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Book Review
Hypnotic Writing: How to Seduce and Persuade Customers With Just Your Words
By Joe Vitale
Reviewed by Judith E. Pearson, Ph.D.

Okay, I admit it.  I am fascinated by Joe Vitale or “Mr. Fire” as he calls himself.  He has intrigued me since I first saw him in the DVD, The Secret; the movie about the Law of Attraction. Here is a man who isn’t particularly handsome nor athletic, who was once homeless, and yet, today he is a successful author, sales genius, and marketing guru of the Information Age.

As an NLP Trainer, Counselor and Hypnotherapist, I feel embarrassed to admit that I like Vitale’s books.  Embarrassed, because many of his sales ploys are so blatantly obvious (he frequently tells his readers that he is revealing the best-kept secrets that no one has ever revealed before!) and his claims are often so grandiose as to defy credibility (“this secret will make you millions!”). Nevertheless, after reading Vitale’s latest book, Hypnotic Writing, I have reevaluated my own writing style and I more often put myself in my reader’s place.   

Joe Vitale is a disciple of Milton Erickson, a fan of Jack London and Agatha Christie, a believer in metaphysics, and has named his company Hypnotic Marketing.  For years, Vitale has studied the way words can excite, convince, tantalize, and persuade readers of sales copy.  Vitale approaches hypnotic language from a sales viewpoint—and says much that is worthwhile about how to choose words and construct a piece of writing that gets the reader to take action. 

If you can work past Vitale’s continuous and undisguised self-promotion, there is some juicy content in this book.  Vitale is using hypnotic strategies on every page! 

This book teaches  how to:

• Grab the reader’s attention from the beginning.
• Establish rapport with your reader and make her feel special.
• Use subheads, short sentence, key words, white space, and “teasers” (think Ziegarnic Effect) to keep readers spellbound to the end.
• How to convincingly use statistics, case studies, and endorsements as “proof.”
• Creatively apply metaphor, stories, word pictures, and analogies to evoke emotions and direct another’s thinking.  Which sentence is more moving? “Suppressed emotions are bad for your health.” Or “Suppressed emotions are like little time bombs ticking away inside your body.”
• “Get into your reader’s ego” and write in a way that involves your reader. 
• Focus on benefits, not features.  Your reader is going to ask “So what?”, “Why should I care?” and “What’s in it for me?”  Be ready to answer those questions.
• Appeal to your readers’ values.  Are you selling life insurance, or peace of mind?
• Anticipate a reader’s objections and reframe them in advance.
• Evoke tension, suspense, conflict and mystery.
• Understand the value of questions—and how and when to ask them.
• Offer choices; instill urgency; suggest scarcity
• Create a personal relationship with the reader.
• Appeal to a reader’s fears, frustrations, dreams and desires.  Remember: People move away from pain and toward pleasure.
• Know where to place the price and how to get the reader to think it’s a bargain.
• Communicate the “Turning Point Message” that makes your writing unforgettable.

Vitale also discusses the “Inner Game” of writing; giving strategies that “allow words to flow through you.” You’ll find advice on how to break through writer’s block, disregard self-criticism, jump start your writing, and learn from highly successful writers.  Vitale will tell you how to write with intention, know your reader, do the necessary research, and strive for results, not perfection.

Hypnotic Writing includes tips on “ruthless editing” and provides several ways to “test” sales copy. Vitale supplies tools for making your writing “come alive!” –including his own “swipe file” of hypnotic language patterns and his “hypnotic writing formula.”

If you want to use hypnotic language skills for your web page, business card, brochures, advertising, and emails, this book is a good place to start.  

Dr. Judy Pearson is a Certified NLP Trainer, an affiliate of Ultimate Success Coaching and Executive Director of the National Board of Certified Clinical Hypnotherapists.  She maintains a solo practice in Springfield, Virginia, where she specializes in hypnotherapy and NLP.  She has recently published The Weight, Hypnotherapy and You Weight Reduction Program: An NLP and Hypnotherapy Practitioner’s Manual.  Her most recent hypnosis CD is Discover Your Learning Genius.

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