Main

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