The Power of NLP in Marketing

How Subconscious Decision-Making Drives Consumer Behavior

By, McCord Chapman VP, Commerce & Omni Strategy

In today’s fast-paced world, marketers have just 2-3 seconds—or less—to capture someone’s attention, and this attention is most often triggered by emotion. We may not realize it, but about 95% of purchasing decisions are made in the subconscious. Despite this, many of us don’t consider the subconscious mind when planning our marketing strategies or writing copy. Yet, research has shown that people with brain injuries in areas related to emotion struggle with decision-making. Why? Because emotions play a crucial role in driving choices.

Enter Neuro-Linguistic Programming (NLP), a powerful tool that helps us tap into the subconscious mind through word choice. By applying NLP principles, we can elevate our marketing efforts—and the best part is that it can positively impact not only professional relationships but personal ones too.

Why Word Choice Matters

Whether we’re crafting a product description or building a brand narrative, the words we choose are vital. Writers, especially in marketing, often use elements of NLP without even realizing it. By consciously applying these techniques, however, you can make them work harder for you. Bringing NLP to the forefront of your copywriting can help you leverage an underutilized marketing tool that taps directly into your audience's subconscious.

Understanding Your Audience

To effectively harness NLP, it all starts with a deep understanding of your audience—whether it's a client, a specific demographic, or the shoppers in a retailer's store. When we communicate with emotion, we form stronger, longer-lasting connections. Even in what might seem like straightforward copy, weaving in just a bit of emotion can dramatically impact outcomes. It’s not just about what you say, but how you make people feel.

NLP in marketing is about more than words; it’s about associations. Every word has a subconscious attachment that can influence mood. While some words, like "no" or "can't," are obvious negatives to avoid, even simple terms like "family," "home," or "design" can trigger different responses. While "home" may bring comfort to many, it may resonate negatively with someone who associates home with stress. The key is focusing on positive associations while maintaining relevance to your message.

Words That Drive Sales

In copywriting, especially in commerce, word choice can have a profound impact on sales. Minor tweaks can make all the difference. We’ve all seen the power of words like “new” or claims around nutrition, but what truly drives conversion is the emotional connection a brand makes with its audience.

Take, for example, a product message like, “Get the highest protein content in any energy bar.” Now, add just one emotional word: “Get fit with the highest protein content in any energy bar.” That small addition makes an emotional connection with the consumer, tying the product to the goal they’re trying to achieve. It’s a subtle shift, but one that can make a significant impact.

Sensory Language: More Than Just Words

Sensory language can be an incredibly effective way to activate emotions. A simple phrase like "taste the rainbow" not only communicates flavor but also taps into the positive, playful associations we have with the Skittles brand. The goal is to speak to the senses, creating vivid imagery that resonates with the subconscious mind.

The Power of Emotion in Copywriting

At the end of the day, the subconscious mind plays a massive role in purchasing decisions. The average consumer decides based on emotion first, then justifies their decision with logic. That’s why it’s crucial to marry both emotional and logical elements in your copy, especially at key decision points. For lower-priced, consumer goods products, the right combination of emotional and logical messaging can make all the difference in driving conversions.

By understanding and applying NLP in your marketing efforts, you can create deeper connections with your audience, foster brand loyalty, and ultimately, drive more impactful results. Next week I will share Part 2: Applying NLP in Client Relationships: Practical Strategies for Marketers, so stay tuned!

If you're interested in learning more or want to skip the formalities, feel free to direct message me here on LinkedIn. I'd love to chat with you.