Page 86 - Hypnotic Writing - How to Seduce and Persuade Customers with Only Your Words

Two Ways to Cause Action
spoke to persuade people. Aristotle gave them a formula for do- ing just that.
Here it is:
1. Exordium. Make a shocking statement or tell a story to get at- tention.
2. Narratio. Pose the problem the reader/listener is having.
3. Confirmation. Offer a solution to the problem.
4. Peroratio. State the benefits of action on the solution.
This should look a little familiar to you. It’s very similar to the classic advertising formula known as AIDA: Attention, Interest, De- sire, Action.
Because of both of those formulas, most of my sales oriented writing follows along the easy path of answering these questions:
1. Are you getting attention with your opening?
2. Are you stating a problem the reader cares about? 3. Are you offering a solution that really works?
4. Are you asking the reader to take action?
In short, and in a very simplified version, here is Aristotle’s for- mula in modern dress:
1. Problem 2. Promise 3. Proof
4. Price
Not much to it, is there?
Let’s look at each step and see what secrets it holds.
PROBLEM
Begin your writing with a headline that calls out the audience you want by focusing on their problem. For example, if you sell some- thing to cure, say “heel spurs,” then use a headline such as
Got heel spurs?
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