One of the fundamental mistakes people make when trying out hypnotic writing is to assume that something you SAY works the same as something you WRITE.
For instance, one of the most widely known patterns are embedded commands. They work in spoken language because some words and phrases can have two or more meanings and your subconscious can recognize both.
The most obvious use of this is when writers use the phrase, “By now…” With that, they’re hoping your subconscious will take the suggestion, “Buy now.” That might work in person depending on a bunch of factors (voice inflection being the most important), it won’t achieve the same result in writing.
For a more involved example from the seminar “Persuasion Engineering,” John La Valle tells a story. It’s about how his young son came up to him and said, “When is now a good time to get me some ice cream, isn’t it?”
Clearly, the command is that now is a good time to get him ice cream. In speech, when you embed a command in a question like that it’s more likely to go unnoticed. And if it IS noticed, you can pretend you said something else.
As you were reading that ice cream command, did you have to go back and read it again? If so, it’s because it’s not grammatically correct. Also, in writing, you CAN go back and read it again so people will catch you if you’re not much more subtle.
This applies to all hypnosis and NLP. You can say and do things in person that simply won’t work in writing. You could speak in continuous run-on sentences. If you did, the transcript would be a mess.
“Notice how sad you start to feel inside, as you realise that no other course or training on the market has ever (or will ever) teach you the True Inside Secrets of NLP, CMT and Clinical Hypnotherapy in the way this course would have done ? How Sad does that make you feel?”
If someone did this to you in person, you probably couldn’t help but go along with it especially if the person had been talking for a while already and established some good rapport.
But here you see it and immediately catch on what he’s trying to do. “How Sad does that make you feel?” Really? How do you feel seeing IN PRINT that someone is callously trying to make you feel bad so you’ll purchase his course? You’d probably feel something like irritation, not sadness.
If you want to achieve stellar results with hypnotic writing, you have to help people feel good in a way that doesn’t feel obviously manipulative. That’s where the real power is.
Realize that hypnotic writing is substantially different than spoken hypnosis or NLP. Take the time to learn elegance and you’ll be well on your way to greatness.
You can learn elegance by reading this blog over time. If you’d like to get everything I know altogether, check out my course, “Be A Hypnotic Writer.” The first lesson is free: