Vitale’s “Hypnotic Writing” Chapter 14-15

In chapter 14, Joe tells how he learned a lot about hypnotic writing from magic catalogs.

He tells the story of how he was interested in magic as a child and picked it back up as an adult.

Joe talks about how the catalogs sell the sizzle not the steak. They highlight the benefits rather than the features.

The chapter goes on to break down an ad for a magician pointing out credibility built, using scarcity, building value, appealing to your reader’s ego, preempting objections, building agreement, and associating with an image (in this case James Bond).

Joe must like secrets too. He says that one of his secrets is that the higher the product price, the more copy you’ll need. I really hope that’s not a secret to anyone calling themselves a marketer.

The chapter concludes by telling us to ask ourselves what the reader wants and writing to that interest.

Chapter 15 is two pages explaining that hypnotic writing enters the conversation already taking place inside the prospect’s head.

Reusing Content As An Effective Way For Duplicate Content Filter Avoidance

Articles are prized possessions of authors in the article distribution industry. These are services they offer that make their passion in writing worth saving. Writers earn from doing what they love to do but of course, this does not come without hard work. Making loads of articles is undeniably laborious. There were times when they just can’t squeeze anything out of their creative minds. Luckily, there are many ways to reuse content. Making another article from one is a good way to not torture oneself of thinking too much. Another is that, writers reuse content to expand already made ones. It maximizes the content and energy brought into the piece.

The internet is such a large virtual world to be working in. The amounts of information stored in its database can be considered as infinite. With more and more additions being made every day, I can say that there are a lot of competitions regarding articles. If not careful, many articles can be considered as duplicates with yours and that is not a good sign when it comes to catering to the clients’ needs. Writers must be good in spinning their written work as ways to reuse content because in this way, it can be difficult for search engines to detect. The internet database or search engines have a way of sorting published articles. If they locate an article with the same phrases or sentences as your articles then it will be spam and will not be available to target users.

Rewriting articles and spinning them are effective ways in recycling their substance. There are difficult steps in achieving good spun articles. One must be careful in constructing the new piece because there are cases that it might not be distinct from the original one. Doing it manually – writers must be keen in locating possible phrases or sentences that might consider both the articles as one and the same. They must have a skill in ensuring spun articles are effective and are noticeably dissimilar. So, authors must make sure that their rewritten articles are significantly different from each other. If not, that will become a problem in the future because the internet has a way of knowing how unique and how identical one article is from another.

Reworking and reprocessing articles can help in bringing in good business. It can give equally good quality as the original one and can go through filters easily because they do not carry the same sentences or phrases. Authors must have a knack in ensuring spun articles are effective.

And to make the writer’s job easier, computer tools are made to address the concerns of reading, checking and rechecking the new article for parts that are identical to the new one. It compares articles to ensure that the spun articles are effective. With this tool, duplicate content filter avoidance is made and practiced.

About the Author:

NLP Copywriting Sample Letter

Last week I posted a letter I wrote for major publishers. If you’d like to see NLP copywriting techniques in action, go check it out.

Also, if you happen to know any of the major publishers or anyone else looking to hire a direct response copywriter with an NLP advantage, let me know that too at writing@louisrburns.com.

The letter is here:

www.louisrburns.com/writing

Let me know which techniques you recognize.

And of course if you’d like to learn NLP copywriting, hop over to my course:

http://hypnoticwriter.org

What It Takes To Change

People are fond of the quote stating that insanity is doing the same thing over and over again and expecting to get different results.

The hardest part is to figure out what you want that as a different result. Anyone can complain about something they don’t like.

After you figure out what you want, it’s simply about planning with the goal in mind. What resources do you lack for your outcome? What habits will make it happen?

Successful people develop certain habits. Unsuccessful people develop habits too. The difference is that successful people are deliberate about planning out the habits the want. Unsuccessful people get into a routine that keeps them busy but never accomplishing worthy goals.

A different routine is required to make real changes. That’s when you can reasonably expect a different outcome.

For example, let’s say you want to learn a foreign language. What do you do? You got it… you need to practice deliberately. You need to plan some time into your daily routine so that it becomes a habit and finally a skill. If you’re in business and you want to persuade others to change their buying habits, you need to present a context where it makes sense to do that.

Buying a product or service for the first time is another change. They weren’t spending that money on you before. For you to encourage that, you need to show them how they’ll be making a change for the better by doing business with you.

When you cultivate a relationship with your customers so that buying with you becomes a habit, you’ll be well on your way to accomplishing your business goals. Changes takes structure. It’s your habits and deliberate planning for the outcome you want. You need to see the end you want to reach before you’ll be able to achieve it.

Your next action step is to create the structure you’ll need to support the life you desire

Vitale’s “Hypnotic Writing” Chapter 13

Chapter 13 of Joe’s “Hypnotic Writing” book is what he calls a controlled study in hypnotic writing.

There’s a before and after sales letter for an Emotional Freedom Technique (EFT) product.

I’ll post the headline and lead for both versions (original one first):

MONEY BEYOND BELIEF!

Moments from now, you could be transforming your relationship to money, creating greater freedom to attract as much of it as you desire!

Are you ready . . . ?

If you’re struggling with money, it’s not your fault.

Parents, society, movies, and even your friends are programming you to stay in a poverty mind set. They aren’t doing it on purpose. They aren’t evil. They were simply programmed and are passing the virus down the line, to you.

And the hypnotically re-written version:

If you want to create money beyond belief the spiritual way- even if nothing’s worked for you in the past:

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 Beyond Belief! 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.

You can see both the full letters at these URLs respectively:

http://www.bradyates.net/page45.html

http://www.bradyates.net/MoneyBeyondBelief.html

Joe says the first one barely made 100 sales in 100 days. The second made $8,500 in one day. And both were the same offer sent to the same list.

So what’s the difference?

A couple of thoughts:

The first one doesn’t have a real headline. The sentence that follows it is extremely vague. The second one promises a benefit, uses specificity AND curiosity and has a guarantee all rolled into one.

The first one uses a lot of negative positioning like telling the reader he might be struggling or stuck. Even if you say it doesn’t have to be that way, you’re telling him that it currently IS that way.

The second letter is full of hope giving words such as heal, believe, abundance, prove, imagine and offers their money back guarantee in the headline AND the lead. I don’t really see any NLP patterns other than presuppositions and a little future pacing in the second paragraph. Even so, it’s magnitudes better than the first. No doubt, some patterns would increase their conversion even more.

If you scroll through them, the first isn’t even a real sales letter. There’s no real call to action other than the order links spread throughout. It comes across as a pushy car salesman with ADD. It’s a little surprising it got any sales at all.

If you’d like to learn NLP copywriting patterns and how to be more elegant, check out my home study course at

http://hypnoticwriter.org

The free opt-in list even reveals what the most powerful patterns are.

What else do you notice about these two letters?

Vitale’s “Hypnotic Writing” Chapters 11-12

Chapter 11 of “Hypnotic Writing” is about writing in your own voice. Joe notes that everyone has their own way of talking about things and encourages us to let that shine. He calls it writing with intimacy.

What copywriters typically call this is writing conversationally. It means writing the way you talk. The funny thing about that is that some people… well they’re hard to understand when they talk. Joe quotes Mark Twain saying that if people tried to talk the way most of us were taught to write, we’d all stutter.

So yes, write in a conversational voice. If you’re a copywriter, you’ll end up writing in other people’s conversational voices. That’s where modeling comes in. I was actually reading a Dan Kennedy promotion the other day and it was fairly clear to me that Dan Kennedy didn’t write it (not that I would have thought he would have anyway). I’d link to it but I just checked and they have a page saying the offer is expired.

Who wrote it? It doesn’t matter. The point is that whoever wrote it clearly wasn’t comfortable writing in Kennedy’s famous “No BS” style of speaking. It felt contrived. Not hypnotic, not intimate, not authenic and so no credible. If the copywriter could have modeled Kennedy first, the copy would have sounded conversational from Kennedy – instead of someone trying to pretend to be Kennedy.

Chapter 12 of “Hypnotic Writing” asks what’s more important than the copy. If you’ve been in direct marketing very long at all, you already know the answer: it’s the list, THEN the offer, THEN the copy.  If you do so-so on the copy but nail the list and offer, you can still make money. If you have an exceptional offer and copy but you send it to the wrong list of people, it will flop.

Joe then tells a story about how he tried making an offer one time without any copy and they ended up with a buyer anyway. Truthfully, there actually was some copy – his email telling people to go look at this new traffic method that people were already desperate to see. So it did have copy after all. Just not very much or very good copy.

I’ve seen others online test not having a sales letter as well. I don’t know how well that works. Maybe if you have a hot enough list you can throw just about anything at it. I’d question what kind of message that sends your list if you care about your long term relationship with them.

The next chapter is on an actual case study with some actual numbers. Don’t miss it.

Vitale’s “Hypnotic Writing” Chapters 9-10

Chapter 9 is called, “What Is Hypnotic Writing?” Joe talks about how hypnotic writing is a form of waking hypnosis.

By that he means, “Anything you do which makes your readers react because of MENTAL IMAGES you plant in their minds is HYPNOTIC WRITING!” The original statement said listeners and waking hypnosis instead of readers and hypnotic writing.

Then Joe reiterates his definition of hypnotic writing:

Hypnotic Writing is intentionally using words to guide people into a focused mental state where they are inclined to buy your product or service.

Joe takes the second half of the chapter to show the difference between features based writing and hypnotic writing. The latter uses imagery and a technique by which you map something extraordinary onto something otherwise mundane. So rather than just being a vibrating pen, it’s a teensy-weensy masseuse in your pocket that also happens to write.

Chapter 10 is a case study. Joe did a rewrite of some copy and has both versions here for our review. I’ll repeat the headlines from both and then comment.

Original:

Discover Why The Country’s Foremost Success Hypnotherapist Continues to Help So Many Enjoy “Unexplainable” Breakthroughs, and Truly Massive Personal Gains!

For 26 Years, His Claim of “I’ll Help You Move from Ordinary to Extraordinary!” Has Been Proven to Help Millions Worldwide Enjoy Amazing Life Transformations; He Guarantees You’ll Make Staggering Confidence, Incredible Personal Income, and Peak Life Performance Your Everyday Fact!

You’re About to See That His Acclaimed, Mega-Personal Development System Will Work as Thoroughly and Decisively – for You.

Yes – Now You Can Go On to Produce the Simple, Yet Stunning Personal Change That Makes Life Say an Overwhelming Yes to YOU!

And Joe’s headline rewrite:

Discover Why the Country’s Foremost Success Hypnotherapist Continues to Create “Unexplainable Breakthroughs, and Truly Massive Personal Gains in people just like YOU!

For 26 Years, His Claim of “I’ll Help You Move from Ordinary to Extraordinary!” Has Been Proven to Help Millions Worldwide Enjoy Amazing Life Transformations; He Guarantees You’ll Make Staggering Confidence, Incredible Personal Income, and Peak Life Performance Your Everyday Fact!

At Last: Gain Iron-Will Self-Confidence – Destroy Your Inner Limits – Develop a Power Mind and quit pussyfooting around with your life and get RESULTS! Guaranteed by the world’s foremost sports hypnotherapist!

From these two excerpts, you can see that most of the first block and all of the second are identical. I underlined the differences in the first headline for easy reference. Having the whole thing in front of me, the other major change was to remove a long narrative that followed these headlines and go straight to the bullet points instead.

Looking at the last part of it, you can see that Joe’s last header is pretty powerful. Words like “iron-will”, “destroy”, “power” and “guaranteed” make a pretty big difference. Does that make it hypnotic? Sure. Our definition allows for a lot of things to qualify.

Chapter 11 is about the great intimacy secret. Don’t miss it.

Maximizing Your Copywriting Skills

I just finished a book called, “Talent is Overrated: What Really Separates World-Class Performers from Everybody Else.” I picked up a few lessons to apply to copywriting.

What I got out of the book was that it’s not “natural” talent or even experience that give us greatness. And if you think it’s hard work, you’d be in good company, but that’s not it either. There are plenty of people who work hard but aren’t the best.

What is it that makes the difference? The author calls “deliberate practice.” It’s not just practice. A good example of it is how most adult city league soccer teams that I’ve observed practice.

Few adult soccer teams have a coach unless it’s informally the captain/manager. Not many practice as a team either. If they do, they typically divide into 2 groups, set up two small goals and then play until people get tired. Do players get better doing that? Not really. Is it fun? Yep. You get to play where you want, take a break when you want, play with who you want… who doesn’t enjoy that?

I was on a team once where a friend and I were able to convince the other players we needed to do some skill specific drills. We practiced playing keep away where the goal is to maintain possession of the ball. We put goals in the middle that had to be dribbled through. We put a limit on the number of times we could touch the ball before passing. We played offense against defense with each playing in our game formations.

Challenging ourselves with these drills made us better than other teams. We ended up moving up divisions each year that I played with them. I’ve seen other teams do that as well. It’s really not rocket science to be better than most everyone else. Deliberate practice will do the trick.

What can you do as a copywriter? Most people have heard you ought to copy other good letters so you get the language into your system. The author suggested 3 models for practicing: the music model, the chess model and the sports model.

Music Model

When you perform music, you know exactly what it’s supposed to sound like and you rehearse it. If you get hung up at a part, you step back and rehearse that part until it’s perfect. In copywriting, that’s what we’re doing when we copy other good letters. But we have two other ways to improve as well.

Chess Model

Evidently the way you learn to be great at chess is to use the “what you would do in this situation” model. That’s also how Harvard Business School teaches… through case studies. You look at specific scenarios and try to figure out what you would have done. Then you compare that to what actually happened.

For copywriting, you can re-write letters. You can pick a product, write a letter for it and then see how it compares to the real one. You can critique letters.

You can also chunk it down to smaller elements. How would you rewrite just a headline or offer? There are plenty of smaller opportunities if you want to test yourself against PPC ads or catalog copy.

Sports Model

Sports teams condition themselves for specific skills. For copywriting, you can build your swipe file and analyze each letter. You can take courses. You can read books. You can cross train in fields like sales, story telling, NLP and hypnosis, logic and debate. You can getting mentoring.

If you’ve been stuck at reading books and copying good letters take heart. Now you have plenty to keep you busy and take your copywriting skills to the top.

Vitale’s “Hypnotic Writing” Chapters 6-8

Welcome back to our book club reading Joe Vitale’s Hypnotic Writing.

Chapter 6 is about the hypnotic writing that Agatha Christie used. Evidently they did a study on her because her books sold a measly 2 billion copies. Not like that’s a world record or …oh, it is? Yes, according to Guiness Book of Records. They complied all her books to figure out what made them so compelling and found words that are often used in hypnotic inductions. Words like “she, yes, girl, kind, smiled and suddenly.”

The conclusion of the study was that certain words and phrases set off the pleasure centers in our brains. Use them and you too can be a compelling writer. Some other words Joe suggests are “wonder”, “imagine” and “story.” If you want contemporary examples of compelling writing, check out the Harry Potter series or The DiVinci Code.

At it’s core, Chapter 7 is about translating features into benefits. Joe does it in lively fashion though by starting with a paragraph in Italian. Joe could have used any banal phrase to make his point but instead, he uses an NLP technique called the quotes pattern or speaking in quotes. He not once says this is actually what he’s saying to you but notice the effect the following paragraph has on you:

I’m about to tell you my million-dollar secret for writing sales copy. This is something I’ve never told anyone else in the entire world. I’ll tell you right now, if you promise to keep this a secret. Agreed?

Like I said, he only says that’s the translation to the paragraph that was in Italian. Doing it that way, he doesn’t have to vouch for what’s actually being translated. Another way to do it is to quote someone else. The effect is the same. We have a tendency not to notice that the words were meant for a different context and take them at face value.

Another easy example of Joe’s point was in a brochure he rewrote for a company. In their brochure, they had, “When was the last time you felt okay?” Instead of just okay, Joe changed it to read, “When was the last time you felt fantastic?” Again, it all depends on the audience and the context, but you get the point. There’s a substantial emotional difference between feeling okay and feeling fantastic.

The overriding point of these two chapters is to realize that hypnotic writing is compelling, emotional writing. It’s not necessarily a sob story, but little tics along the way add up to a big feeling by the end.

Chapter 8 is a quick story about a guy who sent Joe a terrible joint venture request. It started out good by sending it in a Fedex package and attaching a $20 bill. But then he goes on to say he needs to buy a motorcycle, he’s broke and he’s on vacation and wants to make some extra money. He wants to do this JV by emailing Joe’s list and charging a huge retainer for marketing services which is what Joe already does.

There’s no benefit for Joe in this exept the guy offered to give him half the profits. That’s no incentive really though because he’d be damaging his relationship with his list by recommending this unknown guy who obviously doesn’t know how to speak to his audience himself. This chapter was intended to tell us how NOT to write hypnotically.

Stay tuned for next time when we start with Chapter 9, “What Is Hypnotic Writing?”

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