Page 124 - Hypnotic Writing - How to Seduce and Persuade Customers with Only Your Words

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HOW TO NAIL YOUR READER’S ATTENTION
This may be the MOST IMPORTANT CHAPTER in this entire book.
Now ask yourself why I have your attention. What grabbed you? What made you want to keep reading? How come you’re reading even now?
Let me take a guess:
First, I hit you—hard—with a simple but solid statement. Second, I made the line stand out by presenting it on the page all
by itself.
Third, I gave the line greater impact by capitalizing some of the
words.
That’s almost a formula for creating Hypnotic Writing. Al- most but not quite. Hypnotic Writing requires relentless fine- tuning. Fidget with words and phrases and sentences until each line kills. Every line has to work to keep the reader sucked in and reading on.
How do you create writing of this caliber? Follow the basic Joe Vitale formula, which is Write First, Edit Last. First, get a rough draft down. Then, go back to edit it to perfection. A friend of mine, a sculptor, does something similar when he first sketches out his
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