they don’t buy from you?

CHANGE FRAME SIZE: What are some additional benefits they will get once they buy your product? Also, how will your main benefit affect them later on in their lives? (Larger Frame) How can they benefit if they buy today/now? Why is the price of your product inconsequential? (Smaller Frame)

CHUNK UP: What is the “benefit of the benefit” of buying your offer? What higher level benefits will customers experience after they buy your product?

CHUNK SIDEWAYS (ANALOGY): What is your product like? What is it similar to in your prospect’s model of the world? What metaphor would describe your product or your business?

HIERARCHY OF CRITERIA: What’s important to your prospects? How is your product more important than that? Also see this post: Hierarchy of Criteria.

COUNTER-EXAMPLE: Why might your prospects not respond? What objections would/do they give? Anticipate their rejections and come up with an answer for them. So if your product is an information product and it’s perceived to be too difficult to learn, ask your readers if they’ve tackled complicated things before and master them.

REDEFINE: What are some negatives associated with your industry, market, or products? How can you lessen the impact of these negatives without resorting to euphemisms.

ANOTHER OUTCOME: What else will prospects be able to do with your product? How else can they benefit?

So use SOM to turn your marketing pieces and websites into multi-faceted gems your prospects will start drooling over – and cause them to either buy from you straight away or try to figure out how to get the money to buy from you.

There are quite a few more Sleight of Mouth patterns and variations – For additional information on Sleight of Mouth, visit Robert Dilts encyclopedia entry on them here.


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