Page 158 - Hypnotic Writing - How to Seduce and Persuade Customers with Only Your Words

32
HOW TO MAKE YOUR WRITING SEXY
Sex is hypnotic. That’s why it is used so blatantly in advertise- ments. How do you give your writing sex appeal?
It’s easier than you think. I’ll give you a clue. Which do you like to read: a novel by William Faulkner or your favorite mail order catalog?
The key to creating sexy writing is format.
William Faulkner was a literary genius who created classic nov- els. But his writing often had pages (pages!) of solid type. Talk about run-on sentences! You might have to search an entire chap- ter to find one period. Yes, Faulkner is considered a legend. No, most readers today don’t want to see a solid block of type. It’s not very attractive.
FOUR WAYS TO MAKE YOUR WRITING MORE INVITING
To avoid a solid block of type:
1. Use bullets.
2. Use quotes.
3. Use itsy-bitsy paragraphs. 4. Use boxes.
Here’s a quick explanation of each.
133