Page 159 - Hypnotic Writing - How to Seduce and Persuade Customers with Only Your Words

HYPNOTIC WRITING
Bullets
A bullet is a dot or star or asterisk. (See Chapter 10.) You can use bullets anywhere, anytime, and they will always work. They are a way to list ideas or key points. Readers love ’em!
Quotes
Readers love quotes. Put something in quotation marks and it’ll be read before anything else. Why? Because people are interested in people. They want to know what was said, not what you want to say. As Horace said, “The musician who always plays on the same string is laughed at.” (Think about it.)
Little Paragraphs
Break up your paragraphs into one or two lines each. Stagger their length so they don’t become predictable. Which would you read first: a letter single-spaced with a two-line first paragraph, a three- line second one, a one-line third one, and so on?
Take a look at the following letters and tell me which is easier to read (they are the same letter):
Example One
How many times have you read a memo and then called the author of it to find out what was meant? How often do the reports you see need to be explained in a follow-up meeting? Poor written communication costs you and your business time and money. You know it. I know it. But what can you do about it? Give me two hours—even one hour—and I can teach you and your associates how to Turbocharge Your Writing! I’m a professional writer and the author of three books on writing. Over the years I have developed a new way to perfect writing. My seven-step breakthrough formula has already helped hundreds of people vastly improve their writ- ing. They now write memos, letters, and reports that are easy, clear, and direct. Ask the people I have already taught—everyone from writers, editors, speakers, psycholo-
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