After two decades in advertising and marketing, now diving deep into neuro-linguistic programming and dipping my feet in social anthropology, I’ve come to see the digital world as a fascinating interplay between human attention and algorithmic response. Let’s explore this dance and how we can use it to our advantage in digital campaigns.
The Algorithmic Mirror
After taking my NLP course in 2018, I’ve often used the concept of mirroring to build rapport. Interestingly, I’ve noticed that algorithms act like digital mirrors, reflecting our attention patterns back to us. Every scroll, pause, and click is a nonverbal cue that algorithms pick up on, much like how we read body language in NLP.
This mirroring creates a feedback loop. We show interest, the algorithm serves more of what interested us, reinforcing our behavior. It’s a digital version of the NLP technique we call “pacing and leading.”
Cognitive Biases: The Algorithm’s Playbook
Being a geek, reading up on psychology and social anthropology have shown me how deeply ingrained our cognitive biases are.
And algorithms have become adept at leveraging these biases:
Confirmation Bias: Just as we might use presuppositions in NLP to reinforce existing beliefs, algorithms serve content that aligns with our worldview.
Negativity Bias: In NLP, we know that negatively framed information often has a stronger impact. Algorithms have learned this too, which is why controversial content spreads rapidly.
Novelty Bias: The NLP concept of pattern interruption works because our brains crave novelty. Algorithms constantly serve fresh content to satisfy this craving.
As marketers, understanding these biases allows us to craft content that naturally aligns with how people think and process information.
The Digital Tribe: Social Proof in Action
Humans naturally form tribes. Online, algorithms facilitate this tribe formation by grouping us based on shared interests and behaviors. This digital tribalism amplifies the power of social proof.
From an NLP perspective, we can view viral content as a form of mass “anchoring” – creating a shared experience that triggers similar responses across large groups. Marketers can tap into this by creating content that fosters a sense of belonging and shared identity.
Rituals in the Digital Age
Anthropologists have long studied the power of rituals in human societies. I’ve noticed that our digital behaviors have become ritualized – the morning social media check, the evening Instagram scroll. These digital rituals are both shaped by and shape algorithmic behavior.
In NLP, we talk about creating empowering rituals aka patterns. As digital marketers, we can create content that fits into (or even enhances) these digital rituals, making our message a seamless part of our audience’s daily life. This in turn leads to leads, and eventually into sales.
Crafting Attention-Magnetic Campaigns
Drawing on my NLP toolkit and insights, here are some strategies for creating attention-driven campaigns:
Use Future Pacing: Help your audience visualize a positive future with your product or service. Algorithms favor content that generates emotional engagement.
Employ Sensory-Rich Language: Tap into visual, auditory, and kinesthetic language patterns to create immersive content that captures attention across different sensory preferences.
Create Digital Rites of Passage: Structure your marketing funnel as a journey, much like traditional rites of passage. This gives users a sense of progression and achievement.
Leverage User-Generated Submodalities: Encourage users to share their experiences with your brand in their own words and images. This diversity of submodalities (visual, auditory, kinesthetic representations) can help your content resonate with a wider audience.
Remember, with great power comes great responsibility. As NLP practitioners and marketers, we have the tools to be incredibly persuasive. It’s crucial that we use these skills ethically, always aiming to add value to our audience’s lives.
In my 20 years of marketing (I’m old), I’ve seen technologies come and go, but the fundamental human needs for connection, understanding, and growth remain constant. By aligning our digital strategies with these deep-seated needs, we create campaigns that not only capture attention but also create meaningful engagement.
The digital world is constantly evolving, but by grounding our approach in the timeless insights of NLP and anthropology, we can create marketing that resonates on a profound human level, no matter what algorithm we’re dealing with.
