Page 186 - Hypnotic Writing - How to Seduce and Persuade Customers with Only Your Words

Your Connotation Is Showing
Hypnotic Selling Stories are created around their connotations. In other words, their indirect communications do the selling more than their direct communications.
I’m sure you’d like an example by now.
One day many years ago I met a woman at a restaurant in Houston. I was teaching writing classes at the time. She wanted to meet me to ask questions about my classes, my books, and so forth. At that time, I didn’t mind meeting complete strangers for an hour of lively discussion.
I told her about classes and said something along these lines:
“I love teaching my classes. People always buy my books and tapes after it ends, too. My first e-book Hypnotic Writ- ing sells the best. I’m not sure what gets people so excited about it but they line up to buy it. Several people wrote books of their own after reading it. I make $40 every time I sell it, so I’m smiling in class the whole time.”
After a few minutes of my impassioned talk, she smiled and said, “You do it so well.”
“I do what so well?” I asked.
“You’re selling me on your books without asking me to buy them,” she explained. “I want all of them.”
That’s when I realized I had created a Hypnotic Selling Story.
My exact dialogue was simply the denotation of my commu- nication. But my connotation said things like “My books are great” and “People use them for quick results” and “Joe’s classes are popular.”
Do you see what I mean? Here’s another quick story.
Nerissa came up to my office earlier today and asked for my help with a classified ad she wanted to run. She owns a rental unit in Austin and wants a new tenant. So we went over the various words she could use in her ad. We also went
161