Over a decade ago I bought and devoured an expensive course called “Hypnotic Writing” by Joe Vitale. If I remember correctly, it cost $ 1,000 and came in a heavy box with tons of CDs and two thick manuals. And it was perhaps one of the best investments I made to learn not only good writing, but excellent writing that turns like crazy.
This morning I was cleaning up some old files and found my handwritten notes from the course. In the notes I discovered a list of “The 7 Secret Principles of Hypnotic Writing.” They still stand the test of time today, so I thought I’d share them with you here.
Note that these are not so much a manual as a list of clues as to what Vitale’s “hypnotic writing” is. But from these clues, you can discern enough valuable information to almost instantly improve your own writing, be it blog posts, sales letters, emails, or anything else.
1: make it personal
Hypnotic writing speaks to YOU, the reader. You will find words like you, me, me, yours, etc. All of this makes you feel that writing speaks to you personally. Of course. The more personal, the more hypnotic.
2: keep it active
Hypnotic writing is active. You will find many verbs. You will find little passive writing. It is the difference between saying, “The writing was hypnotic” and saying, “Joe weaves the hypnotic writing.” The first is passive, the second is active.
3: get emotional
Hypnotic writing captures your emotions. You can find it by doing it in a story format or in direct narration. Either way, writing will pull on your heart strings. One of Joe’s most famous letters began: “I was about to cry …” That line attracted the emotions of the readers. You had to read the letter to find out what the tears were for.
4: be sensual
Writing hypnotically engages your senses. You will find descriptions of feeling, tasting, seeing, smelling and hearing. All of this will help you get involved with writing and thus be responsive to what you order.
5: Be Mandatory
Hypnotic writing commands the reader to do something. As a reader, you may not detect the command as it may be embedded. But there will always be one. Ask yourself, “What do I want to do after reading this?” What you do next may be the result of the hypnotic command.
6: curiosity
Hypnotic writing plays on your curiosity. You can find it by starting a story, but not ending until the end of the article. Telling you how to do something may show promise, but it will only give you limited details, so it will urge you to request the product you are promoting to learn more.
7: Hypnotic writing is hidden
You won’t find any obvious clues stating “Warning, hypnotic writing at work”. Instead, the writing will be smooth and personal, and the hypnotic aspect will creep under consciousness.
Now imagine if you really had the power to influence the subconscious mind of your potential customer.
Imagine if you could do it using simple trigger words that trigger involuntary reactions in your brains.
And imagine that you can do it in writing and by voice.
You may not think you can do this. But I’m going to tell you that you can, because over time we are all subtly hypnotized to accept certain suggestions. This process started when we were babies and has never stopped.
You wouldn’t even suspect that these simple words have any special power. But when you use them correctly, they can dramatically improve your power of persuasion.
Yes, I just gave you a sample of “hypnotic writing.” If you reread the previous 5 paragraphs, and study them very carefully, you will notice that I used three little words to great effect: “Imagine, you and why.”
If all you do is start using these three words more frequently in your copy, you will experience an increase in the persuasiveness of your writing.
Imagine if you could persuade someone of anything, because when you do, you will have the power to make a fortune.
Give it a try next time you write and see what happens.
