Chances are that you’ve heard of hypnotic writing… how it can even “magically” suck cash right out of peoples’ wallets, right? I want to dispel some misconceptions regarding hypnotic or NLP copywriting and describe what it can really do.
In any marketing promo there are three parts that experienced marketers realize contribute to the response: the list, the offer and the copy.
The group of people you’re marketing to is obviously the list. The best list is always the in-house one you created yourself. Those are the people you have an ongoing relationship with and will be more likely to give a look to whatever you send. It’s possible that you have more than one list belonging to more than one market.
The offer is what you’re selling. It make a difference if you offer golf supplies to home school parents (wrong list). If you offer a golf product to a golf list that no one wants at a price no one would dream of paying, then that’s going to ruin your promotion as well. So you need the right offer made to the right list AND…
Good copy. If you try to sell a good product to the right people but they can’t understand why they should buy it, they probably won’t (some usually do anyway if your list is good enough). That’s where hypnotic writing comes in.
Some people have the wrong impression that hypnosis is about taking advantage of a person while they’re in a vulnerable state… or something like that. Hypnosis is simply a state of heightened awareness. In this case, the awareness is inwardly focused which is why people trance out. You can’t make anyone do anything against their will.
Hypnosis works because it makes easy suggestions. That allows the subconscious to sort out what the conscious has been wanting to do. Does hypnotic writing then make it easier to buy? You bet… as long as that’s what they otherwise would have wanted to do. If they were on the fence, you can definitely help them over to your side. If you do manage to trick them into buying something they don’t want, you’ll have plenty of returns and angry folks on your hands… not a long term strategy for success.
Using hypnotic writing ethically will ensure you boost your bottom line. It’s the icing on the cake of a good offer made to the right list.
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