Use Scope Ambiguity to Build Rapport With Your Readers

by Lou

Here’s a quick and subtle way to gain rapport with your prospects. It uses an Ericksonian language pattern that suggests equality, possibly camaraderie. It’s also a compliment. And at the same time, if the suggestion is accepted, gives you instant credibility.

Say I’m marketing to copywriters who want to add more flair and persuasion to their writing, and I want them to buy my NLP Language Patterns for Advertising. I could start with this:

Writing to you as a professional copywriter. . .

Do you see how this is ambiguous? Who’s the professional copywriter? Me or them? We both are. Now we are equals. You’re like me. That’s perfect for rapport.

Writing to you as a professional copywriter, I need to tell you about a product that is making some writers incredibly wealthy. . .”

Normally, being ambiguous in your ad copy isn’t such a great idea, but here it works well.

Here’s the pattern:

Speaking/Writing/Coming to you as a (COMPLIMENT)+(PROFESSION or TYPE OF PERSON THEY SEE THEMSELVES AS).

And a few examples:

“Speaking to you as a loving mother…”
“Writing to you as a neighbour who cares deeply about the environment…”
“Coming to you as a savvy traveler…”

This pattern is great if you’re marketing to people who are just like you. . .or if you want to suggest that.

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