Meta-Programs in Advertising #2: Chunk Size

by Lou

One Meta-Program we’ve discussed here quite a bit over the years on this NLP blog is the need to include both the Moving Away and Moving Toward motivation in your ads.

This is because your prospects are motivated to move away from something they don’t want (pain/problems) or towards something they do want (goals/aspirations). . . with the majority of people being inclined to move away from problems.

PRESENT STATE (Problem)=====> SOLUTION (Your offer) =====> DESIRED STATE

Another Meta-Program you should keep in mind when you’re creating your ads is Chunking. This is where we Chunk Up (Abstraction or Generalities) or Chunk Down (Specifics).

We chunk up so we have our readers fill in the blanks with their own ideas, and we chunk down to show and convince our readers that what we say is true.

To chunk up we ask, “What is this an example of?” To chunk down, we ask ourselves, “What is an example of this?”

NLP Language Patterns for Advertising are the same communication patterns influential people from politics, sales, entertainment, and industry exploit to persuade thousands to think in a certain way and to take action. One way they accomplish this is by using what are called Linguistic Binds, language patterns that appear to offer a choice but, in reality, they only offer one option. This shortcuts the thinking process, making it easier for the reader to decide. . .”

The first sentence in that paragraph is the chunk up and the second one is the chunk down.

Here’s another way to chunk up and down:

To chunk up we can ask, “How will this product/service change my prospect’s life?”
To chunk down, we ask,
“How, specifically, will this product/service change my prospect’s life?”

Be careful not to chunk up too often or too high. This leads to that fluffy advertising language that sounds silly and doesn’t convince anyone: “We will surpass any and all your expectations!” If you or your clients want to chunk up to the fluffy stuff, make sure you back it up with specifics and proof (like satisfied customer testimonials).


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