WLB BBB patterns reframing content context POV frame bigger/smaller change perspective change lenses chunking chunking

up chunking down lateral chunking delivery connectors stories awareness predicates various softeners WLB copywriting checklist Copywriting basics: offer desired action, CTA risk mgmt: risk reversal, proof, believability urgency, uniqueness benefits, bullets story, OSP innoculate against objections: BBB patterns, hero/demon Advanced copy: tension mgmt dimensionalization NLP basics: pace & lead future pace mindreading delete, distort, generalize nominalizations ambiguity Milton, Meta model referential index shift, change of place, state, time embedded commands, embedded questions sensory predicates, modality, submodalities lost performative comparative deletion modal operators of possibility, need, awareness Advanced NLP: presuppositions chained/nested/open loops utilize what is already there Use with caution: double binds embedded commands negative commands (well formed outcomes)

Video/live: voice quality, emphasis analogue marking spacial anchors