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 and hypnotic writing.

Then Joe reiterates his definition of hypnotic writing:

Hypnotic Writing is intentionally using words to guide people into a focused mental state where they are inclined to buy your product or service.

Joe takes the second half of the chapter to show the difference between features based writing and hypnotic writing. The latter uses imagery and a technique by which you map something extraordinary onto something otherwise mundane. So rather than just being a vibrating pen, it’s a teensy-weensy masseuse in your pocket that also happens to write.

Chapter 10 is a case study. Joe did a rewrite of some copy and has both versions here for our review. I’ll repeat the headlines from both and then comment.

Original:

Discover Why The Country’s Foremost Success Hypnotherapist Continues to Help So Many Enjoy “Unexplainable” Breakthroughs, and Truly Massive Personal Gains!

For 26 Years, His Claim of “I’ll Help You Move from Ordinary to Extraordinary!” Has Been Proven to Help Millions Worldwide Enjoy Amazing Life Transformations; He Guarantees You’ll Make Staggering Confidence, Incredible Personal Income, and Peak Life Performance Your Everyday Fact!

You’re About to See That His Acclaimed, Mega-Personal Development System Will Work as Thoroughly and Decisively – for You.

Yes – Now You Can Go On to Produce the Simple, Yet Stunning Personal Change That Makes Life Say an Overwhelming Yes to YOU!

And Joe’s headline rewrite:

Discover Why the Country’s Foremost Success Hypnotherapist Continues to Create “Unexplainable Breakthroughs, and Truly Massive Personal Gains in people just like YOU!

For 26 Years, His Claim of “I’ll Help You Move from Ordinary to Extraordinary!” Has Been Proven to Help Millions Worldwide Enjoy Amazing Life Transformations; He Guarantees You’ll Make Staggering Confidence, Incredible Personal Income, and Peak Life Performance Your Everyday Fact!

At Last: Gain Iron-Will Self-Confidence – Destroy Your Inner Limits – Develop a Power Mind and quit pussyfooting around with your life and get RESULTS! Guaranteed by the world’s foremost sports hypnotherapist!

From these two excerpts, you can see that most of the first block and all of the second are identical. I underlined the differences in the first headline for easy reference. Having the whole thing in front of me, the other major change was to remove a long narrative that followed these headlines and go straight to the bullet points instead.

Looking at the last part of it, you can see that Joe’s last header is pretty powerful. Words like “iron-will”, “destroy”, “power” and “guaranteed” make a pretty big difference. Does that make it hypnotic? Sure. Our definition allows for a lot of things to qualify.

Chapter 11 is about the great intimacy secret. Don’t miss it.