Welcome back!In chapter 24, Joe goes into depth on rewriting. Sort of. He calls this the most important chapter in the book. He goes through the process a couple of times. Here was the first example: The door was opened by Joe. Joe opened the door. Joe kicked open the door. Joe kicked open the [...]
In Chapter 22, Joe talks about how many of the past great writers got that way by imitating other great writing. Specifically he encourages us to copy other letters by hand. As far as I know, that’s a universal recommendation for copywriters. Michael Masterson said that you can type out letters and it works the [...]
In Chapter 20, Joe makes the point that repetition is hypnotic. He uses one example of Robin Williams in the movie, “Good Will Hunting.” At the end of the movie, Williams tells Matt Damon that it’s not his fault. Of course it almost gets him assaulted too but it’s just a movie, right? Another example [...]
In chapter 18, Joe throws his two cents into the long copy versus short copy debate. His answer is that as a general rule of thumb, you need more words for a higher price and that you can write as much as you want as long as it’s interesting. This may not exactly be a [...]
Chapter 16 is about the two ways to motivate people. Joe says you can either use pleasure or pain and that most marketers use pain. He does note that he prefers to avoid putting more pain into the marketplace as his contribution to humanity. Even so, he gives us a couple of fairly well known [...]
In chapter 14, Joe tells how he learned a lot about hypnotic writing from magic catalogs. He tells the story of how he was interested in magic as a child and picked it back up as an adult. Joe talks about how the catalogs sell the sizzle not the steak. They highlight the benefits rather [...]
Chapter 13 of Joe’s “Hypnotic Writing” book is what he calls a controlled study in hypnotic writing. There’s a before and after sales letter for an Emotional Freedom Technique (EFT) product. I’ll post the headline and lead for both versions (original one first): MONEY BEYOND BELIEF! Moments from now, you could be transforming your relationship [...]
Chapter 11 of “Hypnotic Writing” is about writing in your own voice. Joe notes that everyone has their own way of talking about things and encourages us to let that shine. He calls it writing with intimacy. What copywriters typically call this is writing conversationally. It means writing the way you talk. The funny thing [...]
Chapter 9 is called, “What Is Hypnotic Writing?” Joe talks about how hypnotic writing is a form of waking hypnosis. By that he means, “Anything you do which makes your readers react because of MENTAL IMAGES you plant in their minds is HYPNOTIC WRITING!” The original statement said listeners and waking hypnosis instead of readers [...]
Welcome back to our book club reading Joe Vitale’s Hypnotic Writing. Chapter 6 is about the hypnotic writing that Agatha Christie used. Evidently they did a study on her because her books sold a measly 2 billion copies. Not like that’s a world record or …oh, it is? Yes, according to Guiness Book of Records. [...]
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