Changing Your Words Could Boost Engagement.

Jeff Hoffman led my first break out group at Inbound 14. Here are my takeaways.


NLP is Neuro-Linguistic Programming. Not many people have heard of it before, but its use in inbound marketing is undeniable.

In the broadest sense, NLP is breaking down language into its components so it is easily digestible. In our line of work, understanding how people arrive at destinations is important.

There are three types of people: auditory learners, kinesthetic learners and visual learners. Each different person, tends to favor one more than another.

When we use non-sensory words, we fail to stimulate any sensory activity in our consumer.

  • These tend to be our “go-to” words.
  • These words do not work and will not work.
  • They are very forgettable.

Visual People:

  • Tend to talk quickly.
  • Use their bodies to help with communication.
  • Enjoy visual images, symbols and design. They seek attractive designed environments.
  • Process everything through their eyes
  • Respond to visual words such as: picture, reflect, hazy, illustrate, image, inspect, look, magnify, scan, see, sparkle, stare, view, brilliant, clear, cloudy, dark, diagram, fade, focus, illuminate and sparkle.

Auditory People:

  • Are moderately paced with little body movement.
  • Enjoy music and drama.
  • Tune into sound and noise levels.
  • Respond to visual words such as: articulate, amplify, argue, boom, bark, call, express, sing and anything that has to do with music.

Kinesthetic People:

  • Are more active listeners.
  • Are slower paced
  • Respond to words such as: absorb, attack, balance, bend, bounce, catch, cold, strike, tackle, fumble and grasp.

Police are even trained in NLP because different learners have different eye movements while lying. (Very interesting, Google it)

How does this relate to inbound marketing?

Different learners respond to different content as well as words. As a inbound marketer, you have to be aware of these differences and work to have a variety of content that appeals to all types of learners.

  • Visual learners respond better to visual references.
  • Auditory learners would rather listen to a live speech or webinar.
  • Kinesthetic learners would much rather listen to something prerecorded so they can pause, rewind, fast-forward, etc. They like to be given the control.

Also, call-to-actions need to be specific to each category. Different learners will be much more inclined to engage with something that appeals to the way they learn.

We each speak in our own “language” that appeals to use. We need to be aware that all of our customers probably do not speak in our same “language.” We need to appeal to all types of learners.


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