Ending, cutting copy’s, 128
Engagement, persuasion and,
217
Enthusiasm, exhibiting in
writing, 126
Erickson, Milton, 2–3, 112–114,
141
Events, visualizing, 115
Excitement, in writing, 116,
208
Facts, importance of
researching and including,
109–111, 207–209
Faulkner, William, 133
Flesch, Rudolf, 220
Forbidden Keys to Persuasion,
The(Warren), 162–163
Fortune at the Bottom of the
Pyramid, The(Prahalad),
8–9
Franklin, Benjamin, 111
Free offer, making, 180
Gafner, George, 16
Gallwey, W. Timothy, 84, 87, 88,
90
Garfinkel, David, 206
Garn, Roy, 122
Glasser, Selma, 106
Glocheux, Dominique, 221
Goals:
persuasive writing and,
121–122
setting of, 87–88
Godefroy, Christian, 221
Goode, Kenneth, 82
Grammar, free help with,
130–131
Graphics, 215, 216
Guarantee, offering, 185
Hatch, Denison, 220
Headline writing, 177–188,
208
Healing Back Pain(Sarno), 4
Hemingway, Ernest, 127
Hogan, Kevin, 66, 203, 220
Honek, Walter, 82
Howard, Vernon, 63
“How One Hypnotic Story
Brought 15 Automatons
to My Door” (Vitale),
141–143
“How to” headline, 181
How to Think Like Joe Vitale
(online program), 221
How to Write a Good
Advertisement(Schwab),
220
How to Write Letters that Sell
(Godefroy and Glocheux),
221
Humor, in headline, 186
Hypnosis, 1–3, 58–59
Hypnotherapy(Elman), 26
Hypnotic Brain, The(Brown),
4
Hypnotic dialogue process,
144–147
Hypnotic Language(Burton),
13
Index
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