Page 209 - Hypnotic Writing - How to Seduce and Persuade Customers with Only Your Words

HYPNOTIC WRITING
14. Use the word breakthrough in your headline.
A Breakthrough in Alarm Systems
Doctor Offers Breakthrough Hair Loss Formula Wanted—Attorneys Ready for Breakthrough Success
Breakthrough implies news. It suggests that your product or service beats all other existing systems. A similar impact can be obtained with record breaking or revolutionary.
15. Set your headline in upper and lower case.
HEADLINES IN ALL CAPS ARE HARD TO READ Headlines in Upper and Lower Case Are Easy to Read
Got it?
If people have to work to read your ad or sales letter or web site, they will awaken from their potential trance and stop reading.
16. Use as many words as you need.
It Floats!
How Often Do You Hear Yourself Saying, “No, I haven’t read it; I’ve been meaning to!”
Who Else Wants Beautiful Furniture?
Headlines can be long or short. As long as they get the atten- tion of your appropriate audience, arouse curiosity, and en- courage people to read your ad, any length goes. You do not want to waste words, of course. But you do not need to limit yourself, either.
17. Feature your offer.
Arrow Shirts at 50% Off
Oil Change Special
Join for Six Months—Get Next Six Months Free
You have to be clear about the uniqueness of what you are selling for this to work. What are you offering that is head and shoulders above your competition? Focus on that.
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