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:]

Update on Copywriting Model

Here’s an update on what I’ve been doing recently:

On August 4th I met with some veteran modelers. By that, I mean these guys made their living modeling as management consultants for a number of years. I’d asked them to review the copywriting model I created.

I got some really good feedback about tightening it up and cutting away more of the non-essentials. I also got a few more ideas to make it much better.

The most exciting idea to me is in the acquisition. I had intended to record a guided acquisition protocol similar to a hypnosis session. The listener may or may not go very deeply into trance depending on their preference.

After talking to the NLP experts, I learned that running the acquisition protocol through the subconscious could end up being more effective than through the conscious. So I’ve decided to use both.

I’ve been using Holosync now for about 4 years. I also listened to my first Paraliminal tape back in 2000. If you’re not familiar with those technologies stay tuned. I’ll write another article later explaining what they are. Essentially, they’re brain wave and dual induction NLP programs.

Dual inductions are where you listen to two voices simultaneously which overwhelms the conscious mind. You can go into trance nearly instantly if you allow yourself.

I’ve been transcribing some dual induction scripts to make sure I’m effective with it. For my copywriting model, I’ll be following the acquisition protocol as well as the new behavior generator protocol.

On top of that, I’m going to be adding alpha and theta brainwave frequencies to make it easier to go into a deeper trance. At the hypnosis group I attended last night, the facilitators were saying that the subconscious is most easily accessible in theta. Beta then is the conscious, active mind state. Here’s the Wikipedia on brain waves.

No one really had any solid ideas about where alpha, delta or gamma play into trance work. If anyone out there reading this has any ideas, please comment and let me know. Theories and guesses are welcome too.

Anyway, the idea will be to create a dual induction theta brain wave subconscious acquisition audio.  That’s a mouthful. It will be an earful too. I’ll include the conscious protocol as well to reinforce it and for any skeptics out there.

On top of all that, a friend of mine is a DJ at our local classical station and offered to do voice over work for me. The result should be fairly hypnotic. I’m excited.

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

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.

Flowing Customer Experiences

I’ve been reading the book, Flow: The Psychology of Optimal Experience.

In writing the first draft of my copywriting model acquisition instructions, I realized a way that Flow applies to marketing. First, an example:

In Toastmasters, we just launched our fiscal year. One of my positions allows me to create and promote incentives and competitions for members to be recognized. During the discussions that proceeded the adoption of one in particular, there was a lot of back and forth over the rules.

The point I was trying to make was that we had to make it fair or people wouldn’t do it. One competition in particular, Toastmaster of the Year, was tricky because we were trying to decide how we would choose the winner. The first idea was that all the criteria would count equally and receive a single point talley. I knew that wouldn’t work because one criteria is attending a weekly meeting while another one is mentoring a new club (a six month committment).

We ended up deciding to keep the judging subjective. Several experienced Toastmasters will have to subjectively weight all the criteria against each other and pick a relative winner.

Flow experiences are the intersection of skills and challenges. If your skills are high and the challenge is low, you’re bored. If your skills are low and the challenge is high, you’re anxious. Flow is the happy medium between the two extremes where high skill and high challenge intersect.

For a challenge to be legitimate, the rules must be established and easy enough for people to navigate. If you think about any sporting event, that’s what allows it to be recognized as a challenge. Otherwise it’s just a bunch of guys fighting over a ball without a point. And if you don’t know the rules, that’s probably what it looks like to you.

The reason I mentioned the Toastmaster example is that the rules have to not only be clear but they have to be fair. No one is going to play a game where their reasonable efforts won’t be fairly recognized. It’s impossible to get into a flow state that way because the challenge isn’t well defined.

The marketing application is that your message will be most effective when it helps create a flow experience for your prospect. Your ideal customer will be one who is at the skill level to recognize the solution to a challenge your product offers. Said another way… people buy when your product helps them overcome a challenge. And the particular challenge will be determined by their current skills.

No doubt there are all sorts of other applications to things like customer service as well.

When I just checked Amazon, they have used copies of Flow for $2.60.

A Hypnotic Roommate Ad

Over a year ago, I posted an ad to Craigslist for a roommate.

I think we got a couple of inquiries and only one person came over to look at it. We ended up renting to a brother of one of the current residents.

Since then, I’ve learned what I know about hypnotic writing. I only went to Harlan’s NLP Copywriting seminar last September.

Several weeks ago I posted another ad for a roommate. This time I got 17 email responses in about 24 hours before I took the ad down because I didn’t want any more responses. I invited 8 of those to come look at our place… and they all showed up. Most of those would have been fine but our first choice seemed the most excited (and oddly beyond coincidence) so that’s who we went with.

I post the two ads below to show the differences in “creative” type ad writing and hypnotic writing that uses pacing and leading and quite a bit of Milton modeling. Rereading that first ad, I think I was trying to be humorous to sound more like a real person… keep Austin weird [a local motto] style. It feels like I was trying too hard when I see it again now.

The hypnotic ad is more about creating an internal experience for the reader. Of course the numbers also reflect things like the month, the current real estate market, etc.

Another difference on the second ad is that I got email inquiries with subject lines, “room for rent sounds perfect” and “my imagination is excited.”

Non-hypnotic 1st ad:

$$$$ All Bills Included- 3 Roommates Seek a 4th For A Brentwood 4-2

We are three 20 something males. We’re mostly quiet professional types. We all keep the place pretty clean. We’re smoke and drug free but drink in moderation.

We’re located in the Brentwood neighborhood and a short walk to the #1 bus route on Lamar, a coffee shop, fast food, and McCallum High School. We’re right between 35/183/Mopac. We have all the dishes we need. We have a basketball hoop in the driveway and a set of kettlebells. There’s one year old carpet throughout. You’d share a bathroom with an almost compulsively clean guy.

We share wireless internet and we split the cost of cleaning supplies/TP/paper towels. The walls are fairly thin so if you like to crank up the stereo all the time or have screaming nightmares, this probably isn’t a good fit. The living room will accommodate up to around 25 people for social gatherings. We don’t have or plan to get a TV. The room is in the back, unfurnished and has 2 large windows.

There’s no deposit and it’s available June 1. The landlord wants a one year lease. He’s pretty quick about fixing things.

The recent hypnotic ad:

$$$$ bills included – a home and private room (NW side of Lamar/2222)

Imagine a quiet neighborhood… you rocking on the porch, enjoying the large shade tree in front or the basketball hoop out back. Or perhaps you’d enjoy seasonal roses or pomegranates.

The Lamar bus stop, a coffee shop, a neighborhood park and fast food are all a short walk away. Our neighborhood, Brentwood, ranks as one of the best neighborhoods in Austin. We’re close to it all… 183, 35, Mopac, UT or downtown.

Inside… a large living room, antique coffee table, wi-fi, modern appliances, gas burners, two refrigerators, pool table, guitar hero, kettlebell set, Kirby vacuum and ample cooking space. There are 4 rooms and 2 shared bathrooms.

The roommates… easy going guys aged 27-30, clean and considerate. We often savor a good brew. Both guy or girl are fine for us.

The landlord… pays all bills except internet. He works out leases on a personal basis.

The room is around 10′ x 12′ including 2 large windows facing east and south. Small, confined pets are fine.

The room is available August 1st.

Email to arrange a tour.

What else do you notice between these two ads?

Unpacking a hypnotic headline

Harlan sent an email the other day talking about hypnotic headlines.

He said the following headline had at least 8 presuppositions:

How Many Of These Secret Thai Chicken Recipes Have You Tasted So Far?

See how many you can find before you look at the way I unpack it…


  1. There are such things as recipes.
  2. There are more than one ("how many")
  3. It’s possible to taste them.
  4. You’ve tasted some.
  5. You’ll taste more in the future.
  6. They are chicken recipes.
  7. They’re Thai recipes.
  8. They’re secret recipes.
  9. You’ll find out what the recipes are ("these").

How did you do?

The reason you might want to do this in a headline is the idea of the mind being able to keep track of 7 (+/- 2) chunks of information at a time. No doubt some of the chunks will already be in use just by the activity of reading. If they can’t distinguish something as a separate piece of info, they’ll generally accept it without question.

Fortunately, there’s not much in the headline that anyone would object to anyway. Maybe a reader could ask if there really are secret Thai chicken recipes. I mean secret recipes? It’s not like they’re KFC or Coke with a secret formula, right? But then if you’ve taken up the remaining slots available to separate things out, they won’t even notice there could be something worth objecting to.

Of course that’s something else that needs to be calibrated and tested. You’re not going to an elephant into the living room without anyone noticing just because you used a bunch of presuppositions.

Calibrating Pacing

Last week I attended a Hypnosis MeetUp group.

After some explanation we broke up into groups to practice putting each other into trance. As newbies, we have a long way to go in calibrating our paces. Even though my partner “missed” several times, I was still able to go into trance.

What occurs to me is that as you’re using NLP in your copy, it doesn’t have to be perfect. Your reader does have a modicum of vested interest in interacting with your message or else he wouldn’t be reading it. She can help you at points where you’re less than elegant.

There are limits of course. In one exercise we were supposed to say, “that’s right” every time we noticed our partner going deeper into trance. One of my partners had a hypnosis audio she used to fall asleep to. The voice was almost comically deep and repeated, “that’s right.” So every time she tried to say it, she started giggling. I wasn’t able to go into trance like that because I would end up laughing too.

All that’s to say you don’t have to be perfect to be effective. As long as you’re not completely breaking state, you’re probably getting through to some degree.

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