This is the second lesson and also the last lesson on writing an effective hypnotic marketing piece. If you’ve not read lesson 1, you can read at this link: www.EmpireDotCom.com

You see, there is a myth that say writing has to be intellectual. In school, you might have been taught to use Thesaurus to choose more complicated words. To be honest with you, this couldn’t be any further from the truth! Hell yes, you should use a Thesaurus, but to turn complicated words into simpler words!

You see, when you’re writing any marketing piece, you need to write at sixth or seventh grade level. You should never use words people will “trip off,” because it will cause them to lose their hypnotic trance when reading your piece. And they’ll go from a “flow” mode to a “figuring it out” mode which absolutely kills their momentum.

As you know, the general population can only read at sixth or seven grade level, so you have to write clearly without using too much huge words to get maximum understanding. Don’t be mistaken, I’m not talking about “talking down” to your audience, I’m talking about writing your marketing piece, whereby everyone can understand it easily. The fact is, if everyone can understand you, they’ll be influenced by you.

If you want to get a good lesson in simple writing, you can read books by Chales Bukowski and Harald Robbins. Just one warning, these two authors wrote novels that are R-rated, but you will be amazed at their writing styles, as they are crisp and easy to read.
The Truth

You see, there are many writers out there, especially copywriters who believe having the ability to write is all they need to persuade their prospect automatically take their side. To be honest with you, this cannot further from the truth.

The real truth behind is “proof.”And “proof” is the number one reason why sales letter, and any other marketing communication fails. They lack the proof to back up the claims they make. I know you will ask, “Where in the heaven, can I get the proof to create a “meaty” piece? To be honest with you, the answer is “research and lots of research.

As you know, people love facts, solid ideals and real-world benefits, and with all that in your writing, I guarantee your credibility will skyrocket, and your audience will be in hypnotic trance when reading your piece. They will think to themselves, “This person knows what they’re talking about.”

Just imagine you’re making a case in front of a judge and jury, you will need sufficient proof to be able to make them believe you. You see, if you have sufficient proof and facts in your marketing message, persuading someone will be infinity easier.
Conclusion

In case, you still haven’t figured it out, both lesson were not just about sitting your prospect in a comfy couch and saying, “You are getting sleepy…” over and over again until they get hypnotized. Both article were illustrating about making your writing to become tighter and credible so your prospect is so enthralled over what you have to say, they lost track of time and are more susceptible to being influenced.

Use these two lesson that you have learn, the next time you write your marketing piece and you’ll be miles ahead of your competition.