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Hypnotic Writing: How to Seduce and Persuade Customers with Only Your Words Paperback – Dec 22 2006

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Product Details

  • Paperback: 288 pages
  • Publisher: Wiley; 1 edition (Dec 22 2006)
  • Language: English
  • ISBN-10: 0470009799
  • ISBN-13: 978-0470009796
  • Product Dimensions: 15.2 x 1.8 x 22.9 cm
  • Shipping Weight: 340 g
  • Average Customer Review: 3.2 out of 5 stars  See all reviews (4 customer reviews)
  • Amazon Bestsellers Rank: #175,170 in Books (See Top 100 in Books)
  • See Complete Table of Contents

Product Description


"…[gives] a huge amount of useful advice and ideas…lots of valuable references too…" (Professional Marketing, June 2007)

From the Back Cover

Discover the secrets of written persuasion!

"The principles of hypnosis, when applied to copywriting, add a new spin to selling. Joe Vitale has taken hypnotic words to set the perfect sales environment and then shows us how to use those words to motivate a prospect to take the action you want. This is truly a new and effective approach to copywriting, which I strongly recommend you learn. It's pure genius."
—Joseph Sugarman, author of Triggers

"I've read countless book on persuasion, but none come close to this one in showing you exactly how to put your readers into a buying trance that makes whatever you are offering them irresistible."
—David Garfinkel, author of Advertising Headlines That Make You Rich

"I am a huge fan of Vitale and his books, and Hypnotic Writing (first published more than twenty years ago), is my absolute favorite. Updated with additional text and fresh examples, especially from e-mail writing, Joe's specialty, Hypnotic Writing is the most important book on copywriting (yes, that's really what it is about) to be published in this century. Read it. It will make you a better copywriter, period."
—Bob Bly, copywriter and author of The Copywriter's Handbook

"I couldn't put this book down. It's eye opening and filled with genuinely new stuff about writing and persuading better. And it communicates it brilliantly and teaches it brilliantly—exemplifying the techniques by the writing of the book itself as you go along."
—David Deutsch, author of Think Inside the Box, www.thinkinginside.com

"Hypnotic Writing is packed with so much great information it's hard to know where to start. The insights, strategies, and tactics in the book are easy to apply yet deliver one heck of a punch. And in case there's any question how to apply them, the before-and-after case studies drive the points home like nothing else can. Hypnotic Writing is not just about hypnotic writing. It is hypnotic writing. On the count of three, you're going to love it. Just watch and see."
—Blair Warren, author of The Forbidden Keys to Persuasion

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Customer Reviews

3.2 out of 5 stars
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Most helpful customer reviews

19 of 20 people found the following review helpful By Teresa on Jan. 25 2008
Format: Paperback
The repetitive and unhelpful nature of this book made me grind my teeth. There's little actual content or concrete advice. Most of the book seems to be about how great hypnotic writing is. Every chapter reads like an introduction.

Anyway, this review won't be here long. They deleted my one on Amazon.com.

Buy Made to Stick by Chip and Dan Heath instead.
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3 of 3 people found the following review helpful By L. Power HALL OF FAMETOP 10 REVIEWER on Jan. 20 2012
Format: Paperback
If you are like me, you want whatever you write to be interesting. You want to capture people's attention, and have them desire what you are selling, or just to be interested in whatever story you are telling.

If you read this book you will learn how to make average writing fascinating, and eye opening examples, including a summary of the hypnotic phrases used throughout the book. I found chapters 45 and 46 particularly interesting.

In order to really learn when your brain is being engaged by good copy or good writing, you have to pay close attention to what you are reading, and notice when your state is changing. This takes some practice. How much is one good idea worth?

As a trainer of NLP, what I find lacking in this book is that he does not show how to use embedded commands when writing, which really would give the book many times its cover price. He uses many techniques he does not explain. Nor does he extensively list the vocabulary used by advertisers. Nevertheless, I did learn many things.

I will be referring to this book time and again. The more often I read this book the more useful it seems, and I seem to pick up something new each time. It doesn't matter to me if you get this book or not, or if you like Joe Vitale or not.

A friend of mine is working on her own website, so I gave her a copy of this book, which she now tells me she has gone through several times. Having never written copy before, she finds it very valuable.

I do not like some of the tactics he uses in his book, linking it to other products and services, yet I do not allow my like or dislike for someone to stand in the way of whether I can get benefit from a book.

I hope you find this review helpful.
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2 of 2 people found the following review helpful By SeaWalk on March 30 2010
Format: Paperback
I found this very helpful in writing my copy for my website. I used the strategies to organize my layout of information while keeping the reader interested. This book was my bible while writing 12 pages of website. It also illustrates how to just be yourself and say what you want to say as in conversation to the reader. It will help you convey your message without being a boring read!
I have had many compliments on my website since.
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6 of 7 people found the following review helpful By A. Szwed on Nov. 28 2008
Format: Paperback
For this book to help you to write copy that is hypnotic, you need to have talent. When it comes to writing, you have to have it or forget it. Joe has that talent, but when it comes to speaking from the top of his head he should stick to writing. Yes the book will help you to understand what makes people do what they do and why and how to get them to do things you want them do, but the book will not write your copy for you.
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Most Helpful Customer Reviews on Amazon.com (beta)

Amazon.com: 103 reviews
326 of 348 people found the following review helpful
Great Core with Sleazy Filler March 14 2007
By James McPhate - Published on Amazon.com
Format: Paperback Verified Purchase
I tried to come up with another title then "Great Core with Sleazy Filler" but couldn't. It nails this book perfectly.

There are great writing and composition tips. And the book reflects its message by using its own techniques. I can see the value of this, and can see that doing so would over-reach the natural tone of such a book. However, it's all the get-rich-quick, and over-the-top usage of "I've never told this secret to anyone before" types of manipulation that really disappoint. There are also claims with regards to hypnosis and psychology that are presented as "beyond doubt" and "proven" which are tenuous and no where near being such.

Near the end of the book Joe describes his mailing list, and how profitable it is, and then lists some emails he's sent to it. It felt like he had a cult of followers who are the same people who buy the "Get Rich in 15 Minutes a Day" programs (which sums up lots of his example sales copy in the book) and believe positive thinking and prosperity theologies are all that are need to succeed (usually described as get rich). Overall, Joe continually steps over my ethical lines of clarity and honesty.

Joe references Master Mind groups, which is a a Pseudo-Christian prosperity theology (New Though, Christian Science, etc.) and continually promotes his "The Attractor Factor" book. While the power of goal setting and visualization are undeniable, lets not forget about focus and work.

If you think you'll get more of the worlds limited resources because you sit in a circle and hold hands and wish for a larger house, then this book is definitely for you. Or go to his web site to find endorsements for products like "How to Get Lots of Money For Anything Fast!"

If you want to get some excellent writing and marketing tips, and can ignore the sleaze and tone done the excesses in your own writing, then this book is great as well.

The other strange thing is the reviewers. If you dig around, you'll find that they all seem to know each other, cross review, and peddle the same low-brow wealth creation or similar products. I actually discovered this book while looking at "Think Two Products Ahead", a book with over the top promotion on the Amazon page.

My final thoughts on the books content are on the marketing concepts in this book. This book tries to sell, whereas most modern marketing theory talks about an over-communicated marketplace where people don't trust advertising and explicit attempts to make you buy. "Guerrilla Marketing", "Positioning", and "The Fall of Advertising and Rise of P.R" all talk to this nicely. But this ignores market segmentation. There is a segment of the market you can sell directly too. If you come up with a simple message, blast it to millions of people, some will buy. But you will not get word-of-mouth marketing and a growing position in the market. So, if that is not your market, focus on the writing tips, and tone down the excess and apply within your own marketing framework.

It's been a while since a book has made me feel this conflicted. I'm giving it a three, since it's good writing material. I don't regret buying it, and it did improve my own copywriting- but in the context of my broader marketing experience.
107 of 117 people found the following review helpful
A book to sell other books Feb. 22 2007
By F. J. Caceres - Published on Amazon.com
Format: Paperback Verified Purchase
On almost every chapter of this book the author just scratches the surface on interesting subjects and will reference other books instead of completing and going deeper into the subject himself. I didn't give a lonely star is because I did find some little bits of information. By the title you would think that it's a book to have; not so. If you can browse it, don't buy it.
80 of 87 people found the following review helpful
hypnotically horrible Feb. 17 2008
By Tamela A. Buhrke - Published on Amazon.com
Format: Paperback
The book should be entitled "All sales and no substance." This author keeps stringing the writer through a series of chapters, each saying that he is about to let you in on his secret, but instead he merely tells you more about his ebooks for sale online. His sales approach is not even very good. More like cheap and trashy. I've taken a few courses on hypnosis and can be hypnotized at the drop of a hat, but he couldn't hook me. I just found myself getting more and more annoyed. There are much better books out there. Don't waste your time or money.
50 of 53 people found the following review helpful
Does he think customers are stupid? April 17 2008
By Miracle Lady - Published on Amazon.com
Format: Paperback Verified Purchase
I bought "Hypnotic Writing" and "The Irresistable Offer" at the same time and read them both.

The "Irresistable Offer" is brief, to the point (but still very complete), and states very clearly that one selling point in your ad copy should be that the customer is not stupid, he will square you in 3 seconds or less, he will see if there is any REAL value in what you have to offer, and many more things, in the blink of an eye. (the book gives you REAL MEANS to overcome these stumbling blocks)

Mr. Vitale, on the contrary seems that he wants to entertain his potential customers, and bribe them into thinking that what he sells (and sells, and sells) is extraordinary. He does that with redundant prose, beautiful prose, aesthetically speaking, BUT he shows his true colors from the headers down. Are you really thinking that by using an opening like "amazing breakthrough", like "the truth about..." is going to grab your potential customers' attention, and ABOVE ALL, their trust?
I think that by using Mr. Vitale's wording you are IMMEDIATELY revealing who you are: "I am a seller, I am trying to hypnotize you into buying my product, I don't really care to give you value, what I care is to impress you and make a sale." This is what Mr. Vitale's prose says when you read it.

He gives examples of "normal ad copy" that he translates into "hypnotic ad copy" and he probably expects that the reader will rave about his writing. Well, to me they are both downright awful. They both reveal that the main aim of the copy is not to deliver and communicate REAL VALUE, to offer credibility, to overcome the potential customer's objections by opposing a REAL deal, no, in his writings you "fascinate" the customers, and, in so doing, you sabotage yourself by revealing your real end.

He even adds two paragraphs written in Italian. Now, I am a native Italian, and Italian is my FIRST language. Let me tell you upfront that what Mr. Vitale says it is Italian IS NOT ITALIAN AT ALL. It is a computerized, awful, and totally illogical and incorrect translation of a decent Italian paragraph. He didn't even take the time to ask a translator to translate into REAL ITALIAN those two paragraphs (that he was going to include in a book), so to not offend the linguistics of such a noble language.

I would suggest that you purchase "The Irresistable Offer" by Mark Joyner, THAT is REAL marketing communication, honest, powerful, poignant.
brief but to the point, that is "ad copy" that will win the trust of your prospects immediately and give you a REAL edge over the competition.
27 of 27 people found the following review helpful
A New Spin on Basic Copywriting Jan. 29 2007
By Paul Gallagher - Published on Amazon.com
Format: Paperback
I was very psyched when Joe Vitale's new book came out, since I am a fan of his and think his books have brought lots of good information into the world.

Still, I was a quite disappointed in Hypnotic Marketing. Essentially, it is a compendium of good, time-tested copywriting principles, but hardly the "great secret" I had been led to expect. In fact, the author claims to reveal "secrets" on every second or third page, until in the end the whole idea that this is a book of copywriting "secrets" becomes rather silly.

And the cutsey little questions at the end of most chapters get very cloying after a while.

The bibliography is great, as are the references to copywriting greats (and I'll include Vitale in this category because he IS a very influential copywriter these days), such as David Ogilvy, John Caples, Robert Collier, Jay Abraham, and others. And some fascinating references to Milton Erickson, the great "hypnotic" psychotherapist, whose main therapeutic method was to by-pass client resistance by couching his advice in seemingly random stories he would recount during his sessions.

All in All??

A good, useful book on copywriting principles, especially valuable for copywriting newbies or those who don't have a clue on how to write copy.

The chapter headings are good examples of how to write compelling headlines.

A good, practical book overall, but all the hype (delivered in Vitale's e-mails) about something new and profoundly different about "hypnotic" writing left me wanting more.

Copywriting Lesson One: If you make a very bold promise, by all means DELIVER on that promise.