Joe Vitale and The Power of Hypnotic Writing

Become a great copywriter through hypnotic writingLately, I’ve been reading a book called “Hypnotic Writing”, by none other than copywriting legend Joe Vitale. Now, I’ve been writing sales letters and website content for years, but I’m a firm believer in not resting on my laurels! I mean, if I can learn anything else about copywriting that might allow me to make my clients even more money, then it’s my duty to follow it through, right?!

And if I’m going to learn from anyone, it’s Joe…

Now I’ve got to say, I’m enjoying the book a lot, and it’s certainly got me thinking about the power of hypnotic writing…

The fact is, certain words and phrases have the power to subconsciously persuade people to read a particular sentence, click on the order button without a second thought, and whip out their credit cards to complete a purchase…

And these words are correctly referred to as being “hypnotic”. Other people might refer to them as “trigger words”, but it’s essentially the same thing. They’re words that are used to compel your readers to take action…

Now, a maste copywriter like Joe Vitale is well known for his ability to skilfully weave these “trigger” words and hypnotic sentences into his copywriting to enhance response rates and increase sales of the product he’s promoting. Indeed, hypnotic sales phrases are a powerful tool in any copywriter’s arsenal and greatly help in boosting the overall conversion rate of a sales letter.

But the truth is, YOU CAN DO IT TOO…

Hypnotic trigger words and phrases are everywhere, and while reading this book, I started thinking about one particularly hypnotic word that I’ve seen being used many times in sales copy in recent years…

STOP!

Did that make you pause?

Well if it did, don’t be too surprised, because here’s a little secret…

If you insert the word ‘STOP’ at the beginning of a headline in your sales letter or at the start of a subject line in your email, you’ll notice that the majority of your readers and subscribers will do exactly that – they’ll stop when you ask them to stop, pause a while, and then continue reading the rest of your copy, because you’ve now got their ATTENTION!

“Stop” is perhaps one of the best examples of a subliminal (or hypnotic) trigger word, because it instantly grabs the attention of your reader and practically forces them to pay attention to an important section of the copy.

Now you’re probably wondering…

Why does this word work so well when used in sales letter writing?

Simple.

Since our childhoods, we’ve all been conditioned to obey this command. Remember at school when it was drummed into us to “Stop, Look and Listen” when crossing the road?! It was a safety measure to ensure that children didn’t run out into the middle of the road when a car was coming…

Well, this safety measure has continued into adulthood, with large STOP signs being utilized on roads to control the flow of traffic and ensure that drivers don’t drive out when they shouldn’t. And because of this, whenever we happen to see this sign, we automatically pause. It’s a completely natural reaction and we don’t even question it, because it’s a direction we’ve followed since childhood.

And interestingly enough, your readers will have a similar reaction when they see the word ‘STOP!’ in your sales copy, and their attention will be totally focused on what you have to say. And the best way of capitalizing on this is by inserting a strong benefit or a powerful sub-headline that will encourage them to carry on reading your sales page, rather than click away and go elsewhere.

Of course, if this technique were to be utilized over and over again, its effectiveness would naturally wear off at some point, but it’s still a great example of a hypnotic word that can be incorporated into your copywriting to keep your readers on the page for longer, and boost your overall conversion rate!

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