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Sure it sounds sexy...
Having the ability to hypnotically seduce someone into buying from you using only words.
I mean, what marketer wouldn't want that superpower, right?
So we grab books, swipe copy, buy training, study persuasion and NLP (Neuro-linguistic Programming), and create our list of “buzz phrases” that when used correctly...
... will produce record-breaking sales in no time flat!
My response to that is...
“Who Wants Chowder?” -- (see below)
We’ve missed it. :-(
The whole point of copywriting.
Hypnotic copy was once used as a means to quickly break through the resistance of a customer, but has been transformed into an over-hyped gimmick that blurs the lines of ethical marketing.
We've replaced human engagement for “hypnotic” formulas, and all consumers are left with is the bad taste of snake-oil in their mouth.
The Purpose of Hypnotic Copywriting
True hypnotic copywriting isn't about adding MORE words that sell, but reshaping perception. A person's perception is their reality, and altering a customer’s perception through copy gives you the ability to break past subconscious barriers that prevent them from taking action.
You can say the exact same thing, but by focusing on a customer’s heart vs brain you’ll receive a completely different outcome.
Here’s what I mean:
Here’s an extremely hypothetical scenario...
Imagine you were on fire...You decided to use a little bit of gasoline, instead of lighter fluid, to start the BBQ grill, and before you know it...It explodes in your face!How would you feel?You have no idea what to do, the pain is getting worse, and you're left helpless to figure it out by yourself.So you go to Google to get the quickest solution, and you find these two pages below.But which one would you most likely use? [caption id="attachment_1609" align="aligncenter" width="624"]
Option A: The "Hypnotic Copy" sales pitch[/caption] Or... [caption id="attachment_1608" align="aligncenter" width="623"]
Option B: The end pain now offer[/caption]
What's The Point?
At the end of the day, all your customers really want is for something to stop their pain. If you feel like you have to over hype your copy, then all you’re really telling your potential customer is that you don't truly believe your product is worth anything. Keep your copy simple, eliminate unnecessary words, use end-pain positioning, and then you'll begin to see the power of true hypnotic copy in your business.Stay tuned for Part 2 of this course! P.S. The first person who gets the “Who Wants Chowder?” reference receives 100k mythical cool bucks!