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Web Copy That Sells, 3rd Edition by Maria Veloso

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HYPNOTICALLY PERSUASIVE LANGUAGE

Neurolinguistic programming (NLP) is the science of how the brain codes learning and experience. This coding affects all communication and behavior. NLP involves the use of proper syntax (or language). Using it properly can make all your written communications more persuasive. There are several NLP devices that I often use in writing web copy. Among them are embedded commands, presuppositions, linguistic binds, and reframing.

Embedded Commands

The objective of web copywriting is to generate a response of some kind, such as getting your readers to pick up the phone and call your business, subscribe to your newsletter, sign up for your mailing list, or buy your product or service. Using embedded commands entails ...

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