xvii My definition of hypnosis is anything that holds your attention.
xxii Perception, motivation, and values combine to create choice. [JLJ - probably the most
useful statement with regard to a machine playing a game]
p.3 You don't want your readers to fall asleep and neither do I. By "Hypnotic Writing" I mean writing that
is irresistible. Writing that rivets your eyes to the page. Writing that is so clear and concise and effective that you can't
resist reading all of it.
p.25 Hypnotic Writing occurs when you get out of your ego and into the reader's ego.
p.57 magic catalogs can be a great resource for learning hypnotic copy. They teach you to focus
on what people get. Whenever you write copy, ask yourself, "What does the reader want?" Focus on
giving that to them.
p.58 Recently I interviewed Dan Kennedy, famous marketing consultant. During the course of our chat, Dan
said, "You can't go very far in business without learning a little hypnosis."
p.58 People are self-centered. That's not negative. That's reality. They walk around
in their own trance. Their bundle of experiences, beliefs, thoughts, and actions create a unique world where they
live, move and breathe. Each of us, in short, is in a hypnotic state. We'll never admit it. But we're in
it.
The first step in writing Hypnotic Copy is understanding the mind of your reader.
That mind is not focused on your writing. That mind is absorbed with its own concerns. In order for you to make contact,
you have to enter that mind where it already is.
p.75-76 people will read any amount of words on a web site, as long as they are interesting
to them... If people aren't reading your web site copy, then you haven't written to their interests.
p.77 people generally ask themselves a few questions when they pick up something to read. Here they are:
"Who cares?"
"So what?"
"What's in it for me?"
p.198 Perception is everything. I've often said that marketing is nothing but altering
perceptions.
p.202 Aoccdrnig to a rsceearcehr at Cmabrigde Uinervtisy,
it deosn't mttaer in waht oredr the ltteers in a wrod
are, the olny iprmoetnt tihng is taht the frist and
lsat ltteer be at the rghit pclae. The rset can be a
total mses and you can sitll raed it wouthit a porbelm.
Tihs is bcuseae the huamn mnid deos not raed ervey
lteter by istlef, but the wrod as a wlohe.
