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How to Control the "Command Center" in Your Prospect's Mind

Here's a million-dollar secret I've never shared with anyone.

When you use it, you will get inside your prospect's head and manipulate their thinking to get them to do what you want—including sending you money right now for your product or service. Sound hard to believe? Keep reading and I'll prove my point to you.

Right now, as you read these words, you are practicing the very thing I'm going to describe. Centuries ago people read books by moving their lips. over time—and probably due to complaints from the family—people learned to close their mouths. But virtually all people still read the letters you send them by saying the words in their head, almost as if they were speaking them out loud, but in reality speaking only to themselves. You're probably doing it right now.

You are, aren't you? It doesn't reflect anything about your intelligence. It's how most of us read. I read more than most people and I still read the same way you do, "mouthing" the words in my head. It's how most of us humans accept the written word. Relax. You're normal.

Why is this important?

Because this is a way for you to plant hypnotic commands right into the skulls of people. This is staggering power. When people read your sales letter, you are, in essence, right inside the head of the very person you want to persuade. They are speaking your words—your commands, if you do this right—to themselves. You are in their "command center."

Think of the power you have!

Unless you've taken a speed reading course—which teaches you to scan pages and avoid seeing single words—you are like everyone else: hearing what I want you to hear right now, in your own mind. In reality, I'm in your head! What am I going to make you do? Buy my books? Hire me to write copy for you? Make you go out with me and do my bidding? Hmm.

You can imagine the kind of power this gives me and can give you once you learn how to do it, too. And that's what I give you a quick-start lesson in: how to control your prospect's mind.

First, accept that people are reading your sales letters (or ads, memos, e-mail, web copy, and so on) by pronouncing your words in their heads. This means you are in the "forbidden zone" and ready to rewire their brains.

Second, keep in mind that as people read, they think. You are doing it right now and you have been doing it throughout this chapter. You are talking to yourself as you read. You are thinking.

People read your words and also ask questions, as if you were there to answer them. Your job as a Hypnotic Writer is to anticipate those questions and answer them. Do so and people will follow your commands.

Are you with me? As I mentioned earlier, I've never discussed this concept before because I felt it was too damned powerful to release. But when Mark Joyner asked me to expand on the material in my best-selling Hypnotic Writing series of books, I figured I owed the man my ace in the hole.

Here it is and here's how it works:

Write your sales letter with all the Hypnotic Writing skills you have learned from this book. Use every trick you've learned to grab and hold attention, build desire, and lead to a strong close, because you know that's how you create truly Hypnotic Writing.

And as you write, ask yourself, "What is my reader thinking right now?" This is much like trying to handle objections in a traditional sales call. The difference is, you are doing this in writing. Your customer isn't standing in front of you. He or she may be thousands of miles away.

But that person is reading your words—voicing those words in their head—and that person is asking questions. Anticipate them and answer them and you will up the odds in creating a sales letter that easily persuades.

Let me explain this another way: Hypnotists know that you will obey their commands as long as you don't already have a counter-suggestion in mind to the contrary. They can tell you, "Go open the window," and you will do just that unless you have a counter-thought, such as "But it's cold outside" or "I don't have a good reason to open the window."

This same dynamic goes on inside your readers. You can tell them, "Send me money now for my new gizmo," and they will do exactly that unless they have counterthoughts (read: objections) in them. As you probably know, most of your readers will have coun-terthoughts. Your job is to anticipate them and answer them and then give your command.

I use this little-known hypnotic skill in all my sales letters.

I work hard to create a headline that relays a benefit in a curious way. I sweat to write an opening that yanks attention from wherever it was to my words. And then I use this "hypnotic dialogue process" to write the letter.

In other words, I write my letter while pretending to talk to one person about my product or service. In a real way, I'm talking to myself. As I talk on the page, I imagine what my prospect will ask next. It's a dialogue in my mind. But the truth is, that same dialogue will end up in my prospect's mind if I do this right. You've been doing it throughout this chapter. You've been reading my words and asking yourself questions. Right?

Throughout the writing of this chapter, I kept asking myself, "What will he ask?" By anticipating your questions, I could handle them in a persuasive way. I could, in short, lead you to my way of thinking and to doing what I want.

For example, right after my opening paragraph, I wrote, "Sound hard to believe?" I placed the question there because that's probably exactly where you asked the question in your own mind. You read my opening lines—about my big promise to show you how to get people to send you money—and inside yourself you said something like, "That's pretty hard to believe. Prove it."

And right there, right on cue, comes my question. I anticipated your thoughts and answered them by using the dialogue process. And what did I install in your mind while you were reading?

Go back through this chapter and see if you can find this "dialogue process" at work. And then notice what you do next, because that action will reflect the command I secretly embedded in you. And now that your objections are handled, you have little choice but to act on it, or not.

Direct Mail Secrets Exposed

Direct Mail Secrets Exposed

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