Much of the field of NLP is focused on how we all see the world in our own very specific way – our model or map of the world. For advertising to fully have the impact a company or individual desires, it needs to appeal to a wide audience. In many instances, the text will have a generic appeal; using terms and phrases that are common, to ensure the widest target audience ‘gets’ the message. Using NLP enables the writer and the graphic designer to construct the messages and images to appeal, not just to the general audience, but to the specific way each member of that audience takes on information. One of the foundational models of NLP also provides insights into the elegant use of language that enables the writer to communicated at a deeper level with their reader. We have begun to work with some of our business clients to support both their inbound and outbound marketing and communication strategies using NLP principles.