Over the years I’ve heard a lot about hypnotic copywriting, and that people like Joe Vitale (one of the best copywriters) are turning words into hypnosis.
When I first heard about it, I thought of a man, much like Paul McKenna (a well-known hypnotists) standing in front of an audience. He puts a volunteer into a trance and has them clucking like a chicken or barking like a dog in front of about a hundred witnesses (I’m not saying Paul McKenna is doing this).
Forget about Paul McKenna, and let me explain what hypnotic copywriting is all about.
It’s a way to entice your readers to get lost in your words, sort of puts them in a trance. Sort of like they feel that they have to buy when they read your words. Remember what it feels like when you read a really good book, or when you watch an awesome movie. You can’t think about anything else, you just want more of the story, and you never want it to end.
Think about selling a product. You’re a business owner who wants to attract customers to your product. Most people sell through ads or by sending emails (remember I’m talking about Internet marketing).
The way that the ads are designed and laid out plays to certain techniques that will catch the readers eyes. For instance, using bold letters for statements that you want to stand out from the rest will draw attention.
But, you don’t just want to get the readers to look at your ad. That’s only the first step. After they’ve read it, you want them to continue and in the end, you want them to buy what you are offering to them. With hypnotic copywriting, you can accomplish two things through one advertisement.
People who read ads usually start at the top and rarely get to the bottom. Therefore, your hook needs to be in the first half of the ad. When it comes to the Internet, ads that are placed at the top of the page are more likely to be read than those found at the bottom where the reader has to scroll down to see them. It’s a matter of human nature that you can use to your advantage.
Another important thing to note is that most people read at an eighth-grade level. Using big words that require a dictionary is not going to keep the reader interested in your copy.
A copywriter using the hypnotic techniques uses easy-to-understand words that will entice the reader to do something at strategic places in the ad copy. Between those words, they are weaving a story to keep the reader glued to the page and open to suggestions from you.
To me, it’s seems that the most important part of hypnotic copywriting, is to be sure to state exactly what you want the customer to do.