Neurolinguistic Principles for Persuasive and Effective Video Storytelling

This is where neurolinguistics can help. Neurolinguistics is the study of how language is represented in the brain. Neurolinguists explore how and where our brains store information about the language(s) we speak, read, write and understand, and what happens in the brain as we gain that knowledge.

When developing copy for your videos, consider employing these neurolinguistic principles to better captivate and convert your viewers.

Employ disruptive reframing

If you’re trying to sell something with your video, get in line: viewers are bombarded with sales pitches all day. They think they know what you’re going to say: “Buy our widgets for $99.99!” With disruptive reframing, you present the information in a different way: “Buy our widgets with 99 $1 bills and 99 pennies!” It’s a bizarre way to describe the cost, but that’s the point. Disruptive reframing distracts the viewer by saying something they don’t expect to hear, forcing them to let their guard down momentarily and absorb your pitch.

Presuppositions and presumptive questions

Presuppositions and presumptive questions are formed on the basis that something is already fact. For example, “What time did you call the client?” first implies you actually did call the client.

Your script and copy should operate on the assumption your viewer will use your product. Instead of saying, “Here are the advantages of our widget,” say, “Imagine yourself happily enjoying x, y and z advantages of our widget.” Instead of “Our service will convert more clients,” say, “How will you use our service to convert more customers?”

Semantic priming

Semantic priming encourages short-term future thoughts or actions by introducing something new or recalling memories to surface. Using music or graphics that evoke a particular memory can make your viewers more inclined to follow your call to action because of the feelings you’ve evoked. Certain word patterns or the way you frame a shot can encourage them to take future action by lingering a bit longer on the item or phrase that will catch their attention.

For semantic priming to be efficient, you need to fully understand your customers. Well-developed customer personas will help you determine which words (and images) best resonate with customers, and what will deter them.

Alliteration and rhythm

Any good poet knows that language can be musical, but copywriters must know that too. More than sounding good, alliteration and rhythm also help viewers better remember your message. Both are especially useful for slogans and catchphrases. Because video does not contain many (if any) words on screen, creating quick, catchy phrases when you do utilize copy will make your video more memorable.

Reconsider how you frame your video titles

Consider two possible headlines for this blog post:

·“Neurolinguistic Principles for Persuasive and Effective Video Storytelling”

·“Stop Losing Video Viewers with These Neurolinguistuc Principles”

The first one is framed positively, while the other is framed negatively. Generally, headlines with negative words convert better than headlines that are positively framed because people fear losing something. Experiment with different headlines to see which ones perform better with your audience.

If you’re looking for help developing videos with captivating copy, say hello!