Author Archives: Louis R Burns

Vitale’s “Hypnotic Writing” Chapters 3-5

Welcome back to my series on “Hypnotic Writing” by Joe Vitale.

Chapter 3

In chapter 3, Joe challenges the reader to think big by starting out with a story of a 93 year old woman sky diving for her birthday. The point of this chapter is to encourage us to think bigger. If you want a book for that, he recommends, “The Power of Impossible Thinking.” I also recommend, “The Magic of Thinking Big.”

Joe ends the chapter asking you what you want to accomplish by studying this book. Think about your own impossible dream and any “could not fail” kind of goals.

Chapter 4

This chapter is a disclaimer Joe wants to make that he doesn’t know everything. It’s a little ironic to me that it follows the chapter on accomplishing impossible goals. It almost makes it sound like he wants you to think big but then not expect big things from the book. Joe recommends you read other stuff too.

Chapter 5

Now the book actually starts. This chapter is titled, “A Beginning” and so it is. Joe tells us that his interest in hypnotic writing came from reading classic literature as well as great sales letters. Specifically, he mentions Robert Collier, Bruce Barton and John Caples. He also mentions “Hypnotic Selling Power” too.

Joe says that hypnotic writing generally is any writing that hold your attention. He then goes on to define hypnotic writing as “intentionally using words to guide people into a focused mental state where they are inclined to buy your product or service.”

So again, we’re seeing a difference in hypnotic writing and NLP copywriting. Yes, they’re both about getting more sales. The difference is that hypnotic writing limits itself to guiding a focused mental state while NLP copywriting is about short-cutting that process and using patterns specifically designed to elicit a response.

If you’re only doing hypnotic writing, an interruption could ruin your whole set up. If you’re using NLP language patterns, your reader can skip around and still have a few patterns embed on his brain… keeping him up at night until he either buys or forces himself to stop thinking about you.

Vitale’s “Hypnotic Writing” Chapters 1-2

As promised, I’m rereading Joe Vitale’s book, “Hypnotic Writing: How to Seduce and Persuade Customers with Only Your Words.” There are 56 chapters and many are a page or two long so I’ll combine them at times.

Chapter 1

Joe starts out with a brief history of hypnotism. Of note is his mention that arguably the most famous hypnotist of modern times, Milton Erickson, theorized that hypnosis (or more accurately, trance) is a state of mind that we’re all entering “spontaneously and frequently.”

He then goes on to define hypnotic writing by saying it’s not hypnosis at all. It’s irresistible writing that keeps readers’ attention. It’s “spellbinding, unforgettable and filled with embedded commands.”

Joe gives several examples including Shakespeare and a number of books. He reminds us of the experience we’ve all had of being engrossed in a book.

Then Joe lays out the point of the book:

“My intention is to reveal – for the first time anywhere – the principles and strategies that will transform your writings.” This transformation of course is to irresistible writing with hypnotic writing.

Joe finishes the chapter future pacing the benefits of learning hypnotic writing and then throws in a few things it’s NOT (like manipulation or controlling people).

One major comment I have at this point is in our definitions. Most people wouldn’t know the difference between hypnosis and NLP. NLP started as a model of a few of the most effective hypnotherapists in the English speaking world. And even today, there are two main branches of NLP – the hypnosis related personal change system AND the process of modeling through which they got that system.

The main difference between hypnosis and NLP is the structure. Whereas hypnosis seems to concern itself with different inductions (the part where you relax and drift off), suggestions, outcomes and repetition, NLP is a systematic organization of changing the way the mind thinks. The approach is as different as painters and software engineers.

The reason this distinction matters is that hypnosis based hypnotic writing could veer off into artful use of inductions and suggestions. NLP copywriting is an organized system of tools to shift people’s perception of reality. Hypnotic writing seems more suited to books and prose (which are all the examples Joe gives). NLP copywriting is about sales letters and getting results.

NLP was the structuring of hypnosis so that anyone could pick it up and get the same kind of results. NLP copywriting is the same thing for hypnotic writing. We’re not just going for irresistible. We’re going for action. We want the sign up or the sale. We want a direct response.

Anyway, that’s a little plug for my course too. It’s about compelling direct response NLP copywriting, not simply being irresistible. The tools and tactics you might have spent years refining as a novelist are immediately at your fingertips. The reason I’ve called it, “Be A Hypnotic Writer” is because I’ve found few people who have even heard of NLP.

The first lesson is free too. In it, I review an excellent case study of NLP copywriting. Get yours at:

http://hypnoticwriter.org

Chapter 2

Chapter 2 is a page long and asks you to write down your current strategy for writing as a reference point.

If you’re meaning to write persuasively and you don’t have a written strategy yet, feel free to borrow the one I created. You get it free when you opt-in to my blog notification list in the sidebar. It’s a model of over 60 world class copywriters. So for what NLP did for hypnosis, I did for copywriting.

Look for upcoming chapters soon.

What Is Hypnotic Writing Good For?

Hypnotic writing… you’ve heard of it, right? You’ve heard how it can magically steal money right out of peoples’ wallets? I intend to demolish some myths surrounding hypnotic writing and share with you what it CAN do.

For any given marketing campaign there are 3 components seasoned marketers know determine the outcome: the list, the offer and the copy.

Of course, the list is the group of people to which you’re marketing. Your best list is the one you created yourself through opt-in offers. Ideally, you have an ongoing relationship with these folks. You may even have more than one list for more than one market. That’s smart market segmenting. That’s also where the next part comes in…

The offer is what you’re selling. It make a difference if you offer golf supplies to home school parents (wrong list). If you offer a golf product to a golf list that no one wants at a price no one would dream of paying, then that’s going to ruin your promotion as well. So you need the right offer made to the right list AND…

Great copywriting. Even hypnotic copywriting. If you have a great offer for the right people but they can’t understand why they should buy it… they probably won’t. That’s where hypnotic writing comes in.

Some people mistakenly believe hypnosis is about tricking people while they’re tranced out… or something like that. Hypnosis is only a state of heightened awareness. The awareness is focused inward which is why people “trance out.” Fortunately though, you can’t make anyone do anything they’re normally against. Stage hypnosis works because most people don’t have anything against clucking like a chicken or becoming as stiff as a board.

Hypnosis and hypnotic writing work because they gently make suggestions that allow the inner mind to do what the person thought they wanted to do but couldn’t. Will hypnotic writing make buying decisions easier for people? Most definitely… as long as the person was open to buying in the first place but maybe just on the fence. If you do manage to trick people into buying, you’ll have plenty of returns to show for it. Obviously that’s not a good long term business strategy.

Using hypnotic writing ethically will ensure you boost your bottom line. It’s the icing on the cake of a good offer made to the right list.

Creating Time Travel With Hypnotic Writing

Were you aware that you can bend the illusion of time by altering how you reference time?

If you weren’t, you are now and you’ll be aware of opportunities to take advantage of this strategy from now on.

As with anything sold, there are pros and cons. If you want to highlight the pros, describe them in the present tense. If you want to deemphasize the cons, talk about them in the past tense.

Living in the present and talking about anything now gives it the most life and immediacy. This is where you want to talk about all the great things your buyer gets.

Conversely, you ought to address the drawbacks unless you want extra returns. You don’t have to make mountain of a molehill or unnecessarily scare anyone. Place it gently in the past when they’ve already successfully dealt with the issue.

Deep down, people buy things because they’re looking to feel better. Maybe it’s a dinner at a nicer restaurant or a new car. Help them feel good now by buying now. Talk about the good feelings they will have in the future right now. Help them imagine the pride of ownership or the better experience buying will eventually give them.

Perhaps you noticed how I used the technique in the second paragraph.

Here it is again now that you understand it:

You may have been listing benefits and drawbacks randomly before reading this article. Even so, you now know the best way to maximize those things. From now on, you’ll begin to see higher conversion rates and stretch your copywriting buck.

Let’s recap… put the drawbacks as far away in the past as you can. Highlight the immediacy of your benefits in the present. And talk about the future great results now too. Time is your friend as long as you recognize how it can help you.

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