What in the world is neuro-linguistic programming? While some advertisers use it without knowing it, the vast majority of ad copy writers fail to understand or use it. It is a process by which the subconscious of the reader is explained in relation to word association. Take for instance the word spider, which can be either a positive or a negative force, depending upon its usage. Spider could potentially conjure up anxiety deep in the psyche of the user without the user even being aware. Conversely, if spider is associated with an exciting product, such as an ATV, it could provide a significantly positive boost within the subconscious of the user. So in this sense, NLP is not merely word choice, but also its constructed context also. That said, the programming designation is most closely tied to keyword usage, not context.

Do not confuse NLP with LSI, or latent semantic indexing, which is a technique for analyzing synonymous word association and representation. For example, car and automobile.

NLP Postivie Reinforcement Through Your Negative Keyword List

Writing Google ads is arguably the second most important component of an effective search marketing campaign, if not the first. I submit that the keywords are first and foremost the pinnacle element of the most successful campaigns. Both keyword selection and ad copy should benefit from a working knowledge of nero-linguistic programming. The emphasis within this principle is to avoid keywords whose usage is often negatively associated. Primary search marketing goals consist of either capitalizing on or creating positive associations with your product or service and brand. Using NLP as a measure of ad text effectiveness will enhance both your company's visibility and ability to close.

This concept is easiest to understand and apply when examples are provided. In terms of keyword selection, you may not wish to exclude your company from displaying an ad when a negatively associated keyword is searched, and I support that. However, I use a generic set of potentially undesirable keywords to exclude unless these keywords are otherwise; this means that I will block particular words from prompting a client's ad. See below:

• cheap
• rip off
• ripoff report
• painful
• ineffective
• recovery
• avoid
• neglect

As you can see, depending on the specific usage, product or service I will want to adjust individual negative keyword lists accordingly. However, the principle should be at least somewhat clear - avoid displaying when the context or keyword is negative. A chiropractor will want to avoid showing up when back pain is searched for two less obvious reasons. The first purpose is to dodge the association with pain. Secondly, that keyword (phrase) is entirely too general. Let's focus on the former, as opposed to the latter, though. Displaying an ad for back pain relief in San Antonio may however be appropriate for our chiropractor. Perhaps only testing and the artful side of your gut feelings can determine appropriateness.

One of the classic examples from my experience is to remain standing in the wings when a searcher enters financial advisor ripoff report, looking for where not go. If you are the financial advisor displaying your proud name on stage while your competitor awaits patiently for their lines offstage, when that user eventually performs a search for viable financial advisor options, your competitor may have a better chance of getting the click because their information did not display for the negative search and is also providing fresh messaging to the user.

NLP Positive Influence Jumping Off Your Text Ad

Now that your ads are displaying mostly in positive contexts, it behooves the ad copy to advance the searching focus of your audience through "happy capturing." While competitors talk up user fears and concerns, your ad copy points solely towards solutions and relief. For businesses that deal particularly with stressful situations, use extreme caution not to capitalize on or increase user stress. For example, take a look at the following ads for foreclosure assistance.

Hurry, Avoid Foreclosure
Don't Lose Your Home! We Have Many
Solutions to Keep You In Your House.
IconForeclosureAssistance.com

vs

Your Home for Safekeeping
Most Homes can Truly be Saved
Thru an Affordable, Ethical Process
IconForeclosureAssistance.com

Of course this is the only or perhaps even the most effective ad that could be written, but for the purposes of the exercise, it demonstrates the difference of association. The first ad accelerates anxiety by capitalizing on it; by exploiting audience weakness. While the ad contains solutions and keep, the emphasis is on hurry and lose - neither of which are positive. The second ad utilizes a positive and hope-centric message without exploiting the stressed nature of its audience. As a "happy capturer" its main area of focus is on safekeeping, saved, affordable and ethical - all words that positively suggest relief. An ad needs to put at rest and be cause for relieving audience tension. In this case there is no way to route away from user stress, but as has been made clear, drawing on audience weakness is not as effective as limiting the text lighting the way towards peaceful resolution.