Using Suggestive Predicates in Advertising Language

by Lou

Are you wondering how this post will help you create more persuasive ads? Has it ever occurred to you that reading this blog regularly will help you communicate and persuade more effectively, not only in your marketing messages but in your life as well? It has. Good. I’m glad I can help you.

The first two lines of this post are examples of suggestive predicates. These powerful language patterns actually lead your listener’s/reader’s attention into what you want to bring to their attention (your suggestions). If they weren’t thinking about what you were suggesting, they are now.

The structure is simple: the first half of the sentence or question is a predicate, usually of wondering or awareness, and the second half is the suggestion you would like to make. Have you noticed how easy it is to construct suggestive predicates?

Here are some frames you can use:

- Are you wondering…?
- You might be wondering…
- You might not be wondering…. (LOU: it doesn’t matter if you use a negative in the predicate.)
- Has it ever occurred to you that…?
- Are you aware that…?
- I don’t know how soon…

And some examples –

• Are you wondering how this georgeous collectible will look in your display case?

• You might be wondering how NLP Language Patterns for Advertising will make your PayPal account burst at the seams.

• You might not be wondering how Robette Absinthe will increase the quality of your life.

• Are you aware that Bonnore’s Electro Magnetic Bathing Fluid has helped thousands of sick people regain their health and vitality?

After you use this language pattern in your body copy, make sure to give some specific details of how what you are suggesting will come about. Give yourself permission to use some of these in subheads, too.

I’ve seen this pattern used incorrectly in sales-letter web pages: “You might be wondering how you will be able to afford this. Well, don’t worry. We have a simple payment plan…” Do you see what the problem is there? The writer is actually causing the reader to think about a negative that he or she might not have thought of otherwise.

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