Using Neuro-Linguistic Programming for More Influence and Sales

Marketers need more than great copy to capture attention—they need messaging that connects on a psychological level. That's where neuro-linguistic programming (NLP) comes in.

In this article, we'll break down two key NLP techniques to help you refine your marketing strategy and attract more customers.

Why Marketers Should Care About Neuro-Linguistic Programming

A marketer's job is to create content and messaging that stands out and connects with a brand's audience. That job is more challenging than ever, and we're all searching for new solutions and approaches. 

While many marketers focus on tactical approaches, understanding and implementing neuro-linguistic programming (NLP) can give you a significant advantage in communicating with your audience.

“NLP is about having influence. And isn't that what marketing is about?” explains Nikki Rausch, founder of Sales Maven. “It's about encouraging people to take action.”

It allows you to attract the right people while naturally filtering out those who aren't a good fit for your offerings.

What Is Neuro-Linguistic Programming (NLP)

Neuro-linguistic programming consists of three core elements that work together to influence how people process and respond to information:

Neuro refers to how our brains process information. This understanding helps marketers craft messages that align with their audience's thoughts and decision-making processes.

Linguistics focuses on language and how we use it, both in communication with others and in our internal dialogue. The words we choose carry deeper meaning beyond their surface definition, much like an iceberg, of which only a small portion is visible above water.

Programming relates to habits and patterns. By understanding your patterns and those of your ideal clients, you can create marketing content that naturally aligns with how your audience thinks and makes decisions.

What Neuro-Linguistic Programming (NLP) Isn't

One common misconception about NLP is that it's a form of mind control or manipulation. While NLP provides tools for influence, it's ultimately about improving communication and understanding how people make decisions. Just like any tool, it can be used ethically or unethically.

2 Neuro-Linguistic Programming (NLP) Techniques for Marketing

The foundation of effective communication is rapport. This principle applies equally to marketing. 

While you have permission to put marketing content in front of people, how you approach that delivery matters significantly.

“If you don't have rapport, it's very hard to sell to somebody,” explains Rauch. “We all know what it's like to look at our email every morning and have 18 emails from somebody saying, ‘I went to your social media and checked it out, and you really suck at social media, and you should totally hire me.'” 

This approach immediately fails because the sender doesn't have permission to critique your business; they've built zero rapport with you. They just showed up in your inbox without establishing whether you even want help with your social media or if they're the person you'd be interested in getting help from.

With so many choices in the marketplace, rapport becomes even more crucial because, ultimately, every lead or prospect is the decision-maker in whether they work with you.

So, you have to find a way to impact the world while communicating in a way that draws people in and makes them feel comfortable. Understanding people's preferences through motivational traits helps. 

#1: Motivational Traits

One of the most powerful applications of NLP in marketing is understanding and leveraging different motivational traits. These traits influence how people respond to marketing messages and make purchasing decisions.

However, these traits are context-specific. Under the best circumstances, someone will change their pattern a little bit, but under stress, they tend to revert to their strongest modalities.

Here are four motivational traits to consider when developing your marketing messages.

Toward vs. Away-From Language

People are motivated either by moving toward what they want or away from what they don't want. Some individuals are energized by achieving goals and winning, while others are more motivated by avoiding problems or adverse outcomes.

For example, if you're marketing AI-related services, you might say:

• Toward Language: “Imagine how AI can streamline your workflow, allowing you to focus on what you love most about your work. With AI, you can unlock new levels of creativity and efficiency.”
• Away-From Language: “Don't let the fear of falling behind in the tech race hold you back. Stop struggling to keep up with competitors already leveraging this technology.”

Rausch recommends using a mix of both types of language when creating marketing content. Aim for a ratio of about 3:2 in your marketing materials to appeal to both types of motivations.

For example, if the bulk of your audience prefers toward language and you've got five bullet points, three bullets should be toward language and two should be away-from language.

Pro Tip: Create surveys to help identify whether your audience is more motivated by toward or away-from language.

Options vs. Procedures

Another motivational trait is whether people prefer flexibility or structure. Options-oriented individuals want to know that they can achieve their goals with flexibility, while procedures-oriented people prefer clear, structured paths to success.

When Rausch launched her Sales Maven Society group coaching program, she initially structured it with a rigid monthly progression: specific content was unlocked each month in a predetermined order. 

While this appealed to procedures-oriented members, options-oriented members felt constrained. 

“The options people were like, ‘It's way too limiting. I want to watch month three now, and I want to watch month nine next,'” she explains. 

By adapting the program to offer both a recommended structure and the flexibility to access content in any order, she successfully broadened her program's appeal to both types of learners.

New vs. Same-Same

This trait distinguishes between people who have a preference for either new experiences or familiar patterns. 

New-oriented individuals constantly seek the latest innovations and quickly make decisions, while same-same people prefer familiar, proven approaches and take more time to consider changes.

This distinction has profound implications for how you structure your marketing materials and sales processes. For new-oriented people, the decision-making process is typically quick and energetic. They want immediate access to purchase options and might lose interest if they have to scroll through lengthy content to find the “Buy” button. Their enthusiasm for novelty means they're often early adopters eager to try new solutions.

However, same-same-oriented individuals approach decisions with careful consideration. They want to thoroughly understand what they're getting into before committing. These people will methodically read through every testimonial, examine all the features, and carefully weigh their options before making a decision. For them, rapid change or pressure to make quick decisions can trigger resistance and anxiety.

This understanding should influence how you structure your marketing content and sales pages. 

Marketing effectively to both groups requires a balanced approach. You need to provide quick access to action for the new-oriented while also including the depth of information that the same-same individuals require to feel comfortable moving forward. This might mean structuring your content with multiple entry points – quick-action buttons for the new-oriented, with links to more detailed information for the same-same individuals who need that additional reassurance.

The key is to create marketing materials that respect and accommodate both decision-making styles. Consider these implementation strategies:

For new-oriented people:

• Place “Buy” buttons or call-to-action elements prominently near the top of pages
• Emphasize what's innovative or unique about your offering
• Highlight the latest features or newest additions to your service
• Create a sense of excitement around trying something new

For same-same people:

• Provide comprehensive information and detailed explanations
• Include thorough testimonials and case studies
• Emphasize stability and proven track records
• Offer clear explanations of what they can expect
• Allow them time to process information without pressure

Story vs. Highlights: A Context-Dependent Approach

This trait relates to how people prefer to consume information and goes hand-in-hand with whether someone prefers options vs. procedures.

Options people tend to prefer easily identifiable facts that make it super easy for them to make a decision. 

Meanwhile, your procedures people will typically love a well-told story because it has a process: a beginning, middle, and end.

Despite these varying preferences, the story remains powerful in specific contexts. For example, in contexts where people are there to learn, story is the language of the brain.

Pro Tip: To appeal to both types of people, format your story in a somewhat scannable way. Use more paragraphs than usual, add bullet points and bold text, and consider white space.

#2: Strategic Word Choices

Understanding motivational traits is just the first step. The real power comes from implementing these insights through careful language choices in your marketing communications.

“Most of your competitors are using the same words constantly,” Rausch explains. “If you want your content to read differently and elicit a different reaction, you need to change some of the words.” 

Here are two strategic word replacements that will transform the effectiveness of your marketing messages.

Replace “If” With “When”

The word “if” is deeply embedded in marketing language, but Rausch suggests it may undermine your message's effectiveness. “‘If' essentially says to someone, ‘Slow down. Think about it. Are you sure this meets your criteria?'” she explains. This creates a natural pause in the reader's mind and can interrupt their momentum toward taking action.

Instead, Rausch recommends using “when” to create forward momentum. This simple switch transforms your message from hypothetical to inevitable:

• Traditional Approach: “If you're struggling with this, here's this offer for you.” 
• Enhanced Approach: “When you're struggling, when you're ready for a change”

This subtle shift in language helps readers envision themselves taking action rather than questioning whether they should.

Move from “Can” to “Will”

Another common word that may weaken your marketing messages is “can” because it implies uncertainty and suggests that something might help but might not. It's a word that leaves room for doubt.

She recommends replacing “can” statements with “will” statements to convey certainty and authority:

• Weak: “This can help you improve your marketing.” 
• Strong: “This will transform your marketing results.”

The goal of these language adjustments isn't just to sound more authoritative; it's to create genuine confidence in you and your audience. When you use decisive language, you:

• Demonstrate certainty in your expertise and offerings
• Help prospects envision successful outcomes
• Remove linguistic barriers to decision-making
• Stand out from competitors using weaker language patterns

While using stronger language patterns, it's essential to maintain authenticity. You should only use “will” statements when you're confident in the outcomes you can deliver. The key is to be assertive and honest in your communication, creating messages that inspire confidence while remaining truthful. This approach builds trust while maintaining professional integrity.

How to Get Started With NLP in Your Marketing

Successful implementation of NLP isn't about perfect execution from the start but rather about consistent improvement and adaptation based on results.

Instead of trying to apply everything at once, start with one technique at a time and practice that new approach until it feels natural.

Review your existing marketing materials and look for all instances of “If” vs. “Can” language. 

Then, consider the context and appropriateness of each potential word replacement before you make the change.

Next, test different versions of your messages to see which resonates most with your audience, and pay attention to how these changes affect engagement and conversion rates. You should monitor:

• Number and quality of comments on your content
• Number of direct messages and their nature
• Email response rates
• Client acquisition rates

After testing reveals the best approach, update your marketing channels to maintain consistency in your messaging.

Then, you can move on to incorporating an additional technique. 

By making these strategic language adjustments, you can create marketing messages that stand out from your competition and more effectively move your audience toward taking action.

Other Notes From This Episode

• Connect with Michael Stelzner @Stelzner on Instagram and @Mike_Stelzner on X.
• Watch this interview and other exclusive content from Social Media Examiner on YouTube.

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