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1. Create relationships first: People buy from people they like and trust.

2. Practice karmic marketing: Give now, knowing it will return later.

3. Write hypnotically: People are bombed with e-mails, so yours needs to rivet.

4. Share your personality: Be ruthlessly honest about who you are.

5. Get out of your ego: Think of what the traffic wants, not what you want to sell.


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Action, pain and pleasure as motivators of, 60-69 Active language, 211 Advertising (Goode), 82 "formations," 206-207 Agatha Project, 15 Aikido, 79 Allen, Steve, 91 Analogies, using, 106-107 Analogy Book of Related Words,

The (Glasser), 106 Anthony, Robert, 139-140 Aristotle, formula for persuasion, 61-63 updated, 63-69 Art ofReadable Writing, The

(Flesch), 220 Attention, getting reader's,

99-102 Autogenic training, 2

Barnum, P.T., 82 Barton, Bruce, 128,206, 224 Before-and-after statement, in headline, 188

Benefit, promising of, 179-180, 186-188 Blogs, 166-169 Books, hypnotic, 219-221 Boxes, around text, 136 Bradbury, Ray, 97,193 Braid, James, 2

Breaks, importance of taking, 131

"Breakthrough," using in headline, 184 Breakthrough Advertising

(Schwartz), 67 Breakthrough writing, 115-117 Brown, Peter, 4 Bullets, using in copy, 134 Burton, John, 13,200 Butterworth, Eric, 96-97, 194

Buying trance, 16, 59

"Calling in" target audience, 179

Caples, John, 178 Carr, Allen, 4

Case study, web site hypnotic writing, 31-37 Checklist, for rewriting copy,

215-216 Children, pretending to write for, 113-114,117 Choice, persuasion and, 217 Christie, Agatha, 15-17 Clichés, using proven, 187 Collier, Robert, 59, 79,110-111,

208,219-220 Comic books, writing in style of, 113-114 Commands, 144-147,212

that always work, 148-151 Commas, in copy, 211 Conflict, using in stories,

158-159 Conklin, Robert, 20 Connotation, of words,

160-163 Contrast, changing perceptions with, 199-200 Controlled study, of hypnotic writing, 44-52 Copy connectors, 190 Copying great writing by hand, 91-95

Covert Hypnosis (Hogan), 220

Creation, in writing process,

209-210 Crook, Colin, 8, 9 Curiosity, persuasion and, 218

Darrow, Clarence, 109,111 Denotation, of words, 160-163 Dialogue: with reader, 194-195 using in writing, 211-212 Direct marketing campaign, keys to success of, 40-43 Divided Mind, The (Sarno), 4

Dostoyevsky, Fyodor, 114 Dynamic Speed Hypnosis (mail-order course), 27

Easy Way to Stop Smoking

(Carr), 4 Editing. See also Rewriting avoiding at start of writing process, 84-86 tips for speedy, 127-132 Editors, 119 Edmonston, William, 1 Ego:

getting into reader's, 20,

22-25,176-177 persuasion and, 217 Einstein, Albert, 132 Elman, Dave, 26 E-mails:

examples of hypnotic,

225-245 secrets of, 245 stories in, 170-172 Emotional Freedom

Techniques (ETF), 44-52 Emotions, in writing, 116, 122-123

Ending, cutting copy's, 128 Engagement, persuasion and, 217

Enthusiasm, exhibiting in writing, 126 Erickson, Milton, 2-3,112-114, 141

Events, visualizing, 115 Excitement, in writing, 116, 208

Facts, importance of researching and including, 109-111,207-209 Faulkner, William, 133 Flesch, Rudolf, 220 Forbidden Keys to Persuasion, The (Warren), 162-163 Fortune at the Bottom of the Pyramid, The (Prahalad), 8-9

Franklin, Benjamin, 111 Free offer, making, 180

Gafner, George, 16 Gallwey, W. Timothy, 84, 87, 88, 90

Garfinkel, David, 206 Garn, Roy, 122 Glasser, Selma, 106 Glocheux, Dominique, 221 Goals: persuasive writing and, 121-122 setting of, 87-88 Godefroy, Christian, 221

Goode, Kenneth, 82 Grammar, free help with,

130-131 Graphics, 215,216 Guarantee, offering, 185

Hatch, Denison, 220 Headline writing, 177-188, 208

Healing Back Pain (Sarno), 4 Hemingway, Ernest, 127 Hogan, Kevin, 66,203,220 Honek, Walter, 82 Howard, Vernon, 63 "How One Hypnotic Story Brought 15 Automatons to My Door" (Vitale), 141-143 "How to" headline, 181 How to Think Like Joe Vitale (online program), 221 How to Write a Good

Advertisement (Schwab), 220

How to Write Letters that Sell (Godefroy and Glocheux), 221

Humor, in headline, 186 Hypnosis, 1-3, 58-59 Hypnotherapy (Elman), 26 Hypnotic Brain, The (Brown), 4

Hypnotic dialogue process,

144-147 Hypnotic Language (Burton), 13

Hypnotic Techniques for

Standard Psychotherapy and Formal Hypnosis (Gafner), 16 Hypnotic writing: case study of, 31-37 controlled study of, 44-52 defined, 3-4,14,26-27 formula for, 205-206,

222-223 origins of, 12-14 resources for, 10 Hypnotic Writing Wizard

(software program), 221

"I" headlines, 182-183 Imitation, of great writing, 91-95

Impossible dream exercise, 9 Induction of Hypnosis, The

(Edmonston), 1 Inner game principles of hypnotic writing: Self One: the critic, 84-86 Self Two: the master writer,

86-87 steps to, 87-90 Inspiration, tips for finding, 96-98

Intention, writing with, 206-207 Intimacy, in writing, 38-39

Karbo, Joe, 110

Kennedy, Dan, 58, 194,195,208 King, Stephen, 129 Kissinger, Henry, 132

Lazy Man's Guide to Riches, The

(Karbo), 110 Length issues, 75-76 Liebeault, Ambroise-August, 2

Lloyd, Kenneth, 220 London, Jack, 96, 152-154, 193

Magic catalogs, 53-57 Magic Power ofEmotional

Appeal, The (Garn), 122 Magnetism, 1-2 Massage pen, hypnotic writing about, 27-30 "Meat," putting in writing,

109-111 "Me" headlines, 182-183 Mental models, 8-9 Mesmer, Franz Anton, 1-2 Method Marketing (Hatch), 220

Million Dollar Mailings

(Hatch), 220 Mind gaps, 203-204 Moine, Donald, 220 Moment, being aware of present, 88-89 Money Beyond Belief web sites, 44-52

Motivation, pain and pleasure and, 60-69 Muse, suggestions for inviting,

96-98 My Amazing Discovery (Honek), 82

Neurypnology, 2 News, in headline, 179, 180

Objections: anticipating, 56 countering, 146-147 Ogilvy, David, 178-179,

207-208 Openings, revising, 189-190 Optical illusions, 201-202

"P.S.," adding to letter, 125 Pain, as action motivator,

60-69 Paragraphs:

cutting first few, 128 rearranging, 211 using short, 134-136 Parker, Charlie, 98 Pavlov, Ivan, 108 Perceptions, changing of,

197-204 Perdue, Frank, 110 Perfection, as enemy of hypnotic writing, 118-120 Personality, revealing in writing, 38-39 Persuasion, 61-69, 121-126,

217-218 Pleasure, as action motivator,

60-69 Plous, Scott, 200 Point of writing, getting to, 117

Positive results, focusing on, 185

Power of a Magnetic Personality,

The (Conklin), 20 Power ofImpossible Thinking, The (Wind and Crook), 8, 9

Power ofOutrageous Marketing

(Vitale), 221 Power Persuasion (course), 221 Prahalad, C.K., 8-9 Preoccupation, of readers,

122-123 Price, call to action and, 63, 68, 70-74

Problem, presenting in writing,

61-62,68,125 Product name, in headline, 183 Promise, making in writing, 62,

68, 70-74 Prompt, using, 97 Proof, providing in writing, 63,

68, 70-74 Psychology ofJudgment and

Decision, The (Plous), 200 Psychology of the second interest, 166-169 Puysegur, Marquis de, 2


answering reader's, 144-147 asking in writing, 164-165, 218

asking leading, 123-124 in headlines, 180-181 of typical reader, 77-80

Quiz, about hypnotic writing, 192

Quotes, using, 107-108, 134

Raphel, Murray, 125 Rapport, as key to success, 78 Readers:

getting attention of, 99-102 getting into ego of, 20,

22-25,176-177 giving readers what they want, 123 kinds of, 212 meeting needs of, 77-80,

148-151 quizzing of, 182 understanding mind of,

58-59,144-147 visualizing of, 115-116 "warning" in headline, 186 writing to just one, 116 Reading aloud, 130, 212 Reese, John, 224 Relaxation, 97-98 Reminders, as triggers, 174-175 Repetition, power of, 81-83 Research, importance of,

109-111,207-209 Reverse type, using in headline but not in text, 186 Revision, 189-190 Reward, persuasion and, 217 Rewriting, 99-102. See also Editing checklist for, 215-216 copy connectors, 190

knowing when to stop, 132 openings, 189-190 secrets of, 211-213 tips for, 103-108 Robert Collier Letter Book, The

(Collier), 208,219-220 Rosen, Sam, 50 Ruskin, John, 118 Ruth, Babe, 122

Sarno, John, 4

Scarcity principle, 54-55

Schank, Roger, 137,139-140,

174-175 Schultz, Wilhem, 2 Schwab, Victor, 220 Schwartz, Eugene, 67,193 Scott, DeWitt, 129 Sea Wolf, The (London),

152-154 Self-criticism, 84-86 "Sexy" writing, 133-136 Shakespeare, William, 4 Silvester, Trevor, 204 Similes, using, 104-106 St. John, Noah, 206-207 Stampede Secret web site, 40-43

States of Equilibrium (Burton), 200 Stories:

asking questions in, 164-165 on blogs, 166-169 connotation and denotation in,160-163 in e-mails, 170-172

examples of, 139-143 telling of, 137-138 using conflict in, 158-159 "Story of Ramon, The"

(Anthony), 139-140 Swipe File, 195-196,212

174-175 Tempest, The (Shakespeare), 4 Testimonials, 124-125, 181 Testing, of written copy, 214 There's a Customer Born Every

Minute (Vitale), 82 Thesaurus, using, 103-104 "These," using in headline, 182 Translation, as secret to hypnotic writing, 18-21, 176-177 Triggers, reminders as, 174-175 Trust, in writing process, 89-90 Turning point message (TPM),

155-157 Twain, Mark, 39, 91,103, 107-108

Unconscious Directed Writing, 209

Unlimited Selling Power (Moine and Lloyd), 220 Upper and lower case letters, using in headline, 184

Visual attractiveness, 125-126 Visualization, of events, 115 Vitale, Joe, 82,141-143,221

Waking hypnosis, 26-27

example of, 27-30 "Wanted," using in headline, 183

Warren, Blair, 162-163 Weakness, admitting, 185 Webb, James, 178 Web sites:

case study of hypnotic writing, 31-37 hypnotic formula for, 70-74

length of copy on, 75-76 of Money Beyond Belief,

44-52 rewriting of, 191 of Stampede Secret, 40-43 Webster, Richard, 193 Wells, H.G., 119 Wells, Wesley, 26 White, E.B., 100,211 "Who else," asking in headline,

185 "Why":

asking in headline, 182 asking in writing, 206-207 Wind, Yoram, 8 Words:

connotation of, 160-163 to help reader imagine,

203-204 hypnotic power of, 14-16 to use in headlines,

182-185 using short, 103-104 word pictures, 124

requesting from unconscious, 193-194 suggestions for starting, 96-98

Yates, Brad, 44-52 "Yes" mind-set, 56

WordWeaving: The Science of

Suggestion (Silvester), 204 Writing style, finding own, 38-39

Writing/writing process, see also Rewriting exercise, 6

length issues of, 75-76

About Dr. Joe Vitale

Dr. Joe Vitale is President of Hypnotic Marketing, Inc., and author of way too many books to list here, including the #1 best-selling books The Attractor Factor and Life's Missing Instruction Manual, and the best-selling Nightingale-Conant audiopro-gram, The Power of Outrageous Marketing.

His latest books include: There's a Customer Born Every Minute, Meet and Grow Rich, The Greatest Money-Making Secret in History, Adventures Within, and The E-Code. His next book will be Buying Trances.

He also created a software program to help you write sales letters, ads, news releases, speeches, and even entire books using his Hypnotic Writing methods. You can learn more about it at

You can sign up to receive Dr. Vitale's free monthly e-newsletter, "News You Can Use!" at his main web site at

How Can You Easily Become a More Powerful Hypnotic Writer?

Get Joe Vitale's Hypnotic Writing Wizard software

"Drop Everything Right Now and Order This Tool! Hypnotic Writing Wizard will do more for you in less time than any other tool I know of. It's as if Joe was right there next to you whispering in your ear what to do next. Imagine all the possibilities and increased sales you will gain by simply using this one tool! Do yourself a favor and get it now. This is the real deal."

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