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you wish to know about Personal Magnetism, but they will prepare you to. efficient conducting How to win. By the aid o A Student's Writing Guide: How to . Hypnotic Writing: How to Hypnotize to receiving all the tools and step-by-step training Hypnotic Script-Writing Secrets and Other Hypnosis Tips the Masters. Updated with additional text and fresh examples, especially from e-mail writing, Joe's specialty Hypnotic Writing is the most impor- tant book on copywriting (yes, .

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Hypnotic Writing Pdf

HYPNOTIC. WRITING. How to Seduce and. Persuade Customers with Only Your Words. JOE VITALE. John Wiley & Sons, Inc. Hypnotic Writing Discover the secrets of written persuasion The principles of hypnosis when applied to copywriting add a new spin to selling Joe Vitale has. Ch1 - The Story of the Hypnotic Writing Monkey. Ch2 - 32 Camouflaged Headline Templates. Ch3 - 31 Hypnotic Headline Words. Ch4 - 63 Hypnotic Openings.

If you own the copyright to this book and it is wrongfully on our website, we offer a simple DMCA procedure to remove your content from our site. Start by pressing the button below! By investing in this e-book on "Advanced Hypnotic Writing," you've made the first step in not only becoming a copywriter of nuclear power, but possibly also becoming a hired writer who creates hypnotic sales letters, ads, and news releases for othersat big pay! Is this exciting or what? Before we get into the meat of this book, I want to tell you something few people know. My first e-book, "Hypnotic Writing"the course that went online early in the year and stunned me and everyone else with all the sales for itwas actually written some ten years ago. It was originally a spiral-bound manuscript that I sold in the back of the room when I gave talks and seminars.

Jul 24, Oana rated it liked it For a book saying it is going to teach you about hypnotic writing I got reaaally bored by the 50th page. And I only got there by sheer willpower, waiting for the good stuff. Also, a lot of useful techniques and information, from what I've read. I will probably give it another shot in the future sometime, maybe I just wasn't in the right mood. Jun 06, Krashagi Saini rated it really liked it The title of this book speaks enough in itself.

This book is a good read for all those you want to give an edge to their writing skills and take it a level further More than just reading this book is about practicing by writing a page daily on any topic and then analyzing it with the help of this book that how effective your content writing is and how you can make it more fantastic and engaging to the reader This book is of great help when it comes to writing a interesting blog , e-mail , The title of this book speaks enough in itself.

You have to encase it in a larger story. You have to somehow, someway, make it NEWS. When you do, you've taken first step to creating a hypnotic news release. You see, people want to be led. They seek something to fill their hours. They turn to television, radio, newspapers, and other media in a frustrated quest to engage their minds with something of value, something different, something unusual.

This is the loop-hole in the public's mind where you can engage them hypnotically. And this is something very few people know. This will take some explaining. Blair has written a book so powerful, he is afraid to release it to the public. He thinks it may fall into the wrong hands and give real power to the wrong people.

Please do not reproduce it. I was eager to learn everything I could about human nature. While my classmates focused on learning enough to pass our exams, I listened for ideas I could put to use immediately.

One topic that caught my interest was Abraham Maslow's Hierarchy of Needs. In it, Maslow placed human needs into five sequential categories: 1. Physiological needs food, shelter, etc. Social needs love, sex, friendships, etc. Self needs self-respect, self-confidence, etc. Self-actualizing needs personal growth, fulfilling of one's purpose, etc. In short, Maslow argued that people's needs in one category must be met before they can turn their attention to the next.

This idea fascinated me, but understanding it had little impact on my ability to persuade others. While a therapist may have the time and skill required to apply it to a patient, it was too complicated for a lay person to put to practical use. Still, I had a sense that it held a very powerful, very practical principle, if I could only grasp it.

In time, I did. I came to believe there was a more basic "need" that lay behind those Maslow identified. But my "discovery" was anything but new. Hitler was well aware of this need and in filling it for his followers, mesmerized a nation, slaughtered millions, and terrorized the world. Marshall Applewhite and Jim Jones used it to seize control of their followers and lead them to their deaths.

And all around us, political and race-based organizations use it to whip their people into hate-filled frenzies.

What these people, and all the master manipulators before them, know, is that people have a desperate need for mental engagement; to have their attention captured, focused and intensified. While mental engagement doesn't appear on Maslow's scale and may not replace those needs he identified, it can override them. We can be literally starving and searching for food, when something comes along, distracts us, and before we know it, hours have passed without any sensation of hunger.

We can be in severe pain and without our being aware of it, something else comes along and captures our attention and the pain is gone. We've all experienced situations like these, yet upon reflection they don't make much sense. Why would we put off something important like eating or seeking medical attention, for something less important? Because we don't have any choice. The body may send signals to the brain indicating its needs, but the mind doesn't have to pay attention to them.

What the mind must do though, is pay attention to something. And without proper mental discipline, the mind will focus on the most appealing option before it. Every moment of every day, we want to be engaged in something. It often doesn't matter what it is as long as it can gain and maintain our attention.

We seek entertainment, conversation, confrontation. We do crossword puzzles, work in the garden, listen to music. We cook, we clean, we rearrange. Even when we're exhausted and want to relax, we simply engage in something else. We swim, we go to amusement parks and we meditate.

All this in an effort to alleviate the one thing few people can endure: Boredom. The need for mental engagement is so fundamental that few even recognize it. But it's always there, lurking just behind our awareness, looking for something to "lock onto. Unless our current thoughts or activities are sufficiently engaging, the next best thing that comes along with pull us away, often without us even realizing it. And since it's through engagement that we experience and through experience that we are changed, those who engage us hold the keys to our hearts and minds, and from there, our actions.

Chew on them. What I think he is pointing out is that if you can create an event a news storythat engages the public's mind, then you will have succeeded at grabbing the media and hypnotizing all of them into printing and airing your news. And keep in mind that the phrase "an event" doesn't mean some expensive, orchestrated demonstration. You can create an event by simply having a news angle that engages an editor's mind.

You'll see several news releases with unique news angles shortly. The idea is to think of ways to grab attention. They don't have to be elaborate, they just have to be--as Blair would say engaging.

This was Harry Reichenbach's secret. And this is true power. Use it wisely. So let's look at websites for a moment and see if we can apply a lesson from that area to the world of publicity. I think the number one problem with people selling products on their websites is they can't get out of their need to make a sale.

In other words, they are so focused on selling, they don't spend any time serving. In order to get news coverage, or to get people to visit and stay at your site or to do anything else you want , you need to think of THEM.

I obey one main rule when writing copy for the online world: Get out of my ego and into my reader's ego. It's a basic marketing truth that shouldn't be violated anywhere. Yet it's violated every day online. Let me explain. One day I received the following email: Dear Mr. Vitale, Your name was mentioned on a site that I came upon while I was looking for informational material to market on the Internet.

The site is www. I took a quick peak at his site. If you did, too, you saw that his site is a sales letter. There is nothing in that headline to appeal to your ego in a way that is acceptable online. Off-line that sort of hard-sell headline might work. On-line it won't. Because it is too sales oriented. It looks and reads too much like an ad. If you think of your reader's ego, you wouldn't post something so heavy-handed online. Instead, you would give them information they want.

Information they can use. Think of it this way: Write your website copy as if you are writing a how-to booklet or a news release. Give facts. Give details. Give specifics. I might rather write this fellow's website as a special report on the rise of e-books in the new millennium. I might even give pointers on how to write your own ebooks. In short, get out of your ego and into your visitor's ego.

Appeal to their interests and they will eventually show interest in yours. THAT's how you create hypnotic news releases. Let's look at another example. Hello Mr. Fire, I am not a copy writer but I am trying to write a copy that sells my information product. Can you please check out my website and tell me what's wrong with the copy I have now.

Did you take a look at his site? Same problem as the one before it. It's written by a person trying to make a sale. That means the copywriter was writing to his own ego, not to mine or yours. Think about it. Don't you care more about what interests you, than what interests me?

It's the traditional way to sell anything with a news release: Simply plug your product or service within a story of genuine news. Are there any examples of websites using this basic copywriting principle? Of course. But they aren't easy to find. Obvious examples are www. Both focus on YOU. When you look at site or site, for example, you don't detect an ego behind the sites. Instead, you can easily look around for what interests YOU.

Again, get out of your ego and into your reader's ego. I just took a moment from writing this chapter to browse some random sites. I went to www. It's a marvelous tool. Sites I saw were one on new music releases. No ego here. This had a search engine for me to type in my favorite artist or style of music. Another site was on how to give CPR. Never know when it may be needed. Yet another site taught me how things operated. Type in anything, like engine or website, and an article at the site revealed how an engine, or website, works.

Again, all useful information. No ego. No selling. Which leads to the question: How does anyone make any money online when they have to create ego-less websites that focus on the visitor and do little or no selling? The answer is this: It's called Hidden Selling.

It's what all good publicity people or "cause public relations" people do. They engage you in something you want to know about and sell you after the fact. It's the soft sell. It's what Hallmark Cards does when they fund a movie.

Hypnotic Writing: How to Hypnotize Anyone With Words.

You don't tune in to watch their commercials. You tune in to watch the movie they sponsored. As you do, you are also fed the commercials. This is very hypnotic. Good websites do the same. They offer you want you want, and sell you quietly, by focusing on serving you, not selling you.

This whole topic may need more space than what I have here to fully explain. The bottom line for me is this: You'll create better copy on your websites if you focus on your visitor's ego, not yours. Think of serving them, not selling them, and ironically, you will end up selling them. This works with news editors, as well. They want news, not ads. They are not all that different from the people going to websites: They are looking for the unusual, the curious, the odd: They are looking for NEWS Ch.

A news release is what it says: A release of news. But few people writing them seem to understand that fact. Instead, they are sending out ads and calling them news.

Hypnotic Writing

Editors get hundreds to thousands of news releases every day. If yours is a thinly disguised ad, yours will get trashed. So, how do you stay out of the trash can? Re-read the headlines I came up with for Jeff, Barry, and myself in an earlier chapter. Aren't they all catchy? Don't they all signal news? Want a tip on how to write headlines for YOUR news releases? Listen to the commercials that try to get you to watch the TV news.

You'll hear short teaser phrases such as, "Can your eyes be healed in 45 seconds?

And they are very hypnotic! In other words, while you watch TV tonight, note how the teasers during the commercials lure you into watching the news. What they are doing is hooking you with spoken headlines.

You can follow the same principle when writing news releases. This works for ALL the media and is used by everyone from Oprah to Larry King to your local favorite television news station. Start to think like a reporter and generate headlines for news releases for your let's say e-book.

Fish for the news and then turn that news into a one-page hard-hitting news and news only release. This will all make more sense as you can continue with the next chapter and review the examples to follow.

So let's not stop here! If you don't have letterhead, don't worry about it. What the editor cares about is your news, not you. A letterhead just adds some credibility. Remember to make this sentence newsworthy. A few lines below that, begin your release. Though it is okay to type the release single-spaced, editors are used to seeing it typed double-spaced.

Keep in mind that a release is a NEWS source. Give your facts: who, what, when, where, how and why. And present them in order of importance. Your following paragraphs should fill in details and complete the news story. At the very end, give your name and address and say "For More Information Call your number. In other words, I don't want to write a press release to promote "a book" as that usually isn't much news, but I probe to learn how the book fits into a larger picture. This is how I create hypnotic writing.

For example, let's talk about the fellow who got a call from a reporter eight minutes after he faxed out my release. His book is called "Fun Projects with Wooden Pallets. But I don't think that's very powerful. I prefer a double-whammy approach, which I achieve by combining the "new book" release with a "feature story" approach. After some thought I came up with the following headline: New Ways to Make furnitureand morefrom Scrap Note how that headline has a more "news feel" to it?

It doesn't even mention the book. That, to me, isn't as important as what the book helps you do. In advertising we talk about features and benefits. The book is a feature; what you can do as a result of having the book is the benefit. I focused on the benefit. The next thing I looked for was a killer opening line. I believe that the first line in your feature news release should be a grabber.

If you don't hook the editors there, they probably won't go on to the rest of your release. It's worth mentioning right here that your editors will decide to read your releaseor notbased on your headline.

If it intrigues them, they'll read on. But the next potential stopping point for them is your first line. In the case of the above client, my first line was this: "You know those wooden pallets stacked up in and behind many businesses? It gets the reader nodding his or her head, saying "yes" internally, and puts them in a receptive mood. It also pulls the reader into the next paragraph.

It makes you ask, "What about those pallets anyway? Do you see the difference? Rather than focusing on the book, I focused on the story and mentioned the book within the story. September 1, -- You know those wooden pallets stacked up in and behind many businesses? Crissey adds that 53 percent of these pallets are used once and then discarded. Our front lawn has planters, steps, and chairs sitting on it, and no one ever realizes they were all made from pallets!

I liked her and the book, but had to search to find a way to create a feature release that I could plug the book into. The "wife, mother, business woman" suggests an unusual bit of news; this woman isn't just a housewife, but is living out several roles.

My subtitle, or headline under the headline, is my attempt to build even more enthusiasm for the feature release.

My next effort was to come up with a terrific opening line. I read through the pile of background material the author had sent me and came across a line that I turned into a lead I doubt few could read and forget. I wrote: "Janice Tucker Hedlund wonders why juries are locked up at night and lawyers get to go home.

Again, I didn't focus on her book. I focused on the news and used the book for my quotes. This was a less "advertising oriented" approach to getting the editors attention. Since a common complaint among editors is that releases too often tend to look like thinly disguised ads, I wanted my release to look -and actually be -- news.

I've Hired a Lawyer! She took three lawyers to court for legal malpractice, and won. But she adds that it may be impossible for everyone these days. The government offices are filled with them. The major portion of the President's cabinet is made of attorneys. And almost every Congressman and Senator has a law degree. She calls her book "the first insider's guide on how to hire, deal with, fire and even sue a lawyer! Trust your gut. Hedlund says attorneys are taught to wear symbols of success, such as having a Mercedes-Benz, dozens of legal assistants, and a high rise office.

Watch him perform. Hedlund suggests you attend a court room when your prospective attorney is about to appear. Be cautious of retainers.

READ ALSO: JAVA PDF WRITER

Ask for file availability. Hedlund says you should always have the right to walk in at any time and request to see your file. She once found notes in her files from her attorney saying she was "a real pain in the ass! These notes led to Hedlund suing her own lawyers. The page paperback offers a wealth of information for readers from all walks of life, lawyers included.

It offers strategies, tips, tactics, and inside information on how to work with attorneys in a wide variety of situations. Mike Knox wrote a riveting book on kids in street gangs. While the book is excellent, I knew I couldn't write a release on just it. I needed a bigger story. And since Knox hired me to write a release a month for three months, I needed three terrific stories. What I did was read his book and look for the news.

I made that my focus, hence the headline. The sub-headline was my way of letting editors know a little more information about the book. As for my first line, here's what I wrote: " After fifteen years on the Houston Police Department, Mike Knox had seen enough about kids in street gangs to write a book.

And he did just that. You have a cop with a lot of experience in a big city. It suggests he has a story to tell as he "had seen enough" , and it has universal appeal, as it's about kids.

He says youths are being drawn into gangs in an almost natural process. He wrote his new book to help blow the whistle on this process. Lie 1: The gang will provide protection to the member. Lie 2: Membership will garner the respect of the community. He says that kids don't know the difference, but seek the recognition of being in a gang and being feared. Lie 3: The gang will become a family. Knox says this is an illusion because gang members don't even trust their own friends.

One of the reasons they use street names or monikers is so each remains anonymous. What can adults do to help? The book is written in a conversational style and reveals what gangs are all about, why boys as well as girls are drawn into them, and what parents, teachers, and the legal system can do about them.

In other words, the first one offered a free plan to build something from a pallet, the second gave tips on working with lawyers, and the last revealed some myths about gangs. This is "giving to get. When I wrote a news release for my client to help promote his trilogy of videos on the Las Vegas Showgirl's Diet and Workout, we included the girls' dieting tips. That free information gave us national publicity when the GLOBE ran the storyand Barbara Walters mentioned it on national television!

How to tell if you or someone you love is about to snap Stress at work, home, and even at play is causing more people to crack, or mentally breakdown, than ever before. The problem is leading to a staggering increase of murder, suicide, road rage, family abuse, drug abuse, unhappiness, and much more.

But according to a mental health expert, there is now a way to detect if you or someone you love is about to crack. The test helps determine if someone has any of a variety of disorders, from Attention Deficit Disorder or Bipolar Disorder, to Borderline Personality Disorder or Generalized Anxiety Disorder, all of which can lead to snapping, and all are treatable.

No one has to kill or be killed. You can FAX it to editors for twenty-five cents a hit. He can FAX or email your release to whoever you want, as well as help you determine who should receive it. I've known Paul for years now. He is so honest that he won't send out any release if he feels it won't get any replies. Just review the above lesson, pretend you are a reporter, and see what news angle you can find for yourself.

Remember to focus on NEWS, not selling. You want to plug your product or service within the body of the news release and not make your product or service the focus. I always find something of value in this one. Using statistics in news releases gives your release extra power. But where do you get stats? You ask a question and a real person will email back sites on the Net that have the statistics.

I'll also reveal an advertising formula not known to many people AND I'll reveal the 16 desires that motivate people. The latter is priceless! Let's go! Menu 1 2 3 Recently I sat on a plane from Phoenix to Austin. I decided to kill some of the two hour flight by flipping through the online magazines and catalog.

You've seen them. They are always stuffed in the pocket right before your knees. But what you may not have seen is that virtually allyes, allads violate a secret advertising principle invented more than years ago. I opened up one of the magazines and there was an ad for magician Lance Burton. I know and like Lance. His shows at the Monte Carlo in Las Vegas are well worth seeing. The headline for his full-page, full-color ad read, "You will always remember Lance Burton I love this headline. Because it is hypnotic.

It is actually a direct suggestion. Read it again and see what I mean. Isn't it a command? Also notice that it has Lance's name right in the headline.

The great ad-man David Ogilvy said you should strive to put your products name in the headline. The headline read: As a result, Jeff did twenty radio interviews the day his release hit. The Associated Press picked up the story at least twice and spread the word to the media nationally. The number of times the story was reprinted is impossible to tally. A week! What made his news release so successful?

There was news here. I didn't have to dig too hard to see that Jeff's greeting cards were newsworthy in and of themselves. You send his c-ya cards out when you end relationships. Too many people send out news releases without any news. They are thinly disguised ads. Editors hate ads. They want NEWS.

We tied it to current news. Valentine's Day was right around the corner. While Jeff didn't want to tie his release to that event, I knew that doing so would cause the media to grab his release. It helped make his news relevant. Whenever you can tie your product or service to existing news, you up the odds in being used by the media. We distributed the release to select media. Paul Krupin hand picked a list of media contacts. What you send out has to match the interests of those receiving it.

Don't send artillery news to an anti-gun newspaper. You can get publicity for virtually any product or service. The media is desperate for news. Provide it and they'll advertise your business. But how do you find the right news angle? I describe three ways for getting publicity in my new audiotape program for Nightingale-Conant, called "The Power of Outrageous Marketing.

In short, they are: Jeff's release was an example of one and three. His cards were news, and we tied it to Valentine's Day, which was current news. Here's an example of number two: Inventing news. When Barry Michaels in Australia hired me to write a release for his clothing store at , I had to hunt to find the news angle.

I talked to him and learned that because he was getting bogus orders online, he started calling virtually everyone who contacted him.

This turned out to be a breakthrough. Customers were in awe that a retailer in Australia would call them. Not only did Barry stop the bogus orders, but he increased his sales with this extra personal service. So I wrote a news release with this headline: According to reporter Dennis Stauffer, in his book "MediaSmart: How to Handle A Reporter" available through http: We strive to somehow touch our audience by relating things in personal terms, and we try to present it in a way that will attract and hold someone's attention.

Are you adding a little outrageous creativity to your website to pull in more sales? A little spin can turn a profit. For example, cooking is cooking. But the programmers behind the cable TV Food Network know how to add zip to get viewers.

Consider these titles: This is all aired live. And "Iron Chef" is a competition from Japan with interpreters. The iron chefs 4 of them are the top chefs of Japan.

Their chefs are brought into the "Kitchen Stadium" to compete with the iron chef of their choice. It's dramatic, theatrical, and beautiful to watch. Now consider: All of these popular TV shows are simply cooking shows. No big deal. But add a little outrageousness and you suddenly have something fun, different, and well worth watching.

How can you do the same for YOUR business? Barnum ran your business, how would he make it fun? What you want to do is create a fun website that makes people WANT to visit it, talk about it, and then, in the end, download whatever you are selling. That's ALSO how you create hypnotic news releases.

He pulled some outrageous publicity stunts during the early days of silent movies and then talkies. He even helped stop World War I with a publicity stunt involving toilet paper. And yes, this is an embedded command to get you to download my program! Harry's secret was to create bizarre events to capture news attention.

He was clearly a disciple of P. One time Harry had an unknown movie star fill his pockets with pennies. He also made sure those pockets had holes in them. Harry and the struggling actor then walked down the streets of Hollywood, headed for a director's home.

When they got there, the director looked out his window and was stunned to see a true mob of people following Harry and the actor. The director could do nothing but assume the actor was so popular, people followed him everywhere.

The director hired the unemployed actor on the spot. Truth was, it was all a stunt to get news. In the days of the s, when pennies were worth picking up, it was easy to get a crowd to follow you by letting pennies drop behind your steps.

Today you might have to let hundred dollar bills fall out of your pants. But the point is the same: You have to think like Harry Reichenbach to get media attention these days. Even if you are simply promoting a book, or a new toy, or a service, you have to put a spin to it.

You have to encase it in a larger story. You have to somehow, someway, make it NEWS. When you do, you've taken first step to creating a hypnotic news release. You see, people want to be led.

They seek something to fill their hours. They turn to television, radio, newspapers, and other media in a frustrated quest to engage their minds with something of value, something different, something unusual. This is the loop-hole in the public's mind where you can engage them hypnotically.

And this is something very few people know. This will take some explaining. Blair has written a book so powerful, he is afraid to release it to the public. He thinks it may fall into the wrong hands and give real power to the wrong people. Book 1: Ulterior Motives and the Art of Engagement: Please do not reproduce it.

I was eager to learn everything I could about human nature. While my classmates focused on learning enough to pass our exams, I listened for ideas I could put to use immediately. One topic that caught my interest was Abraham Maslow's Hierarchy of Needs. In it, Maslow placed human needs into five sequential categories: Physiological needs food, shelter, etc.

Social needs love, sex, friendships, etc. Self needs self-respect, self-confidence, etc. Self-actualizing needs personal growth, fulfilling of one's purpose, etc. In short, Maslow argued that people's needs in one category must be met before they can turn their attention to the next. This idea fascinated me, but understanding it had little impact on my ability to persuade others. While a therapist may have the time and skill required to apply it to a patient, it was too complicated for a lay person to put to practical use.

Still, I had a sense that it held a very powerful, very practical principle, if I could only grasp it. In time, I did. I came to believe there was a more basic "need" that lay behind those Maslow identified.

But my "discovery" was anything but new. Hitler was well aware of this need and in filling it for his followers, mesmerized a nation, slaughtered millions, and terrorized the world.

Marshall Applewhite and Jim Jones used it to seize control of their followers and lead them to their deaths. And all around us, political and race-based organizations use it to whip their people into hate-filled frenzies. What these people, and all the master manipulators before them, know, is that people have a desperate need for mental engagement; to have their attention captured, focused and intensified.

While mental engagement doesn't appear on Maslow's scale and may not replace those needs he identified, it can override them. We can be literally starving and searching for food, when something comes along, distracts us, and before we know it, hours have passed without any sensation of hunger. We can be in severe pain and without our being aware of it, something else comes along and captures our attention and the pain is gone.

We've all experienced situations like these, yet upon reflection they don't make much sense. Why would we put off something important like eating or seeking medical attention, for something less important?

Because we don't have any choice. The body may send signals to the brain indicating its needs, but the mind doesn't have to pay attention to them. What the mind must do though, is pay attention to something. And without proper mental discipline, the mind will focus on the most appealing option before it. Every moment of every day, we want to be engaged in something.

It often doesn't matter what it is as long as it can gain and maintain our attention. We seek entertainment, conversation, confrontation. We do crossword puzzles, work in the garden, listen to music. We cook, we clean, we rearrange. Even when we're exhausted and want to relax, we simply engage in something else. We swim, we go to amusement parks and we meditate. All this in an effort to alleviate the one thing few people can endure: The need for mental engagement is so fundamental that few even recognize it.

But it's always there, lurking just behind our awareness, looking for something to "lock onto. Unless our current thoughts or activities are sufficiently engaging, the next best thing that comes along with pull us away, often without us even realizing it. And since it's through engagement that we experience and through experience that we are changed, those who engage us hold the keys to our hearts and minds, and from there, our actions. Chew on them. What I think he is pointing out is that if you can create an event a news storythat engages the public's mind, then you will have succeeded at grabbing the media and hypnotizing all of them into printing and airing your news.

And keep in mind that the phrase "an event" doesn't mean some expensive, orchestrated demonstration. You can create an event by simply having a news angle that engages an editor's mind. You'll see several news releases with unique news angles shortly.

The idea is to think of ways to grab attention. They don't have to be elaborate, they just have to be--as Blair would say engaging. This was Harry Reichenbach's secret. And this is true power.

Use it wisely. The Ultimate Secret to Controlling the Public Mind You have to get out of your ego and into the "public mind" to be able to use Blair and Harry's secret. So let's look at websites for a moment and see if we can apply a lesson from that area to the world of publicity.

I think the number one problem with people selling products on their websites is they can't get out of their need to make a sale. In other words, they are so focused on selling, they don't spend any time serving.

In order to get news coverage, or to get people to visit and stay at your site or to do anything else you want , you need to think of THEM. I obey one main rule when writing copy for the online world: Get out of my ego and into my reader's ego. It's a basic marketing truth that shouldn't be violated anywhere.

Yet it's violated every day online. Let me explain. One day I received the following email: Dear Mr. Vitale, Your name was mentioned on a site that I came upon while I was looking for informational material to market on the Internet. The site is www. I took a quick peak at his site. If you did, too, you saw that his site is a sales letter. There is nothing in that headline to appeal to your ego in a way that is acceptable online. Off-line that sort of hard-sell headline might work.

On-line it won't. Because it is too sales oriented. It looks and reads too much like an ad. If you think of your reader's ego, you wouldn't post something so heavy-handed online. Instead, you would give them information they want. Information they can use. Think of it this way: Write your website copy as if you are writing a how-to booklet or a news release. Give facts. Give details. Give specifics. I might rather write this fellow's website as a special report on the rise of e-books in the new millennium.

I might even give pointers on how to write your own ebooks. In short, get out of your ego and into your visitor's ego. Appeal to their interests and they will eventually show interest in yours.

THAT's how you create hypnotic news releases. Let's look at another example. Hello Mr. Fire, I am not a copy writer but I am trying to write a copy that sells my information product.

Can you please check out my website and tell me what's wrong with the copy I have now. Did you take a look at his site? Same problem as the one before it.

It's written by a person trying to make a sale. That means the copywriter was writing to his own ego, not to mine or yours. Think about it. Don't you care more about what interests you, than what interests me? It's the traditional way to sell anything with a news release: Simply plug your product or service within a story of genuine news. Are there any examples of websites using this basic copywriting principle? Of course.

But they aren't easy to find. Obvious examples are www. Both focus on YOU. When you look at site or site, for example, you don't detect an ego behind the sites. Instead, you can easily look around for what interests YOU. Again, get out of your ego and into your reader's ego. I just took a moment from writing this chapter to browse some random sites.

I went to www. It's a marvelous tool. Sites I saw were one on new music releases. No ego here. This had a search engine for me to type in my favorite artist or style of music. Another site was on how to give CPR.

Never know when it may be needed. Yet another site taught me how things operated. Type in anything, like engine or website, and an article at the site revealed how an engine, or website, works. Again, all useful information. No ego. No selling. Which leads to the question: How does anyone make any money online when they have to create ego-less websites that focus on the visitor and do little or no selling?

The answer is this: It's called Hidden Selling. It's what all good publicity people or "cause public relations" people do. They engage you in something you want to know about and sell you after the fact. It's the soft sell. It's what Hallmark Cards does when they fund a movie. You don't tune in to watch their commercials. You tune in to watch the movie they sponsored. As you do, you are also fed the commercials. This is very hypnotic.

Good websites do the same.

The Hypnotic Writing Wizard

They offer you want you want, and sell you quietly, by focusing on serving you, not selling you. See my article at http: This whole topic may need more space than what I have here to fully explain. The bottom line for me is this: You'll create better copy on your websites if you focus on your visitor's ego, not yours.

Think of serving them, not selling them, and ironically, you will end up selling them. This works with news editors, as well. They want news, not ads. They are not all that different from the people going to websites: They are looking for the unusual, the curious, the odd: A news release. A news release is what it says: A release of news. But few people writing them seem to understand that fact. Instead, they are sending out ads and calling them news.

Editors get hundreds to thousands of news releases every day. If yours is a thinly disguised ad, yours will get trashed. So, how do you stay out of the trash can? Re-read the headlines I came up with for Jeff, Barry, and myself in an earlier chapter. Aren't they all catchy? Don't they all signal news? Want a tip on how to write headlines for YOUR news releases? Listen to the commercials that try to get you to watch the TV news.

You'll hear short teaser phrases such as, "Can your eyes be healed in 45 seconds? And they are very hypnotic!

In other words, while you watch TV tonight, note how the teasers during the commercials lure you into watching the news. What they are doing is hooking you with spoken headlines. You can follow the same principle when writing news releases.

This works for ALL the media and is used by everyone from Oprah to Larry King to your local favorite television news station. Start to think like a reporter and generate headlines for news releases for your let's say e-book. Fish for the news and then turn that news into a one-page hard-hitting news and news only release.

This will all make more sense as you can continue with the next chapter and review the examples to follow. So let's not stop here! If you don't have letterhead, don't worry about it. What the editor cares about is your news, not you.

A letterhead just adds some credibility. Remember to make this sentence newsworthy. A few lines below that, begin your release. Though it is okay to type the release single-spaced, editors are used to seeing it typed double-spaced. Keep in mind that a release is a NEWS source. Give your facts: And present them in order of importance. Your following paragraphs should fill in details and complete the news story. At the very end, give your name and address and say "For More Information Call your number.

When someone hands me a book to promote, or any other product, I look for the "story" that it fits into. In other words, I don't want to write a press release to promote "a book" as that usually isn't much news, but I probe to learn how the book fits into a larger picture. This is how I create hypnotic writing.

For example, let's talk about the fellow who got a call from a reporter eight minutes after he faxed out my release. His book is called "Fun Projects with Wooden Pallets. But I don't think that's very powerful. I prefer a double-whammy approach, which I achieve by combining the "new book" release with a "feature story" approach.

After some thought I came up with the following headline: New Ways to Make furnitureand morefrom Scrap Note how that headline has a more "news feel" to it? It doesn't even mention the book. That, to me, isn't as important as what the book helps you do. In advertising we talk about features and benefits.

The book is a feature; what you can do as a result of having the book is the benefit. I focused on the benefit. The next thing I looked for was a killer opening line. I believe that the first line in your feature news release should be a grabber.

If you don't hook the editors there, they probably won't go on to the rest of your release. It's worth mentioning right here that your editors will decide to read your releaseor notbased on your headline. If it intrigues them, they'll read on. But the next potential stopping point for them is your first line.

In the case of the above client, my first line was this: It gets the reader nodding his or her head, saying "yes" internally, and puts them in a receptive mood. It also pulls the reader into the next paragraph. It makes you ask, "What about those pallets anyway? Do you see the difference? Rather than focusing on the book, I focused on the story and mentioned the book within the story. Here's the entire release: Joe Vitale Phone: September 1, -- You know those wooden pallets stacked up in and behind many businesses?

Crissey adds that 53 percent of these pallets are used once and then discarded. Our front lawn has planters, steps, and chairs sitting on it, and no one ever realizes they were all made from pallets! I liked her and the book, but had to search to find a way to create a feature release that I could plug the book into.

After a few days I came up with the following headline: The "wife, mother, business woman" suggests an unusual bit of news; this woman isn't just a housewife, but is living out several roles. My subtitle, or headline under the headline, is my attempt to build even more enthusiasm for the feature release. My next effort was to come up with a terrific opening line.

I read through the pile of background material the author had sent me and came across a line that I turned into a lead I doubt few could read and forget. I wrote: Again, I didn't focus on her book. I focused on the news and used the book for my quotes. This was a less "advertising oriented" approach to getting the editors attention. Since a common complaint among editors is that releases too often tend to look like thinly disguised ads, I wanted my release to look -and actually be -- news. Now here's the entire release: I've Hired a Lawyer!

She took three lawyers to court for legal malpractice, and won. But she adds that it may be impossible for everyone these days. The government offices are filled with them. The major portion of the President's cabinet is made of attorneys.

And almost every Congressman and Senator has a law degree. She calls her book "the first insider's guide on how to hire, deal with, fire and even sue a lawyer! Trust your gut. Hedlund says attorneys are taught to wear symbols of success, such as having a Mercedes-Benz, dozens of legal assistants, and a high rise office. Watch him perform. Hedlund suggests you attend a court room when your prospective attorney is about to appear.

Be cautious of retainers. Ask for file availability. Hedlund says you should always have the right to walk in at any time and request to see your file. She once found notes in her files from her attorney saying she was "a real pain in the ass!

These notes led to Hedlund suing her own lawyers. The page paperback offers a wealth of information for readers from all walks of life, lawyers included. It offers strategies, tips, tactics, and inside information on how to work with attorneys in a wide variety of situations.

Mike Knox wrote a riveting book on kids in street gangs. While the book is excellent, I knew I couldn't write a release on just it. I needed a bigger story.

And since Knox hired me to write a release a month for three months, I needed three terrific stories. What I did was read his book and look for the news. After an hour I came up with the following headline: I made that my focus, hence the headline. The sub-headline was my way of letting editors know a little more information about the book.

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