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In other words, if
one thing laundry soap buyers want is "allergy free soap," then pack all your hypnotic writing power into one line that says THAT is what they will get from your
soap. Even "Allergy Free Soap Here" would work as a hypnotic
line in that scenario. Anything else you say may be weak and
even annoying compared to telling your prospects one thing they want to hear.
Here's another example: Say you are selling a magic trick of some sort. You can list everything from "easy" to "new" to "inexpensive" to "amaze your friends" to "add it to your collection" to any number of possible selling statements.
But what is ONE thing your audience of budding magicians want? Whatever it is, focus on it. That will be one hypnotic command that will explode sales. Since I am a magician, I know "Easily Amaze Your Friends" would be a great single hypnotic command for magic audience. In fact, I know of one magic supplier who uses slogan "Working hard to make you amazing." He's on right track. He knows magicians want to be amazing, and he's got a hypnotic command to convey that message. He'll capture right audience and get them itching to buy from that one line alone.
Right about now you should be asking yourself, "But how do I find out what one thing is that my prospects want?"
Good question. The answer is to first ask them, and second, test them. In short, call, email, and visit some people from your audience of prospects. Talk to them. Find out what one thing is they want from your business. Too many bad copywriters just trust their hunches on what their audience wants. Don't do it. As much as I believe in intuition---after all, I wrote a book called "Spiritual Marketing"---the only way to know with any certainty what your prospects want is to question them.
But even that isn't good enough. After you question them, test them. Write ads, letters, and email campaigns with your
prospects revealed "one desire" dominate. If you've truly hit on one thing they want, sales will roll in. If you miss, try another "one desire" and see if that pulls better. Again, what you are looking for is one hypnotic command that will make your prospects buy buy buy.
Now let me assure you that you might still give a long list of reasons why people should buy from you, BUT be sure that long list stems from your key "one hypnotic command." If you
don't use key command that activates buying impulse in your prospects, your long list will be a grab bag of odds
and ends that may confuse people. You need one command to grab their attention and maybe even close deal right there, yet you may still need your list of benefits to help convince them to buy. Don't dismiss your list. Just don't rely on it.
Finally, how do you write a hypnotic command?
That would take a book to explain. In short, write it same way you do a good headline: Short, engaging, relevant to your audience. Think of what your prospects want and give
them one tight line that suggests you have it for them.
Look at titles for articles in "Reader's Digest" magazine, for example. They are intriguing, short, and vibrant. Write your "command" same way. And for motivation to get yourself to work at writing a hypnotic suggestion, remind yourself that it only takes one good line to make someone buy.
After all, my one hypnotic command got you to read this entire article, didn't it?
Joe Vitale is recognized by many to be one of the greatest living copywriters. His latest project, the Hypnotic Writer's Swipe File is a collection of over 1,550 copywriting gems that took him years to compile. Click here to learn more. http://www.roibot.com/tk_hwsf.cgi?hwsfartnl
