Hypnotism And The Art Of Writing Good Sales Copy

It's not what you think. The art of writing good sales copy is not about brainwashing people. That's to misunderstand hypnotism. As a hypnotist once told me: you can't make people do what they don't want to do, you can only put them in a relaxed state where they're more suggestible. And that is similar to what you do when writing good sales copy.

And writing good sales copy is tough.

There is so much poor sales copy on the internet it makes you want to cry. It's as if the writers believe that if you hit somebody over the head with a hammer often enough they will eventually capitulate. They could learn a thing or two from hypnotists.

When meeting somebody, a hypnotist mirrors a subject's actions. He might even make a conscious effort to use the same vocabulary. This is a short cut to gaining your trust. It's a subconscious reaction and stronger because of it. A good hypnotist will speak at the same rate as the subject at first. Then, gradually, slow down, taking you into a more relaxed state.

Hypnotists are very careful to control the tone of their voice. They need to be soft enough to seem friendly and warm, like a mug of hot chocolate, but precise enough to be clear.

Once you are relaxed the hypnotist will blink his eyes ever more slowly. By that stage, you are so relaxed and suggestible that you follow. Until you find that it's too much effort to open them again.

Then he will concoct a story, taking you on a beautiful journey, using only words and the tone of his voice, to a beautiful place. And who doesn't want to go to a beautiful place? When you're relaxed and comfortable in that beautiful place he will make suggestions that he hopes you will take into your waking state.

And that, in a nutshell, is the art of writing good sales copy.