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
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,
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,
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
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 http://www.HypnoticWritingWizard.com.
You can sign up to receive Dr. Vitale's free monthly e-newsletter, "News You Can Use!" at his main web site at http://www.mrfire.com.
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Co-op Mailing means that two or more businesses share in the cost and distribution of a direct mail campaign. It's kind of like having you and another non-competing business split the cost of printing, assembling and mailing an advertising flyer to a shared same market base.