Understand what Neurolinguistic Programming is and how to apply it to your company’s marketing strategy – WAU

Neurolinguistic Programming is an excellent strategy to optimize your marketing actions and improve your company’s results. The secret is to better understand who your audience is, how they behave and how to create a relationship of trust.

Much is said about Neurolinguistic Programming (NLP) and how it brings immense benefits if applied correctly, both in personal and professional life.

However, to really reap the rewards of this strategy, it is necessary to understand the basic principles of NLP, how it came about, what it really is and what are the best ways to apply it on a daily basis.

In this article, we will show how Neurolinguistic Programming can help improve the results of the marketing team. Read on!

What is Neurolinguistic Programming and how did it come about?

Neurolinguistic Programming (also known as NLP) is the study of human behavior, which allows the understanding of the individuality of each being and their unique and joint needs and, of course, works to reach goals through the development of varied skills, such as self-analysis, changes and adaptations.

NLP arose from a study carried out around the 1970s by two American scientists who sought to understand why one part of the population was able to succeed in its trajectory while another part, with the same characteristics and experiences, had so much difficulty in perform the same tasks.

The result was an understanding of individuality and all the basic principles of Neurolinguistic Programming, which show the uniqueness of each person and how these characteristics are decisive in the success or failure of actions throughout life.

What are the basic principles of Neurolinguistic Programming?

Within Neurolinguistic Programming, there are eight basic principles that help in people’s daily lives.

Each of these principles, if well applied, assists in daily actions, increasing the chances of achieving goals and optimizing results in work and personal life.


Rapport is one of the basic principles of NLP. Creating rapport with a person during communication is, according to neurolinguistics, a way to strengthen ties and ensure more and more security and tranquility in that relationship.

Rapport is nothing more than creating a relationship with the listener, based on positive reinforcements that guarantee trust. It is also necessary to analyze behaviors, ideas, arguments and other details during the communication that, if worked correctly, can increase the approximation with your audience.

The idea that revolves around rapport is that, as the trust is created, these people become more receptive to suggestions, making it possible to reduce the purchase journey and increase conversion.


The way we behave does not define who we are. Our behaviors are, in general, a reaction that we have in the face of adversities and positive situations in our daily lives.

This reaction can even vary according to the mood and day when things happen.

In Neurolinguistic Programming, the secret is, therefore, knowing how to change your behavior and control it in different situations, ensuring that your reactions are carried out with emotional intelligence and improving the way you deal with adversity.

Positive intention

Positive intention is a principle that works with the idea that behind all behavior there is a positive intention.

In this sense, NLP understands that all people act, in general, with good intentions, always doing the best they can within the possibilities and with the tools and attributions that they have at their disposal.

Thus, if we consider that people always act with good intentions, it is essential to have empathy and not to blame them for possible negative results. We should not feel frustrated, sad or irritated for this reason, since each does the best he can.

The ideal, at this point, is to try to understand that, even if the result is not satisfactory, people did the best they could at that moment.

Mental map

As each individual is unique, their way of seeing and understanding the world and the events around them is also unique.

This is because, in a way, we do not see things as they really are, but according to the mental maps that we’ve built over time, based on the knowledge, experiences and perceptions that are transformed as we live.

Therefore, as we grow and have new experiences, we update and change our mental maps, also transforming the way we react and understand the world around us.


Individuality is one of the most sensational characteristics of the human being. Although we live in the same environment and are subject to the same situations, each being is unique and has different visions of life, challenges and the way of facing everyday situations.

That is why, understanding your individuality is critical. On the other hand, we need to be open to hearing new opinions and working on new perspectives, since other people’s suggestions and views can help enrich our lives and increase our knowledge.


Capacity is within personal beliefs. All of us, when we have the necessary tools and skills, are able to solve problems and achieve our goals.

However, what separates people who are on the same level of knowledge and resources is the belief that they are or are not able to perform a certain task.

Thus, within the capacity principle, it is necessary to work the mind and reduce negative and unproductive attitudes, avoiding complaints and facing challenges with positivity and confidence in their own potential.

It is also necessary to analyze the behavior of other people around you: observing how they react and how they perform certain tasks is an excellent way to learn.


Among the principles of Neurolinguistic Programming is also the importance of flexibility. Being flexible is a way of adapt to the needs of the environment, without letting your overall goal slip.

If you are able to be flexible in your thoughts, behaviors and actions, you can achieve success effectively, adapting to adversity and building a much more consistent path.


Like flexibility, the ability to change is also critical.

In this context, it is necessary to know how to identify the difficulties and challenges in their actions, thoughts and behaviors and, from there, have the initiative and the wisdom of change to optimize your performance and improve your results.

The reality is that there are several ways to accomplish the same task, so allowing yourself to try new approaches and new attitudes can be the missing piece to improve your way of interacting with all the events of your life.


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How can Neurolinguistic Programming be applied in marketing?

NLP can be applied in different contexts. In companies, the application of techniques in marketing and sales actions can bring remarkable benefits, such as the improvement of the relationship with customers, the optimization of marketing strategies, the improvement of the argumentative process of communication and the increase of conversion rates and, of course, sales.

With so many benefits, how can Neurolinguistic Programming really be applied in marketing? We separated some tips!

Production of a more attractive copy for readers

The key to a good communication strategy is well-done copy. He is undoubtedly the decisive click factor for the user: it needs to be original, flashy, thought-provoking and enlightening about what is being sold and the benefits of purchasing these products.

Therefore, producing a good copy is fundamental to increase sales, and the best way to do this is to find out what is the best argument and language to dialogue with the public.

Increased perception of product value

The increase in the perceived value of products is one of the greatest advantages of Neurolinguistic Programming in marketing.

When you know your consumer and understand their behavior patterns, you can find more efficient arguments that help increase the perceived value of both products and your company as a whole.

By creating a good relationship with your audience and transforming that relationship into something positive and that exudes confidence, it is possible to make your customer much more engaged, satisfied and happy with the choices you made when closing a deal with your company.

Defining more coherent content

Content is essential to educate the market and reduce purchase objections. Thus, Neurolinguistic Programming helps to create a much more coherent content and material planning and well targeted to your audience, increasing the percentage of access and reading and conversion indicators for these materials.

With more coherent content, it is possible to reduce purchase objections and prepare consumers to close deals in a well-informed manner.

These contents will also help to improve the market’s perception of your company: with more efficient content, it is possible to transform your company into a true reference in your market, increasing your reach and the number of potential customers to your business.

Setting the correct timing

One of the most striking benefits of Neurolinguistic Programming is public awareness. By understanding and applying the basic principles, it is possible to understand more and more how your consumers behave and how they, collectively and individually, tend to make decisions.

With this information in hand, it is possible to identify the ideal timing for communicating with customers, presenting solutions and offering products and services.

Structuring more targeted actions

The structuring of more targeted actions is one of the most striking benefits for the marketing team.

With an improved understanding of your audience’s behavior and preferences, it becomes easier to find actions that are more consistent with the reality of your customers.

In this sense, with the actions better targeted at your consumer, the results tend to be better, increasing conversion, interaction and sales rates.

Use of positive reinforcements

Positive reinforcements or positive sponsorships are explained by psychology (behaviorist current), which shows that reinforcing positive behavior or action through praise can help motivate and win consumer confidence throughout the communication process.

A clear example of the application of positive reinforcements is the sales process. Imagine that your sales team is working with a customer who, during the closing process, has some purchase objections.

In order not to lose this sale and gain the customer’s trust, in addition to breaking the objections by clarifying all consumer doubts, it is interesting to work on a communication that reinforces praise and positive points during that dialogue, getting even closer to the customer and getting the purchase objections, now clarified, out of the way.

Use of the mirroring technique

The mirroring technique is an NLP strategy applied by the sales sector. In this strategy, the salesperson will subtly mirror his body language in the language being developed by the customer.

For this, it is necessary that the professional has a critical eye to analyze details such as posture, facial expressions, breathing and gestures that are made during the conversation.

This technique helps to increase the connection with the client, through an intense analysis that allows you to understand their behavior and thoughts, which makes it possible to discover what are the best moments and arguments for presenting new ideas, influencing the purchase process or even giving an opinion on a specific issue.

The best way to work with the mirroring technique is to ensure that the entire process is done in a subtle way, making sure that the client never realizes that you are, in a way, imitating your movements and movements. With that in mind, it is worth investing in this technique!

Neurolinguistic Programming is, therefore, a study of the behaviors and mental processes of each individualcollectively and individually. With this study, as we saw earlier, it is possible to increase the company’s earnings, improve the relationship with customers and increase the sales rate through much clearer and more efficient communication.

For companies that want to invest in this strategy, the marketing and sales sectors are the best opportunity: they are teams that deal with customers on a daily basis and that can use their knowledge to improve the notion of the market and the consumer as a whole, structuring differentiated actions, reducing purchase objections and increasing engagement.

Do you want to learn more about understanding the audience and creating really attractive strategies for them? Then check out our complete Inbound Marketing material!