He insists there's nothing to NLP persuasion in copywriting. I, and a few others disagree.
There's a bit of a discussion going on. Drayton is joined by Chris Marlow, the copywriter's coach and NLP guru Clive Cable.
Here's the post in its entirety:
In an email discussion with Drayton Bird, he told me, clearly, what he thinks of NLP.“NLP is utter hogwash” – Drayton Bird
“There’s nothing new in NLP. But what gives it the power is the way things were combined together into a system.” – Wyatt Woodsmall
He also added a link to a page on Wikipedia that labels NLP as a “discredited approach to communication, personal development, and psychotherapy” (link below).
Personally, I prefer to do a bit more research than one page on the internet. Even if it links to a million scientific references. In fact, especially if it’s to scientific references.
And, as Wyatt Woodsmall said, “There’s nothing new in NLP. But what gives it the power is the way things were combined together into a system.”
How can anyone discredit something that has always existed?
I could go through control after control in advertising and highlight NLP patterns. They’re there. You just have to know what to look for.
It’s no different to using persuasive words and sentences in copywriting.
(A control is an advert that makes more money than any other for a particular product. When a new ad. makes more money than the control, that new ad. becomes the control.)
So here’s my reply to Drayton:
“NLP is hogwash if you listen to some people. You know the ones who try to make a quick buck by fooling people.Unfortunately, that made no difference to Drayton.
In truth- particularly for the NLP persuasion techniques – it’s just another name for the stuff we write in copy.
They just go a bit further with patterns. A bit like sleight of hand in street magic.
The more I look into it, the more I realise how we can use it in copywriting.
As far as the ‘discredited approach’ goes, I think that refers more to Bandler and Grinder.
Those who know them also know they are not the most ethical of people.
I first ventured into NLP in the late 1980s, but got out because of Bandler. I didn’t like what he did.
In fact, the guy they learned from, Milton Erickson, called them Bandit and Swindler.
It’s a shame when one or two people can discredit an entire industry.”
What can you do, huh?
Here’s my take on NLP…
It’s not about the tool. It’s about whose hand the tool is in.
As with all tools, it’s the user that makes the difference.
None of that will make any difference to Drayton, however. It can take more than an email to persuade someone to change his views.
What I will say is this: it’s not about whether or not he believes NLP is a valid practice. It’s about whether or not it makes a difference to what we believe and how we use it.
Still, I’d like to know what others say on the subject. Especially if you think you can prove there is truth to NLP.
Is NLP Utter Hogwash? | Persuade With NLP