‘Your are feeling sleepier and sleepier… and as I count from one to ten, you will fall asleep’, a hypnotist is giving suggestions to a group of people on a dim stage, in a soothing voice. All spectators so are excited to see what happens next.

This is a typical image that comes to your mind when you think about hypnosis. The moral of the story is not that you can make people sleep, but you CAN induce trance.

What the stage hypnotist displayed is just one power of hypnosis: to make the subjects fall asleep at his suggestions. But making the customer sleep, is not going to help you or me in any way.

The focus of the article is ‘How to utilize the suggestibility of the human mind through written words, to trigger emotions that can improve the chances of making a sale’.

You don’t know it yet, but in a moment you will realize that you are already a very good hypnotists and you are outrageously successful in inducing trances into people with your words, actions, gestures and stories. In this article, you are going to learn to fine tune the skill and use it constructively.

What is hypnotic writing, anyway?

Any writing that triggers images, sounds and emotions in the readers mind is a hypnotic writing.

A book that engages you is an example of hypnotic writing. A movie that makes you forget time is also an example of hypnotic writing in another form. A speech that triggers emotions in you is an example of hypnotic writing in another form.

Now let us see the ingredients of hypnotic writing and how you can start today to use it.

There are 4 main ingredients of hypnotic writing.

It grabs attention

It triggers targeted emotions in the reader

It gives covert suggestions

It calls the reader for action

Now let us look at each ingredient.

Any hypnotic writing or sales letter or speech will grab your attentions in the beginning. It uses a statement or a sound or a gesture or an image that drags your conscious mind. Now lets read it once again. A hypnotic writing grabs your attention by someway.

The best ways to grab the attention is using a sound or a question that is posed to the user.

"How can you convert your website into a hypnotic website?"

"What are the top 5 statements that grab the attention of any reader?"

"What are the top 10 questions that engage the reader?"

"What are the top 3 ways to give a suggestion to the reader?"

Once the reader’s attention is captured, then the writing keeps him engaged. It creates an interest, enthusiasm and an excitement about the story in the writing. One best way to engage any reader is to tell a story. Not any story but a story that is carefully composed to trigger the emotions that are linked to the subject of the story; the emotions that drive him to purchase the product.

"Few years ago there was an young girl who wanted to work as an air hostess. She worked so hard for the selections and the day of the judgment came"

"You out performed the requirement", spoke a member of the selection committee. She was rejoiced and her face is glowing.

Then came the word from his mouth, "But… we can not hire you".

She is speechless for a moment. And she asked, "Why?". There is a lot of disappointment in her voice.

"We wish you were a little bit fair looking", answered the man.

.

.

.

She is lying on her bed and crying. And then her grandmother came in opening the door with a lot of hope and enthusiasm in her face.

"Use this and we will see how they can reject you". She handed her a fairness cream.

In the next selection, she is hired because she is unbelievably fairer and is looking damn beautiful.

"I can do anything", she says confidently, "XYZ cream gives me tons of confidence every day".

This is the transcript of an ad for a fairness cream. Needless to say that, the fairness cream is a big success. If you observe the ad carefully, you see that the emotions of being beautiful, confident and successful are linked to buying the fairness cream.

What the ad doing here is triggering the targeted emotions and link them to the product. This is the most powerful strategy. Of course there are more advanced methods of triggering targeted emotions.

The next ingredient of hypnotic writing is giving suggestions, covertly.

For example, few months before, I was desperately looking for a spiritual book. I checked with the publisher and he said that they stopped publishing it long back as it is pretty old and there is no demand for it. But I need the book.

One day I got a call from a childhood friend. His grandfather gave him a bunch of properties before he passed away. He also told me that there are many old spiritual books in the gifts he is left over with.

My eyes became wide open. I asked if the particular book is there. He checked and told YES. In that moment I was the happiest guy. I immediately offered him money for the book.

"No. I am sorry I can not sell you these books. I am forbidden", he responded.

"Is there any particular reason, Murli?", I asked him.

"You know, my grandfather told me not to sell these properties at any cost. He wanted me to keep them with me", he told.

Immediatley I told him a story.

"Murli, I remember a story. Long back there was a Brahmin who had a beautiful sword. He gave it to his only son and passed away. He ordered him not to sell the sword for any reason and it is a family heredity.

This Brahmin used to perform a ritual every year at temple with the sword. One day the servant of the king saw the sword and wished it would be good for the king to have such a sword.

The servant told the king that for the next anniversary, if the king had the sword of the Brahmin, it would amplify his glory.

The king sent his servants to the Brahmin asking for the sword and offering him as much money as he wants.

The Brahmin says that, ‘I should not sell this sword, but I can give this as a gift to the king’…."

When I finished the story my friend became silent. After 10 minutes he called me back and told that he is willing to give me the books as gifts.

What I did here is, gave covert commands to my friend through the story, to gift me the books. When I narrated the story, my friend imagined it in his mind and he felt how it would be for the Brahmin to offer the sword as a gift. This is my targeted emotion. Eventually it led my friend to give me the old spiritual books.

Story telling is so powerful that what ever you tell in the story bypasses the conscious mind and enters the unconscious mind. Aristotle, once requested the mayor of Athens to expel all the story tellers from the kingdom, because they are doing a lot of harm through the stories. Can you imagine how powerful it is?

Calling for action is the most important thing to do. If you all the above four steps and assume that the prospect will take action, then you are sabotaging your efforts. Don’t assume. Call them for action. If you want them to buy your product then tell them ‘Buy the product here before it is too late’ or ‘Subscribe to the newsletter now’

Hypnotic writing is an art. It needs practice. The more you practice the more skillful you become.