Page 132 - Hypnotic Writing - How to Seduce and Persuade Customers with Only Your Words

How to Make Your Writing Walk, Talk, and Breathe
“The strategies in this book will teach you how to checkmate the competition!”
I could go on and on. Use The Analogy Book to alter mediocre lines into sentences that tap dance and sing. You don’t want to change every line into a new phrase, but doing it now and then adds incredible color to your writing.
Try it!
USE A BOOK OF QUOTES
Let us resolve to be masters, not the victims, of our history, controlling our own destiny without giving way to blind suspicions and emotions.
—John F. Kennedy
What does that quote have to do with Hypnotic Writing? Noth- ing. But it sure looks good on the page, doesn’t it?
That’s the first reason to use quotes: They are visually appealing. Readers want to see quotation marks in your writing. They want dialogue because dialogue is alive. Using quotes is one way to get dialogue (or what looks like dialogue) into your writing.
Considering all the books of quotations I see at the bookstores, I know that people love quotes. They are short, usually wise, often witty, and usually said by someone we all know (like Kennedy). The goal for you and me is to find quotes that add to our writing. Here’s an example:
When I was working on my Thoughtline sales letter, I kept thumbing through books of quotations. One of my favorites is called The Wit and Wisdome of Mark Twain. As I was flipping through its pages, my eyes caught sight of this quote:
“A man’s intellect is stored powder; it cannot touch itself off; the fire must come from the outside.”
A light bulb flashed over my head (my wife saw it) and I knew that was the quote to include in my sales letter. So I used Twain’s
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