You might be curious if you read my previous post about Joe Vitale’s book Hypnotic Writing. I don’t think I did a good job of explaining why and how hypnotic phrases actually work for you when writing copy and blog posts.
You’re probably savvy enough to spot the hypnotic phrases I used towards the end of the post as examples. I used them to illustrate tongue-in-cheek how to implant the suggestion of going over to buy the book on Amazon. But I know that much is lost on the Web when it comes to subtle attempts at humor.
I’ve been thinking a lot about how and why using certain phrases really do work to persuade readers. This is important stuff for anyone who wants to develop relationships with clients through writing, especially on the Web.
Here’s why hypnotic writing works for your business:
It’s about connecting with readers (almost intimately).
In person, you would think about establishing rapport through non-verbal behaviors and using your eyes and face.
In writing, you express how your reader is responding to what you write, what they might be thinking and feeling. And sometimes you are only guessing and suggesting…
Every time you use the word ‘you,’ you are connecting with your reader.
Here are a couple of examples. Vitale suggests starting a post or sales
letter using the pronoun "you" and making a statement that your readers
already know to be true. This creates trust and a sense of comfort.
- You probably already know…
- You’re smart enough to realize…
- Of course you’ve heard that…
- You might be one of those people intelligent to spot this…
I think the secret ingredient behind hypnotic phrases is the "connector
factor." You’re not really going to "hypnotize" a reader with these
words and put them into a trance and make them go buy something.
But you are creating rapport through the use of your words. And rapport is essential for building trust and confidence. And that’s essential for having any influence and impact over their actions.
I believe that a major factor that contributes to the success of face-to-face hypnosis is the personal connection between two people – the hypnotist and a willing participant. When rapport is created through conversation and words and non-verbal behaviors, there is a special kind of bonding that allows suggestions to gain greater importance and strength.
The same thing can happen when you write words to an unknown reader, only it’s more subtle and nuanced when you create that bonding rapport. The most important thing to do is write with the reader’s interests and objections and thoughts and possible feelings in mind – even if you are only guessing or suggesting.
And yes, by suggesting that the reader will probably start to have a better understanding and feel a greater acceptance of your ideas – the suggestion of this can stimulate thoughts and feelings into reality.
Do you think I’m nuts? Could be. But you’re probably already using some of what is called "hypnotic phrasing." Can you think of some ways you do this in your writing?