Hypnotic words and phrases: how to put a client into a buying trance?

Hypnotic texts: the basics of aerobatics in the art of persuasion

Many people know that copywriting has its own secrets, tricks and techniques. They work on consumers and get them to buy products, fill out subscription forms, and take other actions that the copywriter pushes them to do. Most of the secrets to conquering the reader's mind are based on human psychology and the biological reactions taking place in his body. The study of these two aspects over time resulted in a separate direction - hypnotic copywriting, to which, starting with this article, an entire section on the Shard-Copywriting.Ru website is dedicated. Today we will look at what hypnotic texts are, explain why they work and what prospects open up for masters of the pen.

As the name suggests, the concept of “hypnotic copywriting” comes from two words:

1. Hypnosis
2. Copywriting

Hypnosis is the art of putting a person into the desired state (trance). Copywriting is the art of creating texts.

Thus, hypnotic texts are texts that put a person into a kind of trance and affect his psychosomatic system. Of course, this is not real hypnosis, which is able to subjugate a person who does not understand anything to someone else’s will, but it is, nevertheless, a very strong lever for inducing desires in a person that are beneficial to the copywriter.

Hypnotic texts: why you need to put a person into a trance

The very first question I hear is: “Why is this needed at all?” Why not show people the benefits of the product so that they get excited and buy? The question is quite logical. To answer this, let's look at two examples.

Suppose we have an apple: red, ripe, juicy, crispy, shining with a waxy shine in the sun, which you can take by the tail and twirl before biting off a piece with pleasure... You have already imagined it, haven’t you? You imagined an apple, imagined its ideal shape, even imagined its taste. The sensations of your tongue receptors have become more intense, and saliva has begun to be released more actively in your mouth...

This is what is called trance. You don't think about the text, you think about the apple. And the text, meanwhile, works with your body when you don’t even suspect it. And the longer the trance lasts, the more you will want to eat an apple, since this need will not come from your mind, but from your body as a whole.

Now for the second example. Let's say there is a certain product P. You don't know its taste, color, smell, and don't even know what it looks like. And they tell you that he:

• Delicious
• Juicy
• Ripe
• Tonic

Let's consider these as advantages of the product. But the body’s reaction in this case is much weaker than in the previous one. Yes, the text provides benefits, but it does not put you in a trance. A person cannot imagine it, cannot compare it with anything, because he does not know what this product looks like and what it is.

Hypnotic texts: an important feature of trance

When you put the reader into a trance with your text, you essentially gain access to some parts of his brain and begin to influence the body as a whole, causing desire. And desire is the penultimate step in the AIDA model, followed by action.

In other words, when you put a person into a trance, you don't even have to worry about influencing the person's mind because you are influencing his feelings. Read more about the difference between these two influences in the article “The Influence of Text: Impact on the Reader through the Mind and Feelings.”

To further understand the difference, imagine a foggy bottle of cold water. When you don’t want to drink, it doesn’t matter to you whether this water is there or not. And even if I tell you that this water:

• Crystal clear
• Chilled
• Soft
• Delicious
• Thirst quencher

This will make you neither hot nor cold.

Now imagine that you are exhausted from thirst. Your throat is dry, you are hot, you are thirsty and you are in the desert, where there is no water for you any time soon. In fact, you won’t care whether the water is soft or not, crystal or from the tap, you just want to drink, this is your need, and you need to satisfy it.

So, the main feature of hypnotic texts is that they create a need that the reader wants to satisfy.

Hypnotic texts: the basics of inducing trance

Finally, the main question: how to put a person into a trance with text? How to create hypnotic texts in practice? In this blog you will find many more examples and techniques, but today we will only look at the basics.

All people think in images. When they are told something or read about something, they imagine it. In turn, the images in the reader’s head cause reactions in his body. The most obvious example: a person reads about sex and begins to get excited.

The main secret here is that not all images of the imagination have an equally effective effect on a person. The dominant influence is exerted, first of all, by those images that are associated with human instincts and needs.

This explains the special effectiveness of using fear or sex in the images drawn by the copywriter.

Thus, the algorithm for introducing the reader into a trance is as follows:

1. Determining the desired reaction
2. Linking the reaction to the desired instinct
3. We draw a picture for the reader’s consciousness
4. We project the image onto the desired need

Well, in conclusion, we call for action to satisfy this need. It would also be useful to remind you that before you begin to put the reader into a trance with a text, you need to attract him to this text, i.e. establish contact (hypnotists call this rapport).

We will return to the topic of creating hypnotic texts more than once. In order not to miss new materials, subscribe to RSS or follow the Shard-Copywriting.Ru blog on Twitter.

Purpose: This meditation exercise will help you significantly improve your mood and well-being, overcome depression or get rid of a painful reaction to any irritant in your life. The exercise is simple to perform and very effective.

1. Choose a time and place where no one will disturb you for half an hour.
Remove animals from the premises and dim the lights. If you wish, turn on soft meditative music. Make yourself comfortable, you can lie down, you can sit in a chair. Relax and close your eyes. Try to detach yourself from all thoughts and worries. 2. Imagine your inner state in the form of a certain building against the backdrop of a landscape. You can simply try to imagine a house without much guidance. Before your mind's eye you may see a lonely log house in the endless steppe, an old abandoned castle where the wind blows through the cold halls. It could be a dilapidated skyscraper or an old fisherman's shack. There is no need to invent or fantasize anything - the picture itself will appear before your eyes. This picture will reflect your internal state at the moment.

3. Look carefully at this picture, feel it. If you want, you can allow yourself to be a little sad. However, this is not what we came here for. We need to shake ourselves up and get down to business urgently. We will change the house of our soul, we will improve it so that it becomes cozy, warm and comfortable.

4. Disperse the gray clouds, calm the cold or sandy wind, let the sun appear in the blue sky. If you wish, you can make a refreshing shower pass over your house, which will wash away all the accumulated dirt. But after the rain the sun must come out. It penetrates into the most remote corners of the house and disperses melancholy and dampness. Remove cobwebs from the corners, update window frames, repaint the walls in some cheerful color, change furniture and interior decoration. You can plant a flowerbed at the entrance if you so choose. Use your imagination. Change everything you want to change! You should like everything. Your house should radiate positive energy and joy. Remember only one thing: You can fix it, you can’t destroy it!

5. It is not necessary to present the entire process in detail. After all, our house is magical. The walls can be repainted with a wave of your hand. You can even bake a delicious pie and invite good friends into your home: laughter, joy and optimism.

6. Feel your new picture, note your emotions and sensations, concentrate on them. Remember your condition.

7. Open your eyes and try to maintain your new mood. Sit with yourself a little longer.

If you have done a good job, then this positive state can be evoked in yourself at any time subsequently. Ideally, it will stay with you forever. Meditation will take 15–30 minutes. It can (and should) be done as many times as needed to improve your internal state.

Joe Vitale Hypnotic Advertising Texts. How to tempt and convince clients with words alone"

Author

Joe Vitale is the “Buddha of the Internet,” president of the American company Hypnotic Marketing, Inc., author of more than 20 books, one of the heroes of the famous film “The Secret.” He is recognized as one of the best marketers in the world.

Complexity of presentation

2 out of 5.

The target audience

Marketers, copywriters, advertisers, PR managers, and anyone who wants to learn how to convince others using texts.

Why read

The book offers a clear and consistent method for writing hypnotic texts. The author teaches the art of mesmerizing words and how to properly use the hypnotic style to write advertisements. The knowledge presented in the book will help convince customers to purchase a service or product. This technique is supported by examples from the lives of famous copywriters and writers.

Let's read together

When talking about hypnotic style, the author means texts that captivate and do not let go of the reader's attention. They are so compact and effective that they are easily remembered by people who are ready to act on what they read. They are impossible to forget because of the commands built into them.

Manipulation is not included in hypnotic writing; rather, we are talking about communication. We will not be able to put potential buyers into a trance state and cause unquestioning obedience. A person will never do what he does not strive for at the subconscious level. The idea behind hypnotic writing is to develop more effective communication and persuasion of others.

A hypnotic text can be called any text that attracts our attention and holds it long enough to “pull” money out of the client. We take what we are given and translate it into emotions that others can understand. Mastering this skill takes time, just like learning any language. Hypnotic text allows you to put people into a focused mental state in which they are able to buy a service or product. The author calls it a form of imaginary trance, in which a person is immersed in himself, but extremely focused on what he is reading.

The client always buys from those people whom he likes, and for this we need to allow our personality to emerge so that a trusting relationship arises between us and the buyers.

Any direct marketing campaign will be successful if we have traffic, a deal and hypnotic copy. The latter is the most important component.

We can motivate people to action through pain or pleasure. According to experts, the first motivator always works stronger. For example, Aristotle invented a formula for better achieving goals: introduction - exposition - statement - conclusion. The first attracts attention, the second voices the problem, the third offers a solution, the fourth names the benefits for the one who takes advantage of the offer. This ancient formula closely echoes the classic advertising “attention - interest - desire - action”.

Most sales texts answer four questions:

1. Do we grab attention at the beginning?
2. Do we name the reader's problem?
3. Do we offer a working solution?
4. Are you asking the reader to take an action?

A simplified modern version of the Aristotelian formula looks like this: problem - promise (headline and subtitle) - proof (warranty, customer reviews, statistics, etc.) - price (reminder to buy).

A potential client will read the text for as long as it interests him. Repetition has a hypnotic effect and is used for suggestion. You can also repeat key points in your texts and not be afraid to say something again. Frequent repetition of our main sentences effectively influences the reader's subconscious.

There are three steps to the “inner game” of hypnotic text when we are working as an inner critic or a talented writer: we identify a goal, become aware of the moment, and trust what is happening. In order to continue what we started after starting the process, we should simply give the “start” command, do not edit anything, write a letter, use the hints and relax.

In order for the reader to want to read our text, we must hook him with a very strong line. Each subsequent line firmly holds his attention, and the hypnotic text itself requires precise tuning. Here there is a game of phrases and sentences until a stunning effect occurs. For a strong text, it is important to use a dictionary of synonyms, comparisons, analogies and quotations.

If we want to write truly inimitable texts, then we should do five things:

1. Visualize events.
2. Writing to one person, as if we were telling the story only to him.
3. To admire and feel what we are trying to convey.
4. Write closer to the topic.
5. Don't judge written material.

To win the reader over to our side, we must understand what we want from our work and how to achieve it. To do this, we use emotional appeal, give the reader everything he wants, use verbal pictures, ask questions that will sway us to our side. We also give examples of reviews, remind the reader about the problem and its solution, and add a postscript. We also have to consider the visual appeal of the text and be committed to what we are selling.

To make our tests look more enticing, we need to use quotes, bulleted lists, short paragraphs, and boxes. It’s as if we are inside the readers themselves: they pronounce our commands if we give them correctly. In other words, we find ourselves in their “control center.”

To keep a potential client's mind in check, we must keep two things in mind:

1. Everyone reads advertising letters, saying our words to themselves. This way we get into the “forbidden zone” and can “rewire” them in their minds.
2. When a person reads, he thinks and in the process talks to himself.

A hypnotic story is created based on connotations, meaning that an indirect message sells more effectively than a direct message. When we create a hypnotic story that stimulates sales, we convey both a direct and implied message: the first holds the reader's attention, the second aims to sell.

Many texts focus on their authors, so it is important for us to focus on the interests of readers and put them first. The author offers 30 proven ways to come up with great hypnotic headlines or improve your written ones:

1. Start with the words “new”, “attention”, “finally”.
2. Reach your target audience.
3. Promise her an advantage or benefit.
4. Submit the headline as news.
5. Offer something free.
6. Ask an intriguing question.
7. Start with a review.
8. Write a title with the words “how to do it.”
9. Ask readers a tricky question.
10. Use the words “these” and “why” in the title.
11. Write headlines in first person.
12. Place the name of the product in them.
13. Use the word "required".
14. Use the word "revolutionary".
15. Write a title using uppercase and lowercase letters.
16. Write the required number of words.
17. Describe our offer.
18. "who else?".
19. Notify about warranty.
20. Admit your shortcomings.
21. Make the positive bottom line the focus.
22. Warn the audience.
23. Be careful when joking.
24. Do everything easily and quickly.
25. Be careful with white font on black field.
26. Strengthen our advantages.
27. Use only proven clichés.
28. Discover “latent” advantages.
29. Give reasons.
30. Use before and after comparison.

The author himself uses five general steps to turn ordinary text into hypnotic:

1. Gives direction to consciousness.
2. Gives him food for thought.
3. Gives him freedom.
4. Sharpens it.
5. Trains him.

Using the following five laws of hypnotic persuasion, we learn to write truly mesmerizing hypnotic texts:

1. We need to captivate the reader as much as possible so that he wants to purchase the product or service after our advice.
2. We must give him a choice based on the principle of mutual benefit.
3. It is very important to sincerely praise his ego and not lie or mislead.
4. It would be useful to reward our customers by providing them with bonuses, gifts, and something exclusive. This will create some value for them and remove doubts.
5. Curiosity must be used daily as the most effective psychological tool.

Best Quote

“The hypnotic style is almost imperceptible. You won't see him in action until you learn to recognize his techniques."

What the book teaches

— We must remember the main rule: the more we talk, the more we sell.

— The target audience always craves an advantage, which is what we should focus on.

— The author does not recommend imitating him by mastering the hypnotic style of writing. He advises finding personal direction by tapping into your inner source of creativity.

— There are five main secrets to writing: first you need to establish trusting relationships with people, practice karmic marketing, attract attention with letters, make them personal and shift the emphasis from the personal ego. The important thing here is to think about the desires of potential buyers, and not about our intention to sell.