Page 201 - Hypnotic Writing - How to Seduce and Persuade Customers with Only Your Words

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HOW TO CHANGE AVERAGE WRITING INTO HYPNOTIC WRITING
Let me tell you a secret. As I mentioned earlier in this book, whenever someone hires me to rewrite their sales materials, I run a Copy Translation Service in my head. What I do is read each sentence of their site as though it were written in a foreign lan- guage. The foreign language is Ego Copy. It was written by the per- son who owns the company and is usually full of fluff. What I do is translate that Ego Copy into Reader Copy. That means I take their line and turn it into a line that speaks to the reader’s interest. An example might help.
Nearly every sales letter you read will contain a we statement. It’s usually something like “We have been in business five years” or “We love to make donuts” (or whatever they make).
All of those are Ego Copy statements. That’s a foreign language to your readers. It doesn’t appeal to them at all.
What I do is translate those Ego Statements into Reader Benefits or Reader Copy. I might turn “We have been in business five years”
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