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 it came in a heavy box with tons of CDs and two thick manuals. And it was perhaps one of the best investments I’ve ever made in learning not just good, but great copywriting that converts like crazy.
This morning I was cleaning out 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.
Please note that these are not so much a basic manual as a list of clues about what Vitale’s “Hypnotic Writing” is. But from these clues, you can discern enough valuable information to almost instantly improve his own writing, whether it’s in 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 as if the 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’s the difference between saying, “The writing was hypnotic” and saying, “Joe weaves hypnotic writing.” The first is passive, the second is active.
3: get excited
Hypnotic writing taps into your emotions. You can find it by doing it in a story format or in a straight narrative. Either way, the writing will tug at your heart strings. One of Joe’s most famous letters began: “I almost burst into tears…” That line captured the emotions of readers. You had to read the letter to find out what the tears were for.
4: Be sexy
Typing hypnotically engages your senses. You will find descriptions of feeling, tasting, seeing, smelling and hearing. All of this will help you engage with the writing and therefore be amenable to what it commands.
5: Stay in command
Hypnotic writing commands the reader to do something. As a reader, you may not notice 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 it until the end of the article. It might look promising to tell you how to do something, but it will only give you limited details, prompting you to order the product you’re promoting for more information.
7: Hypnotic writing is hidden
You won’t find any obvious clues stating: “Warning, hypnotic writing at work.” Instead, the writing will be fluid and personal, and the hypnotic aspect will creep in below consciousness.
Now imagine if you actually had the power to influence your prospect’s subconscious mind.
Imagine if you could do this using simple trigger words that activate involuntary reactions in their brains.
And imagine that you can do it in writing and in words.
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 began when we were babies and has never stopped.
You would not even suspect that these simple words have any special power. But when you use them correctly, they can dramatically improve your power of persuasion.
Yeah, I just gave you a ‘hypnotic writing’ sample. If you reread the previous 5 paragraphs and study them very carefully, you’ll 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 often in your copy, you’ll experience a boost 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 the next time you write and see what happens.