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Hypnotic Writing

Chapter 1 -


I believe in the impossible. I think you can have, do, or be anything you can imagine. That’s the subject of one of my earlier books, titled The Attractor Factor. It’s also, for the most part, the way I live my life.

Consider: According to a British television documentary aired in December 2005, scientists from three leading universities studied 80 of the famed novelist’s works and discovered she used words that invoked chemical responses in the brains of her readers. The study—called The Agatha Project—involved loading Christie’s novels into a computer and analyzing her words, phrases, and sentences. The scientists concluded that her phrases trigger a pleasure response. This causes people to seek out her books again and again, almost like an addiction.

The study found that common phrases used by Christie act as a trigger to raise levels of serotonin and endorphins, the chemical messengers in the brain that induce pleasure.

In short, I do the same thing the language translation web site does. I simply look at what the manual says the software does, and then I translate it into benefits that make sense to you, the consumer. In a way, the manual is written for techies, much like Italian is written for Italians. I have to translate both

so you can understand and make sense of them. If I don’t, you won’t care.

See the difference? I do this with all my copywriting. I take what I’m handed and translate it into benefits, clear language, and bottom line emotion. This truly does feel like translating languages to me. And like learning any new language, it takes time to master.

I was hired to write a news release for a woman’s book. I could have written a headline that said, “New Book Explains How to Communicate Better,” which is what the book is about. But that’s Italian. It doesn’t speak in emotional terms or in a way most editors want to hear. After doing some research and learning more about the author, I translated the headline to instead read, “Female Pentagon Advisor

Reveals Tips to Success.” The latter is far more intriguing. All I did was translate her book into news. I took it from Italian to English. I took it from English to Emotion. I took it from words to power.

What’s the secret to being a good “copy translator”?

The title is The Power of a Magnetic Personality. He wrote: “Putting it simply, it means this: Every time you state a fact, describe how that fact will benefit the other person.”

Hypnotic Writing is a form of waking hypnosis. It is characterized by a focus of attention. It is a trance state where you are wide away but focused on something you are reading. Hypnotic Writing achieves this state by the right use of words to create mental experiences. In other words, you get people so interested in your web site, or e-mail, or sales letter, that almost nothing else matters. And if you do this right, your Hypnotic Writing will lead your readers to take action.

This secret is one of the greatest keys to creating Hypnotic Writing. People buy from people they like. When you allow your personality to come through, people feel a sense of intimacy with you. They begin to trust you. And like you. Rapport is built. And sales happen.

Erase everything you ever learned about “how to write.”

From now on, you have my permission to write in any way that feels right to you.

  1. If your style is to use slang, then use slang.
  2. If you are from a different country, let that uniqueness come forth.
  3. If you like to tell funny stories, then tell them.
  4. Your style is your voice, and your voice will create an intimacy with your reader that is profound.

I can’t stress this enough. What people want is a new voice. They want to read words from a trusted new friend. That can be you.

Here’s a million dollar secret: Many great copywriters call a friend and tell them about the product or service they want to sell.  They record the call. They then play it back, listening for the ways they described what they were selling.

Why did they do this?

When people think of writing, the inner pressure gets turned on. All their past education comes rushing in, almost drowning their creative voice. But when they speak, they are loose. Mark Twain said, “If we

were all taught to speak the same way we were taught to write, we’d all stutter.”

Hypnotic Writing comes from being loose. It comes from not editing yourself as you write. It comes from trusting yourself, being yourself, and expressing yourself.



There are three keys to the success of any direct marketing campaign, whether it’s done online or off:

  1. The list (or the traffic).
  2. The offer (or the deal).
  3. The copy (or the Hypnotic Writing).


Why is a sales letter is essential? When people went to the site and then clicked “order,” they were suddenly faced with the price of the e-book: $97.Most people aborted right then and there.

A good sales letter will prepare the reader for the price, and then give it in a soft, convincing way. That’s why you need a sales letter. It does the persuading.


Chapter 13 - Hypnotic Writing Controlled Study

Accordingly to the author, this constitutes hypnotic writing:

  • Give Us 151 Minutes, and We’ll Show You 9 Ancient “Taps” that Lead to Breathtaking Wealth and Abundance —or You Don’t Pay a Penny.
  • Each Tap Lasts Just 3 Seconds.
  • We’ll Walk You Through Over 217 Combinations—But Just One of Them Can Transform Your Relationship to Money Forever.
  • Hard to believe? Let us prove it to you. If our Money BeyondBelief! Home Tapping System doesn’t heal your deepest beliefs about money, we’ll refund 100% your purchase (yes, that’s cash back in your pocket—how’s that for abundance?) on the spot.
  • Just imagine what it will be like to wake up every morning and know you hold the “master key” to abundance. Your body will glow with warm light because you’ve finally found the right mind-set to achieve limitless wealth. And the best part is, once you complete our program, you’ll attract financial abundance in ways that are completely in alignment with your highest spiritual principles. Finally, you will be firmly in control of your spiritual and financial destiny. And even after you finish the program, all it takes is a minimum of 5 minutes and 49 seconds per day to continue multiplying your “wealth mind-set,” over and over again.

Chapter 14 - How I learned the secret of Hypnotic Writing?

...anticipating objections and concerns and answering them at the right moment are keys to Hypnotic Writing. Second, they are getting you into a yes mind-set. Look at all the yes statements. As you’ll soon see, you can’t create a hypnotic state without agreement. Whenever you write copy, ask yourself, “What does the reader want?” Focus on giving that to them.

Chapter 15 - What is Hypnosis?


People are self-centered. That’s not negative. That’s reality. They walk around in their own trance. Their bundle of experiences, beliefs, thoughts, and actions create a unique world where they live, move, and breathe. Each of us, in short, is in a hypnotic state. We’ll never admit it. But we’re in it.


Famous copywriter Robert Collier said you had to meet the reader where their thoughts already are. You can do this with a headline that speaks to their problem, or to their dream.

Chapter 16 - 2 ways to cause ACTION

There are two ways to cause people to take action. One is pain and the other is pleasure.  Marketers can make customers move with a board smacked across their butt or a juicy carrot dangling in front of their face.


Aristotle gave them a formula for doing just that. Here it is:

1. Exordium. Make a shocking statement or tell a story to get attention.

2. Narration. Pose the problem the reader/listener is having.

3. Confirmation. Offer a solution to the problem.

4. Peroration. State the benefits of action on the solution.

This should look a little familiar to you. It’s very similar to the classic advertising formula known as AIDA: Attention, Interest, Desire, Action.


In short, and in a very simplified version, here is Aristotle’s formula in modern dress:

1. Problem

2. Promise

3. Proof

4. Price


All the marketing experts who say pain is the greatest motivator have forgotten the power of our driving force in life: love.


It’s noble, yes, and it works.

Love moves everyone.

Love is the great motivator.

Love is the great pleasure trigger.


Reveal what there is to love about your product or service and you’ll give people authentic reasons to do business with you. Call it Love-Based Marketing. You won’t sell everyone with it. You’ll sell only those who are a match for your offer. That, in the end, is all you want. Then you’re happy and so are your customers.


In step one, you round up your audience by focusing on what they

want. An example might be Want to play the guitar fast and easy?


You then go to step two and offer proof. An example might be Amy’s Stripped-Down Guitar Method promises to teach you how to play your favorite song in one weekend flat


Finally, in step three, you ask for their order by mentioning the price.

For only $19.99, you can be playing the guitar at the end of this weekend. Just click here




Chapter 18 - HOW LONG IS TOO LONG?

Keep in mind that as a general rule, the more you tell, the more you sell. That means don’t be afraid of long copy (copy means words in marketing lingo).Web sites with long copy (lots of words) tend to do better than web sites with fewer words.


My own rule of thumb is this: The more money you are asking for, the more words you should write.


 “So what? Who cares? What’s in it for me?” and answer them before you start writing.


I’ve discovered that one of the most powerful tools of persuasion any hypnotic writer can have is simply this: repetition.


In the movie, Good Will Hunting, the counselor, played by Robin Williams, lovingly confronts the disturbed young man in his office with the phrase, “It’s not your fault.” After a pause, Williams again says, “It’s not your fault.” After yet another pause, he again says, “It’s not your fault.” By the time the scene is over, the young man breaks down and cries. The counselor and patient hug. A transformation has occurred. It’s a powerful moment in the film. It’s unforgettable.




Here are the three steps to the “inner game” of Hypnotic Writing:

1. Step One: Set a goal.

2. Step Two: Be aware of the moment.

3. Step Three: Trust what happens.


SELF ONE: THE CRITIC - If you find a part of you saying things like, “You aren’t a good writer,” or, “Watch your spelling!” then you’ve heard Self One. It’s this very voice that prevents you from writing some topnotch material. Though Mr.Editor seems like he is helping you, he is actually keeping you protected.

Safe. Controlled. And under those circumstances, you can’t be free to write anything that will grab attention.


SELF TWO: THE MASTER WRITER - even as you read, your body is somehow breathing, your heart is pumping, your cells are renewing, and much more. If you suddenly put all of the actions under the control of Self One, you’d probably die. In short, there is a part of you that can handle major life and

death duties. It’s Self Two. And this very same part of you can help you compose Hypnotic Writing!


Step One: Set a Goal

Before you write, set a goal (sound familiar?). Decide on what you want from your writing. Do you want to write a story? A letter? An article? A book chapter? A script? It doesn’t matter. Just select your goal.


• “What do I want for performance?” Example: To create a powerful sales letter.

• “What do I want for experience?” Example: To enjoy the process of writing.

• “What do I want to learn?” Example: To write without Self One interrupting.


All you have is this moment. The past is gone and the future isn’t here yet. Thoughts of the past happen in this moment. Visions of the future happen in this moment. Your point of power is now. This is the secret to keeping Self One, the chatterbox “monkey mind,” quiet. When you are focused on this moment, you squelch Mr. Editor. Eastern philosophers have known this for centuries. Be aware of something in this moment, something that occupies your mind, and you concentrate all your attention on the moment at hand.


Everything in life is—or can be—a learning experience. Even if you don’t write the draft you think you want to write, you will write something. And you will learn something in the process. Accept that.


Trust the inner game approach to writing. Allow words to flow through you. Don’t edit them. You’ve set your goal. You’ve focused on something in the moment to keep the editor inside quiet. And you wrote something as a result—probably something surprising and maybe even spectacular. Self Two came through!


You can try doodling for awhile before writing. Or put on some meditative background music, something gentle and soothing like Baroque music (not the Rolling Stones!). Or try freewriting for a while to loosen up. Runners stretch before a race. You can warm up with a few minutes of undirected, spontaneous writing. Another idea is to distract yourself completely before writing. That is, go mow the lawn or work out and then come back to your work. I often take a break by playing my harmonica or working on a new song (I prefer it to working out).



Mark Twain learned how to write by imitating other writers.


When you slow down, you pay attention to all the wonderful things you normally miss. The same thing happens when you copy the greats. You suddenly become aware of what you normally never hear or see.


My experience has been this: Start writing and the muse will come to you. Somehow the princess of creativity gets a whiff of your work, follows the scent, and ends up on your shoulder.

Just begin
 Put your pen to the paper and move! Write anything. Anything! 
Don’t edit!Turn off your computer screen so you can’t see the words you type, close your eyes, or write blindfolded. But don’t edit! The muse wants a receptive mind, not an editor. If you edit while you write, you won’t write. Be raw. Be courageous. Just say what you want to say. “Write it down first, later get it right” is a good slogan.
Write a letterYou probably find it easier to write a letter to a friend than an article for a magazine. Why? Because a letter is warm, personal, and focused. A lot of Hypnotic Writing

shows up in personal letters. We become self-conscious when we write for the public. The trick is to write everything as a personal letter. Begin it with “Dear Mom,” say your piece, and end it with “Love and hugs.” Later on, edit out the mush. Tadah! There’s your article!

Use a promptThis is a major secret to creating Hypnotic Writing. Create a list of prompt words that you can draw on. Use these words to lead you into your next sentence. Examples of prompts are because, and, and or.Whenever you write and feel stuck for the next thought, take on a prompt word. The word

will nudge you, or prompt you, into your next thought. For example, say you are writing the following line: “Hypnotic Writing caused the reader to stay glued . . .” and you can’t think off what else to say. Just add a prompt word to your sentence and write down whatever comes to your mind. Example:“Hypnotic

Writing causes the reader to stay glued because the sentences are so artfully done no one can resist them.” Get the idea? The prompt word prompts you into another thought. Try it!

RelaxPut your pen down. Stretch. Close your eyes and take a deep, long breath. Let it out with a big sigh. Ahhhhhhhhh. How to Jump-Start the Muse Feels good, doesn’t it? The muse likes to visit relaxed writers, not uptight ones. As Charlie Parker said, “Don’t play the saxophone. Let it play you.” 



...may be the MOST IMPORTANT CHAPTER in this entire book.


Every line has to work to keep your reader’s attention. The radio is calling, the television is calling, the phone is ringing, the sun is shining, the refrigerator has food in it, there’s a new movie at the theater—You probably find it easier to write a letter to a friend than an article for a magazine. Why? Because a letter is warm, personal, and focused. A lot of Hypnotic Writing

shows up in personal letters. We become self-conscious when we write for the public. The trick is to write everything as a personal letter. Begin it with “Dear Mom,” say your piece, and end it with “Love and hugs.” Later on, edit out the mush. Tadah! There’s your article!

. There are simply too many distractions in the world for you to offer mediocre writing. You don’t have a choice. You must rewrite your material to perfection. You must!


USE A THESAURUS - Use your thesaurus to make your writing simple and direct. If you have a long word, hunt down a shorter one. Mark Twain said he got paid the same amount whether he used the word policeman or cop. Since Twain was lazy, cop was easier to use—and quicker. Follow the same pattern. Find short words that say what you mean. Delete the long words. People trip over them.

If you don’t use the word in normal conversation, don’t use it in your writing. Said another way: If you haven’t heard the word at the airport or at a bus stop, don’t use it.


USE A SIMILE BOOK - A simile, by the way, is a phrase used to compare two different ideas. When I said the book was “as compelling as a gun at your head,” I was using a simile. A simile can give your reader a nice jolt. He’s reading along and suddenly you make a comparison that surprises him. That’s electrifying. If you say a man’s smile was like a slit in the sidewalk, you used a simile and you gave your readers an image they can see. When you use similes, you can make your own words
  • Fall softly as rose petals.
  • Gush out like toothpaste.
  • String and creep like insects!
USE A BOOK OF ANALOGIES - “Become a writing wizard! Turn your words into spells no mortal can resist!” Those two lines were inspired by a brief glance into another book you need on your shelf: The Analogy Book of Related Words by Selma Glasser.


USE A BOOK OF QUOTES - "Let us resolve to be masters, not the victims, of our history, controlling our own destiny without giving way to blind suspicions and emotions." —John F.Kennedy

What does that quote have to do with Hypnotic Writing? Nothing. But it sure looks good on the page, doesn’t it? That’s the first reason to use quotes: They are visually appealing. Readers want to see quotation marks in your writing. They want dialogue because dialogue is alive. Using quotes is one way to get dialogue (or what looks like dialogue) into your writing.

Quotes add aliveness, too, because they are perceived as living. Again, that’s because people associate anything in quotations with dialogue, and dialogue is considered to be happening in real time (here and now). It’s difficult to pass up anything with quotations in it.


Your goal in selecting quotes is to find on that is
  • Short (one line is best).
  • Relevant (ties in with your point).
  • Made by someone most of your readers will recognize (a celebrity or authority, like Twain or Kennedy).
Ivan Pavlov, the Russian scientist, said,“Men are apt to be much more influenced by words than by the actual facts of the surrounding reality.” Words have power. Words in a good quote can be powerful \enough to alter the world. Whoever said the pen is mightier than the sword wasn’t lying.

Chapter 26 - GIVE ME SOME MEAT!

People aren’t dumb. Burn them once and you lose them forever. Not only that, but research proves that those people will tell 8 to 10 other people about your crime. Furthermore, when any writer misleads a reader, he makes all writers look bad. We all lose!


Fyodor Dostoyevsky said, “If people around you will not hear you, fall down before them and beg their forgiveness, for in truth, you are to blame.” Erickson was a genius. And what he learned about writing applies to every writer. You may not be writing for children, and you may not be writing comic books, but you must always remind yourself that there is a child in every reader. Speak to that child, and you will succeed in communicating to your reader. More than that, when you speak to the child in your reader, you speak directly to his unconscious mind. Few people can resist what their inner child likes. Speak to the child and you will hold his attention. Erickson himself said in a 1966 lecture,“. . . the unconscious mind is decidedly simple, unaffected, straightforward and honest. . . . It is rather simple, rather childish.” Your assignment: Read a comic book!

Chapter 28 - ELECTRIFYING Tips for creating breakthrough Writing

See the events As you write, visualize the material you are writing about, and/or visualize your reader.  There is a subtle link connecting your brain with your hand that enables you to innocently convey what you see to your readers. It happens automatically. As you write, visualize what you are writing about, and your words will naturally fit the image.
You’ve heard this one before, but it’s worth repeating. You can feel overwhelmed when you write something for “the public.” Don’t write for the masses.Write for one person.Write to an individual, any individual, and you will create a personal rapport with your readers
GET EXCITEDAs you write, feel what you are trying to convey. Let some emotions seep in.When you tell a story in person to someone you feel comfortable with, you move your hands, change voice inflections, raise and squint your eyes, and much more. Don’t write to impress; write to share a feeling.
Get to the pointWe’re all busy.We’re flooded with sensory input and the world demands our attention
DON’T JUDGESince you aren’t buying your writing, let the people who are judge it. Don’t listen to your Mr. Editor as you write. Your job is to write. Period.


Finish what you started—fast! Complete it, edit it, rewrite it, polish it—, and then get it out the door !

I have learned that this is a fundamental key to success: Don’twait for perfection. John Ruskin said, “No good work whatever can be perfect, and the demand for perfection is always a sign of a misunderstanding of the ends of art.” Perfection is your enemy. Do the best you can and move on to

the next project. Striving for perfection can stop you from achieving any results. Go for results.


The more you do, the better you get. Quantity leads to quality.


You’ll learn more from the feedback you get than from the rewriting you do. Input will give you concrete direction; rewriting will give you hand cramps.


Before you do anything you must know what you want to accomplish. What is your goal? What is your objective? When people read your letter (or advertisement or whatever it might be), what do you want them to do? Babe Ruth was known for walking up to the plate and pointing to where he intended to hit the ball. What action do you want your readers to take? Shoot for the moon.

EMOTIONAL APPEAL - There’s something on your mind right now, even as you read these words, that tugs at your attention. Right? Our challenge as writers and speakers is to break people out of their preoccupation so they can hear what we have to say.  A joke, a quote, a story, a statistic, a headline, a name —all of these can help awaken people so they will take in your message.  But the hook has to be relevant.
GIVE THEM WHAT THEY WANT - What do your readers want? No doubt they want real solutions to

real problems. They don’t want features, they want benefits. What’s the difference? A feature is saying the new car is blue; a benefit is saying the new car is blue because studies show blue cars are in less

accidents and therefore are much safer. A feature states a fact. A benefit states why the fact is important to your reader. Your readers want what all of us want: happiness, an easier life, security, entertainment. Can you give it to them?


  1. ASK QUESTIONS THAT LEAD TO YOUR SIDE - “If there were a way for you to write easily and powerfully, would you want it?” Notice there’s only one way to answer the question. Unless your reader is not interested in writing (again, you should be offering people what they want), then your readers have to answer the question with a yes!
  2. USE WORD PICTURES - Studies prove that we think in pictures. Describe your views, or your product, in vivid detail. Tell people what they will see, feel, hear, and taste when they use your new blender (or whatever).
  3. USE TESTIMONIALS - Do you know what people don’t have anymore? Trust. The number one reason mail order campaigns fail and sales letters live in the dumpster is because your readers don’t trust you. People have been ripped off so many times that they are extremely hesitant to gamble on a new thing.
  4. REMIND THEM OF THE PROBLEM AND YOUR SOLUTION - Before you end your letter, remind your readers that they have a problem. I do suggest you gently remind your readers that they have a problem and you have a solution.
  5. ADD A P.S. - Think about it. When you receive a letter—any letter—what do you read first? The P.S.We all do it. Studies show that the postscript is the most often read and first read part of any letter.
  6. BE VISUALLY ATTRACTIVE - This means use short paragraphs, dialogue when appropriate, bullets, and wide margins (a staggered right margin aids readability, by the way).
  7. BE SOLD ON WHAT YOU’RE SELLING - This may be the most important point. You can’t sell what you don’t believe in. This is a fundamental law in persuasion.


  • CUT OFF THEIR HEADS - In a short article, those first few paragraphs are suspect. Consider deleting them. In a longer work, like a book, that first chapter can probably be deleted. Why? As Barton suggested, those early lines are “warm-ups.”You probably don’t really need them.
  • CUT OFF THEIR FEET - By the same token, look at the endings of your writings.
  • CUT OUT EVERY SIXTH WORD - Remember the “delete every sixth word” program as you reread your writing. It will help you strengthen your material.
  • TAKE STEPHEN KING’S ADVICE - you make 10 copies of your work and hand them to 10 friends. If all 10 people hate your title, change your title! But if only one person complains, I wouldn’t bother about it.
  • TAKE A BREAK - Take a break—even 15 minutes—and then return to editing your work.


1. Use bullets - They are a way to list ideas or key points. Readers love ’em!

2. Use quotes - people are interested in people. They want to know what was said, not what you want to say. As Horace said, “The musician who always plays on the same string is laughed at.” (Think about it.)

3. Use itsy-bitsy paragraphs -

4. Use boxes - People read whatever you put into a box.


The average web site (or sales letter) is terrible. They are written by people talking about themselves and begging you to buy from them. In order for you to be different, you’ll need to write in the way people think. You’ll need to create Hypnotic Writing in my favorite of all forms: the story.


“People think in terms of stories.” In short, if you want to create Hypnotic Writing that follows the basic three-step formula I’ve taught you, then the best form may be through a story. Written stories are a terrific way to create mental images that lead to a waking trance.


I learned about the power of stories from Jack London, Mark Twain, Robert Collier, Shirley Jackson, and from the greatest hypnotist of all time: Milton Erickson.

Erickson was an eccentric, highly skilled therapist. He used the patient’s problem to solve their problem. If someone walked in complaining of a nervous tick, Erickson might use that tick in some hypnotic way. He might ask the person to see if they could speed it up, or slow it down. Erickson, in short, helped people regain control.

What I just told you is a hypnotic story. It is entertaining, educational, and even hypnotic. It conveys several messages. Some you got consciously. Some you got unconsciously.  Do you see the power in a story?

Hypnotic stories can work wonders. Whenever you want to persuade someone, consider telling a story about someone who did what you want the person you are persuading to do. The story can seep in easier than a direct command. And the results can be miraculous.


Hypnotists know that you will obey their commands as long as you don’t already have a counter-suggestion in mind to the contrary. They can tell you, “Go open the window,” and you will do just that unless you have a counter-thought, such as “But it’s cold outside” or “I don’t have a good reason to open the window.”


This same dynamic goes on inside your readers. You can tell them, “Send me money now for my new gizmo,” and they will do exactly that unless they have counter-thoughts (read: objections) in them. As you probably know, most of your readers will have counter-thoughts. Your job is to anticipate them and answer them and then give your command.


I work hard to create a headline that relays a benefit in a curious way. I sweat to write an opening that yanks attention from wherever it was to my words. And then I use this “hypnotic dialogue process” to write the letter.


For example, right after my opening paragraph, I wrote, “Sound hard to believe?” I placed the question there because that’s probably exactly where you asked the question in your own mind. You read my opening lines—about my big promise to show you how to get people to send you money—and inside yourself you said something like, “That’s pretty hard to believe. Prove it.”


A good hypnotist will never give a subject a choice or offer a list of “reasons why you should fall asleep right now.” Instead, a good hypnotist will simply issue a command,“ When I count to three, you will close your eyes” or “When I snap my fingers, you will bark like a dog.” The subject responds because they want to please the hypnotist and because they don’t have much of a choice.


Your prospects are nearly the same. Give them too many “reasons why you should buy” and you risk boring them, overwhelming them, or irking them. Give them the “one hypnotic command that always works” and they will do your bidding. Know the exact one thing your prospects want and tie everything you say to it.


What I learned from Jack London’s writing, and especially from The Sea Wolf, was to keep readers hooked by not giving them an ending to something you know they wanted to see resolved.You have to keep your readers or listeners engaged. One way to do that is to tell them you’re about to say something important— and then go into a new subject, with the promise that you’ll return to the original one in a minute. Believe me, it works every time. It got you to read this entire chapter, didn’t it?


A TPM is usually one line that causes the story to almost completely turn around. It might seem like the motto of the movie. Or the main message of the story. Or even just a mental stumper to get you to think. It will often feel like the philosophical foundation for the entire story.Every Hypnotic Selling Story has a TPM.


You can use this to your advantage. The next time you want to create a Hypnotic Selling Story, look for a conflict. The conflict can be between you and another person, two other people, or even ideas that are butting heads.


For example, I began this chapter with the phrase, “I had a fight this morning with my neighbor.” I did that for one main reason: to get your attention.


Hypnotic Selling Stories are created around their connotations. In other words, their indirect communications do the selling more than their direct communications.


I have found questions to be a remarkable way to engage people, to get them started reading your story. As my friend Joe Sugarman says, the goal of the first line of any sales story is to get people to read the next line.Well, when I use a question as my first line, I’m virtually guaranteed to get you to read the next line.


Most people write boring blogs. I almost didn’t start my own at because I was disgusted by all the self-indulgent blogs on the Internet.


Stories contain elements—usually specific words—that trigger memories in people. When I tell you about my experience of having lunch today, and mention that an attractive young blonde-haired woman waited on me and seemed to flirt with me, I am setting you up to drift off, mentally, from the conversation.


These triggers are reminders of previous thoughts. Those triggers will cause people to mentally drift into an imagery experience that may or may not serve you.


If you want people thinking about food, mention lunch. If you want people thinking about sex, mention the attractive young woman. But also be aware of what is happening here. Your words are causing activity in the other person’s mind.


Nearly every sales letter you read will contain a we statement. It’s usually something like “We have been in business five years” or “We love to make donuts” (or whatever they make). All of those are Ego Copy statements. That’s a foreign language to your readers. It doesn’t appeal to them at all. Translate to

“You can rest assured you will get your item from us on time and to your satisfaction, as we’ve been doing this over five years.”

Most writing focuses on the person who did the writing. What you want to do is focus on the interests of the person reading your words. In short, get out of your ego and into the reader’s ego. Speak to their interests.

31 Hypnotic Headline Words

  1. Announcing
  2. astonishing
  3. at last
  4. exciting
  5. exclusive
  6. fantastic
  7. fascinating
  8. first
  9. free
  10. guaranteed
  11. incredible
  12. initial
  13. improved
  14. love
  15. limited offer
  16. powerful
  17. phenomenal
  18. revealing
  19. revolutionary
  20. special
  21. successful
  22. super
  23. time-sensitive
  24. unique
  25. urgent
  26. wonderful
  27. you
  28. breakthrough
  29. introducing
  30. new
  31. how-to

Announcing: Astonishing Guaranteed Free New Way to Find Love Now!

marketing gurus and other peers of mine are finding that when they remove the banner at the top of their web site, they get twice as many sales. Why? It seems that the banner distracts from what really  does the engaging and the selling: the headline.

Chapter 45 - 30 Ways To write a Hypnotic Headline

Here’s one of my biggest secrets: I write the headline first. It becomes an anchor for my entire message. It sums up what I want to say, holds my own passion, and builds curiosity. I may change my headline later, but I always begin with a working headline to get the steam going.

Lead with these opening words.

  • At Last!
  • Announcing!
  • New!

Note the hint of excitement and “news” in the above words. New is hypnotic. Other good opening words include introducing and finally. Legally you can use only the word new if your product has been developed or improved within the past six months. If you have just invented a new device, certainly let the world know.

Round up your audience.
  • Plumbers!
  • Housewives!
  • Sore Feet?
This type of headline is “calling in” your target audience. If you are selling a book for lawyers, you might open by saying “Attention, lawyers!” With this approach you are certain to get the ear of the exact crowd you want. In hypnosis, getting attention is the first step to the trance state.
Promise a benefit
  • Free from Backache in 10 Minutes!
  • Buy One Shirt—Get the Second free!
  • Land a Job in 2 Days with New Method!
  • 30 Ways to Write a Hypnotic Headline

Benefits are why people buy. Decaffeinated coffee is a feature;

Lets you sleep better is a benefit. If people have a back problem, they do not want to buy a pill; they want to buy relief from their pain. Free with relief from their pain. Free from Backache in 10 Minutes, tells them a cure is available. Sell the relief, not the prevention. When you speak about what people get, you capture their attention hypnotically.

 Make it newsworthy
  • Major Breakthrough in Car Safety
  • New Formula Restores Hair
  • Seven “Lost Secrets” Discovered
People devour news. Reveal the newsworthiness of your product or service and you will get attention. A new product is news. An old product with new uses is news. Arm & Hammer baking soda (which also started as a small business) has been around for decades, but the company keeps thinking of new ways for us to use its product—from brushing our teeth to putting it in the fridge to eliminate odors—and that’s news. Again, anything new captivates interest, which is the beginning of hypnosis.
Offer something free
  • Free to Writers!
  • Free Report Explains Tax Loopholes
  • Free Book on Car Repairs
Your free item has to be appropriate to the audience you are after. It may be free, but if they are not interested in it, they will not write or call you. Also, your free item has to be really free—with no catches or conditions—for you to be legally safe. Any small business can create a free item that is relevant
Ask an intriguing question
  • What Are the Seven Secrets to Success?
  • Do You Make These Mistakes in English?
  • Which Gas Filter Will Boost Your Car’s Performance?

Questions are a powerful way to involve readers. But your question has to be an open-ended one that hints of a benefit. If you ask a question that can be easily answered with a yes or no, you run the risk that your readers will not look beyond the question. But if your question is intriguing, it will pull readers into your copy to learn the answer. This is my favorite method for inducing a trance state.

Lead with a testimonial
  • “This is the most powerful weapon I’ve ever seen!” (Clint Eastwood)
  • “These two books made me the wealthiest man alive.” (Malcolm Forbes)
  • “Here’s why my race cars beat all others.” (Mark Weisser)
There is something about quotation marks that captures people’s eyes. If your quote is intriguing (as are these fictional ones), they will force readers to read your copy. (Always use real testimonials from real people and always get their permission first.) Anyone who has ever used your product or service can give you a testimonial. And headlines put in quotes will get more attention—dialogue has life, and that attracts people.
Create a “how to” headline
  • How to Get Your Kids to Listen
  • How to Tell When Your Car Needs a Tune-Up
  • How to Win Friends and Influence People
Because people want information, they are easily drawn to “how to” headlines that promise a benefit they are interested in. If you are selling washing machines, you might conjure up the headline, How to Pick the Right Washing Machine for Your Needs. You can add sparkle to virtually any headline by adding the word how. For example, I Cut Hair is a weak headline, but How I Cut Hair is more interesting. The “how to” is like a hypnotic command that brings people into your writing.
 Quiz your readers
  • How Smart Are You? Take This Quiz and See!
  • What Is Your Networking IQ?
  • Are You Qualified for Success?

People love quizzes. Use a question headline and then let the body of your ad be a quiz. For the ad to work, of course, it all has to tie in to what you are selling. The ad about your networking IQ, for example, is selling a book called Power Networking. If you are running a mechanic’s shop, you might ask, Is Your Car Healthy? Take This Quiz and See! Your whole attempt is to somehow involve readers with your ad. A quiz is one way to do that. Involvement is how hypnosis begins and deepens.

 Use the words "these" and "why" in your headline.
  • These Boats Never Sink
  • Why Our Dogs Cost More
  • Why These Skis Are Called “Perfect”


When you use the words these and why in your headline, you tend to create an attention-grabbing statement that will draw readers into the rest of your ad or sales letter. If you just said, “Our skis are perfect,” few would be interested. But when you say, “Why these skis are called perfect,” you generate curiosity—one of the most powerful motivators around. Simply add the word why to an existing headline to make it more engaging. Buy Plumbing Supplies Here is boring but Why People Buy Plumbing Supplies Here is interesting.
 Use "I" and "me" headlines.
  • They Laughed When I Sat Down at the Piano—But When I Started to Play!
  • I Finally Discovered the Secret to Easy Writing!
  • Everywhere I Stick My Nose I Make Money

First-person headlines will work if they generate enough curiosity and hold a benefit. Everyone interested in playing the piano, for example, will be drawn to the first headline (one

of the most successful headlines in history). You and yours in a headline do not always work because they signal a selling message and people become defensive. However I and me in a headline can deliver a selling message in a palatable way. Here’s a good example: I Wanted to Help People So Here’s Why I Opened My Own Insurance Agency!


Note: Don’t miss the you approach, either. After all, people will go into a hypnotic trance when you address their interests, not yours.

 Put your product name in your headline. 
  • How Gymco Vitamins Make Runners Lightning Fast
  • The Fiskin Ladder Saved My Husband’s Life
  • Thoughtline Helped Me Discover the Secret to Easy Writing
  • How to Cure Warts is good, but How Vitalism Cures Warts is better.
 Since not everyone will stop and read your ad, putting your company name in the headline helps deliver some of your message. But do not make your company name the focus of your headline. Instead, write a riveting headline and slip your name into it. This approach plants a hypnotic seed in the mind of the reader.
 Use the word wanted 
  • Wanted—Nervous People
  • Wanted—Safe Men for Dangerous Times
  • Wanted—Executives Ready for Sudden Profits

Wanted is a word loaded with curiosity. Lead with it and people are compelled to find out why you want nervous people (maybe for a seminar on overcoming fear) or why you want executives (maybe to offer them your new management program). Be sure to ask for the target audience you want. If you are offering something to attorneys, you might write a headline that begins Wanted—Attorneys. The

word wanted is a hypnotic attention-getting word.

Use the word "breakthrough" in your headline.
  • A Breakthrough in Alarm Systems
  • Doctor Offers Breakthrough Hair Loss Formula
  • Wanted—Attorneys Ready for Breakthrough Success
 Breakthrough implies news. It suggests that your product or service beats all other existing systems. A similar impact can be obtained with record breaking or revolutionary.
 Set your headline in upper and lower case 
  • Headlines in Upper and Lower Case Are Easy to Read Got it?

If people have to work to read your ad or sales letter or web site, they will awaken from their potential trance and stop reading.


 Use as many words as you need. 
  • It Floats!
  • How Often Do You Hear Yourself Saying, “No, I haven’t read it; I’ve been meaning to!”
  • Who Else Wants Beautiful Furniture?
 Headlines can be long or short. As long as they get the attention of your appropriate audience, arouse curiosity, and encourage people to read your ad, any length goes. You do not want to waste words, of course. But you do not need to limit yourself, either.
 Feature your offer 
  • Arrow Shirts at 50% Off
  • Oil Change Special
  • Join for Six Months—Get Next Six Months Free
 You have to be clear about the uniqueness of what you are selling for this to work. What are you offering that is head and shoulders above your competition? Focus on that.
 Ask “who else?” 

Who Else Wants to Write a Book?

Who Else Used to Say Singing Was Hard?

Who Else Wants a Fail-Safe Burglar Alarm?


Who else is an involving set of hypnotic words. It suggests that someone else got what you are offering and that it is possible for the reader to achieve or have it, too.


 Use a guarantee 

Guaranteed No-Stains-Ever Rug!

Guaranteed to Go through Ice, Mud, or Snow—or We Pay the Tow!


We live in the age of skepticism. Your offer should always run with a guarantee. But if you can say in the headline your offer is guaranteed, it will help to convince readers to look at your entire ad.


  Admit a weakness 

We’re Number Two. We Try Harder.

This Chef Makes Everything Except Salads!

 You will gain credibility if you confess you are not perfect. Too many ads and letters claim to be the magic bullet to all your ills. That is not believable. If you say you are almost a magic bullet, people will tend to believe the rest of your claims. In order to put people into a hypnotic trance, they must trust you.
 Focus on positive end results 
  • Whiter Teeth in 10 Days
  • 35 Pounds Slimmer in 30 Days
  • Do not paint a negative picture thinking you will make a sale.

People buy hopes and dreams. Do not sell “fat loss,” instead sell “Almost Perfect Health!” Do not try to scare people into buying toothpaste by yelling, Yellow Teeth Are Ugly!, but instead sell the

end result people want: Whiter Teeth! Again, people buy cures.

But be believable. If your headline sounds like a stretch, people

will not trust you. 35 Pounds Slimmer in 30 Days is believable;

35 Pounds Slimmer Overnight is not
  Warn your audience 
  • WARNING to Doctors!
  • Warning: Do Your Kids Play This Stereo?
  • Small Business Owners Be Warned!
 You can grab your target audience with a warning to them. A warning promises information and invokes curiosity, both powerful hypnotic inducers.
 Be careful with humor  

Not everyone has a sense of humor, not everyone agrees on what is funny, and few people buy because of a joke. A slogan in advertising is “People don’t buy from clowns.” Small businesses that attempt to sell people with their humor usually flop. Why? You are not selling humor, you are selling your product or service. Do you want people to laugh or buy? If you insist on trying humor, try to make the punch line the same as your sales message. Here is an example: Used Car Prices So Low It Hertz.

 Make it easy 
  • Plumbing Problems Cured Easily
  • Easy Way to Stop Roof Leaks
 People want results fast and easy. If you or your product can make their lives easier, say so.
 Be careful with reverse type.  You can use reverse type (white letters on a black background for your headline but do not use reverse type for  the rest of your ad or web site or sales letter. Too much reverse type is far too difficult for people to read. Using it in a headline, however, can increase the number of people who will see the ad.
 Dramatize the benefit 
  • Stop Sleeping like a Sardine! Now Sleep like a King!
  • “Sound Pillow” Lets You Sleep with Neil Diamond!
 People want action. They crave it. Show the excitement your product or service can give by dramatizing the benefits. A headline for large beds that reads King Size Beds Are Roomy is boring, but Stop Sleeping like a Sardine! Now Sleep like a  King! is almost impossible to avoid. Drama is hypnotic.
 Use proven clichés 
  • JUST ARRIVED—New Accounting Method!
  • ADVICE to Homeowners!
  • THE TRUTH ABOUT Shoe Repair

David Ogilvy, in Confessions of an Advertising Man, lists the following as proven headline clichés:


  • Free Revolutionary
  • New Startling
  • How to Miracle
  • Suddenly Magic
  • Now Offer
  • Announcing Quick
  • Introducing Easy
  • It’s Here Wanted
  • Just Arrived Challenge
  • Important Development Advice to
  • Improvement The Truth about
  • Amazing Bargain
  • Compare Hurry
  • Sensational Last Chance
  • Remarkable


Ogilvy also says you can strengthen a headline by adding emotional words, such as, Darling, Love, Fear, Proud, Friend, and Baby.




27. .




28. Reveal a hidden benefit.


How to Get Enthusiastic Applause—Even a Standing Ovation— Every Time You Speak

This headline by Ted Nicholas sold a publication for speakers. One of the hidden or side benefits of reading the publication is learning how to get a standing ovation— something every speaker wants. Try to reveal the hidden benefit in your small business. Ask yourself: “What will people get as a result of using my product or service?”


29. Give reasons.


  • Three Reasons Why You Should Write a Book
  • Seven Reasons to Call This Doctor Today
  • Nine Reasons to Use This Maid Service


Reasons involve readers with your ad. To learn more, they

have to read the rest of your copy. The trick to making this

work is in targeting your prospects. If you are an accountant,

give reasons that tie in to your service. If you are a

baker, give reasons why your food is better.


30. Use a before-and-after-statement.


The Wrong Way and the Right Way to Buy a Used Car


This is a common way to show how your business can make a difference. If you own a gardening service, you might use a headline that suggests you transform gardens from jungles to parks. What you are doing here is comparing what people have (their problems) with what you can give them (the solution).



Here is one way to find out if your headline will work—before you spend a cent to run it.

Ask yourself: “Can this headline be used for any competitor’s ad, letter, or web site?” Imagine placing your headline on a competitor’s copy.Will the headline still work? If so, change yours.



In your opening sentence tell your readers what they will learn or what feelings they will get from reading your words.


  • As you start reading the beginning of this article you find yourself . . .
  • As you sit there and read the beginning of this report you start to feel . . .
  • As you read every word of this report you will become (amazed, stunned, etc.) at . . .
  • As you analyze each word of this document, you will shortly feel a sense of (calmness, joy, etc.) . . .
  • As you scan every word of this web page you will begin to discover new ways of . . .
  • After you have read this short article, you will feel . . .
  • Can you imagine . .
  • Picture yourself five years from now . . .
  • Just picture . . .
  • Just imagine . . .
  • Remember when you were in high school . . .
  • Imagine what it would be like if . . .
  • Wouldn’t it be amazing if . . .
  • And in those early years of existence . . .
  • Imagine what it would be like if you could . . .
  • See yourself . . .
  • Remember the smell of . . .
  • And you begin to notice . . .
  • Do you remember hearing . . .
  • Can you recall what a (insert word) feels like?


Tip: Use statements at the beginning of your writing that your prospects already know to be true. This creates trust right away. Trust leads to sales—and to getting people to do anything else you may want them to do. For example:


  • You probably know . . .
  • You’re intelligent enough to know . . .
  • Of course you’ve heard that . . .
  • Everyone knows . . .
  • You probably already know this . . .
  • Rare thinking people like you already know that . . .





“Copy connectors” are ways to weave your sentences and paragraphs together to end up with a web site that compels people to take the actions you want.


What if you . . .

Little by little you begin . . .

And as you absorb this information, you’ll . . .

And as you are thinking about . . .

You become really interested . . .

Are you beginning to see how . . .

As you read each word in this letter, . . .

Have you noticed yet that . . .

Now I would like to help you experience . . .

Wouldn’t it be amazing if . . .

And you will sink deeper and deeper . . .

And you will start to feel better and better about . . .

The further and further you browse toward the end of this report, slowly your problem . . .

47 - Hypnotic Quiz


(the author asks the reader to go back and determine where he has used hypnotic concepts.

48 - My 3 Biggest Secrets


I DON’T DO THE WRITING - Shocked? What I mean is, I command or request the writing from

my unconscious. This may startle you, but some of the greatest writers of all time did not think through their writing. Instead, they wrote it almost by dictation. In other words, they listened to something

within and just wrote. I’ve learned to trust my unconscious. This is actually very hypnotic. Hypnotists know that our unconscious contains the answers to virtually all our questions, and has access to more

than what we consciously know. This is why doing your homework in the research phase is so critical. You are feeding your Muse, so to speak. So my first big secret is that when I sit to write, I do it without

much of an idea of what I will say. I have an intention, yes, but not a formulated plan.


I DIALOGUE IN MY MIND - I imagine I am speaking to someone, telling them what I am writing, and I guess what their questions are. In short, I talk to myself—or at least talk to an imaginary reader in my mind. Dan Kennedy’s tip is to think of all the reasons someone can possibly not buy your item.Whatever they might say, address it in some convincing way. For example: Not enough money? Offer a payment plan or send it with no payment required up front. No need for the item? List the various ways your prospect might use it. No belief in you? Offer testimonials, a guarantee, and anything else you can think of to prove your case. When people are thinking about buying, they become information junkies. They want long copy. They want answers.My job is to anticipate their questions and answer them. That’s my second secret.


I PLUG IN HYPNOTIC LANGUAGE - This is where I shine. What I do is read my writing with my famous

Swipe File at my side. I look for places to replace a phrase with a hypnotic statement.

49 - How Much is that Doggie in the Window?

Perception is everything. I’ve often said that marketing is nothing but altering perceptions. If that’s true, how do you make it happen?



how do you change the perceptions of your readers? You do it by putting things into perspective before you state them. Say your product costs well over one thousand dollars. Before you tell prospects the price, prepare their mind for what you are about to say:

  • You might point out that if they bought your product at a retail store, it would cost five thousand dollars.
  • You might point out that if they had to create this product on their own, it might cost them 10 grand.
  • You might point out that if they spent all the time and energy to create the product that you did to create it, it would have cost them thousands of dollars, months of work, and many sleepless nights.


Pave the way for your price by making it look small compared to something more expensive. Again, don’t lie. Tell the truth. Think about what it would take for your reader to make or acquire or even do without your product. Describe all of that. Then tell your price. This secret is known as contrast.


Your reader has a mental concept about your offer, your price, and your product. All of those concepts are perceptions, not reality. They are mental associations based on how you described your product, price, and offer. You can influence and even change your reader’s perceptions—their reality—by how you describe your product, price, and offer. You also influence how they will feel about your product, price, or offer by what you say before you ever describe them.


THE MIND IS EASILY TRICKED - One of the secret principles you’ll learn is the idea that the mind is

easily tricked by optical as well as literary illusions. You can consciously weave your words in such a way

that people fill in the blanks. In other words, you can help them imagine buying your product or service without asking them to get it. This is the sport of Hypnotic Writing. Here’s an elementary example:

“Imagine driving this sleek car down a country road.”

What did you see in your mind?

Most likely you imagined a sports car.

But why a sports car?

The word sleek led your mind to create a visual. That image came from your mind, not mine. I gave you a prompt and your mind leaped to a conclusion. Minds are like that.




1. Intention: Directing Your Mind.

2. Research: Feeding Your Mind.

3. Creation: Unleashing Your Mind.

4. Rewrite: Sharpening Your Mind.

5. Test: Training Your Mind.


INTENTION - Intention means state your goal or desired outcome for your writing. What do you want to achieve? Be specific. You don’t want to write a sales letter. Anyone can do that. You want to write a sales letter that pulls in a certain number of orders. Whatever your intention, write it down. This programs your mind with a target.


Note:  Noah St. John is a dear friend, author of Permission to Succeed, and creator of a method he calls “Afformations.”Now, affirmations are traditionally positive statements used to program your mind. “I

am now wealthy,” is an affirmation. “I now write hypnotic copy,” is also an affirmation. But Noah says those are limiting statements that don’t engage the mind. Instead, he advises asking “why” questions. An example might be, “Why am I now wealthy?” Or “Why do I now write hypnotic copy?”He calls them afformations.



With all of this in mind, use a why question to help you create Hypnotic Writing. You might ask, “Why did my sales letter get a 100% response?” Or maybe, “Why am I now a wealthy hypnotic writer?”


RESEARCH - Research means you have to do your homework. I never write a letter for a product or a service until I’ve studied that product or service. You have to read all the literature, all previous marketing pieces, talk to customers, use the product, and so on.


Robert Collier, author of The Robert Collier Letter Book (the greatest manual on writing letters ever written by anyone, ever), said people want news. What I do is think like a reporter. I review the literature for whatever I want to sell, and I look for what is new about it. Is the product new? Is there a new use for it? How will this product be new to my readers? News will grab and hold attention, so I eagerly look for it in my research.


CREATION -  Creation means production. I tend to create rough first drafts at lighting speed. This is the

step where you create your first draft. Not your final draft but your first draft. My secret is to turn off the editorial part of my mind so my creative side has free license. Again, the secret to this step is to write spontaneously. The basic rule is: Do not stop writing! Later, in the next step, you can do all

the editorial revisions you want. For now, just write.


REWRITE - Rewrite means there are no great writers, there are only great rewriters. While I urge you to write your first draft as fast as humanly possible, without checking to correct anything or look up anything, I also urge you to review your work, later, in this rewriting stage. This is where you polish your gem. This is where you change passive words to active words, lame sentences to hypnotic ones. Rewriting is where you become a word sculptor and redesign your copy,moving words, sentences, even entire paragraphs.


There are secrets to doing this, of course. Here are a few of my favorites:


  Make 10 copies of your sales letter. Hand them to 10 peers (not family members). When their

feedback comes in, look for the majority votes.

• Whenever you see a comma, see if you can change it to a period. People often write sentences way too long. Rather than using commas to set off clauses in a sentence, try using a period and creating several shorter sentences. This will make your writing “move.”

• Write in active language. Passive language is boring. Active language is hypnotic. This is a major secret, even though it’s been written about by everyone from E.B. White in the famous 1918 book The Elements of Style to me. For example: “The book was read by me” is passive, while “I read the book”

is active. Here’s a tip: Look for the helping words were, is, was, are, or be as a way of spotting passive sentences.

• Pretend someone will pay you $1,000 for every word you take out of your letter. Edit ruthlessly.

• Rearrange paragraphs.Most great writers are word sculptors. They move paragraphs around like chess pieces on a game board. Pretend you are the Michelangelo of words. Rearrange your writing to make the most sense.

• Have a dialogue with your reader. This is one my greatest secrets. I practice my psychic skills when I write copy. I am always wondering, “What will be on my reader’s mind at this point in the letter?” I then address their question at that point.

• Insert hypnotic commands. This is also one of my biggest secrets. I go through my draft and add, change, or rewrite current statements into truly hypnotic ones. This is where I rely on such tools as the Hypnotic Writer’s Swipe File, which I absolutely love.

• Read your writing out loud. This can be very revealing. When you speak your words, you are forced to slow down and become more aware of them. But here’s an even bigger secret: Get someone to read your writing to you. This can make any errors, awkward sentences, or anything else glaringly obvious.

If the person reading your writing stumbles, wrinkles their brow, or seems confused, take note of where they are in your writing and fix it.

• Ask yourself, “Where will someone probably skip a section in my writing?” Trust your intuition. If you sense a paragraph may be boring, rewrite it, break it into smaller sections, or delete it. As a famous novelist once said, “I try to leave out the parts people skip.” Here’s a secret to remember: There are three kinds of readers:

Word-for-word readers

Skimmers - scan your writing looking for key words, benefits, subheadlines, and so on.

Jumpers -  Jumpers do the same thing, but faster, jumping from headline to subhead to offer to P.S., looking for your main message.

Your writing has to appeal to all three kinds of readers. Keep them in mind as you rewrite.

• Use the checklist (you’ll read about it in the next chapter) to review your writing, looking at specific key areas for possible improvement.


TESTING  - Testing means you aren’t smart enough to know what people want. You can’t guess. Write your best copy, rewrite it, and then give it to the market to see if it causes them to buy. Testing is the great god of marketing. Without it, you’re shooting at a flying pigeon in a dark room. Good luck in hitting anything but the wall or the ceiling. The Internet makes testing easy. Just e-mail your letter to your

list, put up your web site, or run a Google ad. The idea is to see how your letter does in the marketplace.

52 - A New Hypnotic Copy Checklist

  • Does your opening pull readers into the ad with fast, compelling, strong reader interest? Does the opening begin with a bang?
  • Does the copy move along at a swift, easy-to-read clip, generating desire all the way? Is it boring?
  • Is the copy written in the conversational style of the person who is going to read it? Have you spoken on the same wavelength as your readers?
  • Is the copy visually attractive and inviting, using short sentences, short words, short paragraphs, bullets, subheads, and other visual aids?
  • Does the copy overcome objections and answer all questions? Is the ad a complete selling argument?
  • Does the copy include proof and create believability with testimonials,specific details, and a guarantee? Can your prospects read this and remain skeptical?
  • Does the copy end with a powerful call to action—a request to fill out a form, call, or visit your business? Do you tell readers what to do?
  • Is the copy written from the viewpoint of what the readers will get? Do readers know how their lives will be improved?
  • Is it clear what you are selling? Is there one central offer?
  • Does the copy reveal what is new, unique, or different about your small business? Can your competitors also use this copy?
  • Is there a deadline or some other logical reason for a reader to act now? Can your prospects read this and put the ad aside to respond later?
  • Are there plenty of reasons to buy? Since people want to buy, have you convinced them why they should?
  • Does your copy follow and complete what your headline begins?
  • Have you reminded your readers of what happens if they do not buy?
  • Have you tightened the copy so you say what you have to say in the fewest words possible? Have you let others edit the copy for you?
  • Is this the best you can do? (Are you being honest?)
  • Have you included a graphic that gets attention? Is it appropriate? Does it demonstrate the product or service? Does it reinforce your message?

53 - The 5 secrets Laws of Hypnotic Persuasion

EngagementThe more you can engage your reader, the more inclined they’ll be to buy your item when you ask for the order. Ask questions. Ask them to complete a task. Make your site interactive. Do you know what I mean?
ChoiceGive people a choice that are win-wins for both you and him or her. One item offered to buy or not buy is not a good choice. Two items to buy—to choose between—gives the reader a sense of control. “Do you want this now or later?” implies they will want it.
EgoStroke their ego, but sincerely. Don’t lie. Don’t mislead. We all want flattery. You.Me. All of us. Pet a dog and he’ll follow you home. You’re smart, so you already know this.
RewardReward people who do what you ask—such as buy from you. Give them bonuses, premiums, unexpected extras. This creates value, removes buyer’s remorse, and strokes the ego.
CuriosityWhat’s the most powerful psychological tool any Hypnotic Writer can use? I use this one every day. I might make a call to a friend and say, “Guess how much the most expensive Mercedes-Benz in history just sold for?” I won’t tell them until I’m done saying whatever I called to say. My question

opens their mind—engages them, yes—but also locks them onto my every word. At the end, I’ll tell them a 1929 two-seater Mercedes-Benz just sold for over four million dollars, thereby completing the story. (A true story, too.)


54 - The 7 most Hypnotic Books of all Time

  1. The Robert Collier Letter Book by Robert Collier.
  2. The Classic Guide to Better Writing: Step-by-Step Techniques and Exercises to Write Simply, Clearly and Correctly.
  3. Unlimited Selling Power: How to Master Hypnotic Selling Skills
  4. How to Write a Good Advertisement: A Short Course in Copywriting
  5. Million Dollar Mailings
  6. How to Write Letters that Sell: Winning Techniques for Achieving Sales through Direct Mail

55 - The Hypnotic Writing Formula

  1. STOPPER! Get appropriate attention. Merge with their trance.
  2. Reel them in: Promise/Benefit/ Curiosity pain or pleasure.
  3. Build desire; Emotion: Paint the picture. Tell the story.
  4. Give reasons; Logic: Explain/Develop.
  5. Dialogue: Objections Mind Reading
  6. Proof: Facts, Statistics, Testimonials
  7. Guarantee: Risk Reversal
  8. Action: Why do it now?
  9. Reminder/Close: P.S.— Pain/Pleasure/Gifts