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January 05, 2006

"The Shocking Truth About E-Books!" by Joe Vitale

Last August the New York Times announced that e-books were not selling. A reporter wrote, "The main advantage of electronic books appears to be that they gather no dust. Almost no one is buying. Publishers and online bookstores say only the very few best-selling electronic editions have sold more than a thousand copies, and most sell far fewer."

Is that true? I've learned to weigh everything the media tells us with more than a grain of salt. As the author of numerous traditionally published books, as well as the author of several popular e-books, I'm here to tell you that e-books are selling and selling far better, in many cases, than most traditional books. Here's just a little proof:

Corey Rudl made $400,000 from his e-works,
Stephan Mahaney made $800,000,
Michael Campbell made $10,000,
David Garfinkel made $35,000,
Larry Dotson made $5,000 in less than a month,
Allen Says made $15,000 on a Sunday,
Bob Gatchel made $30,000 in one weekend.
My own "Hypnotic" series of e-books, all published by Aesop Marketing, have broken sales records and left my printed books in the dust: "Hypnotic Writing" has sold in the tens of thousands---at $29.95 each---for more than two years now; My follow-up book "Advanced Hypnotic Writing," has sold well into the thousands; and the recent work by myself and Larry Dotson, "The Hypnotic Writing Swipe File," came out of the gate with a bang---selling at the whopping price of $197 a copy.

And keep in mind that these e-books have no printing or shipping costs associated with them. They are "invisible" books. You don't have to warehouse them, either. When they sell for $29.95 or $197, that's virtually all profit. (A very nice feeling.)

I don't blame you if you are skeptical. I was, too, at first. Mark Joyner, CEO of Aesop Marketing, begged me for two years---years!---to give him a work of mine that he could release as an e-book. I'm a book lover and never thought anyone would EVER buy an ebook. (So much for me being a futurist.)

But apparently there is an entire world out there---or ON line---that don't care for printed books or big bookstores, but instead love instant information delivered with a click. My "Hypnotic Writing" sold hundreds of copies within 24 hours. I'm now a believer in e-books. They've enabled me to live in the Texas Hill Country, drive a BMW Z3 hot-rod, own a pool, and travel as a I please.

My friend David Garfinkel grew up in the traditional publishing world and in fact worked for McGraw-Hill, the world's largest publisher of business information. He didn't give e-books much thought either until he published a couple of them himself. His most recent one is titled, "Advertising Headlines That Make You Rich." David told me, "I'm astonished by the results. I can honestly say my life has undergone quantum changes for the better in many ways since my first e-book hit the Internet a year and a half ago."

So what's with the New York Times? My hunch is that they are asking traditional publishers about their e-books sales. Well, traditional publishers don't know beans about marketing. Never have. They can't sell their printed books, so how can you expect them to sell their e-books?

To give you an example, one of my recent books is "There's A Customer Born Every Minute: P.T. Barnum's Secrets to Business Success." AMACOM, a division of the American Management Association, published it. I got national radio, print and TV coverage for that book. A&E Biography created a new special on the life of Barnum and at the end of it the host held up one book---and only one book---and basically urged people to get it to understand Barnum as a businessman.

That was MY book. Sales skyrocketed. My book became an overnight bestseller at amazon. Yet what did my publisher do? They let the book go out of print. I bought their leftover inventory. The books are in my garage. I never received one single royalty check. You can now only get the printed book through me---though, ironically, the e-book version of it remains for sale online.

There's more. My most recent book is titled "Spiritual Marketing." I released it as an e-book through www.1stbooks.com, as well as in paperback and hardcover formats through www.amazon.com. Which sells the best? The e-book version! (Paper is second and hardcover last.)

Again, what is the media trying to tell us when they forecast gloom for ebooks? Remember that the media focuses on the negative. Good news isn't generally considered news-worthy, to them.

Finally, here's the moral of this story: Don't let the media talk you out of releasing your own e-book. As long as you have solid information that a specific group of people would enjoy, you can write an ebook and let that target group know about it. Even if you only sold a few hundred copies, you would receive PURE PASSIVE INCOME---which no traditional publisher---including the New York Times---can promise or deliver.

HypnoticLibrary.com
By Joe Vitale
This is a complete collection of Joe's most popular products.

HypnoticMarketing.com
By Joe Vitale,
This ebook book shows you techniques on how to make your publicity, emails and websites hypnotic. It also includes Joe Vitale's 3-step marketing strategy called "Guaranteed Outcome Marketing," which can increase your business by 70% -- in less than 90 days

HypnoticWriting.com
By Joe Vitale
This course, by Joe Vitale (recognized by many as the best copywriter in the U.S.), shows you how to use "hypnotic" tricks in your writing to get people to more easily agree with you. A must for anyone who wants to write persuasively.

AdvancedHypnoticWriting.com
By Joe Vitale
This ebook is the unparalleled sequel to Joe Vitale's blockbuster "Hypnotic Writing." It reveals how to use the phenomenon of hypnotic suggestion to turn your words into cash.

HowToWriteHypnoticArticles.com
By Joe Vitale and Larry Dotson
This ebook tells you how to get free publicity by writing hypnotic articles for e-zines and Web sites -- in 7 minutes or less.

HowToWriteHypnoticEndorsements.com
By Joe Vitale and Larry Dotson
This ebook shows you how to write persuasive endorsements that can help you increase sales.

HowToWriteHypnoticJointVentureProposals.com
By Joe Vitale and Larry Dotson
An ebook that tells you how to get free advertising for your business by writing hypnotic joint venture proposals.

HypnoticSellingTools.com
By Joe Vitale and Larry Dotson
Learn how to influence your prospects' subconscious minds with these 1739 hypnotic words, phrases and sentences.

HypnoticWritingSwipeFile.com
By Joe Vitale and Larry Dotson
This is a collection of over 1,550 copywriting gems that took Joe Vitale and Larry Dotson years to compile. This is their personal swipe file that they use to create world famous sales letters responsible for generating millions and millions of dollars of revenue.

ImpulseInternetMarketing.com
By Joe Vitale and Dr. Scott Lewis
This ebook tells you how to use 49 psychological tricks Las Vegas casinos use, to make your business pay off like a slot machine.

SubconsciousInternetMarketing.com
By Joe Vitale and Larry Dotson
Learn how to bypass your prospects' unconscious minds and get them to buy anything you sell

CreateAdvertisingThatSells.com
By Joe Vitale
An interactive online video advertising course featuring book, workbook, and video instruction that has been one of our bestsellers. And since we can all learn from the masters, it also features several reproductions of hugely successful ad campaigns.

HypnoticTrafficTools.com
By Joe Vitale and Larry Dotson

Hypnotic SellingTools.com
By Joe Vitale and Larry Dotson

Posted by ralph at 11:46 AM |

December 12, 2005

"The Only Advertising Course You Will Ever Need! " From an article by Joe "Mister Fire!" Vitale

I devoured over two hundred books on advertising and marketing before I sorted out the six fundamental principles of effective advertising. Then I read one more book and found all six truths were already discovered!

The book was a privately printed course called How to Convert White Space into Advertising that Sells and the author was the late ad genius Clyde Bedell. Clyde was famous for taking retail ads that everyone else thought worked okay and rewriting them into ads that broke records. He knew -- and proved -- that the fastest way to increase profits was through effective advertising.

Principle One is "All good selling is serving." People often design ads to look clever or cute or creative. The three c's of failure. Instead, describe your product or service in terms that serve your reader. Guitar Center sent me a brochure on "How to Buy an Electric Guitar." That ad served me by informing me. Where did I go when I went guitar shopping? Guitar Center!

Principle Two is "People buy only to get benefits." Your prospects buy from you because of what your product or service gives them. They don't buy cars, they buy transportation and good feelings; they don't buy chairs or beds, they buy comfort and relaxation; they don't buy computers, they buy speed and efficiency.

Principle Three is "Benefits must be supported by product points." People justify their emotional urge to buy something with logic. Without the facts, your ad is fluff. Prove your product or service delivers by describing the features. A 486 computer is why I get speed; a bed made out of special springs is why I get comfort. Saying a car is safe is an empty benefit; saying it is safe because of special brakes is believable.

Principle Four is "Prospects will read any amount of copy -- as long as it is interesting, helpful, service-rendering copy." Look at it this way: If I invited you to lunch, you may come. Not many words are needed. If I said come and bring a check for five hundred dollars, you would need an explanatio -- maybe even a lengthy one. Tests have proven (PROVEN!) that if everything is kept constant but the length of a sales letter, a two-page letter outpulls a one-page letter and four-page letters outpull two-page letters. Four-page letters have actually DOUBLED the response of one-page letters. Why? Just re-read Bedell's principle four.

Principle Five is "Plan for profitable advertising." The great ad wizard David Ogilvy said advertising should be allocated in your budget just as any other expense. Effective ads aren't whipped up over night. They take time and planning. Most businesses cut their ad budget when things get rough. Wrong! That's when you should increase your advertising efforts. Plan for a consistent and profitable ad campaign.

Principle Six is "Management must support these ideas." If advertising isn't your profession, don't argue with these principles. Your ENTIRE team needs to focus on advertising's war cry, "We sell -- or else!" One of my clients said he was taught in college to create ads that were creative. He later learned his clients want ads that sell. Your team should want that, too and be willing to support the pros who can deliver it.

HypnoticLibrary.com

Posted by ralph at 07:11 PM |

November 03, 2005

How to Run Your Own Publishing Bakery (or, Why Baking Print is Better than Baking Cake) by Joe Vitale

I'm a bookaholic. I write them, read them, buy them, review them, promote them, collect them, and cherish them. You ought to see my office. It's lined with books. And no doubt I'll add more books to my vast collection. What can I say? I'm addicted to books.

Still, I often wonder if anyone realizes there is a better way to make money than actually printing their information in book form.

Printing books costs a terrific amount of money. Somebody must have placed yeast in the print industry's pants. Just look at the rising costs of paper these days.

Plus the environmentalists aren't crazy about all the trees being chopped down to print your grandmother's recipes or your uncle's memoirs.

And the competition for books is fierce, with 2,000 books being printed every single week. And you want to come out with another one?

Sheesh. Hasn't anyone considered a better approach to this business?

I run what I call a "publishing bakery." The idea isn't new. Several people are running the same operation, though they probably call it "printing on demand" or some other less colorful description.

Here's how it works:

You write a specific piece of how-to information for a specific crowd of people.

You store it on your computer.

You let that specific crowd of people know about your item.

When orders come in, you print the information and send it to them.

Easy, huh? But does it work?

Let's see...Ted Thomas sold 627 information packages for $197 each in two months, which means he made $122,265 while sitting at his desk...Last January Russ von Hoelscher sold more than 500 units of his Internet course at $149 a pop, meaning he pulled in $74,450 in less than four weeks...Mark Nolan sells a $29.95 information product to the tune of 30,000 a year...The list goes on.

The numbers are simple: If you sell just one $299 course a day, you'd make $71,760 a year...Too expensive an item to sell? Okay. If you sell just one $29.95 item a day, you would make $10,782 a year. (You can use $10,782, can't you?) Sell three of them a day and you blast your income to $32,346 a year!

Let's get more specific.

If you browse through my on-line catalog, you'll find all of my books, videotape, audiotape set, etc. You'll also find free articles and special reports. And you'll see that I have a "Confidential Online Marketing Strategy" that I sell for a substantial amount of money. I don't stock that item. It sits, alert but resting, in my computer. When someone orders it, I call up the file, click my mouse, and print the item. I then send off the strategy to the person who bought it. Then I take a nap.

That's how my publishing bakery works.

Here's another example:

I have a colossal collection of special reports, sales letters, fund raising letters, and more packed into a hefty 400-page volume that I call (for lack of a better name) "Master Writer 397.O". I don't stock it, either. It's too big, too bulky, too expensive. So I keep the original for it in a special place. When someone orders it, I take the master and make a copy of it. I then put the copy in a nice three-ring binder, add whatever I think is appropriate, and then fulfill the order. Then I take another nap.

That's publishing on demand.

Here's another example:

I just created an astonishing new sales and marketing training program called "Project Phineas". This consists of six original tapes and a brand new workbook. Since it took me well over twenty years to gather and integrate the material into a home study course that works, I don't give the system away. I charge $495 for it, knowing that people will perceive it as valuable because of the price, and knowing that it IS valuable, anyway. When an order comes in, I print out the workbook, put together a tape set, and send it off. And then I take a nap.

Again, that's how I run my publishing bakery.

I still have regular books, of course. As I've mentioned in several places in my writings, you want a book that looks like a book for credibility. That's why I have books published by The American Management Association and The American Marketing Association. I can't self-publish or bake that sort of credibility.

But now that I have that credibility, I can make other information products, make a mold for them, and then print them as needed. This means I have no printer to pay, no warehouse to pay, no inventory to manage, and nothing to lug out to the garage for storage. It's all on my computer.

Why can't you do this, too?

Well, you can!

First: All you need is a specific item for a specific audience. It needs to be specific because people want definite how-to information. Tell them exactly how to grow herbs in their toilet tank, or how to teach their children Portuguese over dinner, etc. (I'm joking. Be sure your item is something a specific group of people want. Food, sex, and money are consistent winners.) You can even buy reprint rights to existing information products from other people.

Second: The item needs to be for a specific market so you can reach them by phone, fax, news releases, online, etc. You simply locate the crowd of people interested in your product by looking through a good catalog of mailing lists, for example, or by conducting searches online. You aren't appealing to "everybody," which is a market too big to target unless you're Coca-Cola or rich. You want a specific group.

Third: Tell these people about your information. Send them mailings, let them know by phone, fax, or email, etc. Take out ads in the publications they read. Send those publications news releases. You get the picture.

Fourth: When orders come in, accept the money.

I told you this was easy.

Actually, I would rather see you do step two before step one. In other words, pick a specific group of people and give them more of what they are already interested in. Instead of forcing people to buy what you write, find out what people are already buying and give them more of it. People who bought popcorn recipes in the past will probably buy another popcorn recipe; people who buy books on gambling will probably buy another gambling book; people who buy courses on self-improvement will probably buy another self-improvement course. Find out what they are already buying, and then create a new "cookie" to "bake" for them.

Running a cake bakery would be full of headaches and nobody likes the calories in cakes. A publishing bakery, on the other hand, is clean, easy, fast, and healthy. Try it!

HypnoticLibrary.com
By Joe Vitale
This is a complete collection of Joe's most popular products.

HypnoticMarketing.com
By Joe Vitale,
This ebook book shows you techniques on how to make your publicity, emails and websites hypnotic. It also includes Joe Vitale's 3-step marketing strategy called "Guaranteed Outcome Marketing," which can increase your business by 70% -- in less than 90 days

HypnoticWriting.com
By Joe Vitale
This course, by Joe Vitale (recognized by many as the best copywriter in the U.S.), shows you how to use "hypnotic" tricks in your writing to get people to more easily agree with you. A must for anyone who wants to write persuasively.

AdvancedHypnoticWriting.com
By Joe Vitale
This ebook is the unparalleled sequel to Joe Vitale's blockbuster "Hypnotic Writing." It reveals how to use the phenomenon of hypnotic suggestion to turn your words into cash.

HowToWriteHypnoticArticles.com
By Joe Vitale and Larry Dotson
This ebook tells you how to get free publicity by writing hypnotic articles for e-zines and Web sites -- in 7 minutes or less.

HowToWriteHypnoticEndorsements.com
By Joe Vitale and Larry Dotson
This ebook shows you how to write persuasive endorsements that can help you increase sales.

HowToWriteHypnoticJointVentureProposals.com
By Joe Vitale and Larry Dotson
An ebook that tells you how to get free advertising for your business by writing hypnotic joint venture proposals.

HypnoticSellingTools.com
By Joe Vitale and Larry Dotson
Learn how to influence your prospects' subconscious minds with these 1739 hypnotic words, phrases and sentences.

HypnoticWritingSwipeFile.com
By Joe Vitale and Larry Dotson
This is a collection of over 1,550 copywriting gems that took Joe Vitale and Larry Dotson years to compile. This is their personal swipe file that they use to create world famous sales letters responsible for generating millions and millions of dollars of revenue.

ImpulseInternetMarketing.com
By Joe Vitale and Dr. Scott Lewis
This ebook tells you how to use 49 psychological tricks Las Vegas casinos use, to make your business pay off like a slot machine.

SubconsciousInternetMarketing.com
By Joe Vitale and Larry Dotson
Learn how to bypass your prospects' unconscious minds and get them to buy anything you sell

CreateAdvertisingThatSells.com
By Joe Vitale
An interactive online video advertising course featuring book, workbook, and video instruction that has been one of our bestsellers. And since we can all learn from the masters, it also features several reproductions of hugely successful ad campaigns.

HypnoticTrafficTools.com
By Joe Vitale and Larry Dotson

Hypnotic SellingTools.com
By Joe Vitale and Larry Dotson

Posted by ralph at 07:21 PM |

October 30, 2005

"Inside Secrets to Writing News Releases!" by Joe "Mr. Fire!" Vitale

How would you like to get 30,000 phone calls from prospects eager to buy from you?

When I wrote and self-published Hypnotic Writing, my manual on copywriting, (which I later incorporated into my book, CyberWriting: How to Promote Your Product or Service Online (without being flamed)) I bought the mailing list of all the writing magazines in the country. I sent a one page news release to each. One day I opened up one of the national magazines and there was a half page article about my book! It was my entire news release! Had I paid for the advertising, it would have cost me a few hundred if not thousands of dollars. As it were, the exposure cost me about thirty cents.

My best seller is Turbocharge Your Writing. I figured the readers of Target Marketing magazine would be interested in it as many marketing people rely on the formula in the book to write their sales letters. So I sent a news release to them. The editor called and said, "Are you prepared to handle about two hundreds calls?" I said sure. Then I persuaded him to list my address in the magazine, rather than my number, as a service to his readers. All they would have to do is send me a check for the book. I'm still getting orders!

One of my clients is a real estate broker. We sent a news release out about his service and his new book. Women's Day magazine called him and wanted to buy the rights to excerpt an article from his book. We agreed as long as they gave him a resource box explaining how readers could contact the author. The editor said, "Are you prepared to handle thirty to forty thousand phone calls?" We'll handle it, we said.

When I was promoting the autograph party for my book, The AMA Complete Guide to Small Business Advertising, I created a simple contest where the top three most unusual business ideas would receive free copies of the book. I wrote a release and sent it out. The Houston Post newspaper ran it on the front page of their business section!

The press is powerful.

When Sharon Holmlund's business was mentioned in Home Office Computing magazine, she received over 400 inquiries.

When Sharon Olson received a plug in a newspaper column, over 900 readers wrote to her.

When Janice Guthrie's business was mentioned in Reader's Digest, she received over 740 calls immediately. The list goes on.

The media desperately wants news. About 80% of what you read in the papers and see on TV is planted by people like you and me sending out news releases!

But how do you write a news release that works?

The biggest secret to writing a hot news release is NEWS!

Okay. That may seem obvious to you. So what's considered news?

In short: People are interested in themselves first, and other people next.

Focus on interesting people and you'll grab interest.

Focus on what readers care about and you'll grab attention.

Focus on giving information and you'll grab free publicity.

When I was hired to write a story on a client who wanted more business for his college fund raising service, I didn't begin by saying "Desperate client needs more work." Though the truth, that would appeal to NO ONE. Instead, I began the article with:

COLLEGE MONEY CRISIS NOT NECESSARY
$135 Million Available To Students Who Know Where To Look
(New Jersey) Experts agree a college education is essential for the future work force. But tuitions at public colleges have climbed an average of 12% in the last eight years, according to the College Board of New York. How is anyone expected to finance an education?

Notice how much more interesting the above is? It will interest college students, parents with college bound kids, and many more. The above has NEWS in it.

When I wrote a news release on myself, I didn't begin by saying "Houston Author Would Like To Write More Books And Make Money." That wouldn't interest anyone but my mother. Instead, I created a more human interest and news oriented lead and began the piece with:

BOOK HIM! THIS GHOST DOESN'T SCARE ANYBODY
(Houston) Award-winning author Joe Vitale spent 20 years developing his craft and struggling for a living as a freelance writer before he discovered the wealth in being a ghostwriter. Now he uses his talents to help speakers, therapists and top executives get in print.

For anywhere from $25,000 to $100,000 Vitale will meet with clients, interview them, do research, and write their books. "I do the work, they get the fame -- and all the royalties."

Most best-sellers by sports figures, celebrities, politicians and business leaders are not written by the people on the covers. "Everyone from Lee Iacocca to local business people have hired ghostwriters to create their books," Vitale says.

Get the idea?

In short, you must have news, invent news, or tie your story to existing news in order to get the media to pay any attention to you.

I explain all of this in my new sales and marketing home study course, Project Phineas: How to Get Rich, Famous, and Live Forever. I can't tell you everything you need to know here, but I can give you enough information for you to edge out your competition.

Again, the secret is NEWS.

1. You must have news.
That means you are doing something that the media would consider "a good story." When I created my new home study course, that is something new, and news worthy.

2. You might invent news.
When Evel Knievel said he would jump a canyon, he created a news story.

3. You might attach your story to existing news.
That means that if there is a holiday, you might create a holiday sale. In order words, figure out a way to ride on the skirt tails of something already happening in the news.

Here are more tips: My friend Paul Hartunian, a publicity genius, says there are three ways to get news coverage:

You have a solution to a problem. (Your product or service solves something.)

You have the latest fad. (Remember the pet rock?)

You are a nut. (Evel Knievel.)

Again, your success with the media will depend on you having NEWS. That's all they want. One way to look at this is to remember the following quote. (I don't recall who said it. It may have been William Hearst.)

"If you want it in the paper, it's advertising.
If you want it kept out of the paper, it's news."

Think about it.

For help in writing

HypnoticLibrary.com
By Joe Vitale
This is a complete collection of Joe's most popular products.

HypnoticMarketing.com
By Joe Vitale,
This ebook book shows you techniques on how to make your publicity, emails and websites hypnotic. It also includes Joe Vitale's 3-step marketing strategy called "Guaranteed Outcome Marketing," which can increase your business by 70% -- in less than 90 days

HypnoticWriting.com
By Joe Vitale
This course, by Joe Vitale (recognized by many as the best copywriter in the U.S.), shows you how to use "hypnotic" tricks in your writing to get people to more easily agree with you. A must for anyone who wants to write persuasively.

AdvancedHypnoticWriting.com
By Joe Vitale
This ebook is the unparalleled sequel to Joe Vitale's blockbuster "Hypnotic Writing." It reveals how to use the phenomenon of hypnotic suggestion to turn your words into cash.

HowToWriteHypnoticArticles.com
By Joe Vitale and Larry Dotson
This ebook tells you how to get free publicity by writing hypnotic articles for e-zines and Web sites -- in 7 minutes or less.

HowToWriteHypnoticEndorsements.com
By Joe Vitale and Larry Dotson
This ebook shows you how to write persuasive endorsements that can help you increase sales.

HowToWriteHypnoticJointVentureProposals.com
By Joe Vitale and Larry Dotson
An ebook that tells you how to get free advertising for your business by writing hypnotic joint venture proposals.

HypnoticSellingTools.com
By Joe Vitale and Larry Dotson
Learn how to influence your prospects' subconscious minds with these 1739 hypnotic words, phrases and sentences.

HypnoticWritingSwipeFile.com
By Joe Vitale and Larry Dotson
This is a collection of over 1,550 copywriting gems that took Joe Vitale and Larry Dotson years to compile. This is their personal swipe file that they use to create world famous sales letters responsible for generating millions and millions of dollars of revenue.

ImpulseInternetMarketing.com
By Joe Vitale and Dr. Scott Lewis
This ebook tells you how to use 49 psychological tricks Las Vegas casinos use, to make your business pay off like a slot machine.

SubconsciousInternetMarketing.com
By Joe Vitale and Larry Dotson
Learn how to bypass your prospects' unconscious minds and get them to buy anything you sell

CreateAdvertisingThatSells.com
By Joe Vitale
An interactive online video advertising course featuring book, workbook, and video instruction that has been one of our bestsellers. And since we can all learn from the masters, it also features several reproductions of hugely successful ad campaigns.

HypnoticTrafficTools.com
By Joe Vitale and Larry Dotson

Hypnotic SellingTools.com
By Joe Vitale and Larry Dotson

Posted by ralph at 07:16 PM |

October 23, 2005

"The Secrets of Joe Sugarman Revealed!" A review of three new marketing books by Joe "Mr. Fire!" Vitale

I don't know Joe Sugarman. Never met him. Never spoke to him. Never bought a pair of his famous BluBlocker sunglasses. Never seen him in any of his successful infomercials, or on the home shopping channel, in one of his marketing seminars or anywhere else. I've never seen his JS&A mail-order catalog gadgets or any of his unusual hard-sell full-page ads. But after reading his three new books, I'll never forget him. Partly because I now think Sugarman is a genius. And partly because I'm now mad at him.

But let me tell you the whole story...

A month or so ago I received an e-mail from David Deutsch, a brilliant copywriter and a personal friend, urging me to drop everything and order Joe Sugarman's new book, "Advertising Secrets of the Written Word: The Ultimate Resource on How to Write Powerful Advertising Copy from One of America's Top Copywriters and Mail Order Entrepreneurs." Since I am a copywriter and since I collect books on marketing (about 5,000 in my library so far), I immediately called 1-800-323-6400 and asked them to send me the book by Fed-X. I wanted it NOW. As it turns out, Fed-X had problems with their flights and their deliveries, and the book didn't arrive for two l-o-n-g, dreary, frustrating, hair-pulling (and I'm bald), impatient days.

I was not happy.

But then I opened the package. I was stunned to see how beautiful the book looked: Hardcover, dust jacket, high quality paper, 312 large pages---truly an impressive (and expensive) work of production. But the best was yet to come. Inside this book were Sugarman's hard earned secrets of persuasion. I don't know how to convey how impressed I am with this. In my giant library of books on marketing, only two or three books stand out as true bibles on how to write copy that sells, and *they* are out of print. When I saw Sugarman's explanation of the 24 psychological triggers that cause prospects to buy from you, I knew this was a living work of sheer genius.

In fact, I used Sugarman's concepts to rewrite my ad for my new home-study course on sales and marketing. Where my original headline was long and wordy, I replaced it with one inspired by Sugarman's tendency to come up with two or three word headlines that rattle the brain with curiosity invoking images. For example, one of Sugarman's ads began "Pocket Yellow Pages," for a 1978 calculator. Another's headline read "Pickle Power," for a 1982 battery charging system. I retitled my ad "Barnum's Secret," since the course deals with the secrets of P.T. Barnum. Will the new headline work? As Sugarman teaches, only testing will tell.

I spent a week slowly devouring every word in Sugarman's new book. I loved the fact that he included ads by his students, such as Joe Karbo's famous lazy man's way to riches ad, and the Victoria's Secret ad that began with the headline "Lingerie for Men." Most of the ads are by the master himself. One print ad by Sugarman, titled "Pet Plane," actually sold a plane by mail for $240,000---when it was valued at $190,000, a truly staggering feat. All of these ads, with Sugarman's commentary, are very instructional. All in all, "Advertising Secrets of the Written Word" is worth gold and worth getting right now.

But wait: As it turns out, Sugarman has written an entire *trilogy* on marketing.

All of these new books are based on an exclusive seminar Sugarman taught for 12 years, attended by Joe Karbo, Federal Express, Victoria' Secret, and a long list of other now successful names who paid $3,000 each to sit in Sugarman's shadow. The first book is the one I just reviewed. After I read it, I called 1-800-323-6400 and told them to send the other two new books to me by UPS next day delivery. (Heck with Fed-X.) An hour later someone from Sugarman's office called to say the third book was not printed yet, and would not be for maybe four months. Four months! I was disappointed (what a weak word for what I felt) but told them to send the book they had. To my surprise, on the next day *both* new books arrived. I was confused, but glad to have both books in my hands.

Let's look at the second book next:

"Marketing Secrets of a Mail Order Maverick: Stories and Lessons on the Power of Direct Marketing to Start a Successful Business, Create a Famous Brand Name and Sell Any Product or Service" is another beautiful work of production: Hardcover, dust jacket, 396 pages. This meaty book is *packed* with stories, lessons, ads, tips and techniques. In it Sugarman reveals the story of how he cleverly wrote a retail ad that sold thousands of computers in *one* morning, causing a line of people for blocks. (!) And I nearly cried reading about the ad Sugarman ran to raffle off his services as a copywriter to help raise money for the American Cancer Society after his mother's sad death. The bizarre twists and turns as a result of his idea---a train wreck, car wreck and a meeting with an Hawaiian healer---melted my heart while boggling my mind. Clearly, Sugarman has been around the block (often chased) in the world of marketing. He tells stories about his successes, as well as his failures, and they are *riveting.*

The success story about the software program that could accurately predict the stock market (which made many people wealthy) made me drool to get my hands on it. The failure story about the "Laser Beam Mousetrap" that went for $1,500 reveals how your ego can cripple your success. Then there are Sugarman's thoughts on type fonts, layout, photography, pricing, publicity (it doesn't sell much), humor (avoid it) and much more, that make this book required reading.

Now let's look at the third book in Sugarman's trilogy:

"Television Secrets for Marketing Success: How to Sell Your Product on Infomercials, Home Shopping Channels and Spot TV Commercials from the Entrepreneur Who Gave You BluBlocker Sunglasses" is yet another gorgeous book: Hardcover, dust jacket, 314 pages. Sugarman's stories about the products he loved and spent a fortune on (like the pill that removes wrinkles, which really works) are entertaining as well as educational. You learn that the product is king, the public (and only the public) is the voter, and a sound way to discover what will work or not is by testing your product first in print (another reason to read his first book). That's how Sugarman knew BluBlocker sunglasses could do well on TV. In print, he sold 100,000 sunglasses in six months. On TV, he sold that many in one month. (He's sold twenty million total.) You also discover that an infomercial is like a Hollywood screenplay, with three distinct parts, and with keeping the viewer entertained more important than virtually anything else.

While I loved this third book, I have to admit I found it the weakest of the three. I don't want to decry the value of this work, but I have to point out that Sugarman says he got out of the infomercial business in 1993 because of problems he foresaw (raising costs being a biggie). To write a book on how to create winning infomercials when he now believes infomercials aren't what they used to be seems like a very mixed message. His concerns about infomercials may be why his enthusiasm isn't in this last, and thinnest, book. He simply doesn't believe in them as much as he used to. Still, make no mistake, this IS a terrific book.

Actually, all three books are outstanding, with the second being my favorite. Since there is very little repetition in them, and since each contains ads that aren't in the others, you really have to have the set to feel like you've learned all of the secrets of Joe Sugarman. I'd say these books comprise a twenty-year education in direct response marketing, which can be the road to riches for virtually anybody. The only thing missing in this trilogy is material on marketing online. But stay tuned: Joe's next book is "Computer Secrets of a Marketing Guru."

I mentioned at the beginning of this review that I am mad at Joe Sugarman. Here's why:

When I called his office to find out why the first book---which was to be delivered by Fed-X the next day---hadn't arrived, they blew me off. They said that Fed-X had tried to deliver the book but I wasn't home. Nonsense. I STAYED home to receive the book. I had to call Fed-X to discover the book wasn't delivered due to flight delays. I also asked for a refund of the extra money I paid for overnight delivery, but neither Fed-X or Sugarman's office have yet to return a cent.

When I called to order Sugarman's other two books, someone told me the third book wasn't in print yet. As you now know, I received the third book with the second one. Sheesh. Doesn't anyone communicate in Sugarman's office? I was not impressed.

Finally, when you call 1-800-323-6400 and buy all three of Sugarman's books, as I have done, you are supposed to get a free slipcase to hold the books. Well, I never received it. I'd love to have one, too, as these wonderful books beg for a protected spot in my library.

Oh, I guess I'm not really mad at Sugarman. When I think of the three absolutely terrific new books he has given the business world, and when I delve into those books and relish the stories and learn from his tested theories, I can't help but smile, relax and forgive.

And maybe one day I'll even buy a pair of his sunglasses.

Joe "Mr. Fire!" Vitale Author, "There's a Customer Born Every Minute: P.T. Barnum's Secrets to Business Success" (AMACOM, 1998)

Joe Sugarman's new books with ordering information:

Vol. 1: "Advertising Secrets of the Written Word"
Vol. 2: "Marketing Secrets of a Mail Order Maverick"
Vol. 3: "Television Secrets for Marketing Success"

$39.95 each plus $5 shipping from 1-800-323-6400 or FAX (702) 597-2002 or write to JS&A Group, Inc., 3350 Palms Center Drive, Las Vegas, NV 89103

HypnoticLibrary.com
By Joe Vitale
This is a complete collection of Joe's most popular products.

HypnoticMarketing.com
By Joe Vitale,
This ebook book shows you techniques on how to make your publicity, emails and websites hypnotic. It also includes Joe Vitale's 3-step marketing strategy called "Guaranteed Outcome Marketing," which can increase your business by 70% -- in less than 90 days

HypnoticWriting.com
By Joe Vitale
This course, by Joe Vitale (recognized by many as the best copywriter in the U.S.), shows you how to use "hypnotic" tricks in your writing to get people to more easily agree with you. A must for anyone who wants to write persuasively.

AdvancedHypnoticWriting.com
By Joe Vitale
This ebook is the unparalleled sequel to Joe Vitale's blockbuster "Hypnotic Writing." It reveals how to use the phenomenon of hypnotic suggestion to turn your words into cash.

HowToWriteHypnoticArticles.com
By Joe Vitale and Larry Dotson
This ebook tells you how to get free publicity by writing hypnotic articles for e-zines and Web sites -- in 7 minutes or less.

HowToWriteHypnoticEndorsements.com
By Joe Vitale and Larry Dotson
This ebook shows you how to write persuasive endorsements that can help you increase sales.

HowToWriteHypnoticJointVentureProposals.com
By Joe Vitale and Larry Dotson
An ebook that tells you how to get free advertising for your business by writing hypnotic joint venture proposals.

HypnoticSellingTools.com
By Joe Vitale and Larry Dotson
Learn how to influence your prospects' subconscious minds with these 1739 hypnotic words, phrases and sentences.

HypnoticWritingSwipeFile.com
By Joe Vitale and Larry Dotson
This is a collection of over 1,550 copywriting gems that took Joe Vitale and Larry Dotson years to compile. This is their personal swipe file that they use to create world famous sales letters responsible for generating millions and millions of dollars of revenue.

ImpulseInternetMarketing.com
By Joe Vitale and Dr. Scott Lewis
This ebook tells you how to use 49 psychological tricks Las Vegas casinos use, to make your business pay off like a slot machine.

SubconsciousInternetMarketing.com
By Joe Vitale and Larry Dotson
Learn how to bypass your prospects' unconscious minds and get them to buy anything you sell

CreateAdvertisingThatSells.com
By Joe Vitale
An interactive online video advertising course featuring book, workbook, and video instruction that has been one of our bestsellers. And since we can all learn from the masters, it also features several reproductions of hugely successful ad campaigns.

HypnoticTrafficTools.com
By Joe Vitale and Larry Dotson

Hypnotic SellingTools.com
By Joe Vitale and Larry Dotson

Posted by ralph at 07:14 PM |

October 19, 2005

"Lost Genius Reveals How to Write Sales Materials that Sell (or Bruce Barton's 6 Points for Writing Ads)" by Joe Vitale

Bruce Barton was a celebrity in the 1920s. He was a bestselling author, confidant to presidents, master copywriter, philanthropist, congressman, and co-founder of the largest advertising agency in the world, BBDO. He helped five men become US Presidents. He wrote a fund raising letter that got a 100% response. The only book ever written on Barton and his ideas is The Seven Lost Secrets of Success. I recently discovered Barton's six points for writing ads, which he probably delivered in a speech in the early 1930s. Here they are, as Bruce Barton himself delivered them:

1. The theme.
"A lot of time and money is wasted by our failure to think through and get a theme before we start. The theme ought to be based on two principles---first, that a man is interested in himself; second, that he is interested in other people. Our formula for Every Week (magazine) was Youth, Love, Success, Money, and Health---all things in which people are vitally interested."

2. Interesting headlines.
"I think any public notice I may have had has come from titles. Nobody was more surprised than I when The Man Nobody Knows became a best seller. The title is what sold the book."

Barton also mentioned that when he edited magazines, he often used provocative titles to stir up controversy and interest. Examples included, "Why I never hire any woman under 30," "How my wife has hindered me in business," and the other side of the question, "How my wife has helped me in business." These interesting headlines guaranteed readership.

3. The visualization.
Barton didn't elaborate on this. But I'm sure he was referring to the layout of any sales piece. He once said, "A picture is worth two pages of type, and a headline is worth almost all the rest of the ad put together." For Barton, the illustration, headline, and body copy made up the layout, or visualization, of any sales piece.

4. The copy.
"The introduction can be eliminated almost always. The mind starts cold when you begin to write, and you don't get into high until the second or third paragraph. Cut out the introduction, and then you have a good hot start.

"Another elementary fundamental of advertising is to make the copy fit the space. To this day, I never write a piece of copy without counting the words. The picture, the headline, and the layout should be set before you begin the copy. To me, writing the copy before you have visualized the layout is backwards."

5. Adjectives.
"After you finish a piece of copy, go back and cut out all the adjectives. Henry Ward Beecher's father was once chairman of a committee to draw up resolutions on slavery. One sentence in his resolution read: 'It is an outrage.' Some one suggested that it should read: 'It is a terrible outrage.' Beecher said that was the way he had it in his first draft, but he had cut out the word 'terrible' for the sake of emphasis.

"Adjectives are like the leaves on a switch. They make the switch look pretty, but if you want to hit a blow that will cut, you take off the leaves. Literature that cuts has very few adjectives. The greatest things in life are expressed in one-syllable words---love, hate, fear, home, wife, child."

6. A purpose.
"We should never write an ad without the idea that something is going to happen. What do we want the reader to do? Write with the conviction that he is going to do something when he gets through reading---go to the store and buy; clip the coupon and mail it. And remember the power of the direct command. Don't say, 'If you would like this beautiful booklet, we will be glad to send it.' Say, 'Sit down right now and fill in this coupon.' People want things made easy; they want you to make up their minds for them."

HypnoticLibrary.com
By Joe Vitale
This is a complete collection of Joe's most popular products.

HypnoticMarketing.com
By Joe Vitale,
This ebook book shows you techniques on how to make your publicity, emails and websites hypnotic. It also includes Joe Vitale's 3-step marketing strategy called "Guaranteed Outcome Marketing," which can increase your business by 70% -- in less than 90 days

HypnoticWriting.com
By Joe Vitale
This course, by Joe Vitale (recognized by many as the best copywriter in the U.S.), shows you how to use "hypnotic" tricks in your writing to get people to more easily agree with you. A must for anyone who wants to write persuasively.

AdvancedHypnoticWriting.com
By Joe Vitale
This ebook is the unparalleled sequel to Joe Vitale's blockbuster "Hypnotic Writing." It reveals how to use the phenomenon of hypnotic suggestion to turn your words into cash.

HowToWriteHypnoticArticles.com
By Joe Vitale and Larry Dotson
This ebook tells you how to get free publicity by writing hypnotic articles for e-zines and Web sites -- in 7 minutes or less.

HowToWriteHypnoticEndorsements.com
By Joe Vitale and Larry Dotson
This ebook shows you how to write persuasive endorsements that can help you increase sales.

HowToWriteHypnoticJointVentureProposals.com
By Joe Vitale and Larry Dotson
An ebook that tells you how to get free advertising for your business by writing hypnotic joint venture proposals.

HypnoticSellingTools.com
By Joe Vitale and Larry Dotson
Learn how to influence your prospects' subconscious minds with these 1739 hypnotic words, phrases and sentences.

HypnoticWritingSwipeFile.com
By Joe Vitale and Larry Dotson
This is a collection of over 1,550 copywriting gems that took Joe Vitale and Larry Dotson years to compile. This is their personal swipe file that they use to create world famous sales letters responsible for generating millions and millions of dollars of revenue.

ImpulseInternetMarketing.com
By Joe Vitale and Dr. Scott Lewis
This ebook tells you how to use 49 psychological tricks Las Vegas casinos use, to make your business pay off like a slot machine.

SubconsciousInternetMarketing.com
By Joe Vitale and Larry Dotson
Learn how to bypass your prospects' unconscious minds and get them to buy anything you sell

CreateAdvertisingThatSells.com
By Joe Vitale
An interactive online video advertising course featuring book, workbook, and video instruction that has been one of our bestsellers. And since we can all learn from the masters, it also features several reproductions of hugely successful ad campaigns.

HypnoticTrafficTools.com
By Joe Vitale and Larry Dotson

Hypnotic SellingTools.com
By Joe Vitale and Larry Dotson

Posted by ralph at 09:20 AM |

October 18, 2005

"Press Releases That SELL!" From an article by Joe "Mister Fire!" Vitale

In 1902 Charles Austin Bates, one of my mentors and one of advertising's founding fathers, wrote that good advertising "...is simply telling a plain story. It consists merely of giving information to possible buyers."

Not many in advertising would agree with that definition today, yet it is one of the soundest explanations of how to get attention (and sales) in cyberspace. If you can write about your product or service in a low key, informative way, you will win friends and possibly make sales. One of the best ways to do just that is something called the "Net-Advertorial."

As you might guess from the name, an "advertorial" blends an advertisement with an editorial. The added "Net" lets you know this is for the Internet, or any online service.

If you can imagine writing a news story about your product or service, including details about how to do business with you, and posting this story online, you have a clear idea of what a Net-Advertorial looks like. It offers more news, less sell.

Net-Advertorials are a way to flamelessly let the online world know about your product or service. You can post them in the appropriate Usenet groups, offer them to pertinent emailing lists, and send them to people you exchange email with.

When someone hands me a product to promote, I look for the story that it fits into. Let's use a book as an example. I don't want to write a press release to promote "a book" as that usually isn't much news, but I probe to learn how the book fits into a larger picture.

For example, let's talk about the fellow who got a call from a reporter eight minutes after he faxed out my release. His book is called Fun Projects with Wooden Pallets. If I were like most publishers, I might whip up a release saying the book was now out and say a little about it. But I don't think that's very powerful. I prefer a double-whammy approach, which I achieve by combining the new book release with a feature story approach. After some thought I came up with the following headline:

New Ways to Make Furniture -- and More -- from Scrap

Note how that headline has a more "news feel" to it? It doesn't even mention the book. That, to me, isn't as important as what the book helps you do. In advertising we talk about features and benefits. The book is a feature; what you can do as a result of having the book is the benefit. I focused on the benefit.

The next thing I looked for was a killer opening line. I believe that the first line in your feature news release should be a grabber. If you don't hook the editors there, they probably won't go on to the rest of your release. It's worth mentioning right here that your editors will decide to read your release -- or not -- based on your headline. If it intrigues them, they'll read on. But the next potential stopping point for them is your first line. In the case of the above client, my first line was this:

You know those wooden pallets stacked up in and behind many businesses?

That's an opening line that I still love. Why? It gets the reader nodding his or her head, saying "yes" internally, and puts them in a receptive mood. It also pulls the reader into the next paragraph. It makes you ask, "What about those pallets anyway?"

From there I created a story about how to use the pallets to create furniture -- the news -- and I quoted from the book and the authors, thereby plugging the book within the context of the feature story. Do you see the difference? Rather than focusing on the book, I focused on the story and mentioned the book within the story.

The client I wrote this net-advertorial for said he had a reporter call him only eight minutes after he released my story! And that reporter turned the story into a five column feature article on the front page of the Sunday newspaper, complete with photographs as well as the name, address, and phone number for ordering the product.

HypnoticLibrary.com
By Joe Vitale
This is a complete collection of Joe's most popular products.

HypnoticMarketing.com
By Joe Vitale,
This ebook book shows you techniques on how to make your publicity, emails and websites hypnotic. It also includes Joe Vitale's 3-step marketing strategy called "Guaranteed Outcome Marketing," which can increase your business by 70% -- in less than 90 days

HypnoticWriting.com
By Joe Vitale
This course, by Joe Vitale (recognized by many as the best copywriter in the U.S.), shows you how to use "hypnotic" tricks in your writing to get people to more easily agree with you. A must for anyone who wants to write persuasively.

AdvancedHypnoticWriting.com
By Joe Vitale
This ebook is the unparalleled sequel to Joe Vitale's blockbuster "Hypnotic Writing." It reveals how to use the phenomenon of hypnotic suggestion to turn your words into cash.

HowToWriteHypnoticArticles.com
By Joe Vitale and Larry Dotson
This ebook tells you how to get free publicity by writing hypnotic articles for e-zines and Web sites -- in 7 minutes or less.

HowToWriteHypnoticEndorsements.com
By Joe Vitale and Larry Dotson
This ebook shows you how to write persuasive endorsements that can help you increase sales.

HowToWriteHypnoticJointVentureProposals.com
By Joe Vitale and Larry Dotson
An ebook that tells you how to get free advertising for your business by writing hypnotic joint venture proposals.

HypnoticSellingTools.com
By Joe Vitale and Larry Dotson
Learn how to influence your prospects' subconscious minds with these 1739 hypnotic words, phrases and sentences.

HypnoticWritingSwipeFile.com
By Joe Vitale and Larry Dotson
This is a collection of over 1,550 copywriting gems that took Joe Vitale and Larry Dotson years to compile. This is their personal swipe file that they use to create world famous sales letters responsible for generating millions and millions of dollars of revenue.

ImpulseInternetMarketing.com
By Joe Vitale and Dr. Scott Lewis
This ebook tells you how to use 49 psychological tricks Las Vegas casinos use, to make your business pay off like a slot machine.

SubconsciousInternetMarketing.com
By Joe Vitale and Larry Dotson
Learn how to bypass your prospects' unconscious minds and get them to buy anything you sell

CreateAdvertisingThatSells.com
By Joe Vitale
An interactive online video advertising course featuring book, workbook, and video instruction that has been one of our bestsellers. And since we can all learn from the masters, it also features several reproductions of hugely successful ad campaigns.

HypnoticTrafficTools.com
By Joe Vitale and Larry Dotson

Hypnotic SellingTools.com
By Joe Vitale and Larry Dotson

Posted by ralph at 07:08 PM |

October 15, 2005

"How to Hypnotize People into Reading Your Sales Materials! (or, The Amazing Robert Collier Technique Revealed)" by Joe Vitale

On a sunny, warm day in August, 1996 I kneeled over the grave of P.T. Barnum and had one of the most remarkable experiences of my life.

I had begun researching the famous showman in order to write my forthcoming new book, There's a Customer Born Every Minute (to be released in October, 1997). I had visited the Barnum Museum, the Historical Library in Bridgeport, Connecticut, and met with Barnum scholars, biographers, and collectors of his writings. I wanted to visit Barnum's grave and pay my respects. Little did I know that the incredible, magical experience would change my life forever...

Recently I went online to hunt for old books by some of my favorite authors, this time I went after anything by Robert Collier, mail order advertising genius and author of such classic books as The Secret of the Ages and The Robert Collier Letter Book.

I typed in his name at one of my favorite book search engines (which I'm going to keep a secret as long as I can), and to my amazement several new (to me) titles came up. I stared wide-eyed, my mouth open, as I saw that someone had two copies of a magazine Collier edited in the late 1920's called "Mind, Inc." I couldn't believe it. I immediately grabbed the phone, called, and bought those magazines. A few days later they arrived.

I opened the brown package, my heart racing with excitement, and nearly drooled as I slid the little paperback sized magazines onto my desk. They were well worn but intact. I thumbed through them and marveled at my find. Here were new articles by one of my heroes, my mentor, a man who changed my life not once but twice with his books. I felt like a happy child on Christmas morning, getting the gifts he longed for and needed most.

As I looked over Collier's magazines, something shifted in me. I saw an advertising technique at work that seemed hypnotic in power. I had one of those "ah-ha!" experiences great inventors write about. I held one of the issues in my hand and read the back cover. Collier had an ad there that began --

"How can I tell if I am working aright?" many people ask.

There is an easy, simple rule. With it in front of him, not even a child could go wrong. Just ask yourself one question. If your answer is "Yes." You are on the wrong track, and you will never make much progress, until you get off it and on the right track.

If your answer is "No," then you are working in the right direction, and you have only to keep it up to attain any goal you desire.

That question is the basis of the Lesson in the next issue of "Mind, Inc." If you are looking for a road map to guide you through the mental realm, send for it!

Did you catch what Collier did?

Let me give you another example. This one comes from Collier's editorial in the opening pages of the other issue I found:

Dear Reader:

Twelve years ago, the three examining physicians at the head office of the Life Extension Institute made a thorough physical examination of the writer. They had him hop and jump and do sundry things to stir his heart into action, then they listened with their stethoscopes and nodded knowingly to each other, finally gathering in a corner to whisper earnestly together, with many a meaning glance in the writer's direction.

The upshot of their conference was a solemn warning against all forms of violent exercise. The heart was dangerously affected, in their opinion. Tennis, horseback, swimming -- all these were taboo. Even running for a street car was likely to result disastrously. If the writer wanted excitement, he might walk (as long as he did it sedately) or crawl about the floor on all fours!

That was twelve years ago, remember. A few months back, he had occasion to be examined for life insurance. The examining physician knew of the Life Extension Institute findings, so he asked the Head Examiner of his company to check his report. The Head Examiner came, made the same exhaustive heart tests as the Institute and put away his instruments with a chuckle. "When you get ready to pass out," he said, "they'll have to take out that heart and hit it with a rock to make it stop beating. Work, play, do anything you like in reason. The heart can stand anything you can!"

What made the difference? Perhaps the following lesson may give you an indication."

Collier did it again! Did you catch his method?

Collier told you just enough to intrigue you, to get you hooked, to get you interested -- and then he stopped!

In the first example he cleverly trapped you into wanting to know the question he kept referring to. But he never told you the question. He snared you and then asked you to send for the next lesson, where the mystery of the question would be revealed. How could anyone not send for it? I sat at my desk reading Collier's ad more than seventy years after he wrote it and I wanted to send in the coupon, too. But Collier is long dead. I'll never know the question!

In the second example Collier cleverly told you two intriguing stories, asked the question that every reader would then have on their mind -- put then didn't answer it! Again, Collier generated interest, and then told you to read the magazine to find the answer. Talk about hypnotic writing!

And that's how you get people to read your sales materials. You pull them into it. You grab their attention, keep them reading, get them wanting what you have and then -- stop and tell them to send in a check, or call you, to get what they now so badly desire.

Did you notice how I began this article?

I used the Robert Collier technique to hypnotize you into reading more. I began saying I had an experience at Barnum's grave. What was the experience? What happened? What's my new book about? All of these are questions in your mind as you read the opening. It's hypnotic. And if you've read this far, you know the method works.

The next time you want to write something and be sure people actually read it, remember the Robert Collier technique. Start by writing about something that will interest the people you are addressing. Tell them an interesting story. Get them wondering about something that they want to know more about. And then STOP. Change direction. Write about something else that may still be related to the opening, but don't resolve the opening until the end of the article. And maybe not even there. Maybe you'll want people to send in a coupon or call you for the answer.

HypnoticLibrary.com
By Joe Vitale
This is a complete collection of Joe's most popular products.

HypnoticMarketing.com
By Joe Vitale,
This ebook book shows you techniques on how to make your publicity, emails and websites hypnotic. It also includes Joe Vitale's 3-step marketing strategy called "Guaranteed Outcome Marketing," which can increase your business by 70% -- in less than 90 days

HypnoticWriting.com
By Joe Vitale
This course, by Joe Vitale (recognized by many as the best copywriter in the U.S.), shows you how to use "hypnotic" tricks in your writing to get people to more easily agree with you. A must for anyone who wants to write persuasively.

AdvancedHypnoticWriting.com
By Joe Vitale
This ebook is the unparalleled sequel to Joe Vitale's blockbuster "Hypnotic Writing." It reveals how to use the phenomenon of hypnotic suggestion to turn your words into cash.

HowToWriteHypnoticArticles.com
By Joe Vitale and Larry Dotson
This ebook tells you how to get free publicity by writing hypnotic articles for e-zines and Web sites -- in 7 minutes or less.

HowToWriteHypnoticEndorsements.com
By Joe Vitale and Larry Dotson
This ebook shows you how to write persuasive endorsements that can help you increase sales.

HowToWriteHypnoticJointVentureProposals.com
By Joe Vitale and Larry Dotson
An ebook that tells you how to get free advertising for your business by writing hypnotic joint venture proposals.

HypnoticSellingTools.com
By Joe Vitale and Larry Dotson
Learn how to influence your prospects' subconscious minds with these 1739 hypnotic words, phrases and sentences.

HypnoticWritingSwipeFile.com
By Joe Vitale and Larry Dotson
This is a collection of over 1,550 copywriting gems that took Joe Vitale and Larry Dotson years to compile. This is their personal swipe file that they use to create world famous sales letters responsible for generating millions and millions of dollars of revenue.

ImpulseInternetMarketing.com
By Joe Vitale and Dr. Scott Lewis
This ebook tells you how to use 49 psychological tricks Las Vegas casinos use, to make your business pay off like a slot machine.

SubconsciousInternetMarketing.com
By Joe Vitale and Larry Dotson
Learn how to bypass your prospects' unconscious minds and get them to buy anything you sell

CreateAdvertisingThatSells.com
By Joe Vitale
An interactive online video advertising course featuring book, workbook, and video instruction that has been one of our bestsellers. And since we can all learn from the masters, it also features several reproductions of hugely successful ad campaigns.

HypnoticTrafficTools.com
By Joe Vitale and Larry Dotson

Hypnotic SellingTools.com
By Joe Vitale and Larry Dotson

Posted by ralph at 08:21 PM |

"Three CyberAd Types!" by Joe Vitale

For more than one hundred years good advertising professionals have been using the same formula for creating their ads. Known as "AIDA", it represents "Attention, Interest, Desire, Action:" a proven structure for a successful ad.

But the online world requires a new formula. Use the old one and you're likely to create an ad that will get you many replies: all flames. Why? Online travellers prefer less direct forms of advertising. While this prejudice is changing by the moment, it will be a while before direct selling is accepted online. Until then, you need a safer formula. I have one, and I call it "TARGET." Before I tell you how it works, let me explain the three online ad formats that I think will work best for you:

Three CyberAd Types

1. Imaginative

Bruce Barton, cofounder of BBDO, one of the largest ad agencies in the world, often used a method for creating ads called "Imaginative." With it he wrote some of the greatest ads in American history. In my book on Barton, titled The Seven Lost Secrets of Success, I said this method "Reveals the Business Nobody Knows." It is a powerful way to write an online ad. Let me give you a couple of examples:

In the 1920's there was an ad for a door that had the headline, "The Personality of the Doorway." The copy revealed why a door was special, as well as what it revealed about the home and the home's owner. This ad helped sell more doors because it imaginatively revealed something typically unseen about doors. It went deeper than the obvious. Instead of writing an ad that said, "Buy our doors," it made their ad and their product new and different. The ad was imaginative.

Back in 1925, when Barton was speaking before the American Petroleum Institute, he told his audience they were not selling gasoline at all. He said, "My friends it is the juice of the fountain of eternal youth that you are selling. It is health. It is comfort. It is success. And you have sold it as a bad smelling liquid at so many cents a gallon. You have never lifted it out of the category of a hated expense."

Look for what your product or service delivers. When people buy a drill, they don't want a drill, they want the holes the drill will help them create. But go deeper. Why do they want the holes? It may be to hang sentimental pictures of their family. It may be to help create a new room in their warm home. Use your imagination and focus on something deeper.

2. Interpretive

This approach asks you to say something new about an old product. Create a fresh viewpoint. Someone selling soap might explain (as one ad did) "Your skin has five miles of pores. How clean are yours?" People reading that ad stop and say to themselves, "I didn't know that!" Your new information makes your product more interesting.

Recently I saw a television commercial for a long distance service that explained how a telephone call worked. It was interesting information that made me sit up and take notice where I might otherwise have paid no attention at all.

Think about your product or service and consider the history of it and facts about it. What you take for granted may be exciting news to your readers. I once worked with a large motor repair company. I said they should announce that they could fix any motor within one hour. They countered with, "Any good mechanic can say that." I said, "But are they saying it? If not, you have an opportunity to capitalize on a fact your peers take for granted and your customers don't know."

What is obvious to you that might be news to your prospects?

3. Initiative

Confront readers with a direct question and you're likely to involve them in your ad right away. That's why when you go to a movie theater they say, "Large or small soda?" They assume you want a drink. They are taking the initiative in the sales process. When a salesperson asks, "Which do you prefer---a small car or a large one?", they are taking the initivative with you.

You can plunge a reader into an interaction with your product with this approach. For example, the most successful ad in history began with the question, "Do you make these mistakes in English?" The question yanked people right into the entire ad because it's involving, personal, and bold. It takes the initiative.

Think of your business and how you might write an ad that suggests and even demands involvement. Asking a personal, relevant, fascinating question can grab readers as they are whizzing by in cyberspace and pull them right to your ad.

HypnoticLibrary.com
By Joe Vitale
This is a complete collection of Joe's most popular products.

HypnoticMarketing.com
By Joe Vitale,
This ebook book shows you techniques on how to make your publicity, emails and websites hypnotic. It also includes Joe Vitale's 3-step marketing strategy called "Guaranteed Outcome Marketing," which can increase your business by 70% -- in less than 90 days

HypnoticWriting.com
By Joe Vitale
This course, by Joe Vitale (recognized by many as the best copywriter in the U.S.), shows you how to use "hypnotic" tricks in your writing to get people to more easily agree with you. A must for anyone who wants to write persuasively.

AdvancedHypnoticWriting.com
By Joe Vitale
This ebook is the unparalleled sequel to Joe Vitale's blockbuster "Hypnotic Writing." It reveals how to use the phenomenon of hypnotic suggestion to turn your words into cash.

HowToWriteHypnoticArticles.com
By Joe Vitale and Larry Dotson
This ebook tells you how to get free publicity by writing hypnotic articles for e-zines and Web sites -- in 7 minutes or less.

HowToWriteHypnoticEndorsements.com
By Joe Vitale and Larry Dotson
This ebook shows you how to write persuasive endorsements that can help you increase sales.

HowToWriteHypnoticJointVentureProposals.com
By Joe Vitale and Larry Dotson
An ebook that tells you how to get free advertising for your business by writing hypnotic joint venture proposals.

HypnoticSellingTools.com
By Joe Vitale and Larry Dotson
Learn how to influence your prospects' subconscious minds with these 1739 hypnotic words, phrases and sentences.

HypnoticWritingSwipeFile.com
By Joe Vitale and Larry Dotson
This is a collection of over 1,550 copywriting gems that took Joe Vitale and Larry Dotson years to compile. This is their personal swipe file that they use to create world famous sales letters responsible for generating millions and millions of dollars of revenue.

ImpulseInternetMarketing.com
By Joe Vitale and Dr. Scott Lewis
This ebook tells you how to use 49 psychological tricks Las Vegas casinos use, to make your business pay off like a slot machine.

SubconsciousInternetMarketing.com
By Joe Vitale and Larry Dotson
Learn how to bypass your prospects' unconscious minds and get them to buy anything you sell

CreateAdvertisingThatSells.com
By Joe Vitale
An interactive online video advertising course featuring book, workbook, and video instruction that has been one of our bestsellers. And since we can all learn from the masters, it also features several reproductions of hugely successful ad campaigns.

HypnoticTrafficTools.com
By Joe Vitale and Larry Dotson

Hypnotic SellingTools.com
By Joe Vitale and Larry Dotson

Posted by ralph at 07:03 PM |

October 13, 2005

"Hidden Selling: A Secret Way to Make Money (or, What I Learned from Muscle Builders, P.T. Barnum, and the Color Green)" by Joe Vitale

Scene One: It's 1843. A mysterious entrepreneur hosts a Grand Buffalo Hunt in Hoboken, New Jersey. He anonymously advertises it as a free event open to the public. Thousands of people take the ferries across the river to witness the "wild sport of the Western Prairies," which turns out to be a playful hoax. The buffalo aren't hunted, are actually frightened by the crowds and eventually stampede off. They are later rounded up safely. The crowds give three cheers for the nameless person behind the entertainment. They go home happy.

Question: Who was the entrepreneur who orchestrated this free event? More importantly, how did he profit from it?

Scene Two: It's 1934. An unusual event takes place at the Waldorf-Astoria in New York City. Billed as the Green Ball, highly respected designers, fashion experts, artists, society people and reporters are invited. The Green Ball showed the importance of the color green. There were green menus featuring green beans and other green food. There were talks on the importance of green in the arts. There was a newly created Color Fashion Bureau to help promote the color green in clothing. All proceeds from the event went to charity. Reporters covered it and the public ate it up. It was a major and mysterious occasion.

Question: Who made money from this free event? Who was behind it?

Scene three: It's 1998. Muscle Media magazine hosts a yearly bodybuilding contest for average men and women. They give away an expensive book on training and supplements. They give away a two-hour professional quality video, called "Body of Work," containing inspiring stories about the previous years contest winners. They ask for no money but request that you make a donation, if you are truly moved by what you see, to the Make-A-Wish Foundation, an organization that helps terminally ill children achieve a dream. People respond by giving more than $423,000, practically overwhelming the Foundation when 1,272 checks arrive in one day.

Question: How does Muscle Media make any money from all this giving? Who is behind it?

These three stories illustrate a business phenomena I'll call "Hidden Selling." They are events orchestrated to entertain and educate people, that are usually free, but which secretly sell something for some hidden benefactor. If this Hidden Selling method is organized correctly, the public will never care (and may never know) who made money from the events. They will simply feel good and willingly---even mindlessly---start giving their money to the entrepreneurs who designed the events.

Do you see what's going on here? Do you sense the incredible power of a secret marketing technique at work?

Let's look at each of the scenes above and meet the wizards behind the curtains:

Scene One: The Grand Buffalo Hunt was originated by P.T. Barnum. He had bought a herd of skinny buffalo months before, hired a man to nourish them back to health and then quietly announced a free "buffalo hunt" to the public.

The public did not know Barnum was behind the event. Barnum knew that their curiosity would add more interest. The public also did not know that Barnum rented the ferries for the day of the hunt. So every time someone got on board to go across the river, Barnum made money. He also profited from all the drinks sold at the show. In short, Barnum gave people a fun excursion for the day, charged nothing for it, but secretly made money from the sale of items people needed to get to the event: a ride, food and drink.

Weeks later Barnum announced that he was the entrepreneur behind the then famous hoax. People laughed and said "Barnum humbugged us again!" As a result, Barnum got even more publicity for his name and his businesses.

Scene Two: The Green Ball was created and implemented by Edward L. Bernays, the man considered the father of public relations. Bernays was hired by Lucky Strike cigarettes to find a way to make the color green fashionable to women.

Why? Lucky Strike packages had a green design. Research showed that women would not buy the packages because it did not go with their clothing. Since the cigarette manufacturer had invested millions of dollars in their product design, they would not change it. Instead, they needed to change women's perceptions.

Bernays created the Green Ball to do just that. While no one is clear just how effective the Green Ball was in selling more cigarettes, it was clearly effective in making the color green the "in" color of 1934. As a result, Lucky Strike had to profit, if only in now having their package design accepted by all.

Scene Three: Bill Phillips is the editor of Muscle Media. He is the key man behind the magazine, the contest, the free video and the free book. He is helping people go for their dreams of being healthy and attractive. As he does so, he is getting rich.

How? Phillips' company sells nutritional supplements for bodybuilders. The more people he inspires to become fit, the more people buy his supplements. Since supplements have to be taken daily, that means long term, consistent sales. While I don't have numbers for what this means in terms of profits, I can easily imagine that he will pull in many times what the Make-a-Wish Foundation will receive as gifts.

None of these scenarios are in any way bad. (The cigarette event might be, but consider that it was 1934 and few knew of the harm of smoking.) I think Bill Phillips, Edward L. Bernays and P.T. Barnum all did something that focused on people, not profit. But behind the scenes, hidden from easy view, was a profit motive. They put giving ahead of getting. As a result, they got big-time.

I'm suggesting that you can apply this to your business, too. In fact, I'll go as far as to say that in today's skeptical age, when consumers are callused to high pressure sales pitches, you almost have to use Hidden Selling as an additional way to make a profit.

The way this method works, it also helps people. That's what I like most about it. It forces you to think of giving, not getting. Barnum gave people what they craved in the high stress times of the 1800s: Fun. Bernays gave people what they wanted in the 1930s: Culture. And Phillips is giving people what they want today: Fitness. Truth is, people still want all of those qualities and always will want them. Human desires never change.

Do you see the pattern here? Focus on an altruistic end. Put money on the back end. Focus on giving people something they want. Put getting behind the scenes. Focus on an event. Put cash at the end of it. Forget "show me the money" and focus on "give people something."

Hidden Selling is alive and well today, but not used as often or as cleverly as it could be. This may be your opportunity to use it to help others while helping yourself. As I point out in my latest book, There's a Customer Born Every Minute (AMACOM, 1998) P.T. Barnum called it "profitable philanthropy." As Bill Phillips says in the letter he sends out with his Body of Work video, "You must freely give of yourself first before you get." He calls it the "Law of Reciprocation."

Bottom Line: Find a way to host an event that truly helps people and let the back end of it in some way help you. The result could be making a difference in the world while also making more money than you ever dreamed possible. Isn't that worth doing?

HypnoticLibrary.com
By Joe Vitale
This is a complete collection of Joe's most popular products.

HypnoticMarketing.com
By Joe Vitale,
This ebook book shows you techniques on how to make your publicity, emails and websites hypnotic. It also includes Joe Vitale's 3-step marketing strategy called "Guaranteed Outcome Marketing," which can increase your business by 70% -- in less than 90 days

HypnoticWriting.com
By Joe Vitale
This course, by Joe Vitale (recognized by many as the best copywriter in the U.S.), shows you how to use "hypnotic" tricks in your writing to get people to more easily agree with you. A must for anyone who wants to write persuasively.

AdvancedHypnoticWriting.com
By Joe Vitale
This ebook is the unparalleled sequel to Joe Vitale's blockbuster "Hypnotic Writing." It reveals how to use the phenomenon of hypnotic suggestion to turn your words into cash.

HowToWriteHypnoticArticles.com
By Joe Vitale and Larry Dotson
This ebook tells you how to get free publicity by writing hypnotic articles for e-zines and Web sites -- in 7 minutes or less.

HowToWriteHypnoticEndorsements.com
By Joe Vitale and Larry Dotson
This ebook shows you how to write persuasive endorsements that can help you increase sales.

HowToWriteHypnoticJointVentureProposals.com
By Joe Vitale and Larry Dotson
An ebook that tells you how to get free advertising for your business by writing hypnotic joint venture proposals.

HypnoticSellingTools.com
By Joe Vitale and Larry Dotson
Learn how to influence your prospects' subconscious minds with these 1739 hypnotic words, phrases and sentences.

HypnoticWritingSwipeFile.com
By Joe Vitale and Larry Dotson
This is a collection of over 1,550 copywriting gems that took Joe Vitale and Larry Dotson years to compile. This is their personal swipe file that they use to create world famous sales letters responsible for generating millions and millions of dollars of revenue.

ImpulseInternetMarketing.com
By Joe Vitale and Dr. Scott Lewis
This ebook tells you how to use 49 psychological tricks Las Vegas casinos use, to make your business pay off like a slot machine.

SubconsciousInternetMarketing.com
By Joe Vitale and Larry Dotson
Learn how to bypass your prospects' unconscious minds and get them to buy anything you sell

CreateAdvertisingThatSells.com
By Joe Vitale
An interactive online video advertising course featuring book, workbook, and video instruction that has been one of our bestsellers. And since we can all learn from the masters, it also features several reproductions of hugely successful ad campaigns.

HypnoticTrafficTools.com
By Joe Vitale and Larry Dotson

Hypnotic SellingTools.com
By Joe Vitale and Larry Dotson

Posted by ralph at 07:12 PM |

October 12, 2005

"How Mark Twain Might Write Online!" by Joe Vitale

While it's anyone's guess, I like to think Sam Clemens would apply his techniques as a speaker to the world of cyberspace. Most people don't realize that Mark Twain became famous due to his speaking talents. While his skills as a journalist and a humorist made him popular, it was his speaking that shot him into fame. Later, his books made him a household name. But even then, Twain's speaking engagements kept him in the public eye, and helped secure his place in American history.

But Twain wasn't a born speaker. If anything, he was born to navigate boats. As an author and as a speaker, Twain was self taught. He worked hard to perfect his skills as an orator. He learned by watching such greats as Charles Dickens, and by paying attention to how charismatic ministers held the attention of their congregation. Twain also learned from his own mistakes.

After reading all of Twain's published speeches and looking for the common elements in them, I think he used six secrets in making himself famous. And I think you and I can use these same methods when we're writing in cyberspace. I believe just playing with these six techniques will improve our cyberwriting and make our online experience all the more enjoyable.

Secret One: Rehearse

Mark Twain once quipped that it took him three weeks to make a good impromptu speech. While Twain's speeches gave the appearance of being done on the fly, they were actually well thought out, even written out, rehearsed, and committed to memory. His goal was to achieve what he called "counterfeit impromptu."

In other words, he was so prepared that he appeared unprepared. It was planned spontaneity. This gave him a lot of power. He knew what he was going to say down to the exact pause, and this allowed him room for improvisation while giving him the security of knowing what he was going to say next.

Twain was like an actor. He wrote out his speech, or script, committed it to memory, and rehearsed it. When he strolled on stage, he moved with an ease that made him appear to be totally relaxed. While the audience thought he was talking to them informally and spontaneously, he was actually delivering a well planned theatrical performance. In fact, it was so perfectly theatrical that virtually no one ever guessed that Twain had planned the event days or weeks in advance.

In short, Twain's first technique was one of preparation. While many speakers today think you should never write out your speech because it makes your talk rigid, it's important to realize Twain didn't read his speech or even repeat it the way he memorized it. He used his planning as a base for his performance. He gave himself permission to ad lib, to stray from his talk, and sometimes to leave it all together. But this initial preparation made him more comfortable, and helped him give a more powerful, humorous, and satisfying talk.

How do you apply this to cyberwriting?

One of the biggest mistakes with cybertravellers is writing their material quickly, and zipping it off without rewriting it or editing it or even re-reading it. Anything you write for the online world needs to be polished as anything you write for publication. It's very easy to dash off a response to someone and send it off. The problem is, the potential for miscommunication is enormous. And when you consider the fact that your e-message can potentially be read by millions of people, there's cause for alarm. You don't want a written blunder to get broadcast around the world.

To protect yourself, keep these suggestions in mind:

a. Know what you want to say. Don't waste everyone's time trying to guess what you mean. Ask yourself, "What do I want to say? What's the one message here?"

b. Pretend you are speaking to one person who is sitting across the desk from you. Mentally role play a dialogue that begins, "Here's what I want to say..." Write your monologue down.

c. Now edit. Whittle your message down to the essential points. Pretend you are writing a telegram and every word will have a price tag on it. The more words you cut out, the less the message will cost you.

Secret number one is rewrite and perfect your e-writing before you ever post or send any message.

Secret Five: Use a Starter

Mark Twain's fifth technique was what he called a "starter."

Twain loved to fully engage his audience as soon as he stepped on stage. He wanted to "start" the program on the right foot by capturing the audiences' attention and keeping it nailed on him. He developed several clever ways to accomplish this:

His favorite starter was the self introduction. Twain would simply walk on and introduce himself. This usually made the audience warm to him right away, and saved Twain the trouble, he said, of training people to introduce him right.

Another popular starter was walking on stage and saying nothing for a full minute. Sixty seconds of silence is a LONG time when you're on stage and an audience is waiting to hear you speak. This trick made people laugh, chuckle, wonder, and guess what Twain was up to. But it certainly held their attention.

The last "starter" Twain used was walking on stage with a book and acting like he was going to read from it. He would open it, but then close it and begin to "ad lib." His ad libbing was actually his well planned talk. Because people expected Twain to stop at any moment and return to the book, they paid attention. They felt he must be saying something more important because he was delaying reading. But Twain never returned to the book. He simply used it as a device to make people focus on him.

In later years Twain didn't need a starter at all. His reputation as a speaker was so well known that all he had to do was step on stage and people were smiling and hanging on his every move and word.

How do you make this method work in cyberspace?

Let me answer with an example: Say you are about to reply to a message concerning a new delivery system that someone asked you about. You begin your message by saying, "Here's what you wanted to know about our delivery system..."

But then you stop and redirect the message with a new statement: "...But before I tell you about it, let me mention something about our new overnight service."

What you've done is capture people's attention, and then held on to it. They'll wait and read on because they expect you to return to your original statement and complete it (and of course you should return and complete what you start). This is a powerful way to use Twain's technique and keep people riveted to the screen.

Another method I've used is called "the plunge." You begin your e-message right after something has happened and before people fully grasp what you are talking about. Good fiction uses this technique. The story begins with gun smoke floating up from a revolver, someone dead, and someone else running out the door. "What's happening?" asks the reader, and before he or she knows it, they're reading the entire story. The opening "started" them.

You can apply the same method to online communications by starting your message where other writers might have their third paragraph. In other words, most online writers take too long to get to their point. Most of them could delete the top half of their message and lose nothing. I suggest that a good "starter" would be to begin your message where others might have their fourth paragraph. If you get a message beginning with the words, "He looked shocked when we told him the sales reports," you'd probably read on to find out who was shocked, why he was shocked, and what the sales reports actually said.

Consider starting your message in places where readers are forced to read on to discover what is going on.

HypnoticLibrary.com
By Joe Vitale
This is a complete collection of Joe's most popular products.

HypnoticMarketing.com
By Joe Vitale,
This ebook book shows you techniques on how to make your publicity, emails and websites hypnotic. It also includes Joe Vitale's 3-step marketing strategy called "Guaranteed Outcome Marketing," which can increase your business by 70% -- in less than 90 days

HypnoticWriting.com
By Joe Vitale
This course, by Joe Vitale (recognized by many as the best copywriter in the U.S.), shows you how to use "hypnotic" tricks in your writing to get people to more easily agree with you. A must for anyone who wants to write persuasively.

AdvancedHypnoticWriting.com
By Joe Vitale
This ebook is the unparalleled sequel to Joe Vitale's blockbuster "Hypnotic Writing." It reveals how to use the phenomenon of hypnotic suggestion to turn your words into cash.

HowToWriteHypnoticArticles.com
By Joe Vitale and Larry Dotson
This ebook tells you how to get free publicity by writing hypnotic articles for e-zines and Web sites -- in 7 minutes or less.

HowToWriteHypnoticEndorsements.com
By Joe Vitale and Larry Dotson
This ebook shows you how to write persuasive endorsements that can help you increase sales.

HowToWriteHypnoticJointVentureProposals.com
By Joe Vitale and Larry Dotson
An ebook that tells you how to get free advertising for your business by writing hypnotic joint venture proposals.

HypnoticSellingTools.com
By Joe Vitale and Larry Dotson
Learn how to influence your prospects' subconscious minds with these 1739 hypnotic words, phrases and sentences.

HypnoticWritingSwipeFile.com
By Joe Vitale and Larry Dotson
This is a collection of over 1,550 copywriting gems that took Joe Vitale and Larry Dotson years to compile. This is their personal swipe file that they use to create world famous sales letters responsible for generating millions and millions of dollars of revenue.

ImpulseInternetMarketing.com
By Joe Vitale and Dr. Scott Lewis
This ebook tells you how to use 49 psychological tricks Las Vegas casinos use, to make your business pay off like a slot machine.

SubconsciousInternetMarketing.com
By Joe Vitale and Larry Dotson
Learn how to bypass your prospects' unconscious minds and get them to buy anything you sell

CreateAdvertisingThatSells.com
By Joe Vitale
An interactive online video advertising course featuring book, workbook, and video instruction that has been one of our bestsellers. And since we can all learn from the masters, it also features several reproductions of hugely successful ad campaigns.

HypnoticTrafficTools.com
By Joe Vitale and Larry Dotson

Hypnotic SellingTools.com
By Joe Vitale and Larry Dotson

Posted by ralph at 07:02 PM |

October 11, 2005

Homage to John Caples -- or -- "I laughed when I heard the greatest advertising book in history had been revised, but when I saw the book! --" A book review, by Joe Vitale

When the American Marketing Association and NTC Books, Inc. hired me to write what was to become The AMA Complete Guide to Small Business Advertising, I knew I had a battle to fight. The greatest books ever written on how to write ads were still in print, and they were all by one man: John Caples.

Caples spent most of his long life writing and testing ads. He was a brilliant copywriter. Most agree he was a genius. In 1925, at the age of 25, he wrote what may be the greatest ad in history, an ad that has been duplicated in one form or another for more than six decades. It began with the now famous headline, "They Laughed When I Sat Down At The Piano, But When I started to Play!--"

Caples was elected into the Copywriters Hall of Fame in 1973. He was elected into the Advertising Hall of Fame in 1977. The famous Caples Award, given for the year's best ads, was named after him. He died in 1990, at the age of 90, after spending 58 years in the advertising business. The man remains a legend.

How was I ever going to top the work of John Caples? I spent three years of intense research in order to write my book, and throughout the journey I had one goal: Write something that would be better than what John Caples had already written. I failed. But I had a good time nonetheless. I learned a lot, as well.

So try to imagine my surprise when I heard that Prentice-Hall was revising and reprinting Caples' most popular book, Tested Advertising Methods. I was excited. I couldn't wait to get it. When the new book arrived, I held it and smiled, eager to dive in and relish once again the words of one my favorite mentors.

This classic book first came out in 1932. The publisher reprinted it numerous times. Caples himself revised it four times. The last edition, still available in paperback today, was reprinted at least fourteen times. This is a book that has stood the test of time.

Caples wrote it while a young copywriter for the famous BBDO advertising agency (he later became their Vice-President and spent 56 years with the company). He continued to test, refine, revise and add techniques -- not theories, techniques -- to his book right up to his death. As far as most experts are concerned, his book is THE bible in advertising. It's the one I keep by my side. It's the one I tried to model my own book after.

For example, chapter five of Caples' book contains twenty-nine formulas for writing headlines while chapter four of my book contains 30 ways to write headlines. Chapter thirteen of Caples' book reveals thrity-two ways to get more inquiries from your ads while chapter twelve of my book contains thirty-four ways to increase responses to your ads. But don't think I beat Caples. I didn't. His book contains five more chapters, dozens of illustrations, and countless more tips, tricks and techniques for writing ads that get results. Heck, the very last chapter of my book -- on how to test your ads -- primarily consists of Caples' own seven-point checklist!

Again, Tested Advertising Methods has been the Holy Grail of advertising since 1932. So why revise it? And who dared to touch the legendary Caples' chosen words?

Prentice-Hall likes to keep classic books in print. I don't blame them. But I feel like they colorized a famous black and white movie. There's a certain "unreal" quality to this 1997 new version. As I began to read this revised edition, I began to get a sinking feeling in my chest. Gone was much of the warmth and simple clarity of Caples' writing. Gone were many of his hand picked famous ads. Gone was much of his gentle spirit.

The man who revised Caples' writing is one Fred Hahn, who's supposedly been in advertising more than 35 years, though I've never heard of him before. Hahn does his best to replace old ads with modern ads to update the book and prove that Caples' principles are still valid today, nearly seven decades after he created them. He does a fair but not convincing job.

My problem is that Hahn left much of the good stuff on his cutting room floor. For example, Caples included dozens of tested ads -- showing the good as well as bad ads -- and added his illuminating commentary under each. When Caples shows you an ad with the headline, "New Home Permanent Conditions Hair As It Curls" and then an ad with the headline, "Girls...Want a Fast Permanent?" and asks you to select the better ad, you never forget the lesson. (It was the latter.) Hahn dropped the ads and the commentary. Major mistake.

I also admit I don't trust Hahn. I thumbed through the index and couldn't find the name of Bruce Barton (the subject of my book, The Seven Lost Secrets of Success). Barton wrote a few of the ads that remain in Caples' book, his name is mentioned several times in the text, he was Caples' boss at BBDO (Barton co-founded BBDO), he wrote the foreword to the first edition of Caples' book, and yet his name isn't in the index.

To be fair, I also looked up the name of David Ogilvy, who wrote the foreword to the later editions of the book, and whose work is also in the book. His name is in the index only once, overlooking his other contributions to the book.

How can I trust what Hahn says about modern ads when he or his publisher wasn't careful enough to proofread the index?

Despite all I'm saying here, I am glad to see Caples' book available in a beautiful hardcover edition. A whole new audience will be introduced to the Caples style of writing ads that get RESULTS. Anyone interested in producing ads that sell can do no better than memorize Tested Advertising Methods by John Caples.

Gordon White, Caples' biographer, said this of his friend's book: "Tested Advertising Methods is so clear, so complete, and so easy to follow, that if a creature from outer space came to Earth and read it, that visitor could produce excellent advertising. That hardly leaves any excuse for our not doing the same."

I'll still use my mentor's famous book for reference, inspiration, and education, but I think I'll stick to the fourth edition, the last one Caples revised himself, and the one I -- nor anyone else -- have never been able to improve.

Joe Vitale
May 9, 1997

Books by John Caples:
Advertising Ideas. McGraw-Hill, 1938.
Advertising For Immediate Sales. (Publisher and date unknown.)
How to Make Your Advertising Make Money. Prentice-Hall, 1983.
Making Ads Pay. Dover Publications, 1957.
Tested Advertising Methods. Fourth edition. Revised by Caples. Reward Books, 1974.
Tested Advertising Methods. Fifth edition. Revised by Fred Hahn. Prentice-Hall, 1997.

Books about John Caples:
John Caples: ADMAN by Gordon White. Craine Books, 1977

HypnoticLibrary.com
By Joe Vitale
This is a complete collection of Joe's most popular products.

HypnoticMarketing.com
By Joe Vitale,
This ebook book shows you techniques on how to make your publicity, emails and websites hypnotic. It also includes Joe Vitale's 3-step marketing strategy called "Guaranteed Outcome Marketing," which can increase your business by 70% -- in less than 90 days

HypnoticWriting.com
By Joe Vitale
This course, by Joe Vitale (recognized by many as the best copywriter in the U.S.), shows you how to use "hypnotic" tricks in your writing to get people to more easily agree with you. A must for anyone who wants to write persuasively.

AdvancedHypnoticWriting.com
By Joe Vitale
This ebook is the unparalleled sequel to Joe Vitale's blockbuster "Hypnotic Writing." It reveals how to use the phenomenon of hypnotic suggestion to turn your words into cash.

HowToWriteHypnoticArticles.com
By Joe Vitale and Larry Dotson
This ebook tells you how to get free publicity by writing hypnotic articles for e-zines and Web sites -- in 7 minutes or less.

HowToWriteHypnoticEndorsements.com
By Joe Vitale and Larry Dotson
This ebook shows you how to write persuasive endorsements that can help you increase sales.

HowToWriteHypnoticJointVentureProposals.com
By Joe Vitale and Larry Dotson
An ebook that tells you how to get free advertising for your business by writing hypnotic joint venture proposals.

HypnoticSellingTools.com
By Joe Vitale and Larry Dotson
Learn how to influence your prospects' subconscious minds with these 1739 hypnotic words, phrases and sentences.

HypnoticWritingSwipeFile.com
By Joe Vitale and Larry Dotson
This is a collection of over 1,550 copywriting gems that took Joe Vitale and Larry Dotson years to compile. This is their personal swipe file that they use to create world famous sales letters responsible for generating millions and millions of dollars of revenue.

ImpulseInternetMarketing.com
By Joe Vitale and Dr. Scott Lewis
This ebook tells you how to use 49 psychological tricks Las Vegas casinos use, to make your business pay off like a slot machine.

SubconsciousInternetMarketing.com
By Joe Vitale and Larry Dotson
Learn how to bypass your prospects' unconscious minds and get them to buy anything you sell

CreateAdvertisingThatSells.com
By Joe Vitale
An interactive online video advertising course featuring book, workbook, and video instruction that has been one of our bestsellers. And since we can all learn from the masters, it also features several reproductions of hugely successful ad campaigns.

HypnoticTrafficTools.com
By Joe Vitale and Larry Dotson

Hypnotic SellingTools.com
By Joe Vitale and Larry Dotson

Posted by ralph at 06:22 AM |

October 10, 2005

"How to Use Subliminal Advertising on Your Resume!" by Joe Vitale

My best friend in college, an advertising major, used to grab a pencil
and write the words "sex," "death," "females," and several obscene words on
his resume. He would then erase those words, leaving only a faint impression
of what he had written. He then mailed his resume to prospective employers.
"What in the world are you doing?" I asked the first time I saw him
doing this bizarre act.

"It's subliminal advertising," he explained. "Ads today are full of
subliminal messages that activate our emotions."

"What's that got to do with your search for a job?"

"I'm using subliminal advertising on my resume," he explained.

"Employers won't know what I wrote, but they'll be drawn to my resume."
Personally, I thought my friend was gonzo.

But my friend got several job offers that year. Was it because of his
innovative use of subliminal advertising? I think not. It was probably more
because he was creative minded enough, and daring enough, to even think of
applying subliminal advertising to something as common as a resume. He was,
in many ways, a genius. Unfortunately, he passed away many years ago. I
can't say what he would do or say today.

Still, does subliminal advertising really work to get you to do things
below your conscious awareness?

Most if not all of the evidence that I can find says no, it doesn't
work. Even James Vicary, the creator of subliminal advertising, later
admitted he had no solid research for his claims.

But the FCC might think otherwise. Here's their official statement on
the use of what they call Subliminal Programming:

"We sometimes receive complaints regarding the alleged use of subliminal
techniques in radio and TV programming. Subliminal programming is designed
to be perceived on a subconscious level only. Regardless of whether it is
effective, the use of subliminal perception is inconsistent with a station's
obligation to serve the public interest because the broadcast is intended to
be deceptive."

There aren't too many cases of subliminal advertising in the courts,
either. But there was some news coverage during the last presidential
election about Bush's team using subliminals to air the word "RAT" when Al
Gore spoke. According to one news report:

On September 13, 2000, two U.S. Senators, Ron Wyden, D-Oregon and John
Breaux, D-Louisiana, requested the Federal Communications Commission to
provide an "immediate and impartial" review of the Republican National
Committee's allegedly "subliminal" "RATS" ad. The Senators reportedly told
FCC Chairman William Kennard that a review of the controversial ad would be
in "the best interests of both political parties, and all Americans."

It had been shown that when the ad was slowed down, the word "RATS"
appeared briefly while a voiceover criticized Vice President Al Gore's
prescription drug plan as one in which "Bureaucrats Decide." Republican
presidential nominee, George W. Bush, told reporters that he believed the
appearance of "RATS" in the advertisement was accidental. However, Al Gore
said that he was "disappointed" by the ad.

Mispronouncing the word "subliminal" as 'subliminenal" several times,
Governor Bush said that he was "convinced" that the advertisement was not
meant to send a subliminal message.

The so-called "RATS" ad had run over 4,000 times in 33 markets
nationally for about two weeks. The ad reportedly cost the RNC over $2.5
million. The ad has been pulled from the airwaves.

So, what's the truth here?

I would say subliminal advertising is not only questionable, it's
illegal. So that end's the case of whether you should try it or not in ads,
particularly ads on radio or television. Even if it worked, it's against the
law. And, in general, direct advertising will always out-pull subliminal
advertising.

Of course, if you are like my late friend from college, and aren't
afraid to take a pencil and write obscene words on your next article,
letter, or resume, then go for it. Just be sure to erase those words before
you turn them in or send your resume to an employer. You don't want to end
up in a job interview with the employer asking you:

"Now tell me, why did you write 'sex' and 'death' and 'females' and all
these nasty words on your resume?"

HypnoticLibrary.com
By Joe Vitale
This is a complete collection of Joe's most popular products.

HypnoticMarketing.com
By Joe Vitale,
This ebook book shows you techniques on how to make your publicity, emails and websites hypnotic. It also includes Joe Vitale's 3-step marketing strategy called "Guaranteed Outcome Marketing," which can increase your business by 70% -- in less than 90 days

HypnoticWriting.com
By Joe Vitale
This course, by Joe Vitale (recognized by many as the best copywriter in the U.S.), shows you how to use "hypnotic" tricks in your writing to get people to more easily agree with you. A must for anyone who wants to write persuasively.

AdvancedHypnoticWriting.com
By Joe Vitale
This ebook is the unparalleled sequel to Joe Vitale's blockbuster "Hypnotic Writing." It reveals how to use the phenomenon of hypnotic suggestion to turn your words into cash.

HowToWriteHypnoticArticles.com
By Joe Vitale and Larry Dotson
This ebook tells you how to get free publicity by writing hypnotic articles for e-zines and Web sites -- in 7 minutes or less.

HowToWriteHypnoticEndorsements.com
By Joe Vitale and Larry Dotson
This ebook shows you how to write persuasive endorsements that can help you increase sales.

HowToWriteHypnoticJointVentureProposals.com
By Joe Vitale and Larry Dotson
An ebook that tells you how to get free advertising for your business by writing hypnotic joint venture proposals.

HypnoticSellingTools.com
By Joe Vitale and Larry Dotson
Learn how to influence your prospects' subconscious minds with these 1739 hypnotic words, phrases and sentences.

HypnoticWritingSwipeFile.com
By Joe Vitale and Larry Dotson
This is a collection of over 1,550 copywriting gems that took Joe Vitale and Larry Dotson years to compile. This is their personal swipe file that they use to create world famous sales letters responsible for generating millions and millions of dollars of revenue.

ImpulseInternetMarketing.com
By Joe Vitale and Dr. Scott Lewis
This ebook tells you how to use 49 psychological tricks Las Vegas casinos use, to make your business pay off like a slot machine.

SubconsciousInternetMarketing.com
By Joe Vitale and Larry Dotson
Learn how to bypass your prospects' unconscious minds and get them to buy anything you sell

CreateAdvertisingThatSells.com
By Joe Vitale
An interactive online video advertising course featuring book, workbook, and video instruction that has been one of our bestsellers. And since we can all learn from the masters, it also features several reproductions of hugely successful ad campaigns.

HypnoticTrafficTools.com
By Joe Vitale and Larry Dotson

Hypnotic SellingTools.com
By Joe Vitale and Larry Dotson

Posted by ralph at 11:47 AM |

October 08, 2005

"Joe Vitale's Unspoken Marketing Secrets" by Joe Vitale

I showed the below list to two marketing consultants. They both asked me not to publish it. I then showed it to a non-marketing person. He said he was going to print the list and tape it to his computer, so he could refer to it every day. Apparently there is real dynamite here. It scares some people. It inspires others.

After writing eleven books on marketing, reading several hundred other books on persuasion and psychology published over the last century and a half, and spending more than twenty years creating advertising and publicity to convince people to do what my clients wanted, I sat down and compiled this list.

You could probably build an entire marketing campaign or improve an existing one with any one of the below insights into human nature. Each week for the next year I will take one truism from the list and quickly explain how you might use it. If you want to receive the weekly memos, just sign-in at my website, http://www.mrfire.com. (If you're already on my email list, you will automatically receive the memos.) For now, here's the list:

People can be persuaded to your side with a good story.

People only do things for the good feelings they get.

People will pay any amount of money to have their inner states changed.

People only buy from people they know, like, and trust.

People make snap decisions about you and your business based on little things you usually overlook, even the paper stock of your business card.

People pick up on your energy, more than on what you say or do, and decide to work with you or not based on what they sense.

People know when you are lying, though some may mistrust their own instinct.

People want you to do what you say you will do when you say you will do it; they will reward you if you go one step further and deliver more than what they expect sooner than when they expect it.

People only act for self-serving reasons, no matter what they say or you think.

People will never change their human emotions or basic desires, only their dress and their tools will change.

People never question their own beliefs, so don't try to change them.

People cannot tell you why they buy anything or predict if they will buy something.

People always respond to free offers of something interesting to them.

People will believe a wild claim if it is just this side of unbelievable.

People will spend their last dime to be entertained.

People respond to flattery.

People want to be happy. Period.

People want low prices while still wanting the best deal.

People can tell if you don't believe in your product or service.

People respond to enthusiasm.

People will follow commands that make them feel superior.

People buy for emotional reasons and justify their decisions with whatever logic they can find or create, no matter how ridiculous.

People idolize the past, complain about the present, and fear the future.

People will never argue with you if you never make them wrong.

People are deeply affected by what others think.

People always act for positive reasons, even if the behavior is negative.

People will read any length of sales copy as long as it is interesting to them.

People become information junkies when they are interested in buying.

People will respond to you if you get out of your ego and into theirs.

People want to be recognized.

People want to be loved.

People are interested in other people.

People are interested in the new, the off-beat, the unusual.

People are always interested in women, babies, and pets.

People love food and will read a recipe stuck in a sales letter.

People universally feel deprived.

People do not care about you or your business until you show them how you can help them.

People will mentally fill in holes to complete a story or sales pitch.

People will deny that advertising works while responding to ads.

People will read an ad if it doesn't look like an ad.

People will believe a news story over an advertisement hands down.

People are collectors of something, whether of books or thimbles or recipes, though they may deny it.

People will continue with a bad habit until it hurts.

People will do whatever you want as long as they don't have a counter-thought to your request. Handle the objection and they will comply.

People unconsciously respond to your unconscious intentions.

People feel that something or someone else is in control and desperately seek ways to have power again.

People think about sex far more than they will ever admit.

People will deny that this list is entirely true.

HypnoticLibrary.com
By Joe Vitale
This is a complete collection of Joe's most popular products.

HypnoticMarketing.com
By Joe Vitale,
This ebook book shows you techniques on how to make your publicity, emails and websites hypnotic. It also includes Joe Vitale's 3-step marketing strategy called "Guaranteed Outcome Marketing," which can increase your business by 70% -- in less than 90 days

HypnoticWriting.com
By Joe Vitale
This course, by Joe Vitale (recognized by many as the best copywriter in the U.S.), shows you how to use "hypnotic" tricks in your writing to get people to more easily agree with you. A must for anyone who wants to write persuasively.

AdvancedHypnoticWriting.com
By Joe Vitale
This ebook is the unparalleled sequel to Joe Vitale's blockbuster "Hypnotic Writing." It reveals how to use the phenomenon of hypnotic suggestion to turn your words into cash.

HowToWriteHypnoticArticles.com
By Joe Vitale and Larry Dotson
This ebook tells you how to get free publicity by writing hypnotic articles for e-zines and Web sites -- in 7 minutes or less.

HowToWriteHypnoticEndorsements.com
By Joe Vitale and Larry Dotson
This ebook shows you how to write persuasive endorsements that can help you increase sales.

HowToWriteHypnoticJointVentureProposals.com
By Joe Vitale and Larry Dotson
An ebook that tells you how to get free advertising for your business by writing hypnotic joint venture proposals.

HypnoticSellingTools.com
By Joe Vitale and Larry Dotson
Learn how to influence your prospects' subconscious minds with these 1739 hypnotic words, phrases and sentences.

HypnoticWritingSwipeFile.com
By Joe Vitale and Larry Dotson
This is a collection of over 1,550 copywriting gems that took Joe Vitale and Larry Dotson years to compile. This is their personal swipe file that they use to create world famous sales letters responsible for generating millions and millions of dollars of revenue.

ImpulseInternetMarketing.com
By Joe Vitale and Dr. Scott Lewis
This ebook tells you how to use 49 psychological tricks Las Vegas casinos use, to make your business pay off like a slot machine.

SubconsciousInternetMarketing.com
By Joe Vitale and Larry Dotson
Learn how to bypass your prospects' unconscious minds and get them to buy anything you sell

CreateAdvertisingThatSells.com
By Joe Vitale
An interactive online video advertising course featuring book, workbook, and video instruction that has been one of our bestsellers. And since we can all learn from the masters, it also features several reproductions of hugely successful ad campaigns.

HypnoticTrafficTools.com
By Joe Vitale and Larry Dotson

Hypnotic SellingTools.com
By Joe Vitale and Larry Dotson

Posted by ralph at 10:42 AM |

October 06, 2005

The Strange Story of the "Crackpot" Mail-Order Prophet (or Five things you can learn about advertising from Dr. Frank B. Robinson) by Joe Vitale

Are you having trouble selling your product or service? Are you feeling like the chaotic state of the world prevents you from succeeding? Are you wondering how you can increase your sales in the most cost effective ways? Are you feeling like your competition is breathing down your neck?

Many of my clients feel the same way. They want to succeed, to make a nice living in their business, but they feel overwhelmed, uncertain, and even despondent. They feel they have too much competition. They feel marketing doesn't work, or takes too much work. They feel people don't have enough money today to spend on what they are selling.

And that's why I think it's time to reveal the strange story of the long forgotten "crackpot" mail-order prophet.

During the Great Depression of the 1930s the average person didn't have enough money to feed themselves or their family, let alone enough extra cash to order books through the mail. Yet during those lean years one man made a fortune selling books and courses entirely by mail. His name was Frank B. Robinson. He founded "Psychiana," the world's eighth largest religion and the world's largest mail-order religion.

You may never have heard of him or his movement before today. But during the 1930s and 40s, Robinson's name traveled around the world. Millions of people read his books, studied his lessons, and practiced his methods. The press called his positive thinking, new thought religion a "media business" because Robinson advertised so heavily.

In 1928 Robinson wrote an ad for his new philosophy that began with the headline, "I TALKED WITH GOD." An advertising agency in Spokane, Washington said the ad would never work. But Frank believed in his message and trusted his hunches. He borrowed $2,500 from people he barely knew, spent most of it on printing his lessons, and invested $400 to place his ad in "Psychology Magazine."

That ad pulled 5,300 responses. Robinson ran it in numerous magazines and it always pulled a 3% to 21% response. Within a year he had a full-time job fulfilling requests for his books and lessons, soon shipping a million pieces of mail a year out of his office in Moscow, Idaho. The post office in that little town had to move into a bigger building to handle all the mail.

Robinson's ads appeared in 140 newspapers, 180 magazines, and on 60 radio stations, all at the same time. His postal bill in 1938 amounted to $16,000 and his printing bill hit $40,000. He received 60,000 pieces of mail a day, reached more than two million people, and sent his message to 67 countries---all within one year of running his first ad.

"Advertising is educating the public to who you are, where you are, and what service you have to offer," Robinson wrote. "The only man or organization who should not advertise is the one who has nothing to offer."

What can we learn from Frank B. Robinson?

He believed in his product. When you don't believe in what you are trying to sell, it shows. It'll show in your lack of commitment to your marketing, in poor advertising, in poor service, or in other ways. As I mention in my book, The Seven Lost Secrets of Success, sincerity is one of the "lost secrets" to success. Robinson had sincerity. While his movement made tons of money, Robinson accepted only $9,000 a year as his salary. Whether you call him a crackpot or a savior, he believed in his product. He knew he had something people wanted. In fact, Robinson sold his religious lessons with a money-back guarantee.

He advertised relentlessly. If you don't tell people that you exist, they won't know it. The reason you aren't aware of Robinson or his movement today is because he's dead. (He died in 1948). No one is advertising his message. Without consistent and persistent advertising to educate the public, the world won't know of your business.

He tracked his results. Robinson believed in the spiritual world, but he also knew he lived on the earth plane where numbers matter. He tracked responses from his ads to know what worked and what didn't. For example, astrology magazines brought him an 18% response to his ads while national weekly papers brought 3%. Knowing that, Robinson could invest more money in larger ads in the better pulling magazines. Find out where your business comes from and focus more advertising in that area.

He continued to create products. Robinson knew once people tasted his goods, they would want more. He wrote 28 books during his short lifetime. These, along with his correspondence courses, gave him a deep product line. Your current satisfied customers will always be your goldmine. Create more for them to buy.

He remained optimistic. Despite the harsh reality of the Great Depression years, and despite competition from religious institutions that had been around for centuries, Robinson flourished. He didn't believe anyone or anything could stop him. When you have that strong of an inner conviction, nothing CAN stop you. If you think you have competition with a similar business in the same town, consider what it must have been like for Robinson to have such empires as the Catholic Church, the US government, and famous ministers and politicians trying to close him down!

Whatever you may think of Robinson or "Psychiana," you have to admit he knew how to advertise his business.

"After all, it's the results in human lives that count," he wrote in his 1941 book, The Strange Autobiography of Frank B. Robinson. "Talk is cheap."

HypnoticLibrary.com
By Joe Vitale
This is a complete collection of Joe's most popular products.

HypnoticMarketing.com
By Joe Vitale,
This ebook book shows you techniques on how to make your publicity, emails and websites hypnotic. It also includes Joe Vitale's 3-step marketing strategy called "Guaranteed Outcome Marketing," which can increase your business by 70% -- in less than 90 days

HypnoticWriting.com
By Joe Vitale
This course, by Joe Vitale (recognized by many as the best copywriter in the U.S.), shows you how to use "hypnotic" tricks in your writing to get people to more easily agree with you. A must for anyone who wants to write persuasively.

AdvancedHypnoticWriting.com
By Joe Vitale
This ebook is the unparalleled sequel to Joe Vitale's blockbuster "Hypnotic Writing." It reveals how to use the phenomenon of hypnotic suggestion to turn your words into cash.

HowToWriteHypnoticArticles.com
By Joe Vitale and Larry Dotson
This ebook tells you how to get free publicity by writing hypnotic articles for e-zines and Web sites -- in 7 minutes or less.

HowToWriteHypnoticEndorsements.com
By Joe Vitale and Larry Dotson
This ebook shows you how to write persuasive endorsements that can help you increase sales.

HowToWriteHypnoticJointVentureProposals.com
By Joe Vitale and Larry Dotson
An ebook that tells you how to get free advertising for your business by writing hypnotic joint venture proposals.

HypnoticSellingTools.com
By Joe Vitale and Larry Dotson
Learn how to influence your prospects' subconscious minds with these 1739 hypnotic words, phrases and sentences.

HypnoticWritingSwipeFile.com
By Joe Vitale and Larry Dotson
This is a collection of over 1,550 copywriting gems that took Joe Vitale and Larry Dotson years to compile. This is their personal swipe file that they use to create world famous sales letters responsible for generating millions and millions of dollars of revenue.

ImpulseInternetMarketing.com
By Joe Vitale and Dr. Scott Lewis
This ebook tells you how to use 49 psychological tricks Las Vegas casinos use, to make your business pay off like a slot machine.

SubconsciousInternetMarketing.com
By Joe Vitale and Larry Dotson
Learn how to bypass your prospects' unconscious minds and get them to buy anything you sell

CreateAdvertisingThatSells.com
By Joe Vitale
An interactive online video advertising course featuring book, workbook, and video instruction that has been one of our bestsellers. And since we can all learn from the masters, it also features several reproductions of hugely successful ad campaigns.

HypnoticTrafficTools.com
By Joe Vitale and Larry Dotson

Hypnotic SellingTools.com
By Joe Vitale and Larry Dotson

Posted by ralph at 03:23 PM |

October 05, 2005

"The 10 Laws for Writing Letters that Get Results!" by Joe Vitale

The following is a letter in response to a question about how to write sales letters. This is something you could model in layout, tone, and ideas, to write your own letters. By the way, this is where your letterhead should go.


Dear Fellow Chicago Seminar Attendees,

Jerry Jenkins asked me to tell you how to write letters that get read and get results. That's a tall order! Well, here's what I think the "laws" are:

1. Know what's in it for your reader.


Get out of your ego and into your reader's ego. Complete this sentence: "Get my book so that you can...(fill in the blank)." Your book (or whatever you are selling) is the feature. What people get as a result of having your book is the benefit. Focus on benefits. Always! Without this, your letter will bomb.

2. Write a headline that telegraphs the key benefit to your reader.


ALWAYS use a headline. There is only ONE exception to this rule. When you personalize your letter, the "Dear (whoever)" opening becomes your headline. There are few headlines more powerful than the reader's own name. The headline is THE most important part of your letter! Spend nearly all of your time on it. (See 30 ways to write a headline in my book, The AMA Complete Guide to Small Business Advertising.

3. Be brief.


Say what you have to say in terms of the reader's self interest and shut up. This does NOT necessarily mean a short letter. If you are trying to make a sale, and the reader has never heard of you or your item for sell, you may have to write four or more pages to get your message across. If all you want is a return call, a one page letter may do. Don' be afraid of length. People will read any length of copy AS LONG AS IT'S INTERESTING! For proof, check out the long letter that got a 100% response in The Seven Lost Secrets of Success.

4. Always use a PS.


Always. Why do copywriters who charge upwards to $15,000 to write a sales letter and have weeks to draft it always use a PS? They are always read. Always.

5. Look good.


Visual attractiveness accounts for 70% of your letter's impact. Use short sentences, short paragraphs, bulleted points, indented paragraphs, subheads, etc. Some people will just skim your letter, so engaging subheads and bulleted points help reach them instantly.

(IMPORTANT NOTE: Don't be afraid to break a sentence at the bottom of a page to make the reader have to keep reading on to the next page.)

6. Outline first.


Use a planning tool such as the program Project KickStart to help you think through your message. Or talk to a friend. Or to a tape recorder. Or to yourself. This also helps you get comfortable with speaking your letter rather than writing it.

7. Write first, edit last.


Turn your inner editor off. You can rewrite later. For now, write spontaneously and quickly to get your ideas on paper.

8. Ask for something.


Why are you writing? You want a call. Or an order. Something. Say so!

9. Get a reader.


Find one person to read your letter OUT LOUD in front of you. If he (or she) has trouble reading your letter, if he wrinkles his brow or stops to reread a sentence, rewrite those places. Don't skip this step! It's the secret of many professional writers.

10. Rewrite your letter again.


Is it the best you can do? Be honest! If not, throw it away and call the person instead. Or hire a copywriter to write it for you. Why waste your time or your reader's with something that doesn't communicate in a persuasive and interesting way? (I rewrote this letter 24 times!)

Well, there you have it. Of course, there are more rules, laws, ideas and suggestions for writing letters that get results. You should always guarantee whatever you are selling, for example, and always offer proof for all of your claims. But the above will get you rolling.

If you want more free information, see some of the other articles here at The Copy Writing Profit Center or send me e-mail at joe@mrfire.com.

Sincerely,

Joe Vitale
Marketing Specialist
(Identify yourself. People look here to see who the letter is from.)

PS -- Notice that you read this PS?

PPS -- Notice that you read this one, too?

HypnoticLibrary.com
By Joe Vitale
This is a complete collection of Joe's most popular products.

HypnoticMarketing.com
By Joe Vitale,
This ebook book shows you techniques on how to make your publicity, emails and websites hypnotic. It also includes Joe Vitale's 3-step marketing strategy called "Guaranteed Outcome Marketing," which can increase your business by 70% -- in less than 90 days

HypnoticWriting.com
By Joe Vitale
This course, by Joe Vitale (recognized by many as the best copywriter in the U.S.), shows you how to use "hypnotic" tricks in your writing to get people to more easily agree with you. A must for anyone who wants to write persuasively.

AdvancedHypnoticWriting.com
By Joe Vitale
This ebook is the unparalleled sequel to Joe Vitale's blockbuster "Hypnotic Writing." It reveals how to use the phenomenon of hypnotic suggestion to turn your words into cash.

HowToWriteHypnoticArticles.com
By Joe Vitale and Larry Dotson
This ebook tells you how to get free publicity by writing hypnotic articles for e-zines and Web sites -- in 7 minutes or less.

HowToWriteHypnoticEndorsements.com
By Joe Vitale and Larry Dotson
This ebook shows you how to write persuasive endorsements that can help you increase sales.

HowToWriteHypnoticJointVentureProposals.com
By Joe Vitale and Larry Dotson
An ebook that tells you how to get free advertising for your business by writing hypnotic joint venture proposals.

HypnoticSellingTools.com
By Joe Vitale and Larry Dotson
Learn how to influence your prospects' subconscious minds with these 1739 hypnotic words, phrases and sentences.

HypnoticWritingSwipeFile.com
By Joe Vitale and Larry Dotson
This is a collection of over 1,550 copywriting gems that took Joe Vitale and Larry Dotson years to compile. This is their personal swipe file that they use to create world famous sales letters responsible for generating millions and millions of dollars of revenue.

ImpulseInternetMarketing.com
By Joe Vitale and Dr. Scott Lewis
This ebook tells you how to use 49 psychological tricks Las Vegas casinos use, to make your business pay off like a slot machine.

SubconsciousInternetMarketing.com
By Joe Vitale and Larry Dotson
Learn how to bypass your prospects' unconscious minds and get them to buy anything you sell

CreateAdvertisingThatSells.com
By Joe Vitale
An interactive online video advertising course featuring book, workbook, and video instruction that has been one of our bestsellers. And since we can all learn from the masters, it also features several reproductions of hugely successful ad campaigns.

HypnoticTrafficTools.com
By Joe Vitale and Larry Dotson

Hypnotic SellingTools.com
By Joe Vitale and Larry Dotson

Posted by ralph at 10:18 AM |

October 04, 2005

"How I Made $68,000 Teaching E-Classes (Or, What I Learned From Wanting A Z3)" by Joe Vitale

One day I pulled up beside a truck delivering new cars. One of the cars on his flatbed made my heart leap and my blood dance. I had never had a piece of machinery turn me on before. This one did. I fell in love.

It was a BMW Z3. A Roadster. A hot-rod. One of the sexiest cars ever known to man and made by gods. Okay, maybe I'm overplaying it. But the point is, this car spoke to me. I wanted it. And wanted it bad.

I also knew BMW's are pricey. So the first thing I did was try to win one. I entered two contests where Z3's were the big prizes. I knew I would win. I was destined to have that car. But I didn't win. Alas. So much for the laws of chance. It was time to create my future.

So I decided I would just buy the car, and that I would pay cash for it. I had just completed a book on how to create miracles, called "Spiritual Marketing," and I figured I would prove to myself that I could create a Z3. So I used my own five-step method to get the sexiest car of my hottest dreams.

I began by setting an intention for getting that car. Oprah once said that "Intention rules the Earth." I know it. My car's license plate holder says, "I am the power of intention." Once you declare that something will be so, you send a signal into the universe that begins to move that something to you, and you to it. Call it Real Magic. I call it one of the most powerful steps in the Spiritual Marketing process. From that step alone, miracles can happen.

After I set my intention to have that car, I then acted on the hunches that bubbled up within me and the opportunities that came my way. To be more exact, here's what happened: One day it occurred to me to offer a seminar on the subject of my new book. I could rent a hotel. Write a sales letter. Invite everyone I knew on my online and off-line list to it. I could make a killing in a weekend. That's the ticket!

But then it occurred to me that I don't like to market seminars, that I didn't know if it would sell, that postage and printing to promote it would cost a fortune, and that I'm not such a big fan of speaking in public, anyway.

And here's where the shift occurred:

I began to play with the idea that I could hold the seminar online. I would simply announce the "Spiritual Marketing" e-class to my email list. It would cost me zip. If no one signed up, so what?

But---BUT!---if they *did* sign-up, I could teach the entire class by email. Every week I would send out a lesson. I would give assignments. They would complete them and email them back. I would then comment on their homework. It would all be nice and neat, easy and convenient. Sounded good to me.

I decided to teach five weeks of classes, mainly because there were five chapters in the "Spiritual Marketing" book. I would send out one chapter a week as a lesson. I would add assignments to each one to make it more of a legit course.

Then I wondered, "What do I charge?" I spent a lot of time on this question. Most people give away their e-classes, if they teach them at all. A few charge low fees. But I wanted a BMW Z3. They cost $30-$40,000 each. Yikes!

Well, I decided I wanted 15 people in my class. That was an arbitrary number. I just figured if 15 people actually did their homework over a 5 week period, I would have my hands full reviewing it. So, like everything else in the developing of this first e-class, I simply "made up" the class size.

I then divided 15 by how much I wanted to raise for my Z3. If 15 people paid me $2,000 each, I'd have enough to pay for the car in cash. But two grand a person seemed a bit high. So I settled for $1,500 a person.

I then issued a sales pitch/invitation to sign-up for the class to my email list. I have about 800 good names on my list. Sixteen of them immediately signed-up for the class.

Talk about easy money!

The class was easy to do, too. The students loved the lessons, my assignments, and my feedback. Only one person immediately asked to bow out, saying the class wasn't for him. So I ended up with 15 people after all. I made $22,500. I was happy.

But I didn't stop there. A few weeks later I announced another e-class. This one on how to write, publish and promote your own e-book. I just followed the same model that already worked: I issued an invite to my email list, I went after 15 people, I charged $1,500 per person for a 5-week class. I got 12 paying customers. I made $18,000. Boy, am I loving this!

At this point I had been thinking about writing a sequel to my best-selling e-book, "Hypnotic Writing." But I didn't want to write it and hope it would sell. I wanted *paid* to write it.

So I created yet another e-class. This one would be on "Advanced Hypnotic Writing." It would be three weeks long, rather than five, because I wanted to take it easy this time around. (I was getting lazy.) I still charged $1,500 and I still went after 15 people. I then announced the class to my email list.

Here's where something wild happened:

Almost 18 people immediately signed-up for the class. But when I asked them to pay the $1,500 fee, every single one of them said they thought the class was free! I was stunned. I re-read my invite. It clearly said there was a hefty fee. All I can figure is that people skimmed the letter, got excited, and just shot back emails to enroll in the class. Or maybe they read the word "fee" as "free." Go figure.

But that's not the only odd thing that happened with this class: I had trouble filling it from my own elist. So I went and asked a person with a giant email list if he would promote my class to his people. He would---for fifty percent of the pie. Yowsa! That was a lot, but I wanted to get paid to write my sequel to "Hypnotic Writing," and I'd still end up with good money, anyway. So I agreed.

Well, twenty people signed up. And the really oddly wonderful thing is that no one---no one!---did their assignments. So I got their money (half of it, anyway: $15,000), I got paid to write my "Advanced Hypnotic Writing" ebook, and I had no homework to review or grade. What a cool business!

Most recently, I announced yet another e-class. I was about to buy a large country estate and wanted more money fast. This new class is on my new proprietary marketing formula, called "Guaranteed Outcome Marketing." I raised the price on this 5-week e-class to signal its value. I asked for $2,500 a person. Since I normally charge $25,000 to create a Guaranteed Outcome Marketing strategy for someone, asking for only $2,500 to teach someone how to do it seemed very fair.

I lowered the class size because I wanted to be sure to give each student personal attention. I promoted this class to only my own email list. I got five students. Which meant I raised $12,500. Not bad for a month's "work."

And yes, I bought the country estate. I'm writing this article from it. The moral here? There are several:

1. Intention rules: You can float with the circumstances life brings you or you can create you own direction and your own circumstances. It begins with a decision. What do you want? Decide. Choose. Declare.

2. Break the model: Just because others are selling their services for a song doesn't mean you have to, as well. Respect yourself. What are you worth?

3. Go for something other than money: Wanting my Z3 caused my mind to stretch in new ways to raise the money needed to get the car. If I were just going after money for money's sake, I might not think so boldly in my ideas or my pricing. What do you REALLY want?

4. You can do this, too. Just look at what you know that others would pay you to learn. Then turn it into an e-class, complete with lessons and assignments. After the class is over, you might even compile the material into a book. Or a tapeset. Or--? Think big! What would you teach if you had no fears?

5. The spiritual is not separate from the material. Since I've focused on money in this article, it may be easy to declare my focus was only on the dollar. Not so. I used spiritual principles---as outlined in my new book---to create wealth. Once you realize that the spiritual and material are two sides of the same coin, you are free to have happiness as well as cash. As it says on the dollar bill in your pocket, "In God we trust." Do you trust?

Finally, yes, I got my Z3. It's a 1999 Montreal Blue stunning piece of rolling beauty. I've never had so much fun in my life driving. In fact, I think I'll aim it up and down some Texas country roads right now...

HypnoticLibrary.com
By Joe Vitale
This is a complete collection of Joe's most popular products.

HypnoticMarketing.com
By Joe Vitale,
This ebook book shows you techniques on how to make your publicity, emails and websites hypnotic. It also includes Joe Vitale's 3-step marketing strategy called "Guaranteed Outcome Marketing," which can increase your business by 70% -- in less than 90 days

HypnoticWriting.com
By Joe Vitale
This course, by Joe Vitale (recognized by many as the best copywriter in the U.S.), shows you how to use "hypnotic" tricks in your writing to get people to more easily agree with you. A must for anyone who wants to write persuasively.

AdvancedHypnoticWriting.com
By Joe Vitale
This ebook is the unparalleled sequel to Joe Vitale's blockbuster "Hypnotic Writing." It reveals how to use the phenomenon of hypnotic suggestion to turn your words into cash.

HowToWriteHypnoticArticles.com
By Joe Vitale and Larry Dotson
This ebook tells you how to get free publicity by writing hypnotic articles for e-zines and Web sites -- in 7 minutes or less.

HowToWriteHypnoticEndorsements.com
By Joe Vitale and Larry Dotson
This ebook shows you how to write persuasive endorsements that can help you increase sales.

HowToWriteHypnoticJointVentureProposals.com
By Joe Vitale and Larry Dotson
An ebook that tells you how to get free advertising for your business by writing hypnotic joint venture proposals.

HypnoticSellingTools.com
By Joe Vitale and Larry Dotson
Learn how to influence your prospects' subconscious minds with these 1739 hypnotic words, phrases and sentences.

HypnoticWritingSwipeFile.com
By Joe Vitale and Larry Dotson
This is a collection of over 1,550 copywriting gems that took Joe Vitale and Larry Dotson years to compile. This is their personal swipe file that they use to create world famous sales letters responsible for generating millions and millions of dollars of revenue.

ImpulseInternetMarketing.com
By Joe Vitale and Dr. Scott Lewis
This ebook tells you how to use 49 psychological tricks Las Vegas casinos use, to make your business pay off like a slot machine.

SubconsciousInternetMarketing.com
By Joe Vitale and Larry Dotson
Learn how to bypass your prospects' unconscious minds and get them to buy anything you sell

CreateAdvertisingThatSells.com
By Joe Vitale
An interactive online video advertising course featuring book, workbook, and video instruction that has been one of our bestsellers. And since we can all learn from the masters, it also features several reproductions of hugely successful ad campaigns.

HypnoticTrafficTools.com
By Joe Vitale and Larry Dotson

Hypnotic SellingTools.com
By Joe Vitale and Larry Dotson

Posted by ralph at 12:31 PM |

October 03, 2005

"The One Hypnotic Command That Always Works" by Joe Vitale

I learned about the 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 the hypnotist and because they don't have much of a choice.

Your prospects are nearly the same. Give them too many "reasons why you should buy" and you risk boring them, overwhelming them, or irking them. Give them the "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 the title for this article promised you something you felt would be worth your reading to get. You want to know the 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 the very point of this article. You are reading this for *one* reason. There may be subcategorizes to that one reason, but the 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 the best copywriters today is to pile on the reasons people should buy the product being offered, and to give an avalanche of testimonials to prove others love the product. There is nothing wrong with this approach to creating sales letters that work as long as it ALSO contains the one hypnotic command that works.

And what I want to suggest here is that the 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 the 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, the "one" in the headline refers to the one thing I am trying to get across here. Follow?

Okay, okay. Here's my one point in a nutshell: Know the 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 the other brands" to "works in cold or hot water" to who knows what. But what you want to focus on is the ONE thing that your laundry soap buyers want the most. Whatever that is, create your hypnotic command based on it.

In other words, if the 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 the 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 the ONE thing your audience of budding magicians want? Whatever it is, focus on it. That will be the 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 the magic audience. In fact, I know of one magic supplier who uses the slogan "Working hard to make you amazing." He's on the right track. He knows magicians want to be amazing, and he's got a hypnotic command to convey that message. He'll capture the 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 the 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 the 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 the 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 the 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 the key command that activates the buying impulse in your prospects, your long list will be a grab bag of odds and ends that may confuse people. You need the one command to grab their attention and maybe even close the 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 the 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 the titles for articles in "Reader's Digest" magazine, for example. They are intriguing, short, and vibrant. Write your "command" the 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?

HypnoticLibrary.com
By Joe Vitale
This is a complete collection of Joe's most popular products.

HypnoticMarketing.com
By Joe Vitale,
This ebook book shows you techniques on how to make your publicity, emails and websites hypnotic. It also includes Joe Vitale's 3-step marketing strategy called "Guaranteed Outcome Marketing," which can increase your business by 70% -- in less than 90 days

HypnoticWriting.com
By Joe Vitale
This course, by Joe Vitale (recognized by many as the best copywriter in the U.S.), shows you how to use "hypnotic" tricks in your writing to get people to more easily agree with you. A must for anyone who wants to write persuasively.

AdvancedHypnoticWriting.com
By Joe Vitale
This ebook is the unparalleled sequel to Joe Vitale's blockbuster "Hypnotic Writing." It reveals how to use the phenomenon of hypnotic suggestion to turn your words into cash.

HowToWriteHypnoticArticles.com
By Joe Vitale and Larry Dotson
This ebook tells you how to get free publicity by writing hypnotic articles for e-zines and Web sites -- in 7 minutes or less.

HowToWriteHypnoticEndorsements.com
By Joe Vitale and Larry Dotson
This ebook shows you how to write persuasive endorsements that can help you increase sales.

HowToWriteHypnoticJointVentureProposals.com
By Joe Vitale and Larry Dotson
An ebook that tells you how to get free advertising for your business by writing hypnotic joint venture proposals.

HypnoticSellingTools.com
By Joe Vitale and Larry Dotson
Learn how to influence your prospects' subconscious minds with these 1739 hypnotic words, phrases and sentences.

HypnoticWritingSwipeFile.com
By Joe Vitale and Larry Dotson
This is a collection of over 1,550 copywriting gems that took Joe Vitale and Larry Dotson years to compile. This is their personal swipe file that they use to create world famous sales letters responsible for generating millions and millions of dollars of revenue.

ImpulseInternetMarketing.com
By Joe Vitale and Dr. Scott Lewis
This ebook tells you how to use 49 psychological tricks Las Vegas casinos use, to make your business pay off like a slot machine.

SubconsciousInternetMarketing.com
By Joe Vitale and Larry Dotson
Learn how to bypass your prospects' unconscious minds and get them to buy anything you sell

CreateAdvertisingThatSells.com
By Joe Vitale
An interactive online video advertising course featuring book, workbook, and video instruction that has been one of our bestsellers. And since we can all learn from the masters, it also features several reproductions of hugely successful ad campaigns.

HypnoticTrafficTools.com
By Joe Vitale and Larry Dotson

Hypnotic SellingTools.com
By Joe Vitale and Larry Dotson

Posted by ralph at 03:43 PM |

October 01, 2005

"How to Control The "Command Center" In Your Prospect's Mind (Or, Another Lesson From The Secret Notebook of a Hypnotic Copywriter)" by Joe Vitale

Here's a million-dollar secret I've never shared with anyone before. When you use it, you will get inside your prospects' heads and manipulate their thinking to get them to do what you want---including sending you money right now for your product or service. Sound hard to believe? Keep reading and I'll prove my point to you.

Right now, as you read these words, you are practicing the very thing I'm going to describe. Centuries ago people read books by moving their lips. Over time---and probably due to complaints from the family---people learned to close their mouths. But virtually all people still read the letters you send them by saying the words in their head, almost as if they were speaking them out loud, but in reality speaking only to themselves. You're probably doing it right now.

You are, aren't you? It doesn't reflect anything about your intelligence. It's how most of us read. I read more than most people and I still read the same way you do, "mouthing" the words in my head. It's how most of us humans accept the written word. Relax. You're normal.

Why is this important?

Because this is a way for you to plant hypnotic commands right into the skulls of people. This is staggering power. When people read your sales letter, you are, in essence, right INSIDE the head of the very person you want to persuade. They are speaking your words---your commands, if you do this right---to themselves. You are in their "command center."

Think of the power you have!

Unless you've taken a speed reading course---which teaches you to scan pages and avoid seeing single words---you are like everyone else: Hearing what I want you to hear right now, in your own mind. In reality, I'm in your head! What am I going to make you do?! Buy my books? Hire me to write copy for you? Make you go out with me and do my bidding? Hmmmmmm.

You can imagine the kind of power this gives me, and can give you once you learn how to do it, too. And that's what I am going to give you a quick-start lesson in: How to control your prospect's mind.

First: You need to accept that people are reading your sales letters (or ads, memos, email, web copy, etc.) by pronouncing your words in their heads. This means you are in the "forbidden zone" and ready to re-wire their brains.

Second: Keep in mind that as people read, they think. You are doing it right now and you have been doing it throughout this article. You are talking to yourself as you read. You are thinking.

People read your words and also ask questions, as if you were there to answer them. Your job as a Hypnotic Writer is to anticipate those questions and answer them. Do so and people will follow your commands.

Are you with me? As I mentioned earlier, I've never discussed this concept before because I felt it was too damn powerful to release. But when Mark Joyner asked me to expand on the material in my best-selling "Hypnotic Writing" series of books, I figured I owed the man my ace in the hole.

Here it is!

And here's how it works:

You write your sales letter with all the hypnotic writing skills you learned from my books. You use every trick you've learned to grab and hold attention, build desire, and lead to a strong close, because you know that's how you create truly hypnotic writing.

And AS you write, you are also asking yourself, "What is my reader thinking right now?" This is much like trying to handle objections in a traditional sales call. The difference is, you are doing this in writing. Your customer isn't standing in front of you. He or she may be thousands of miles away.

But that person is reading your words---voicing those words of yours in their head---and that person is asking him or herself questions. Anticipate them and answer them and you will up the odds in creating a sales letter that easily persuades.

Let me explain this another way: Hypnotists know that you will obey their commands as long as you don't already have a counter-suggestion in you to the contrary. They can tell you to "Go open the window," and you will do just that UNLESS you have a counter-thought, such as, "But it's cold outside" or "I don't have a good reason to open the window."

This same dynamic goes on inside your readers. You can tell them to "Send me money now for my new gizmo," and they will do exactly that UNLESS they have counter-thoughts (read objections) in them. As you probably know, most of your readers will have counter-thoughts. Your job is to anticipate them and answer them and THEN give your command.

I use this little known hypnotic skill in all my sales letters.

I work hard to create a headline that relays a benefit in a curious way. I sweat to write an opening that yanks attention from wherever it was, to my words. And then I use this "hypnotic dialogue process" to write the letter.

In other words, I write my letter while pretending to talk to one person about my product or service. In a real way, I'm talking to myself. As I "talk" on the page, I imagine what my prospect will ask next. It's a dialogue in my mind. But the truth is, that same dialogue will end up in my prospect's mind if I do this right. You've been doing it throughout this article. You've been reading my words and asking yourself questions. Right?

Throughout the writing of this article, I kept asking myself, "What will he ask?" By anticipating your questions, I could handle them in a persuasive way. I could, in short, lead you to my way of thinking and to doing what I want.

For example, right after my opening paragraph, I wrote, "Sound hard to believe?" I placed the question there because that's probably exactly where you ASKED the question in your own mind. You read my opening lines---about my big promise to show you how to get people to send you money---and inside yourself you said something like, "That's pretty hard to believe. Prove it."

And right there, right on cue, comes my question. I anticipated your thoughts and answered them by using the dialogue process. And what did I install in your mind while you were reading?

Go back through this article and see if you can find this "dialogue process" at work. And then notice what you do next, because that action will reflect the command I secretly embedded in you. And now that your objections are handled, you have little choice but to act on it, or not.

HypnoticLibrary.com
By Joe Vitale
This is a complete collection of Joe's most popular products.

HypnoticMarketing.com
By Joe Vitale,
This ebook book shows you techniques on how to make your publicity, emails and websites hypnotic. It also includes Joe Vitale's 3-step marketing strategy called "Guaranteed Outcome Marketing," which can increase your business by 70% -- in less than 90 days

HypnoticWriting.com
By Joe Vitale
This course, by Joe Vitale (recognized by many as the best copywriter in the U.S.), shows you how to use "hypnotic" tricks in your writing to get people to more easily agree with you. A must for anyone who wants to write persuasively.

AdvancedHypnoticWriting.com
By Joe Vitale
This ebook is the unparalleled sequel to Joe Vitale's blockbuster "Hypnotic Writing." It reveals how to use the phenomenon of hypnotic suggestion to turn your words into cash.

HowToWriteHypnoticArticles.com
By Joe Vitale and Larry Dotson
This ebook tells you how to get free publicity by writing hypnotic articles for e-zines and Web sites -- in 7 minutes or less.

HowToWriteHypnoticEndorsements.com
By Joe Vitale and Larry Dotson
This ebook shows you how to write persuasive endorsements that can help you increase sales.

HowToWriteHypnoticJointVentureProposals.com
By Joe Vitale and Larry Dotson
An ebook that tells you how to get free advertising for your business by writing hypnotic joint venture proposals.

HypnoticSellingTools.com
By Joe Vitale and Larry Dotson
Learn how to influence your prospects' subconscious minds with these 1739 hypnotic words, phrases and sentences.

HypnoticWritingSwipeFile.com
By Joe Vitale and Larry Dotson
This is a collection of over 1,550 copywriting gems that took Joe Vitale and Larry Dotson years to compile. This is their personal swipe file that they use to create world famous sales letters responsible for generating millions and millions of dollars of revenue.

ImpulseInternetMarketing.com
By Joe Vitale and Dr. Scott Lewis
This ebook tells you how to use 49 psychological tricks Las Vegas casinos use, to make your business pay off like a slot machine.

SubconsciousInternetMarketing.com
By Joe Vitale and Larry Dotson
Learn how to bypass your prospects' unconscious minds and get them to buy anything you sell

CreateAdvertisingThatSells.com
By Joe Vitale
An interactive online video advertising course featuring book, workbook, and video instruction that has been one of our bestsellers. And since we can all learn from the masters, it also features several reproductions of hugely successful ad campaigns.

HypnoticTrafficTools.com
By Joe Vitale and Larry Dotson

Hypnotic SellingTools.com
By Joe Vitale and Larry Dotson

Posted by ralph at 08:32 AM |

September 30, 2005

"Which of these 7 mistakes are you making with online video? (The seven biggies---and their solutions)" by Joe Vitale and N. Oden

You've been there. You go to a website, click on the video, and then pull out your hair and scream as you realize you can't easily view the video because it doesn't look or sound right.

So what do you do? You click and LEAVE!

That's what's happening online as more people get editing software and a camcorder and suddenly think they know what they are doing. Speilberg they're not.

You, of course, are smarter than that. That's why you're reading this Special Report. You want to know the top seven mistakes people make when making and putting video online, AND you want to know the solutions to them.

Here they are:

1. Audio volume compressed.

To put video online, most people run a VHS tape through a software editing system. During that process, most everyone chooses to compress everything, including the audio. What usually results is this: When your audience tries to watch your video online, he or she will find the volume too low and hard to hear. Of course, to add salt to the wound, you've lost half your audio quality, as well. Viewers will get frustrated, fed up, and leave. Solution: Don't compress the audio.

2. Choosing the wrong media format.

Most people create web video files in one of a handful of popular software file formats. These formats include MOV, AVI, WMV, RM, and MPEG. They are made to be played by video players, such as Quicktime and Real Player. But Quicktime prefers .MOV files. And Windows Media Player prefers .WMV and .AVI files. The problem is, not all players on people's computers can run all the different file formats. The result is that many of your visitors well steam up and leave. Solution: Use MPEG. ALL media players can run it. Another solution is to give your viewers a choice of two formats to play.

3. Not having a compression choice for your audience.

Not everyone has a fast modem or is capable of getting broadband access in their area. If your video online exists as a large file with a low compression rate, those with slower modems won't be able to view it without irritation. Slower modems such as 28.8K and 56K need smaller file sizes with higher compression rates. Solution: Offer two choices for each video online on your site: One click can be for those with a 28.8K and 56K modem, the other for those with broadband or DSL.

4. Not using video markers or chapters.

A relatively new capability of online video is the ability have markers embedded within it to trigger off text changes or image changes on your site itself. In other words, as your visitor sits and watches your video on his or her computer, the video has unseen markers in it set up to change other areas of the screen. This is a great way to offer supporting material while your video plays. Most people have no idea this functions even exists. Solution: Use it!

5. Video content inappropriate.

This is the number one mistake of nearly every video, online or off. Too many videos open with a long, boring explanation of why the video is there that has nothing to do with your intended message, or with what your viewer wants to see. As a result, you bore your viewer. Online, they'll just click and leave. Solution: Edit ruthlessly to be relevant and interesting.

6. Video content technically inappropriate.

If your video has too much action, including camera movement, or even the wrong background behind something as simple as someone talking to the camera, the result could be "jumps" on your viewer's computer and distorted images. Why? Because, for example, trees blowing in the wind, or even bookshelves behind a talking head, will cause the computer to have to do too much. As a result, they are irritating to watch. Solution: Be simple. Have simple action and simple backgrounds.

7. Mixed message.

You've seen this happen, too. You watch a video and become confused as the narration, action, graphics and story seem to wander around aimlessly or call attention to themselves. The maker of the video maybe knew what he or she wanted to say, but fell in love with the bells and whistles available on the keyboard and created a video that is simply ambiguous in meaning. It doesn't sell, persuade, or entertain.

Solution: Tell one unique, direct message.

HypnoticLibrary.com
By Joe Vitale
This is a complete collection of Joe's most popular products.

HypnoticMarketing.com
By Joe Vitale,
This ebook book shows you techniques on how to make your publicity, emails and websites hypnotic. It also includes Joe Vitale's 3-step marketing strategy called "Guaranteed Outcome Marketing," which can increase your business by 70% -- in less than 90 days

HypnoticWriting.com
By Joe Vitale
This course, by Joe Vitale (recognized by many as the best copywriter in the U.S.), shows you how to use "hypnotic" tricks in your writing to get people to more easily agree with you. A must for anyone who wants to write persuasively.

AdvancedHypnoticWriting.com
By Joe Vitale
This ebook is the unparalleled sequel to Joe Vitale's blockbuster "Hypnotic Writing." It reveals how to use the phenomenon of hypnotic suggestion to turn your words into cash.

HowToWriteHypnoticArticles.com
By Joe Vitale and Larry Dotson
This ebook tells you how to get free publicity by writing hypnotic articles for e-zines and Web sites -- in 7 minutes or less.

HowToWriteHypnoticEndorsements.com
By Joe Vitale and Larry Dotson
This ebook shows you how to write persuasive endorsements that can help you increase sales.

HowToWriteHypnoticJointVentureProposals.com
By Joe Vitale and Larry Dotson
An ebook that tells you how to get free advertising for your business by writing hypnotic joint venture proposals.

HypnoticSellingTools.com
By Joe Vitale and Larry Dotson
Learn how to influence your prospects' subconscious minds with these 1739 hypnotic words, phrases and sentences.

HypnoticWritingSwipeFile.com
By Joe Vitale and Larry Dotson
This is a collection of over 1,550 copywriting gems that took Joe Vitale and Larry Dotson years to compile. This is their personal swipe file that they use to create world famous sales letters responsible for generating millions and millions of dollars of revenue.

ImpulseInternetMarketing.com
By Joe Vitale and Dr. Scott Lewis
This ebook tells you how to use 49 psychological tricks Las Vegas casinos use, to make your business pay off like a slot machine.

SubconsciousInternetMarketing.com
By Joe Vitale and Larry Dotson
Learn how to bypass your prospects' unconscious minds and get them to buy anything you sell

CreateAdvertisingThatSells.com
By Joe Vitale
An interactive online video advertising course featuring book, workbook, and video instruction that has been one of our bestsellers. And since we can all learn from the masters, it also features several reproductions of hugely successful ad campaigns.

HypnoticTrafficTools.com
By Joe Vitale and Larry Dotson

Hypnotic SellingTools.com
By Joe Vitale and Larry Dotson

Posted by ralph at 06:33 PM |

September 29, 2005

"Subliminal Advertising or Hypnotic Writing?" by Joe Vitale

James Vicary, an advertising expert, went into a 1950s movie theater to test his devious new tool for persuading others: subliminal advertising.

During the movie he allegedly flashed the commands "EAT POPCORN" and "DRINK COKE" so fast that the unsuspecting audience couldn't consciously see the words. Vicary claimed Coke sales jumped 18.1% and popcorn sales leaped 57.7%.

On that day, subliminal advertising was born.

Today subliminal advertising is banned by most major countries. The FCC in America outlaws it by simply saying subliminal advertising is designed to deceive. For that reason alone it is forbidden to be used by any radio or television advertiser.

Still, self-help tapes that claim to have subliminal messages hidden on them continue to sell to the tune of $50,000,000 a year.

The question I bring to the table today is this: Which works better: Subliminal Advertising or Hypnotic Writing?

Vicary's famous movie theater test has been proven to be a hoax. He didn't test it on the amount of people he claimed (50,000, which the small town theater couldn't hold), and he didn't keep an accurate count of popcorn or coke sales. In short, he wanted subliminal advertising to work in order to increase his consulting business as an ad expert. But all the research shows his method did not and does not work.

The same with subliminal tapes. Anthony Pratkanis and Elliot Aronson, author of the fascinating book, "Age of Propaganda," conducted studies to see if subliminal advertising, and subliminal self-help tapes, actually worked. Their research said it did not. There was no evidence to support it. None. While people wanted to believe in subliminals, they could not prove it worked to even the slightest degree.

Hypnotic Writing, on the other hand, is not devious. It is not hidden. It is not illegal. It is designed to influence people with words---obvious words, seen consciously right on the page or the screen. It uses stories, active writing, strategic sentence structure, and more, to achieve results.

Subliminal advertising doesn't increase sales. Hypnotic Writing does. Subliminal advertising allegedly works below your conscious level of awareness. Hypnotic Writing works on your subconscious mind by using your conscious mind to get there.

Look at it this way:

An example of subliminal advertising might be the famous claim that "images" in ice cubes in a liquor ad look like naked women. Well, you have to treat the ice cubes like Rosarch Test ink-blots in order to come to that conclusion. And even if there were faint images of naked women in the ice cubes, would that really influence anyone to buy more booze?

An example of Hypnotic Writing might be a story-oriented sales letter, such as the famous one I wrote that people are using as a template for their own letters. My letter began, "I'm nearly in tears..." It then told a story of how my latest book was influencing people to go for, and get, their dreams. The story let the sales message get into the readers. More importantly, more copies of my book sold. Hypnotic Writing works.

In short, subliminal advertising is not only questionable, it's illegal. Hypnotic Writing, on the other hand, is legit and it gets results.

HypnoticLibrary.com
By Joe Vitale
This is a complete collection of Joe's most popular products.

HypnoticMarketing.com
By Joe Vitale,
This ebook book shows you techniques on how to make your publicity, emails and websites hypnotic. It also includes Joe Vitale's 3-step marketing strategy called "Guaranteed Outcome Marketing," which can increase your business by 70% -- in less than 90 days

HypnoticWriting.com
By Joe Vitale
This course, by Joe Vitale (recognized by many as the best copywriter in the U.S.), shows you how to use "hypnotic" tricks in your writing to get people to more easily agree with you. A must for anyone who wants to write persuasively.

AdvancedHypnoticWriting.com
By Joe Vitale
This ebook is the unparalleled sequel to Joe Vitale's blockbuster "Hypnotic Writing." It reveals how to use the phenomenon of hypnotic suggestion to turn your words into cash.

HowToWriteHypnoticArticles.com
By Joe Vitale and Larry Dotson
This ebook tells you how to get free publicity by writing hypnotic articles for e-zines and Web sites -- in 7 minutes or less.

HowToWriteHypnoticEndorsements.com
By Joe Vitale and Larry Dotson
This ebook shows you how to write persuasive endorsements that can help you increase sales.

HowToWriteHypnoticJointVentureProposals.com
By Joe Vitale and Larry Dotson
An ebook that tells you how to get free advertising for your business by writing hypnotic joint venture proposals.

HypnoticSellingTools.com
By Joe Vitale and Larry Dotson
Learn how to influence your prospects' subconscious minds with these 1739 hypnotic words, phrases and sentences.

HypnoticWritingSwipeFile.com
By Joe Vitale and Larry Dotson
This is a collection of over 1,550 copywriting gems that took Joe Vitale and Larry Dotson years to compile. This is their personal swipe file that they use to create world famous sales letters responsible for generating millions and millions of dollars of revenue.

ImpulseInternetMarketing.com
By Joe Vitale and Dr. Scott Lewis
This ebook tells you how to use 49 psychological tricks Las Vegas casinos use, to make your business pay off like a slot machine.

SubconsciousInternetMarketing.com
By Joe Vitale and Larry Dotson
Learn how to bypass your prospects' unconscious minds and get them to buy anything you sell

CreateAdvertisingThatSells.com
By Joe Vitale
An interactive online video advertising course featuring book, workbook, and video instruction that has been one of our bestsellers. And since we can all learn from the masters, it also features several reproductions of hugely successful ad campaigns.

HypnoticTrafficTools.com
By Joe Vitale and Larry Dotson

Hypnotic SellingTools.com
By Joe Vitale and Larry Dotson

Posted by ralph at 09:54 AM |

September 26, 2005

"Q&A about Guaranteed Outcome Marketing!" by Joe Vitale

A three-step approach to getting sales. Traditional marketing sometimes uses a 2-step approach: Often an ad or radio spot to get leads, then a sales letter or salesperson to make the close. I use E-DR Publicity (explained below), the Internet (targeted, NOT spam), and hypnotic sales letters (explained below) to guarantee results. I also use some of the ten principles from my outrageous marketing tapeset from Nightingale-Conant to insure your results. In short, Guaranteed Outcome Marketing is at least a three-fold strategy designed for your business.

What is E-DR Publicity?

It means "Electronic Direct Response Publicity." Typical publicity just gets your name in the paper---if that. E-DR Publicity strives to also get a direct response. In other words, I aim to get your phone to ring, or hits at your website, on top of the name recognition. I leverage publicity to lead to more sales for you. I motivate your target audience to take action.

What is Hypnotic Writing?

I use persuasion techniques in writing sales letters and news releases. I wrote a best-selling e-book on the subject, called "Hypnotic Writing." I use those methods to grab people and keep them focused on the page, then motivated to call or buy from you.

What kinds of results have you gotten for others?

Jeff DeLong is now a millionaire from just one news release I wrote for him. Experience in Software now has a best-selling program from one sales letter I wrote for them. Another software company tested my sales letter for them against their telemarketing efforts and ended up firing the phone people. They said, "Your sales letter did THIRTY TIMES better than our phone people!" I've had several clients get on Oprah. Other clients have quietly increased sales using methods I taught them. My E-DR Publicity method has been featured in a private publication for CEOs.

How can you guarantee results?

My three-step approach will bring a 5% up to a 35% (or more) increase in sales. That's guaranteed. I can guarantee it because the average person in business doesn't implement results-oriented marketing. I create it. You implement it and you'll see the results.

What exactly IS your guarantee?

We'll agree on what you want up-front. Then I'll create the materials to achieve it. If for some reason we miss the mark the first time at bat, I'll create new materials and even a new strategy to help us get those results you want. I won't stop until we achieve your declared outcome.

Who are you, anyway?

I'm the author of ten books, including two for the American Management Association and one for the American Marketing Association. I also have several audiotape packages, including a best-seller for Nightingale-Conant. My websites are listed below.

What do you need from me?

Three things:

You must have a unique, valuable product or service.

You must have something a specific market will embrace.

You must have the funds to pay me as well as implement the campaign.

How much does this cost?

$50,000. Considering what you get in return, that's a reasonable investment.

What are any hidden costs?

You will need some funds to implement what I create. For example, you may need to hire someone to design or re-design your web page, depending on what I see there. You may need funds to issue a news release. If we decide to do a direct mail campaign, you'll need funds for printing and postage. I strive for street-smart, inexpensive marketing, but you will need SOME funds to implement what I create. Again, I'll work with you to stay within your budget. In most cases, with a redesigned website and E-DR Publicity, you can get away with spending less than $3,000.

What if I pass on your service?

No problem. I wish you well. Remember, your competition might hire me. :)

More questions?

Email me at offer@mrfire.com. And we can set a time to talk, if you like. Joe Vitale

HypnoticLibrary.com
By Joe Vitale
This is a complete collection of Joe's most popular products.

HypnoticMarketing.com
By Joe Vitale,
This ebook book shows you techniques on how to make your publicity, emails and websites hypnotic. It also includes Joe Vitale's 3-step marketing strategy called "Guaranteed Outcome Marketing," which can increase your business by 70% -- in less than 90 days

HypnoticWriting.com
By Joe Vitale
This course, by Joe Vitale (recognized by many as the best copywriter in the U.S.), shows you how to use "hypnotic" tricks in your writing to get people to more easily agree with you. A must for anyone who wants to write persuasively.

AdvancedHypnoticWriting.com
By Joe Vitale
This ebook is the unparalleled sequel to Joe Vitale's blockbuster "Hypnotic Writing." It reveals how to use the phenomenon of hypnotic suggestion to turn your words into cash.

HowToWriteHypnoticArticles.com
By Joe Vitale and Larry Dotson
This ebook tells you how to get free publicity by writing hypnotic articles for e-zines and Web sites -- in 7 minutes or less.

HowToWriteHypnoticEndorsements.com
By Joe Vitale and Larry Dotson
This ebook shows you how to write persuasive endorsements that can help you increase sales.

HowToWriteHypnoticJointVentureProposals.com
By Joe Vitale and Larry Dotson
An ebook that tells you how to get free advertising for your business by writing hypnotic joint venture proposals.

HypnoticSellingTools.com
By Joe Vitale and Larry Dotson
Learn how to influence your prospects' subconscious minds with these 1739 hypnotic words, phrases and sentences.

HypnoticWritingSwipeFile.com
By Joe Vitale and Larry Dotson
This is a collection of over 1,550 copywriting gems that took Joe Vitale and Larry Dotson years to compile. This is their personal swipe file that they use to create world famous sales letters responsible for generating millions and millions of dollars of revenue.

ImpulseInternetMarketing.com
By Joe Vitale and Dr. Scott Lewis
This ebook tells you how to use 49 psychological tricks Las Vegas casinos use, to make your business pay off like a slot machine.

SubconsciousInternetMarketing.com
By Joe Vitale and Larry Dotson
Learn how to bypass your prospects' unconscious minds and get them to buy anything you sell

CreateAdvertisingThatSells.com
By Joe Vitale
An interactive online video advertising course featuring book, workbook, and video instruction that has been one of our bestsellers. And since we can all learn from the masters, it also features several reproductions of hugely successful ad campaigns.

HypnoticTrafficTools.com
By Joe Vitale and Larry Dotson

Hypnotic SellingTools.com
By Joe Vitale and Larry Dotson

Posted by ralph at 06:29 PM |

September 25, 2005

"The Power of Your Ego in Writing Online Copy!" by Joe Vitale

I obey one main rule when writing copy for the online world: Get out of my ego and into my reader's ego. It's a basic marketing truth that shouldn't be violated anywhere. Yet it's violated every day online.

Let me explain.

One day I received the following email:

Dear Mr. Vitale,

Your name was mentioned on a site that I came upon while I was looking for informational material to market on the Internet. Can you PLEASE, give me some feedback on this. The site is WWW.Internetpowertools.com/d.cgi?ebookprofits-pw10031

Thank you for you time.

I took a quick peak at his site. If you did, too, you saw that his site is a sales letter. There is nothing in that headline to appeal to your ego in a way that is acceptable online.

Off-line that sort of hard-sell headline might work. On-line it won't. Why? Because it is too sales oriented. It looks and reads too much like an ad. If you think of your reader's ego, you wouldn't post something so heavy handed online. Instead, you would give them information they want. Information they can use.

Think of it this way: Write your website copy as if you are writing a how-to booklet or a news release. Give facts. Give details. Give specifics. I might rather write this fellow's website as a special report on the rise of e books in the new millennium. I might even give pointers on how to write your own e-books. In short, get out of your ego and into your visitor's ego. Appeal to their interests and they will eventually show interest in yours.

Let's look at another example.

Hello Mr. Fire,

I am not a copy writer but I am trying to write a copy that sells my information product. Can you please check out my website and tell me whats wrong with the copy I have now. www.inetstart.com

Thank you for your time.

Did you take a look at his site? Same problem as the one before it. It's written by a person trying to make a sale. That means the copywriter was writing to his own ego, not to mine or yours. Again, to transform this or any other website, think of what your READER wants to see, not what you want to sell. Think about it. Don't you care more about what interests you, than what interests me?

I might rewrite this fellow's website by writing a news release or a special report on "The Top 10 New Ways to Make Money Online." I'd research the top ways, too, list them, explain them, and make what he wants to sell just one of the new ways to make money online. It's the traditional way to sell anything with a news release: Simply plug your product or service within a story of genuine news.

Are there any examples of websites using this basic copywriting principle? Of course. But they aren't easy to find. Obvious examples are www.ebay.com and www.amazon.com. Both focus on YOU. When you look at ebay or amazon, for example, you don't detect an ego behind the sites. Instead, you can easily look around for what interests YOU. Again, get out of your ego and into your reader's ego.

I just took a moment from writing this article to browse some random sites. I went to www.etour.com and let it bring websites to me based on what I told it I was interested in. It's a marvelous tool. Sites I saw were one on new music releases. No ego here. This had a search engine for me to type in my favorite artist or style of music. Another site was on how to give CPR. Never know when it may be needed. Yet another site taught me how things operated. Type in anything, like engine or website, and an article at the site revealed how an engine, or website, works. Again, all useful information. No ego. No selling.

Which leads to the question: How does anyone make any money online when they have to create ego-less websites that focus on the visitor and do little or no selling?

The answer is this: It's called Hidden Selling. It's what all good publicity people or "cause public relations" people do. They engage you in something you want to know about and sell you after the fact. It's the soft sell. It's what Hallmark Cards does when they fund a movie. You don't tune in to watch their commercials. You tune in to watch the movie they sponsored. As you do, you are also fed the commercials. Good websites do the same. They offer you want you want, and sell you quietly, by focusing on serving you, not selling you.

(Note: See my article online at http://www.mrfire.com/0033.html for more examples and explanation of how this "Hidden Selling" concept works.)

This whole topic may need more space than what I have here to fully explain. The bottomline for me is this: You'll create better copy on your websites if you focus on your visitor's ego, not yours. Think of serving them, not selling them, and ironically, you will end up selling them.

HypnoticLibrary.com
By Joe Vitale
This is a complete collection of Joe's most popular products.

HypnoticMarketing.com
By Joe Vitale,
This ebook book shows you techniques on how to make your publicity, emails and websites hypnotic. It also includes Joe Vitale's 3-step marketing strategy called "Guaranteed Outcome Marketing," which can increase your business by 70% -- in less than 90 days

HypnoticWriting.com
By Joe Vitale
This course, by Joe Vitale (recognized by many as the best copywriter in the U.S.), shows you how to use "hypnotic" tricks in your writing to get people to more easily agree with you. A must for anyone who wants to write persuasively.

AdvancedHypnoticWriting.com
By Joe Vitale
This ebook is the unparalleled sequel to Joe Vitale's blockbuster "Hypnotic Writing." It reveals how to use the phenomenon of hypnotic suggestion to turn your words into cash.

HowToWriteHypnoticArticles.com
By Joe Vitale and Larry Dotson
This ebook tells you how to get free publicity by writing hypnotic articles for e-zines and Web sites -- in 7 minutes or less.

HowToWriteHypnoticEndorsements.com
By Joe Vitale and Larry Dotson
This ebook shows you how to write persuasive endorsements that can help you increase sales.

HowToWriteHypnoticJointVentureProposals.com
By Joe Vitale and Larry Dotson
An ebook that tells you how to get free advertising for your business by writing hypnotic joint venture proposals.

HypnoticSellingTools.com
By Joe Vitale and Larry Dotson
Learn how to influence your prospects' subconscious minds with these 1739 hypnotic words, phrases and sentences.

HypnoticWritingSwipeFile.com
By Joe Vitale and Larry Dotson
This is a collection of over 1,550 copywriting gems that took Joe Vitale and Larry Dotson years to compile. This is their personal swipe file that they use to create world famous sales letters responsible for generating millions and millions of dollars of revenue.

ImpulseInternetMarketing.com
By Joe Vitale and Dr. Scott Lewis
This ebook tells you how to use 49 psychological tricks Las Vegas casinos use, to make your business pay off like a slot machine.

SubconsciousInternetMarketing.com
By Joe Vitale and Larry Dotson
Learn how to bypass your prospects' unconscious minds and get them to buy anything you sell

CreateAdvertisingThatSells.com
By Joe Vitale
An interactive online video advertising course featuring book, workbook, and video instruction that has been one of our bestsellers. And since we can all learn from the masters, it also features several reproductions of hugely successful ad campaigns.

HypnoticTrafficTools.com
By Joe Vitale and Larry Dotson

Hypnotic SellingTools.com
By Joe Vitale and Larry Dotson

Posted by ralph at 06:27 PM |

September 24, 2005

"Don't Read This Article!" by Dr. Joe Vitale

I'm sick of it. All the so-called communication experts keep declaring that your mind cannot process a negative command. They say "Don't spill the milk" means you'll spill the milk. They say your mind doesn't respond to "don't" and in fact skips over it. As a result, you end up seeing the rest of the statement as a command. You then spill the milk.

Bull. The very first words most people hear growing up is "NO" and "Don't". We learn right away not to poop in our pants, or eat the dirt, or swing the cat by the tail, or spill our milk. The only reason we might still spill our milk is sheer awkwardness or clumsiness, not because of a communication issue.

This is one of the things wrong with NLP and other communication modalities that claim to know how our brains work. They make wild claims and act as if they are universal truths. After all, no one really knows how the brain works. We're still learning. To say we don't process negative commands is an arrogant statement. It assumes god-like powers. And it's wrong.

Look at the title of this article. I inserted the word "don't." Why? Because the word actually helps make the title more interesting. It increases persuasion. Had I said, "Read This Article," you might not read it simply because it seemed un-interesting. But add the word "Don't" and suddenly you're curious. 'Why doesn't Joe want me to read this?," you wonder. The word 'Don't' is seen and registered by your mind. You didn't miss it, did you?

Again, communication is more than assumptions about how our minds process information. You learned what many negative words meant at three years old. Your unconscious mind is well aware of what they mean today.

Don't tell others about this article. Don't pass this article to friends and family. Don't go buy all my books and tapes. Don't send me money.

You see the word 'don't' and you'll do what you please. If you want to pass this article to friends, you will. If you don't, you won't. My trying to trick you with a negative command is ridiculous. You're smarter than that. Aren't you?

Kevin Hogan, author of "The Psychology of Persuasion," says, "Negative command words in general indicate the person will remember or code in deeper whatever was discussed. This doesn't mean they will act one way or the other. It simply makes the command/idea/request more likely to be remembered."

Exactly. My adding "Don't" to the title of this article simply made it more memorable. It didn't *make* you read this article at all.

The only time the 'don't trick' works is to get someone to *think* something. In order words, if I say, "Don't think of Sophia Loren," you can't help but think of the famous actress. But thinking is different than action.

Yes, thinking can lead to action. But what we're focusing on here is communication. If I say, "Don't think of buying my books," you
*will* think of buying them, at least for a second.
But if I say, "Don't buy my books," it does not mean you will run out and buy them. You are not a robot.

Let's wake up. Let's realize that we are smarter than generalized rules of language. Let's stop pretending we are all trained monkeys.

Don't you agree?

HypnoticLibrary.com
By Joe Vitale
This is a complete collection of Joe's most popular products.

HypnoticMarketing.com
By Joe Vitale,
This ebook book shows you techniques on how to make your publicity, emails and websites hypnotic. It also includes Joe Vitale's 3-step marketing strategy called "Guaranteed Outcome Marketing," which can increase your business by 70% -- in less than 90 days

HypnoticWriting.com
By Joe Vitale
This course, by Joe Vitale (recognized by many as the best copywriter in the U.S.), shows you how to use "hypnotic" tricks in your writing to get people to more easily agree with you. A must for anyone who wants to write persuasively.

AdvancedHypnoticWriting.com
By Joe Vitale
This ebook is the unparalleled sequel to Joe Vitale's blockbuster "Hypnotic Writing." It reveals how to use the phenomenon of hypnotic suggestion to turn your words into cash.

HowToWriteHypnoticArticles.com
By Joe Vitale and Larry Dotson
This ebook tells you how to get free publicity by writing hypnotic articles for e-zines and Web sites -- in 7 minutes or less.

HowToWriteHypnoticEndorsements.com
By Joe Vitale and Larry Dotson
This ebook shows you how to write persuasive endorsements that can help you increase sales.

HowToWriteHypnoticJointVentureProposals.com
By Joe Vitale and Larry Dotson
An ebook that tells you how to get free advertising for your business by writing hypnotic joint venture proposals.

HypnoticSellingTools.com
By Joe Vitale and Larry Dotson
Learn how to influence your prospects' subconscious minds with these 1739 hypnotic words, phrases and sentences.

HypnoticWritingSwipeFile.com
By Joe Vitale and Larry Dotson
This is a collection of over 1,550 copywriting gems that took Joe Vitale and Larry Dotson years to compile. This is their personal swipe file that they use to create world famous sales letters responsible for generating millions and millions of dollars of revenue.

ImpulseInternetMarketing.com
By Joe Vitale and Dr. Scott Lewis
This ebook tells you how to use 49 psychological tricks Las Vegas casinos use, to make your business pay off like a slot machine.

SubconsciousInternetMarketing.com
By Joe Vitale and Larry Dotson
Learn how to bypass your prospects' unconscious minds and get them to buy anything you sell

CreateAdvertisingThatSells.com
By Joe Vitale
An interactive online video advertising course featuring book, workbook, and video instruction that has been one of our bestsellers. And since we can all learn from the masters, it also features several reproductions of hugely successful ad campaigns.

HypnoticTrafficTools.com
By Joe Vitale and Larry Dotson

Hypnotic SellingTools.com
By Joe Vitale and Larry Dotson

Posted by ralph at 06:26 PM |

September 23, 2005

Look Backward To See Forward! by Joe Vitale

Too many business leaders are looking to the future and shaking in their shoes. They fear intense competition. The new century. Change. Technology. Price wars. Product limitations. Employee turnover. Unsatisfied customers. The list goes on.

Yet a quick peek into history reveals that many of the solutions to our future problems are in the past. P.T. Barnum, for example, created an empire, made himself globally (and eternally) famous, helped his employees and partners become rich, and did it all during the Civil War, slavery, famine, political upheaval, and economic panics.

Furthermore, he did it without radio, television, computers, faxes, or the Internet! How? Barnum and other business leaders from history employed some bottomline methods for success that were no-frills tools anyone can still use today -- if we know of them.

For example, in a new book I just completed, I describe how Barnum took a little boy that no one thought very special and turned him into the world's first superstar -- as General Tom Thumb.

And I discovered in my research of Barnum how he took the famous Swedish soprano Jenny Lind, an unknown in America, and made her the talk of the country. Barnum made Thumb and Lind -- and himself -- rich. But his secret was something anyone can use today: publicity, creativity, and audacity.

And you don't need high technology to accomplish it!

Read biographies of great leaders. Find out what they did to weather their storms, survive, and ultimately prosper. Five days before he died in 1891, P.T. Barnum wrote, "If you faithfully follow my methods you cannot fail." Here was a millionaire, a business leader, a celebrity, saying that he knew a formula for success potent at any time and for anyone.

How do you discover his and other formulas today? By studying the past! Futurists are popular now because every leader wants a handle on the future. Yet the great irony these days may be that your future success depends on lessons you learn from the past. In other words, if you want to know how to handle the new century, turn back the pages of history and find out how leaders handled the turn of the last century.

Like you, they were human beings. They, too, had hopes and fears, challenges and problems. They solved their problems and achieved their dreams without the fancy tools of today. Learn their past techniques, add present technology to them, and you can handle anything the future may bring.

In short, what a leader should be thinking about right now is -- the past!

HypnoticLibrary.com
By Joe Vitale
This is a complete collection of Joe's most popular products.

HypnoticMarketing.com
By Joe Vitale,
This ebook book shows you techniques on how to make your publicity, emails and websites hypnotic. It also includes Joe Vitale's 3-step marketing strategy called "Guaranteed Outcome Marketing," which can increase your business by 70% -- in less than 90 days

HypnoticWriting.com
By Joe Vitale
This course, by Joe Vitale (recognized by many as the best copywriter in the U.S.), shows you how to use "hypnotic" tricks in your writing to get people to more easily agree with you. A must for anyone who wants to write persuasively.

AdvancedHypnoticWriting.com
By Joe Vitale
This ebook is the unparalleled sequel to Joe Vitale's blockbuster "Hypnotic Writing." It reveals how to use the phenomenon of hypnotic suggestion to turn your words into cash.

HowToWriteHypnoticArticles.com
By Joe Vitale and Larry Dotson
This ebook tells you how to get free publicity by writing hypnotic articles for e-zines and Web sites -- in 7 minutes or less.

HowToWriteHypnoticEndorsements.com
By Joe Vitale and Larry Dotson
This ebook shows you how to write persuasive endorsements that can help you increase sales.

HowToWriteHypnoticJointVentureProposals.com
By Joe Vitale and Larry Dotson
An ebook that tells you how to get free advertising for your business by writing hypnotic joint venture proposals.

HypnoticSellingTools.com
By Joe Vitale and Larry Dotson
Learn how to influence your prospects' subconscious minds with these 1739 hypnotic words, phrases and sentences.

HypnoticWritingSwipeFile.com
By Joe Vitale and Larry Dotson
This is a collection of over 1,550 copywriting gems that took Joe Vitale and Larry Dotson years to compile. This is their personal swipe file that they use to create world famous sales letters responsible for generating millions and millions of dollars of revenue.

ImpulseInternetMarketing.com
By Joe Vitale and Dr. Scott Lewis
This ebook tells you how to use 49 psychological tricks Las Vegas casinos use, to make your business pay off like a slot machine.

SubconsciousInternetMarketing.com
By Joe Vitale and Larry Dotson
Learn how to bypass your prospects' unconscious minds and get them to buy anything you sell

CreateAdvertisingThatSells.com
By Joe Vitale
An interactive online video advertising course featuring book, workbook, and video instruction that has been one of our bestsellers. And since we can all learn from the masters, it also features several reproductions of hugely successful ad campaigns.

HypnoticTrafficTools.com
By Joe Vitale and Larry Dotson

Hypnotic SellingTools.com
By Joe Vitale and Larry Dotson

Posted by ralph at 06:23 PM |

September 22, 2005

A New Way to Evaluate the Marketing Potential of Your Book -- Before You Print It by Joe Vitale

How can you tell if your book will sell well before you even print it?

I get asked that question more than nearly any other. If I knew the answer, I'd be one rich man. While you can somewhat test titles and book ideas by taking classified ads in targeted publications and seeing what results you get, actually discovering if your book will sell or not is a completely new marketing challenge. Most manufacturers of products can perform test runs of their items and see if the public wants them. Most authors and publishers, on the other hand, just jump in with their finished book and hope for the best.

Isn't there a better way?

I think there is. One of my clients is a printer. I've been doing his marketing for nearly five years, so he's familiar with all of my books.

One day he suggested that I use the methods in my most popular title, The Seven Lost Secrets of Success, as a way to evaluate the marketing feasible of books. It took me a while to figure out how to apply the "lost secrets" to unpublished books, but I think I have the hang of it now. Before I explain the process so you can apply it to your own titles, let me explain what the lost secrets are.

Bruce Barton was a legendary advertising genius, bestselling author, congressman, and cofounder of one of the largest ad agencies in the world, BBDO. He was a celebrity in the roaring 20's but died a largely forgotten millionaire in 1967. I discovered Barton and was mesmerized by his work. He helped five men become U.S. Presidents, helped numerous giant companies survive World Wars, the Great Depression, and numerous recessions, and made two of his eleven books "New York Times" bestsellers. What were this man's secrets for success? I had to know. I spent two years researching, digging, traveling, even hiring a private investigator and a historian to help me unearth the facts. The result of my obsession was my 1992 book, which is now going into its fourth edition.

All fine and dandy, you might say, but what does this have to do with selling books? As my printer friend pointed out, the lost secrets can also be a way to test the marketing potential of any published or pre-published title. To prove this, and to illustrate the process, I'll pull three 1996 books out of a box of books I have at my feet waiting for evaluation, and I'll walk you through the process. The books are --

When You Stop Believing by Raymond Brantley, Gangsta in the House by Mike Knox, and Alive and Well by Rita Justice

Secret #1: Reveal the Business Nobody Knows

This refers to Bruce Barton's tendency to create ads that revealed something new or surprising about a product or service. In 1925 he told the American Petroleum Institute that they were selling a gasoline as a bad smelling liquid instead of as "the juice of the fountain of eternal youth." He explained that fuel enables people to experience travel, romance, and even health. He "revealed the business nobody knows." If a book doesn't offer new insights or information, or a fresh view of an old subject, why would anyone want to buy it?


Brantley's book is a self-help, positive thinking work that doesn't reveal anything new about motivation. For this reason I'd give him a low rating on this point. Rita Justice's book is about learning to love the body you have, and her insights about the body seem fresh and even surprising. She gets a high rating here. Mike Knox's book is about street gangs and is very eye-opening. He gets a top score for this first secret.

Secret #2: Use a God to Lead Them

People like to know they are dealing with authorities. Bruce Barton was an authority, or "God," on advertising. If a book isn't written by someone with obvious expertise, experience or credentials, it will probably do poorly in the marketplace. Brantley's book is about his beliefs, but he lacks any particular credentials to make him an authority. I'd give his title a low rating here. Rita Justice is a psychologist with over 23 years experience. She's obviously an expert. Mike Knox was a policeman for over 15 years. Both of these authors get high marks in this category.

Secret #3: Speak in Parables

Barton wrote books, sales copy, and even campaign speeches that were packed with stories. He knew that stories communicate messages better than most first-person narratives or dialectic approaches. Brantley's book gets a high rating here because his book contains many riveting stories which communicate his message. Rita Justice has some stories, but most of her book contains exercises. While it is billed as a workbook, a few more stories would have made it even more marketable. She gets a slightly lower than perfect rating here. Mike Knox's book begins with a riveting story about a fictional drive-by shooting and weaves stories into the rest of his book. His work gets top points here.

Secret #4: Dare Them to Travel the Upward Path

Barton wrote ads and books that challenged people. One of his famous ads began with the headline, "This book may not be intended for you--but thousands found in it what they were seeking." Do you hear the challenge in that statement? It was a subtle approach to getting people to act in their own best interest.

Does the book in question encourage people to "travel the upward path," to move in a positive direction? Brantley's book does challenge people to lead more inspired and inspiring lives. So do Justice's and Knox's books. All get high marks.

Secret #5: The One Element Missing

In 1925 Barton wrote, "I believe the public has a sixth sense of detecting insincerity, and we run a tremendous risk if we try to make other people believe in something we don't believe in." Does the author believe in what he or she is saying? Does the book come across as sincere? If not, the marketplace will sense it and reject it. Brantley's book feels sincere, as do the other two. All get high marks here, as well.

Secret #6: Give Yourself Away

While Barton was a great philanthropist, this secret really refers to a book not holding anything back. In other words, does the author deliver, or does the author tease the reader with a little information and a giant sales plug in the back of the book to get the rest of the information? An author who gives himself away in his or her book will please the buying public. Brantley delivers in this category and so do Justice and Knox. You can buy their books and not need to call the authors afterwards to get the rest of the information.

Secret #7: Sharpen the Knife

This final secret suggests that successful books are ones that give readers something to do, or think, that helps them sharpen who they are. This differs from secret number four, as the earlier method was about challenging readers on a philosophical or psychological level. This one is about giving readers practical things to do. Brantley's book suffers a little here as he doesn't give readers specific suggestions for change. Justice's book, being a workbook, earns obvious high marks here. While Knox's book offers some suggestions, there may not be enough for most readers. He would get a slightly lower rating here.

Based on all of the above, Mike Knox and Rita Justice's books should be well received in the marketplace. Brantley's book has a lower score, and may struggle. Of course, how you market the book will play a powerful role in how well the book actually sells. All we are trying to accomplish with this method is a thumb nail overview of the book's actual marketability. If a book has high marks on this scale, I'd say go for it. Publish and probably flourish. If a book has extremely low marks here, I'd suggest backing off and thinking twice, or more, before printing and promoting.

Obviously all of the above is very subjective. I wouldn't use this method to evaluate my own books, and neither should you. Every author thinks what they have written is worth publishing, else they wouldn't have offered it for publication. I would ask three people to evaluate the books in question using this method. Then take their input, weigh it, and make a decision.

HypnoticLibrary.com
By Joe Vitale
This is a complete collection of Joe's most popular products.

HypnoticMarketing.com
By Joe Vitale,
This ebook book shows you techniques on how to make your publicity, emails and websites hypnotic. It also includes Joe Vitale's 3-step marketing strategy called "Guaranteed Outcome Marketing," which can increase your business by 70% -- in less than 90 days

HypnoticWriting.com
By Joe Vitale
This course, by Joe Vitale (recognized by many as the best copywriter in the U.S.), shows you how to use "hypnotic" tricks in your writing to get people to more easily agree with you. A must for anyone who wants to write persuasively.

AdvancedHypnoticWriting.com
By Joe Vitale
This ebook is the unparalleled sequel to Joe Vitale's blockbuster "Hypnotic Writing." It reveals how to use the phenomenon of hypnotic suggestion to turn your words into cash.

HowToWriteHypnoticArticles.com
By Joe Vitale and Larry Dotson
This ebook tells you how to get free publicity by writing hypnotic articles for e-zines and Web sites -- in 7 minutes or less.

HowToWriteHypnoticEndorsements.com
By Joe Vitale and Larry Dotson
This ebook shows you how to write persuasive endorsements that can help you increase sales.

HowToWriteHypnoticJointVentureProposals.com
By Joe Vitale and Larry Dotson
An ebook that tells you how to get free advertising for your business by writing hypnotic joint venture proposals.

HypnoticSellingTools.com
By Joe Vitale and Larry Dotson
Learn how to influence your prospects' subconscious minds with these 1739 hypnotic words, phrases and sentences.

HypnoticWritingSwipeFile.com
By Joe Vitale and Larry Dotson
This is a collection of over 1,550 copywriting gems that took Joe Vitale and Larry Dotson years to compile. This is their personal swipe file that they use to create world famous sales letters responsible for generating millions and millions of dollars of revenue.

ImpulseInternetMarketing.com
By Joe Vitale and Dr. Scott Lewis
This ebook tells you how to use 49 psychological tricks Las Vegas casinos use, to make your business pay off like a slot machine.

SubconsciousInternetMarketing.com
By Joe Vitale and Larry Dotson
Learn how to bypass your prospects' unconscious minds and get them to buy anything you sell

CreateAdvertisingThatSells.com
By Joe Vitale
An interactive online video advertising course featuring book, workbook, and video instruction that has been one of our bestsellers. And since we can all learn from the masters, it also features several reproductions of hugely successful ad campaigns.

HypnoticTrafficTools.com
By Joe Vitale and Larry Dotson

Hypnotic SellingTools.com
By Joe Vitale and Larry Dotson

Posted by ralph at 06:22 PM |

September 21, 2005

"The Hypnotic Power of Confusion!" by Joe Vitale

Did you walk to work or carry a lunch?"

Huh?

My father asked me that question more than 25 years ago. I still remember it. Why? Because it's a ridiculous question.

A famous comedian in the 1950s used to ask people, "Got a banana?" The question might make sense if asked in the right situation, but he asked it everywhere. I've forgotten the name of the comedian, but I still recall his question. Why? Because it's strange.

As I write this, I am creating new business cards for myself. I decided to add a confusing line to it. After some fun brainstorming with my girlfriend, I settled on, "Ask me about the monkey."

Why is "Ask me about the monkey?" worth putting on my business card? As with my father's question and the comedian's question, it stops your brain in its tracks. It makes you pause. It makes you focus on ME.

In the new ebook Larry Dotson and I just released, called "The Hypnotic Swipe File," we have a section about confusing statements. The theory is that once you stop someone with a confusing line, you can then implant a hypnotic command right after it.

In other words, if I write something like, "Apples desk fly dirt," and then follow it with "Read my new ebook," the chances are very high that you are now going to want to read my new ebook.

Why? Because the first line jammed your mind and the second line slipped into your brain while you weren't looking. I've just upped the odds that you will buy my new ebook right now. And if you don't, of course, it doesn't matter because I never really told you to go buy it. See?

The same thing will happen on my new business cards. Since I'm now known as "The World's First Hypnotic Marketer," I wanted a strange, confusing line on my new card. When someone sees "Ask me about the monkey," and then asks me about the monkey, I can simply point out that I practice hypnotic selling and I just got them to do what I wanted.

The Japanese practice this "hypnotic confusion," but probably unknowingly. A friend of mine flew to Japan once and reported back to me that the English phrases on all the Japanese products were bizarre. A tube of toothpaste might say, "Green days you not sing." A box of cookies might say, "Wood above fish."

How can you use this secret right now? Don't be afraid to be confusing. People tend to sort out whatever you say anyway and make sense out of it using their own terms. If you are describing your product in great detail, be willing to toss in something odd. It may increase sales.

If not, swirl up!

HypnoticLibrary.com
By Joe Vitale
This is a complete collection of Joe's most popular products.

HypnoticMarketing.com
By Joe Vitale,
This ebook book shows you techniques on how to make your publicity, emails and websites hypnotic. It also includes Joe Vitale's 3-step marketing strategy called "Guaranteed Outcome Marketing," which can increase your business by 70% -- in less than 90 days

HypnoticWriting.com
By Joe Vitale
This course, by Joe Vitale (recognized by many as the best copywriter in the U.S.), shows you how to use "hypnotic" tricks in your writing to get people to more easily agree with you. A must for anyone who wants to write persuasively.

AdvancedHypnoticWriting.com
By Joe Vitale
This ebook is the unparalleled sequel to Joe Vitale's blockbuster "Hypnotic Writing." It reveals how to use the phenomenon of hypnotic suggestion to turn your words into cash.

HowToWriteHypnoticArticles.com
By Joe Vitale and Larry Dotson
This ebook tells you how to get free publicity by writing hypnotic articles for e-zines and Web sites -- in 7 minutes or less.

HowToWriteHypnoticEndorsements.com
By Joe Vitale and Larry Dotson
This ebook shows you how to write persuasive endorsements that can help you increase sales.

HowToWriteHypnoticJointVentureProposals.com
By Joe Vitale and Larry Dotson
An ebook that tells you how to get free advertising for your business by writing hypnotic joint venture proposals.

HypnoticSellingTools.com
By Joe Vitale and Larry Dotson
Learn how to influence your prospects' subconscious minds with these 1739 hypnotic words, phrases and sentences.

HypnoticWritingSwipeFile.com
By Joe Vitale and Larry Dotson
This is a collection of over 1,550 copywriting gems that took Joe Vitale and Larry Dotson years to compile. This is their personal swipe file that they use to create world famous sales letters responsible for generating millions and millions of dollars of revenue.

ImpulseInternetMarketing.com
By Joe Vitale and Dr. Scott Lewis
This ebook tells you how to use 49 psychological tricks Las Vegas casinos use, to make your business pay off like a slot machine.

SubconsciousInternetMarketing.com
By Joe Vitale and Larry Dotson
Learn how to bypass your prospects' unconscious minds and get them to buy anything you sell

CreateAdvertisingThatSells.com
By Joe Vitale
An interactive online video advertising course featuring book, workbook, and video instruction that has been one of our bestsellers. And since we can all learn from the masters, it also features several reproductions of hugely successful ad campaigns.

HypnoticTrafficTools.com
By Joe Vitale and Larry Dotson

Hypnotic SellingTools.com
By Joe Vitale and Larry Dotson

Posted by ralph at 05:20 AM |

September 20, 2005

"Where to Send Your News Releases for Best Results!" by Joe "Mr. Fire!" Vitale

As I've said many times before, the media desperately wants news. About 80% of what you see in the papers and on TV was planted by people like you and me who wanted publicity.

You can't send out self-serving announcements and expect media coverage, however. You have to hunt for the news angle, and then send out a riveting release conveying your news angle to the appropriate media. Having said that, here are four places to send out your release using the Internet as your broadcast tool:


1. If you have business or financial news, post your news release at http://www.businesswire.com.

When I placed a release at this site about a former IBM salesman who wanted to reveal big blue's sales methods, my client's phone rang off the hook for three days straight! When I finally got him on the phone---for only a few seconds---he said, "Joe, you're doing a terrific job for me!" He didn't know I hadn't really done anything. The Internet did it.

Keep in mind that this site posts hundreds of news releases every day. If your release isn't about business, you may get no results. I once posted a release here about a singer, and she didn't get any calls. Her news wasn't appropriate. It wasn't business or financially related. The cost for Business Wire is about $500.

2. If you've got more general news, use http://www.prnewswire.com.

One of my clients posted a news release here, about his research on jobs of the future, and he ended up on several radio and television talk shows. Again, this is another large news bureau online that posts hundreds of news releases every day. Yours has to be good to stand out in the crowd.

Also, like the site above, this site lists all of the news releases by headline only. If someone gets intrigued by your headline, they click on it and can then see the rest of your news release. Again, your headline is a turning point. It's as essential as a headline on an ad. Work on your headline, and your news angle, to be sure it is something the media will consider news. The cost for PR News Wire is about $300.

3. If you want to e-mail your news directly to the media, you can buy a list of e-mail addresses from Direct Contact at 1-800-457-8746. They publish what is called The U.S. All Media E-Mail Directory. It is a stunning resource. You can learn more about this publication online at http://www.owt.com/dircon.

What you do is write a news release, and then select the media you want to send your release to. You then simply email your release to your chosen audience. That's it. It's quick and easy. Let me give you an example or two of how powerful this can be:

When I wanted to promote my last book,CyberWriting: How to Promote Your Product or Service Online (without being flamed)($19.95, AMACOM), I wrote a news release about how to not get hate mail when doing business online. I then send that release out, by email, using this directory. Almost overnight my publisher received two hundred requests for review copies of my book. This is staggering. Often the media doesn't ask to see more than five books. The fact that 200 editors showed interest---and showed it overnight---is amazing. (For the record, my book went on to become a bestseller at http://www.amazon.com, Earth's biggest bookstore.)

Here's another example that ought to get your attention:

When Pam Henderson wanted to promote her web site, The Fabric Link, she was getting maybe 20 visits at her site daily. She sent out a news release by email, the press picked it up, and her site suddenly got three-quarters of a million visitors the next month!

The cost for The U.S. All Media E-Mail Directory is about $99. It's well worth it. They will also email your news releases to the media for you, so you don't have to do it, for only $100 a release. Very cool. (I am now using this service to promote my new book, There's A Customer Born Every Minute: P.T. Barnum's Secrets to Business Success.)

4. One of my favorite new approaches to getting publicity using the Internet is at http://www.imediafax.com.

This one is amazing. Paul Krupin runs it. (He also put together the email directory mentioned in number three, above.) He invented it after doing a survey of all the media and discovering that 80% of all editors prefer to receive their news releases on paper, not by phone or email. While they don't mind emailed releases, they still prefer paper ones. So what Paul did was create a way to use the Internet to send your news release to him, by email, and then he sends it by fax to the media you select.

Let me explain:

First of all, this site is gigantic. It contains 11,000 magazines, 1,500 daily newspapers, 5,700 weekly newspapers, 400 news services and syndicates, 1,300 broadcast TV stations, 1,800 broadcast TV shows, 1,200 cable TV stations, 1,050 cable TV shows, 6,200 AM and FM radio stations, and more than 2,700 radio talk shows.

Whew!

Second, what you do here is select the media you want to hit. The first two sites listed above simply list your news releases at their site. The people who visit those sites will get to see the headline on your release. They have to GO there. And if your headline intrigues them, they have to CLICK on it to see your entire release. But Paul's site SENDS OUT your release DIRECTLY to the media YOU pick.

Are you with me on this?

You go to http://www.imediafax.com.. You pick the category you want to hit---radio, TV, newspapers, or whatever. Then you select the kind of media you want to hit---business, entertainment, cooking, reviewers, whatever. Then you can select the state you want, or anything else. In other words, you can hand select your own media list!

Once you have done this, you simply email your news release to Paul. His service then immediatly FAXES your news release to everyone you selected. The result is the media gets the release on paper, the way they prefer it, instantly.

And the cost is only 25 cents a page!

In my opinion, Paul's new service makes the wisest use of the Internet for distributing your news to the media. You go online, pick your targeted audience, and let the site fax your news out. Talk about using leading edge technology to get results!

And Paul's willing to help you fine tune your release as well as your media list so you get the best results! (He's at 1-800-457-8746. His e-mail is dircon@owt.com. Tell him I sent you.)

Summing Up

1. The media wants news. They are virtually desperate for it.
2. You must give them a news story---not an ad, not hype, not self-serving words. News.
3. You can use any of the four ways listed above to deliver your news to the media via the Internet. All are cost-effective. All work. Pick what is appropriate for you.

Go for it!

HypnoticLibrary.com
By Joe Vitale
This is a complete collection of Joe's most popular products.

HypnoticMarketing.com
By Joe Vitale,
This ebook book shows you techniques on how to make your publicity, emails and websites hypnotic. It also includes Joe Vitale's 3-step marketing strategy called "Guaranteed Outcome Marketing," which can increase your business by 70% -- in less than 90 days

HypnoticWriting.com
By Joe Vitale
This course, by Joe Vitale (recognized by many as the best copywriter in the U.S.), shows you how to use "hypnotic" tricks in your writing to get people to more easily agree with you. A must for anyone who wants to write persuasively.

AdvancedHypnoticWriting.com
By Joe Vitale
This ebook is the unparalleled sequel to Joe Vitale's blockbuster "Hypnotic Writing." It reveals how to use the phenomenon of hypnotic suggestion to turn your words into cash.

HowToWriteHypnoticArticles.com
By Joe Vitale and Larry Dotson
This ebook tells you how to get free publicity by writing hypnotic articles for e-zines and Web sites -- in 7 minutes or less.

HowToWriteHypnoticEndorsements.com
By Joe Vitale and Larry Dotson
This ebook shows you how to write persuasive endorsements that can help you increase sales.

HowToWriteHypnoticJointVentureProposals.com
By Joe Vitale and Larry Dotson
An ebook that tells you how to get free advertising for your business by writing hypnotic joint venture proposals.

HypnoticSellingTools.com
By Joe Vitale and Larry Dotson
Learn how to influence your prospects' subconscious minds with these 1739 hypnotic words, phrases and sentences.

HypnoticWritingSwipeFile.com
By Joe Vitale and Larry Dotson
This is a collection of over 1,550 copywriting gems that took Joe Vitale and Larry Dotson years to compile. This is their personal swipe file that they use to create world famous sales letters responsible for generating millions and millions of dollars of revenue.

ImpulseInternetMarketing.com
By Joe Vitale and Dr. Scott Lewis
This ebook tells you how to use 49 psychological tricks Las Vegas casinos use, to make your business pay off like a slot machine.

SubconsciousInternetMarketing.com
By Joe Vitale and Larry Dotson
Learn how to bypass your prospects' unconscious minds and get them to buy anything you sell

CreateAdvertisingThatSells.com
By Joe Vitale
An interactive online video advertising course featuring book, workbook, and video instruction that has been one of our bestsellers. And since we can all learn from the masters, it also features several reproductions of hugely successful ad campaigns.

HypnoticTrafficTools.com
By Joe Vitale and Larry Dotson

Hypnotic SellingTools.com
By Joe Vitale and Larry Dotson

Posted by ralph at 06:17 AM |