Hypnotic Writing

Action, pain and pleasure as

motivators of, 60–69

Active language, 211

Advertising(Goode), 82

“Afformations,” 206–207

Agatha Project, 15

Aikido, 79

Allen, Steve, 91

Analogies, using, 106–107

Analogy Book of Related Words,

The(Glasser), 106

Anthony, Robert, 139–140

Aristotle, formula for

persuasion, 61–63

updated, 63–69

Art of Readable Writing, The

(Flesch), 220

Attention, getting reader’s,

99–102

Autogenic training, 2

Barnum, P.T., 82

Barton, Bruce, 128, 206, 224

Before-and-after statement, in

headline, 188

Benefit, promising of, 179–180,

186–188

Blogs, 166–169

Books, hypnotic, 219–221

Boxes, around text, 136

Bradbury, Ray, 97, 193

Braid, James, 2

Breaks, importance of taking,

131

“Breakthrough,” using in

headline, 184

Breakthrough Advertising

(Schwartz), 67

Breakthrough writing, 115–117

Brown, Peter, 4

Bullets, using in copy, 134

Burton, John, 13, 200

Butterworth, Eric, 96–97,

194

Buying trance, 16, 59

“Calling in” target audience,

179

Caples, John, 178

Carr, Allen, 4

INDEX

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