hypnotic writing

New Offer on “Be a Hypnotic Writer”

From the feedback I’ve been getting, I’ve realized that most folks are still skeptical about hypnotic or NLP copywriting… and I can’t blame them.

Rarely does a month go by that some marketing guru is saying how hypnotic writing is a scam or doesn’t work. What I’ve never seen though is a discussion on any specific techniques they think don’t work. If you ask me, it’s because they don’t know any. It’s easier to shoot down a hype based straw man.

So to make this more interesting and broaden the discussion, I’ve decided to make a new offer on my “Be a Hypnotic Writer” course.

The $10 per lesson price sold pretty well given the amount of traffic I have here. When I raised the price, sales dropped off. From my experience as a real estate agent, I learned it doesn’t matter how much something is worth in your mind (or even in the tax assessor’s office). It only matters how much someone else will pay for it.

The new offer is something I’ve seen Mark Joyner and Clayton Makepeace do at different times. It’s the $1 trial offer.

The deal is like the opposite of a great money back guarantee. Instead of exchanging the product and money up front and then having the option to trade back if you don’t like it, the $1 trial lets you get the product up front and pay later if you like it ($100). If you don’t, simply cancel your PayPal order within 30 days.

For $1, you can have access to all the lessons and decide whether you want it or not. At that price, the only reason I can imagine not to get it is that you aren’t interested in NLP copywriting or copywriting at all for that matter. You’re only risking $1 and a little time. I’ll even give you your dollar back if you don’t think it was worth it. The risk is all mine.

Some of the feedback I’ve gotten was that this course is better than the seminar Harlan Kilstein did. And by better I mean more comprehensive including more topics, examples and exercises. I also mean better by that the material is much easier to understand the way I present it.

Of course I’d think it’s better but it’s nice to have heard others say so too. So if you want to learn NLP copywriting, this is THE way to do it. Or you could see if Harlan has any more copies of his $1000 DVD set.

To celebrate the new offer, I went back and wrote a real sales letter. I’d been procrastinating for some reason. I worked on it at our hypnosis Meetup group and it seems to have been working itself out.

Of course I didn’t put every technique I know into the letter because some of it ought to be saved for the course. But I realized I ought to use some hypnotic language. It’s only fair since that’s what the product is.

I don’t know how long I’ll keep this offer available. If it turns out well then I’ll keep it up for a while. If not… well you ought to get your copy now while you can. There won’t be a more generous offer in the future. There’s simply not a way to make a better offer.

Now I can clear that mental RAM out to focus on my copywriting model project.

PS. If you’re wondering how these two products relate, the intent is for the NLP copywriting course to help an entrepreneur take their copywriting skills from good to great. The copywriting model product is the entry level product taking a person’s copywriting skills from zero to good.

[08/18 EDIT: I guess it would help if I gave you that website again: http://hypnoticwriter.org]

When the Glass is One Tenth Full

I’ve recently noticed a number of situations in which things were noticeably framed in the affirmative.

If you have the option, it’s usually better to tell people what they can do rather than can’t. Here are 3 examples:

I was just reading an e-book titled, “The Top Ten Secrets of Instant Wealth” by Salad Seminars CEO Jamie Smart. He encourages sharing it so here it is (pdf). Normally I would pass over anything like that but I’ve recently acquired two sets of Salad playing cards (the Ericksonian Hypnosis and Persuasion decks). I highly recommend the cards for acquiring a spontaneity to creating your hypnotic language. I got mine on Amazon.com.

Jamie talks about asking better questions for wealth. Instead seeing something and saying, “I can’t afford it,” he suggests asking, “How can I afford it?” The glass being half full significantly affects your attitude as it will with your audience.

The second example is that I sometimes see marketers bad mouth “hypnotic techniques.” Here’s a quote from an article in the Early to Rise e-zine (July 31st Issue):

“Don’t try to be a copywriter. Just explain what you’ve got and why anyone should care – and then just get out of the way.

“In other words, don’t mess around with mystical, manipulative tactics that are supposed to magically vacuum money out of your prospects’ wallets while they grin stupidly in a hypnotic trance.

“Just talk to people. Be interesting. Be respectful of their time. Share value. Make your pitch. And shut up.”

The point I think the author was trying to make was to not make the amateur mistake of making it sound like you’re trying too hard or using hype. He’s telling you to do exactly what a copywriter tries to do but then starts out telling you not to try to be a copywriter.

The reason I point this out as an example is that I see this kind of attitude toward NLP copywriting now and then and realize the glass is still at least one tenth full. The full part is that this guy must not understand how to use hypnotic writing or how much it could improve his persuasive ability. That just means more opportunity for those of us who do.

The last example was the one that prompted this post. I went to see The Dark Knight at our local IMAX last week. It’s inside a state history museum. While everyone was waiting in line, one of the museum employees made an announcement with an interesting one tenth full twist.

He announced that food and drinks were allowed in the theater as long as they were water with screw top bottles and candy bars still sealed in their wrappers. There’s no doubt that this approach was better received than telling people that no food or drinks were allowed except bottled water.

It reminds me of the saying attributed to Henry Ford that you could have any color of Model-T car as long as it was black.

I don’t know how many people noticed the approach at the museum but I found it humorous. That was actually much less than one tenth full but you get the point… be affirmative as much as possible for best results.

Getting Started in Copywriting and NLP

I’ve been asked a couple of times how to get started in copywriting and NLP.

If you Google “getting started copywriting” you’ll see over 200,000 results. Most of the advice I’ve seen and followed boils down to a few steps:

  1. Study the masters
  2. Copy out successful letters
  3. Build a swipe file
  4. Practice on low risk jobs
  5. Build your portfolio
  6. Specialize in a market
  7. Get bigger clients

What I want to point out is that your path depends greatly on your end goal. Do you want to be a corporate copywriter? Freelance? Or how about run your own business?

Personally, I started out following the above steps before I finally accepted the fact that many of the most successful copywriters write for themselves. Even the top copywriters that still write for clients also have their own products, services, coaching programs, seminars, etc. That’s where the real money and real freedom are.

If you’ve managed to stick to the steps long enough to become a half decent copywriter, branching out into your own business won’t be a terrible shock. Selling is the hardest part of any business and you already have a leg up. Plus, if you go after information products online, you’ve chopped your learning curve down again. And you won’t have to go looking for step 4. You can do your own stuff.

If you follow the career path of many copywriters, the steps that follow after the six above are:

  1. Charge your clients more
  2. Get more clients
  3. Get burned out
  4. Have an existential crisis
  5. Get fed up and start your own business

Why not start at step 4 in the first list and jump to step 5 in the second? Anyway, that’s not the point of this post.

I wanted to elaborate on step 1 in the first list for copywriting and NLP. That was the original question… how to get started.

I read the original guys like Hopkins, Caples and Ogilvy. I don’t recommend anyone start with that unless you want to be a corporate copywriter. For direct response copywriters and entrepreneurs, I recommend you study some of the guys who are doing it well online already. Specifically, I recommend (not affiliate links):

  • Michel Fortin – has a great online presence and community
  • Clayton Makepeace – master of melding copywriting and existing business (aka profit sharing and royalties)
  • Ben Settle – a great resource to go for learning about swiping
  • Michael Senoff – an amazing resource for free seminars, interviews and ads on a multitude of business topics. It’s a great place to find ideas.
  • Dan Kennedy – he has a number of good books on the basics. I’m looking at a copy of The Ultimate Sales Letter on my shelf. You can see the 2nd edition free on Google Books.
  • Google “internet business ” and visit the top results. If they’re private business guys with blogs, they obviously know what they’re doing. Richard Lee, Cybercashology and Terry Dean come to mind.
  • [EDIT 5/23/09]I used to recommend James Brausch for his straightforward business formula that went something like “Product + Traffic + Copywriting = $$$.” He’s since sold off his blog and business and the new owners ran it into the ground with poor products and service. Terry Dean has a highly recommended beginner’s guide.

For NLP, it really depends on what you want to do with it. There’s a ton of general info online. Here’s what I recommend:

  • If you want a solid general overview, get a book like Introducing NLP by O’Connor and Seymour.
  • If you want to learn how to do NLP, you have 2 main options: take a practitioner course or read the original books by Bandler and Grinder and find someone to practice with. The first method would probably be easier although I’ve taken the second.
  • [EDIT 10/20/08: Richard Bandler has a new book out, “Get The Life You Want” that has most of his NLP patterns. Each chapter is a background story and the pattern laid out step by step. I highly recommend it as a pattern reference.]
  • [EDIT 5/23/09: It now appears that NOTNLP may have streamlined many if not all the patterns of NLP. If you’re wanting to do NLP in person, I recommend you check it out.]
  • If you want to learn to do Therapeutic Metaphors, learn the vocabulary of NLP first and then get David Gordon’s book on it. Some of it will be lost on you if you don’t know the basics.
  • If you want to learn modeling,  get Gordon’s book on it. [UPDATE: Steve Bauer has a more comprehensive list on modeling approaches listed in a recent post . It includes Gordon’s book.]
  • If you run across something you’re not familiar with look it up in the Encyclopedia of NLP .
  • If you want to learn it for personal motivation, get Tony Robbin’s materials.
  • If you want to be entertained and awed by it, look for Derren Brown on YouTube. “The Heist ” and “Subliminal Advertising ” are especially eye opening.
  • If you want to learn it for a face to face sales context, get Kenrick Cleveland’s materials. I haven’t studied his materials beyond his blog but Harlan Kilstein highly recommends him.
  • If you want to learn if for a seduction context, get the Speed Seduction materials.
  • If you want to have it done on you without worrying about learning it, get some Paraliminals or visit a hypnotherapist or NLP practitioner. I created a similar product you can download free called Passionate Heart.

And finally, if you want to learn NLP for a copywriting context, get my course. The only thing even like it is Harlan’s $1000 DVDs. Even then, a couple people have commented that my course is easier to understand than his. It’s way less expensive too.

You can get the first lesson free here: http://hypnoticwriter.org .

New Guarantees

I switched the price to a one time $300 instead of the subscription service. If you read the previous post on how much went into the course you’ll probably agree it’s still a bargain.

The other thing that’s changed is that you now have a money back AND "includes everything" guarantees. The money back means you can receive the first 4 lessons and still get your money back if you want. The "includes everything" guarantee is that I’m guaranteeing that it includes every topic in NLP relevant to copywriting. If you get through the course and feel like I’ve left something out, I’ll research it and create a bonus lesson so that you’ll have gotten everything .

That ought to settle it. You can look for a full 30 days without having to commit to purchasing the course. And then if you had concern about the quality (because quality does vary considerably in the NLP community), now you know that you’ll finish the course having been exposed to everything in NLP relevant to copywriting. I would say you’ll have learned it all but I can’t guarantee you’ll do the exercises.

What are you waiting for then? If you want to learn to use NLP in copywriting, this is THE place to do it. Or you can try to figure it all out on your own. If you compare that $10K+ way to my $300 course… well, you get the idea. It’s no comparison.

The landing page is a work in progress since I have other things going on too. I’ll be multivariate testing it too once I’m happy with the way it looks. You don’t have to wait until then to go get it.


Every Word Matters

Several blogs were talking about words recently and I wanted to bring them to your attention.

First off is A-List copywriter David Garfinkel. He showed how newspaper headlines can have drastically different interpretations just by how you read the same words. He was at Harlan’s NLP Copywriting seminar last fall too and mentions an NLP application. Check it out here .

Then James Brausch wrote about a similar idea . His centered more about how emotionally laden words can alter the entire meaning of a message and thus your thoughts… even simple changes like terrorists vs freedom fighters. Here was the original post. Then he gave his readers some practice . He followed with some explanation on why some things don’t make sense and an indirect complement [Thanks, James].

Finally, I noticed Steve [didn’t see a last name] who has an NLP blog. He talked at length about nominalizations . Of course we NLP marketing folks use nominalizations a little differently than the mainstream NLP Practitioners. It really depends on the result you’re looking for and whether you’re looking for your reader’s energy to move or to dissipate.

All those things are covered in my "Be a Hypnotic Writer " course… including practice. In another week or so, I’m going to be raising the price and turning it into a one time payment instead of subscriptions. If you’d like to take advantage of the low price now, you better do it soon. Click on the free lesson in the sidebar.

The first lesson

As I mentioned previously, I’m converting my video into a series of lessons.

The first lesson is now available for download. I’m going to go back and reformat it so that it has a title page, table of contents, copyright, etc, but the content of the lesson will be the same.

In the meantime, I’ve posted that the first lesson is free in several forums. Here’s more or less what I post:

I’m creating a course on becoming a hypnotic writer. I’m giving away the first lesson and would appreciate any feedback… testimonials or suggestions for improvement.

Here are some overall benefits for the whole course so you can see if it’s worth your time.

  • Acquire readers’ good will through calculated ordering of words
  • Allow prospects to lower your resistance while accepting the message unconsciously
  • Implant subliminal commands directing readers to a predetermined outcome
  • Compel prospects to resist misdirected words as the real message is received
  • Distort time and perception… adjusting readers’ desired frame of mind
  • Bottom line: increasing conversions, winning more sales and lowering return rates leading to…
  • More readers buying the results they want = more money = more overall happiness for all parties involved.

It’s a mix of brief, clear explanations and challenging practice exercises. If you realize you want the rest of it, instructions are at the end of the free lesson. Also, for reference, I’m a Certified NLP Copywriter (by Harlan Kilstein) and have since studied many of the original source material books and seminars. I’m incorporating all I’ve learned about NLP into a 12 lesson course delivered once a week.

After blogging on NLP Copywriting for a while I had folks commenting that there wasn’t a good way available to learn it. Most of the original materials are hard to find and harder to understand. I’ve been both a soccer coach and a middle school math teacher so I’m comfortable breaking things down into simpler components and creating exercises.

Harlan may teach NLP Copywriting again if he decides to have another seminar. If so, you’ll have to have the available funds and time and hope he decides to promote it in time. Last time there was only a couple weeks’ notice. Based on the emails I’ve seen from him and his teleconferences, I don’t know if that’s in the future plans or not.

Here’s what a previewer said:

“Louis I like your part 1 a lot. You have used notes, which are really what I would have hoped for, even though I could not have told you that before reading it. Using your notes gives me confidence in a way it would be difficult to achieve with just explanation. The critique of examples is the heart of your teaching.

“As you have spotted the explanation of the device or technique only takes a couple of pages. After that it is practice, practice, practice, hopefully with an experienced sounding board for guidance and advice.”

John Sadler

The lesson is 100% free. It’s a real lesson rather than a cloaked sales pitch. It’s a pdf so you can scan through it and see for yourself. I’m not asking for an email address or anything. If you want to go get it , visit hypnoticwriter.org.


You may have noticed I used a few patterns even in that post. It’s fun to find yourself using patterns even in simple communications like forum posts or emails too.

[Update: The offer has since changed. The first lesson isn’t free anymore. Sorry.]

What do you call NLP?

One thing I’ve noticed since having begun studying NLP is that very few people here in the USA have ever heard of NLP.

If you look at NLP trainers, many of them have taken to making up other names for it. Bandler has Persuasion Engineering . Tony Robbins doesn’t mention it much except that he had to start calling it NAC (Nuero-Associative Conditioning) due to a lawsuit. One of the top corporate trainers in it wrote a book on it and called it Influencing with Integrity . Another wrote about NLP in terms of optimal happiness and titled it Flow . Others have named it Hypnotic Writing, Covert Persuasion, or Speed Seduction depending on the niche.

And don’t even get started on NLP trainers. There are so many different names for it now. They usually have to do with life enhancement or development. I read about a medical treatment called something like Lightning Therapy. Evidently it treats a condition that sounded like Chronic Fatigue Syndrome with a surprising success rate. It was a UK newspaper and they actually reported that it was like NLP. That was surprising because you’d never see a US newspaper refer to NLP. If they did, they’d have to explain it because so few people here have heard of it.

All that said, I’m still wondering what to call my upcoming course. How about something like Hypnotic Copywriting or Covert Copywriting? Any other ideas?

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