Digest...

NLP, or neuro-linguistic programming, is a theory that claims people react more strongly to language that invokes one of their senses. Most people have an innate bias towards their eyes, ears, or hands, which translates into them preferring visual, auditory, or kinesthetic language. 

Marketing materials have to cater to many people with many different preferences. Since it’s rare to see any one emotional language bias among a type of buyer or target audience -- the population is roughly split into thirds -- marketers should instead try to hit all three bases with their messaging. 

Here are some suggestions for how to do that:

Visual – Visual people process information through their eyes, and are therefore drawn to content types they can see, such as infographics, videos, and SlideShares. Use language that evokes color, brightness, and sight -- “show me,” “green with envy,” etc.

Auditory – These are people that prefer to use their ears. Instead of stimulating visuals, they’re more interested in sound, as packaged in podcasts or recorded interviews. “Hear me out,” “tell me,” “hit a sour note,” etc. 

Kinesthetic – They’re the hands-on learning type. Whereas visual or auditory people like to see or hear information, kinesthetic people actually need to participate by clicking or interacting in some way. Use physical phrases like “let’s walk through this” or “tackle a problem.”

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