How to Write | Writing with Trisha

On hypnotic secrets, you have learned specific techniques you can use to add some punch to your sales letters.

As you know, the ultimate sales letter has to have many great stuff injected into it, such as an irresistible offer, a perfect headline and a killer lead, etc... The hypnotic elements such as embedded commands are extremely effective when it comes to persuading your prospect to take action on what they read.

In this article, I'm going to share with you the insider tips you can use to improve your writing, not only for sales letter but also articles, press release and even speaking at seminars. (If you like to speak with groups)
The ability to express ideas clearly and concisely enthralls your readers so much that it will subconsciously put them in hypnotic trance, hanging on every word they read or even hear. Let's face the fact, anything you do in any kind of business is marketing, and being able to speak and write well takes you a long journey in marketing and even in your life.

Sounds great? Let's get this down right now...

The Secret To Hypnotic Writing Is To Write Fast


When you write a sales letter or articles, you write whatever ideals comes to your mind. You see, you don't go back and edit those misspell words, or fix that run-on sentence. You just write, write and write. Because believe it or not, the freshest writing appear when you're writing freely off the top of your thinking mind, just as if you are speaking to someone in real time.

To be honest with you, you are not alone. I've heard and read about expert copywriters such as Gary Halbert and Joe Vitale are people who rely on their writing to make money and also does the same technique. You see, not only does it seem fresher, but it's the best for curing "writer's block" which many people complain about.

Let me dig in further, if someone came to you and bluntly said, "Tell me about your widget," would you scratch your head and think of the words to say? Would you create a sentence in your mind, "read it out" to yourself, and rephrase it in your mind to correct any grammatical errors?

Absolutely no way! You would give yourself a mere second to think about it and I guarantee you'll say what was on your mind straight away. You see, your subconscious will go to work and allow you to say things you never thought you were plan to say. The person who ask you the question would think you're crazy to try to create a perfect sentence in your mind.

Guess what? This is how you're going to write for your first draft of your sales letter, articles, press release or anything else. As you can see, I said the word "first draft". You don't want to write a draft, load it in your web template, and expect sales to come rolling in.

You see, you'll want to edit the draft several times or take a couple of days away from it and come back to it later with some fresh ideals in your mind. You can also try to read it out loud to a friend or yourself (the former is more effective). I always do the latter, which is read out loud to myself.

By all means, you aren't done yet. But you've given yourself a great foundation to work from since editing is a lot easier than just writing from scratch. So the best and most effective way to create hypnotic writing, meaning writing that jumps off the page and sink the hook of the reader, is to "write and then rewrite."
Believe me, just try it a couple of times and I guarantee, you'll laugh at the people who complain about "writer's block" and you'll annihilate your competitors who are still scratching their head and staring at their computer screen like a donkey.

Get Rid of The Word "THAT"
Another problem that writers have is injecting too many "that's" in their writing.
Below is an example:

• Bad Writing: My friend went to the recruiting center so that he could join the army.
• Good Writing: My friend went to the recruiting center so he could join the army.

As you can see, removing or clearing away the "that" leads to a tighter sentence without changing its meaning. To be honest with you, overusing of the word "that" is one of the bad habits of writers. Believe me, I actually straggled with it myself too until I make effort to actually limit my use of the word "that" in my sentence. Remember this, limiting superfluous language leads to tighter and more flowing prose.

It’s important to remember that people are motivated to buy based on their emotions and justify their purchase based on logic only after the sale.
This means that each step in the sales letter process must build on the reader’s emotions to a point where they are motivated to take action.

That being true - - there are only two things that truly motivate people and they are the promised of gain or the fear of loss.
Of the two, the fear of loss is the stronger motivator.

Think about it.

Would you rather buy a &50 course on “How to Improve Your Marriage” or “How to Stop Your Divorce or Lover’s rejection?” I have empirical data that proves that the second title outsells the first 5 to 1.

Why?

Because it addresses the fear of loss.

Underlying the promise of gain and the fear of loss are seven “universal motivations” to which everyone responds. Whatever product or service you are selling you need to position it so that its benefits provide one or more of these universal motivations.
To be wealthy
To be good looking
To be healthy
To be popular
To have security
To achieve inner peace
To have free time
To have fun

Ultimate motivations are what people “really” want.
The product or service is just a vehicle to providing these benefits so make sure your sales letter focuses on these motivational factors.

The 12-step Sales Letter Template

Results-oriented sales letters will need to address some or all of these objections to be effective.

The 12-step sales letter template is designed to overcome each of these objections in a careful, methodical series of copy writing tactics.

The 12 steps are:

1. Get attention
2. Identify the problem
3. Provide the solution
4. Present your credentials
5. Show the benefits
6. Give social proof
7. Make your offer
8. Inject scarcity
9. Give a guarantee
10. Call to action
11. Give a warning
12. Close with a reminder

Each of these 12 steps adds to reader’s emotions while calming their fears.

Scarcity is used as a closing point in your sales letters in a method known as the “Takeaway close”.

It’s extremely effective!

What happens is this?

You present your case and build up on the excitement of all the benefits your product has.
You make prospects slobber because they’ve got to have what you’re selling.

Then, you let them know, that there really not that many left – or that they’ll have to wait six weeks to get it unless they order today, or any number of other techniques for “taking away” the benefits that your potential customer so badly desires.

What you do in your sales letter is tell your prospect that what you are selling is something he wants so bad:

• Is only available for a limited time
• Is available at a discounted price only for a limited time.
• Is available with the bonuses for a limited time only.
• Was produced in small 2quantity… “We’ll be of these by the end of this week so hurry up and order right now!”.
• There are only 15 seats left at your workshop.
• There were only 150 copies printed, and if they want one they’d better act now because you will not print those again.

By creating scarcity, your prospect begins to think “ Gee, I’d better get this before It’s too late!”, which is exactly what you want them to do.

Here’s a very important thing to remember when using the scarcity tactic:
You need to be honest about it and appear to be honest.
Make sure the scarcity is actual, factual and real.

Think about it for a second. If you’re “Scarcity tactic” is fabricated and not honest, your prospects will perceive this, and the whole tactic will turn against you.


It’s the kind of like using those testimonials with only the initials of the person you’re quoting…
It looks fake… it becomes completely unbelievable… you’ll loose the trust you worked so hard to get and you will lose the sale.

The scarcity tactic is an incredible motivator when used correctly.
It will push your prospect over that “last bump” and get them to take the action you’re after…
it will make the buy NOW!

In the same fashion, there are some words that scientists and psychology professionals suggest you avoid because they make your prospects want to stop reading. Here’s the list of words that you should try not to use in your writing…

Buy
Failure
Cost
Loss
Difficult
Decision
Sell
Hard
Death
Fail
Taxes
Contract
Obligation
Bad
Liability
Responsibility
Wrong
Deal
Worry

Psychological studies have proven that there are certain words that can help you turn your prospects on and motivate them to buy from you.

Here is a list of words that can help you do just this…

Free
Sale
How to
Healthy
Love
Safe
Discover
Guarantee
Safe
Value
Introduce
Natural
New
Fun
Easy
Fast
Benefits
Save
Yours
Precious
Right
Gain
Proven
Secret
You
Money
Penetrate
Solution
Alternative
Happy
Suddenly
Magic
Security
Advice
Proud
Comfortable

“Free” is a very powerful word.

Do not advertise “Free samples” if you expect the user to pay for postage or something else.
If you abuse this word (or any others in the list) you’ve lost your credibility and your sales will plummet.
Free means that the consumer will not have to pay for anything!

Use these words to express your product’s benefits rather than it’s features.

For example, don’t say

“This software has x, y and z”…

instead say

“This completely guaranteed software will save you time and money because it has proven x, y and z”.

1. The reader comes first.

When you right any marketing piece, you should be thinking about and writing to you’re reader. Use the word you” and avoid as much as possible using the words “I” and “We”

2. Carefully organize your selling points.

When writing a sales letter, brochure or any kind of ad. Place your most appealing benefits at the top, in the headline and the first two paragraphs… then work them down to the least important this way, there is a better chance for you to lure the reader in.

3. Break your writing into short sections.

As the length of your copy increases, it becomes more difficult to read. Try to break long paragraphs into shorter, more digestible chunks… make it easy and more prospects will read it.

4. Use short sentence.

The same principles apply. Reading a longer sentence is harder than reading a short one. Cut lengthy sentences in half whenever possible to make your copy easier to read.

5. Use simple words.

Try to write your copy so even a 6th grader could understand it. Using complex words will not impress your reader, most likely they will annoy him to the point of leaving your ad alone.

6. Avoid technical jargon.

Never use jargon when writing to an audience who is not familiar with your industry.

Jargon is useful when communicating with a short group experts… but using it to sell something to outsiders only confuses them and obscures the selling message.

7. Be concise.

Good copy is concise. Unnecessary words waste the readers time dilute the sales message, and take up space that could be put to better use. In other words don’t hype!

8. Be specific.

Written advertising persuades us by giving specific information about the product being advertised. The more facts you include in your copy, the better. Copywriters who don’t bother to dig for specifics, produce vague, weak, meaningless copy.

9. Go straight to the point.

If the headline is the most important of your ad, then the lead paragraph is surely the second most important part. It is the lead paragraph is surely the second most important part. It is this lead that either lures the reader into the text by fulfilling the promise of the headline, or bores the reader with uninteresting, irrelevant, unnecessary words… give them meat first!

10. Write in a friendly, conversational style.

In copywriting, the printed page or the computer screen, substitute the salesperson. A light, conversational style is easier to read than the stiff, formal prose of business, science and academia. Try to become your reader’s friend when you write.

11. Avoid sexist language.

Note how the last paragraph I wrote the word “ Salesperson” instead of using “salesman” whether you like it or not, sexist language offends a large portion of the population… and you!