Using Mirroring in Sales Letters
Mirroring is a technique used by hypnotists and NLP practitioners to create rapport very quickly with clients. The technique was developed by Milton Erikson, the father of modern hypnosis, and basically involves the practitioner trying to mirror the client’s actions.
If a client was slouching in his chair, Erikson would subtly slouch himself. If the client used certain grammatical nuances, Erikson would do the same. Milton would mirror how the client sat, spoke, moved his hands, made facial expression, tapped his feet, etc. The clients wouldn’t consciously notice what he was doing, but it created instant rapport, as they subconsciously came to the conclusion that Erikson was a normal person just like them.
This same technique can be used to create rapport in advertising. Using less formal writing makes it seem as though you are just talking to the person. If you are trying to tell your reader that your product beats another in a test, write something like “Cleano kicks Cleanclean’s butt in every test,” instead of “The evidence presented by the research is statistically undeniable, Cleano is vastly superior to Cleanclean.”
Also, tell the reader that you are just like them! Use phrases like “3 years ago, I was just like you. I wanted to get into X, but I didn’t have a clue how to get started.” After you create rapport, they will feel very comfortable hitting the buy button. advertisments sds
