I could go on and on. For example, sometimes I end a letter with
“Stop buy and see us.” Few note I used the word buyinstead ofby.
The mind sees it as “stop and buy.”
I learned this subtle hypnotic method when a friend of mine out
of town ended an e-mail with the words “Take car.” He meant to
say, “Take care.” He slipped and wrote “Take car” as a way to speak
to my mind and urge me to drive and see him.
In short, these “mind gaps” can be cause for confusion or for
communication. The idea here is to use this principle to control
how your reader pieces together your offer in your sales letter.
What you tell them and how you tell it to them will create a picture
in their mind, which creates their perception, which istheir reality.
I remember an episode ofThe Simpsonswhere the unsophisti-
cated bar owner, trying to seduce his date by offering to take her to
dinner, said, “They have steaks there as big as toilet seats.”
His description ruined the moment. Associating a steak with a
toilet seat made the steak very unappealing.
When I was growing up, my father used to say he was proud of
being bald. He would explain, “Grass doesn’t grow on a busy
street.” His description created the impression—the perception—
that bald people are thinkers.
But then one day someone told my dad, “You know, grass doesn’t
grow on concrete, either.” This new description created a new per-
ception.
Which is real? Both are.
When you are composing your Hypnotic Writing, be careful to
lead your reader’s mind where you want it to go. Again, how you
describe your offer, price, or product will determine how they per-
ceive it. And their perception istheir reality.
Trevor Silvester, writing in his book WordWeaving: The Science
of Suggestion, says: “We can never know reality.”
Chew on thatfor a while.HYPNOTIC WRITING