Page 229 - Hypnotic Writing - How to Seduce and Persuade Customers with Only Your Words

HYPNOTIC WRITING
I could go on and on. For example, sometimes I end a letter with “Stop buy and see us.” Few note I used the word buy instead of by. The mind sees it as “stop and buy.”
I learned this subtle hypnotic method when a friend of mine out of town ended an e-mail with the words “Take car.” He meant to say, “Take care.” He slipped and wrote “Take car” as a way to speak to my mind and urge me to drive and see him.
In short, these “mind gaps” can be cause for confusion or for communication. The idea here is to use this principle to control how your reader pieces together your offer in your sales letter. What you tell them and how you tell it to them will create a picture in their mind, which creates their perception, which is their reality.
I remember an episode of The Simpsons where the unsophisti- cated bar owner, trying to seduce his date by offering to take her to dinner, said, “They have steaks there as big as toilet seats.”
His description ruined the moment. Associating a steak with a toilet seat made the steak very unappealing.
When I was growing up, my father used to say he was proud of being bald. He would explain, “Grass doesn’t grow on a busy street.” His description created the impression—the perception— that bald people are thinkers.
But then one day someone told my dad, “You know, grass doesn’t grow on concrete, either.” This new description created a new per- ception.
Which is real? Both are.
When you are composing your Hypnotic Writing, be careful to lead your reader’s mind where you want it to go. Again, how you describe your offer, price, or product will determine how they per- ceive it. And their perception is their reality.
Trevor Silvester, writing in his book WordWeaving: The Science of Suggestion, says: “We can never know reality.”
Chew on that for a while.
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