The Two Basic Things in Modeling
According to Richard Bandler, in any basic skill of personal change you need to learn to (1) take things apart, and (2) put things together. The concept of synthesis and analysis. The concept of modeling and application. So… if let’s say you are about to start a project, you need to first analyze the needs, then break down everything in order to see it as a complete whole, and ensure that when you carry out that project, everything is done properly.
When you do a modeling project, you put things in place and start to see how they function. In order to make the most out of any modeling project, you need to dig deep into the details first. Then, when you are ready to apply them, you pick the appropriate pieces and start putting them together.
Case Study – Modeling Marketing
Let’s do a simple case study – marketing. What marketing is, is really a means of bringing a product or service to the market. If you see someone putting up an advert in the newspaper, you may instinctively think that you have to put an ad in the news. NLP will help you to break down the structure by looking at models that work. For instance, you will need to know that there is a metric called a “conversion rate”. This lets you know how good you are going from prospect to sales.
If you didn’t know that, there would be no measurable feedback loop. We all thrive on feedback, and that is what marketing is supposed to do. So can you reliably say that if marketers are not measuring their results in some way, that they aren’t really marketing? The emphatic answer is YES.
And even in an advertisement, you need to break down the structure of the advert to understand how to re-construct it. Part of this can be learnt in genre analysis, a linguistic model that I picked up in Linguistics training, and also a very interesting method of modeling print or discourse. So, I ended up using it for modeling the processes in a text – anything that is written can be modelled after – and built for myself a number of useful models in different areas of life.
In advertising for instance, you can break down the print ad into the various components:-
1. headline
2. picture
3. benefits
4. solutions
5. convincers
6. repositioning statements
7. call to action
8. motivators
I don’t have that much time to build up a complete analysis here, but that’s a good starting point for anyone who is doing this. You can use different strategies to build them up, before you actually create your own ad to see whether it complies with these components, and the effect it has on your audience. This is the synthesis portion of the modeling process – to check if it really works!
I’ll cover a little more about this in other posts on modeling.
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