Page 211 - Hypnotic Writing - How to Seduce and Persuade Customers with Only Your Words

HYPNOTIC WRITING
22. Warn your audience.
WARNING to Doctors!
Warning: Do Your Kids Play This Stereo? Small Business Owners Be Warned!
You can grab your target audience with a warning to them. A warning promises information and invokes curiosity, both powerful hypnotic inducers.
23. Be careful with humor.
Not everyone has a sense of humor, not everyone agrees on what is funny, and few people buy because of a joke. A slo- gan in advertising is “People don’t buy from clowns.” Small businesses that attempt to sell people with their humor usu- ally flop. Why? You are not selling humor, you are selling your product or service. Do you want people to laugh or buy? If you insist on trying humor, try to make the punch line the same as your sales message. Here is an example: Used Car Prices So Low It Hertz.
24. Make it easy.
Plumbing Problems Cured Easily Easy Way to Stop Roof Leaks
People want results fast and easy. If you or your product can make their lives easier, say so.
25. Be careful with reverse type.
You can use reverse type (white letters on a black back- ground) for your headline but do not use reverse type for the rest of your ad or web site or sales letter. Too much re- verse type is far too difficult for people to read. Using it in a headline, however, can increase the number of people who will see the ad.
26. Dramatize the benefit.
Stop Sleeping like a Sardine! Now Sleep like a King! “Sound Pillow” Lets You Sleep with Neil Diamond!
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