In other words, many of London’s chapters end right when new
conflict bubbles up. You have no recourse but to keep reading in
order to resolve the tension London has created.
In essence, he has hypnotized you to keep reading.
I did the same thing at the beginning of this chapter.
When I said, “One thing I learned from Jack London is to
never ...,”I was setting you up for a lockdown in this chapter.
In short, I held your attention by not resolving the statement I
had begun and had bet you wanted to hear the ending of.
And that’s a secret to creating Hypnotic Selling Stories.
You have to keep your readers or listeners engaged. One way to
do that is to tell them you’re about to say something important—
and then go into a new subject, with the promise that you’ll return
to the original one in a minute.
Believe me, it works every time.
It got you to read this entire chapter, didn’t it?HYPNOTIC WRITING