I learned about
one hypnotic command that always works from hypnotists. A good hypnotist will never give a subject a choice or offer a list of "reasons why you should fall asleep right now."Instead, a good hypnotist will simply issue a command, "When I count to three, you will close your eyes," or, "When I snap my fingers, you will bark like a dog." The subject responds because they want to please hypnotist and because they don't have much of a choice.
Your prospects are nearly same. Give them too many "reasons why you should buy" and you risk boring them, overwhelming them, or irking them. Give them "one hypnotic command that always works" and they will do your bidding.
Want proof? Okay. Answer me this: Why are you reading this article?
I'm betting title for this article promised you something you felt would be worth your reading to get. You want to know one hypnotic command that always works so you can use it to increase sales, get more dates, or in some way get more of what you want from people. Right?
But note that I didn't have to tell you all those reasons to read this article. I gave you *one* sentence---the title to this piece---and you decided to read it based on it alone. Any further reasons for reading this were supplied by you, not me.
What you just did was illustrate very point of this article. You are reading this for *one* reason. There may be subcategorizes to that one reason, but bottomline is that you are here, absorbing these words, because I've promised you one main benefit: The hypnotic command that always works.
The trend with best copywriters today is to pile on reasons people should buy product being offered, and to give an avalanche of testimonials to prove others love product. There is nothing wrong with this approach to creating sales letters that work as long as it ALSO contains one hypnotic command that works.
And what I want to suggest here is that hypnotic command
alone---when done right---is so powerful that you may not even need that long list of reasons to buy. You could feasibly write a hypnotic headline and follow it with a story and end up with some terrific sales. (Believe me, I've done it!) I know this may be a radical thought, but stick with me.
Just what is this "one hypnotic command that always works"?
It depends on your audience. When I was considering writing this article, I asked myself, "What is one thing my readers will want to know?" Since I know many of you have read my two e-books on "Hypnotic Writing," and you consider me a "Hypnotic Writer," that some deep insights into those subjects might intrigue you.
I further speculated that if I titled this piece "the ONE" command that always works, you would subliminally know there is one very powerful thing to learn here. And of course, "one" in headline refers to one thing I am trying to get across here. Follow?
Okay, okay. Here's my one point in a nutshell: Know exact one thing your prospects want and tie everything you say to it.
Let me explain: If you are selling laundry soap, you might list numerous benefits and features, everything from "smells
good" to "protects colors" to "gets out stains" to "cheaper than other brands" to "works in cold or hot water" to who knows what. But what you want to focus on is ONE thing that your laundry soap buyers want most. Whatever that is, create your hypnotic command based on it.
