Neuro-Linguistic Programming

Don’t Try Hypnotic Writing Like This

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:

Update on Hypnotic Writer Course

After testing both methods for a while, I’ve decided to switch my “Be A Hypnotic Writer” course back to the fixed term membership delivery method.

Eban Pagan is having a info product course launch this week and some of his free materials have inspired me to revisit how I do products. If you haven’t seen any of his videos or reports, go to:

Before I switch my course over to a 12 week delivery, I’m going to be writing an autoresponder script to encourage opt-ins. I plan to do that this week. Once that’s done, I’ll switch the course. Until then, you can still save a little money and time buying the whole thing at once at:

New Hypnotic Services Available

Due to inquiries, I’ve decided to offer more services for people who want more or less than the do-it-yourself Hypnotic Writer Home Study Course.

If you’d like more than the course alone, now you can get hypnotic writing coaching and hypnotic writing critiques.

The coaching will include the course, a review of all assignments, email contact and a critique at the end. At this point I think it would be fair to have a one time payment for six weeks of email consultation (one email per day) and no deadline to get the critique in… all for $500 (includes the course).

Critiques will be unique in that I’ll especially pay attention to hypnotic writing uses and opportunities. I’ll also look at copywriting basics as well as anything else in particular requested. While this won’t include rewrites, I will make suggestions for improvement or places to use hypnotic techniques. I will review the same letter twice for the price. Critiques not already included in coaching start at $250 for a sales letter less than 10 pages. Any other critiques can be priced relative to that.

If you’d like to get your feet wet before you get anything else and want more than the content on this blog, I’ll answer individual questions related to hypnotic marketing for a nominal $10 fee.

Here are those services for quick reference:

If you’re interested, the order page is here or in the sidebar:

Hypnotic Writing Services

Using the Right Words to Apply Covert Hypnosis

[NOTE: I saw this article and felt it was worth sharing. I’ll probably look for other guest posts in the future as well – Louis]

by Rob Andrews

What are the correct kinds of words to use covert hypnosis?

Using words that cause someone to see things in a different way is one way to influence how they feel and think. This is called reframing.

A famous example of reframing is glass half empty, half full metaphor. This reframing from viewing the glass not as half empty, but rather as half full, helps people see the positive side of something.

You can use reframing for more complex things by changing some very simple words in a sentence. For example, think about the difference between these three sentences:

It’s very pretty outside today, but tomorrow it’s going to rain.

It’s very pretty outside today, and tomorrow it’s going to rain.

It’s very pretty outside today, even though tomorrow it’s going to rain.

These sentences describe the same things, but the small change of only a word or two makes you think about the weather differently. Go over these sentences again and be sensitive to how each one makes you feel about the weather today and the weather tomorrow. Can you feel the different attitudes they bring out?

There can be many ways to reframe things.

Choosing words that expand the frame cause the person listening to see the bigger picture.

Like, when a person is at a store and is worried about buying a pair of shoes because she knows that a store across town has the same pair for a few dollars less, you may say something like, Wow, I know that the other store has the same pair for a couple dollars less, but that’s an hour away. How much gas do you think you would use up driving over there?

You can also reframe the context of a situation.

Friend: Man! I really wanted to go to the beach today but its so windy outside it wouldnt be any fun.

You: Ya, it wouldn’t be much fun sitting on the beach in the wind, but look at the wave! It would be a great day for surfing!

And there is also the content reframe.

Friend: What a jerk! That man blew by us doing 100 mph. Can you believe some people!

You: He sure was going fast. Did you see he had his emergency lights on? I wonder if he was going to the hospital.

So you can see how changing the language you use can actually change someones attitude about things.

One powerful type of conversational hypnosis is reframing.

Reframing let’s you distract the listener’s conscious mind and causes her to listen to her subconscious brain.

There is no obvious hypnotic trance here like you would see in overt hypnosis, but nevertheless, this use of words in conversational hypnosis causes the listener to respond to things using her subconscious mind.

Learn more about conversational hypnosis and reframing, and try it out.

Author: Robert Andrews publishes articles to teach the power of conversational hypnosis. Learn more about this amazing form of covert hypnosis

Appreciating Your Value

Other people will appreciate your value to the degree that you appreciate it yourself.

When you think of sales, marketing or persuasion, what comes to mind? Do you get excited about the value you’ll get to share with people or are you worried they’ll think you’re just a pushy sales person? What’s behind that concern?

Over the course of my various careers, I sold knives, vacuums, cars, insurance, B2B services, and real estate. What I learned from one industry to the next was that you have to believe in your product and in yourself. If you don’t, something needs to change.

The way to believe in your product or service is to focus on the value people gain from it. The simplest check is to ask whether the value people receive is more than the money they’re giving you. Another measure is the amount of time or money they can save with your product. A more abstract comparison is how good they might feel from owning your product. As long as you know in your gut that they’re gaining from doing business with you, you’re golden.

The way to believe in yourself is to forget about yourself. Really. Of course you take care of personal hygiene, but when it comes time to interact with your customer, it’s no longer about you. The confidence you want in that scenario comes from focusing on serving your customer. They don’t care about your hangups. They have their own problems and if you want them to have the best experience, your best bet is to look for ways to help them solve them. If you’re focused on the other person, you’re not focused on your self – being self-conscious.

The highest form of service to your customers is to empathize with them. Understand why they feel the way they do and you’ll see how to best serve them. No amount of NLP magic will change those fundamentals.

To recap, find a product you can believe in and look for ways to serve people. Then people will appreciate the value you provide.

Question Calibration Case Study

There’s an NLP Practitioner/copywriter who periodically posts different written patterns.

Typically, I feel like he’s overstating the case or violates the intent of hypnotic writing which is to be elegant in your persuasion. He doesn’t allow comments or I would have posted there. His loss, your gain.

He posted on Asking Obvious Questions to Plant Doubts today.

The part I want to draw your attention to is the two questions he uses and the conclusions he draws from the distinctions.

He says to leave out modal operators (could, would, should) and conditionals (if) in favor of declarative statements using the two examples:

  • What would you do if the economy collapses?
  • What will you do when the economy collapses?

If you’ve been following my blog for a while, you may recall that it’s usually best to avoid asking questions at all. In person (as NLP is taught) it’s encouraged as it controls attention. In writing, you’re giving an opportunity to lose focus or interest.

The issue that isn’t addressed in saying the first question is more powerful than the second is the effect on the reader.

As a reader my personal responses to the respective sentences are:

  • Hmm. I wonder what it would take for the economy to collapse.
  • Yeah right. He’s just scare mongering to get me to part with my cash.

The second probably isn’t a response you want your reader to have. People aren’t simply passively agreeing with everything you say.

It’s much more elegant to mind read instead. For example:

I’m wondering about your plan for the looming economic collapse.

He goes on to give examples that seem like they’re intentionally written to provoke a negative response. For example:

“Would you hire a window washer to do your taxes? Then why would you hire an ad agency copywriter to write your website copy?”

The both questions put the reader in a “no” state. That may not be the best approach if you’re trying to get someone to eventually agree with you.

If I’m reading that as someone who might hire a copywriter, I’d think this person has very little connection to logical reality and pass. Or maybe that he’s insulting my intelligence. I’m likely to start arguing with him in my mind.

For more effective writing, calibrate what you want to convey. Make it elegant so that you avoid creating unnecessary resistance. Remember that people just want to feel good.

For more on modal operators, see Steve Andreas’ article on it:

Welcome Harlan + Odds and Ends

The orginal NLP Copywriting Guru, Harlan Kilstein, has started a blog. His first post says he’s devoting it to his teacher, Dr David Dobson. I’m looking forward to some good NLP content there. He’s also linked his products there. The site is:

Another thing I’ve noticed lately is that if you’re putting an Aweber form on your website, it’s best to use the html instead of the script. For someone like me using Firefox, the script doesn’t appear on the page. It may be the ad blocker I use, I’m not sure. I had to open up the page in Internet Explorer.  The page I was viewing is a free ebook from Joe Vitale:

I actually have 3 completed models I’m working on turning into products. The first – graphic design – I’ve mentioned here before. I’m using the new ability myself to create some better covers for my products.

The second is a model from David Gordon. He agreed to let me use the one in his book on modeling as a free downloadable product here. I figured more people would be interested in my products if they knew exactly what kind of thing they’d be getting. That ability is “how to be passionate about something.” I’ve written the script for that already too.

The last one is one I’ve done over the holidays. My brother is finishing up his masters degree in mathematics. He’s pretty much a genius as I often hear of him solving problems that no one else could. I modeled his problem solving ability for a math context. I’d like to see if I can install it in some school kids who might otherwise think they’re “bad at math.”

My experience as a math teacher was that being “good” or “bad” at math was entirely up to the attitude and strategies of each individual student. I’m scheduled to help some kids with their science fair projects in the next couple months so I’ll see about working with them on their math as well.

The final update is that Arton Baleci is using modeling to see if he can turn himself into a professional soccer player (footballer) in one year. His site:

Thanks to Steve Bauer for alerting me to the Riggio Model and The Beautiful Aim.

Stay tuned for some comments on some recent experiences with Diego Norte.

Crafting Mental Movies For Others

If you’ve read much on visualization, you’ve probably heard of the basketball free throw study.

There were 3 groups:

  • Group A: Practiced free throws 20 minutes a day.
  • Group B: Did nothing.
  • Group C: Only visualized making free throws 20 minutes a day.

After 20 days, the each group’s accuracy was tested again. Group A improved by 24%. Group B didn’t improve. Group C improved by 23%.

From that study, we know that visualization can nearly match actual experience. Let’s take that one step further. If you want maximum control over your situation, in addition to creating your own mental movies, take the time to create the mental movies of others.

You may know what you want it to look like when you execute a movement, make a sale or score a goal. Do you also know what you want it to look like from someone else’s perspective? Unless you’re making videos of your performance, you probably haven’t given much though to what you look like.

To have a more complete and effective performance, complete the experience. Otherwise you’re only really rehearsing a one side of a conversation. What do you want your customer to see, hear and feel from her interaction with you? What do you want the other team to think you’re doing? Craft that mental movie.

If you want to supercharge the process, do a complete model of the person. It’s been said that the best way to persuade others is to enter into the conversation already running in their head. Find out as much as you can about their beliefs, emotions, strategies and behaviors when it comes to their interactions with you. If you want to influence the other, be the other.

They say practice makes perfect. I once heard a motivational speaker make his own twist and say that practice makes permanent and only perfect practice makes perfect. That’s to say that practicing reinforces things. It’s only by practicing things correctly that you’ll be able to execute correctly. That’s what visualization and mental movies allow for. Create those perfect movies of yourself AND the others in your space.

Crafting mental movies for others is no guarantee of any particular outcome. But taking that extra step can only improve your chances of having the experience you want most.

Conference and Next Model

It’s be a little while since my last post. If you were wondering what happened to me, I was chairing a Toastmasters District Conference.

As chair, I took a large role in the marketing as you can imagine. Our typical attendance over the past few years has been 80-100 people. Most of those conference lost a substantial amount of money. We budgeted for 125. People were saying we were too optimistic and needed to make plans for what to do if fewer people showed up.

I put NLP marketing to the test… and we ended up with 202 paid registrations. I credit much of that to the quality of the speakers, the offer we created and that we focused on creating a good value for people. Of course people wouldn’t have known about all that without the marketing.

You might be surprised to know we had no budget for marketing. We’re a non-profit. We were supposed to break even for the conference when it was all said and done. So far, we’ve made a profit and will have more money coming in from audio recordings we’ll be offering our members. Our biggest problem now is what to do with the extra money so we can bring it back down to break even.

This event consumed most of my time the past couple of months. I should be done with all the final wrap ups in the next couple of weeks.

In the meantime, I’ve been working on a model for graphic design. I’m actually meeting with my exemplar for the last look at the model to make sure it’s all an accurate representation of what she does. It includes everything from project planning and management to what she actually does to make it look good. I’ve learned a lot about it myself.

I’m also going to be working on a model of using violence to save your life. I realize it’s not marketing but I’ve had an interest in self defense for years. I’ve found a couple of fighting systems that are principle rather than technique based so I can model them. The trick to this one will be connecting kinesthetic knowledge through hearing. I think as long as it’s anchored to movements the listener is already familiar with, it will work. One idea I’ve been wondering about is whether “muscle memory” is simply subconscious knowledge.

I’m thinking of doing another business skill after that. I haven’t settled on one in particular so if you have any preferences, let me know – either comment or email me.

That’s all for now.


PS. If you’re wondering how I got so many links to my prior post, I submitted it to a bunch of blog carnivals. I’ll do that again for the next post with more universal appeal.

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