The Secret Sauce: How Content-Free Grammar Makes Your Copywriting Magical

Dear Subscriber,

What if I told you that some of the best, most persuasive copy isn’t about what you say—but how you say it?

Let me introduce you to a powerful, mind-bending technique borrowed from advanced hypnosis and linguistics: content-free grammar.

This is language that sounds meaningful... while leaving space for your reader to insert their own meaning.

Yes, you read that right.

And once you start to notice it, you’ll see how master persuaders use it all the time.

What Is Content-Free Grammar, Really?

Content-free grammar is language structure that tells the brain: "This means something, but I’m not going to tell you what just yet."

It uses vague, open-ended statements like:

• "You might begin to notice something changing already..."

• "There are moments in life when clarity just arrives."

• "Some people realise things at just the right time..."

These kinds of phrases are packed with:

• Sensory predicates (notice, feel, realise)

• Presuppositions (something is changing)

• Implication (it’s happening now, or about to)

They invite the reader’s unconscious mind to supply the details.

And here’s the real kicker: people tend to trust ideas they create themselves.

So when you use content-free grammar, you’re letting the reader become the co-author of the message.

How to Use It in Your Copy

Let’s say you’re writing a landing page for your course, product, or workshop. You want it to feel persuasive without feeling pushy.

Instead of saying:

"This course will teach you how to improve your mindset and business skills."

Try something like:

"As you go through this course, you might discover new ways of thinking... and perhaps even surprising strengths you didn’t know were already there."

Boom. That’s content-free. It assumes positive change is coming, without defining what that change must be.

You could also use it in emails:

"Many people who joined this program noticed something subtle shift in the way they show up... both personally and professionally."

Or on sales pages:

"When you say yes to this, you might be saying yes to more than you realise."

Why It Works

• It bypasses conscious resistance.

• It invites curiosity.

• It lets your reader imagine themselves succeeding.

People don't want to be told what to think. They want to be guided to feel like it was their idea.

Content-free grammar creates a feeling of depth and meaning without being heavy-handed.

And let’s be honest—isn’t that what we all want in our messaging? To speak directly to the part of the reader that knows, without needing to explain it all?

Try This Today

Take one piece of existing copy and re-write it using:

• Sensory-based language

• Open-ended phrasing

• At least one embedded suggestion

Then watch what happens to your engagement.

If you're like many of my clients, you might find your audience leaning in... just a little more.

Because once you learn how to write like this, something inside you may already be wondering... what else becomes possible?

To your words carrying more weight, and your message becoming magnetic,

Darren

Trainer of NLP, Hypnotic Language & Business Mindset