steak. They focus on the benefit, not the feature. They always hide
the secret. They always sell the dream.
These are important lessons.
One description might say, “Watch your audience explode in
laughter when you produce a duck from your bare hands. No ex-
perience necessary. Easy to do.”
That’s hypnotic. It focuses on what you the magician want—to
be the popular entertainer with no hard work to accomplish it.
Let me give you a longer example and dissect it for you.Welcome to the Denny & Lee Magic e-Newsletter
Scott Alexander “Final Answer” Bill in Lemon
I have been waiting for this to be finished for quite some time
now. Scott Alexander, the manager of our Denny & Lee Magic
Studio in Las Vegas, has created quite a name for himself with
the release of his two DVDs, Midnight Showand 10 O’Clock
Show. That was your first introduction to Scott Alexander.The preceding sets the credibility level high. He’s done DVDs
before. He’s the manager of a magic studio. This is no armchair
magician. This is a pro. This copy creates trust, a very powerful in-
gredient in Hypnotic Writing.
Now he has released his version of the Bill in Lemon. These
will be ready to ship in about two weeks. Due to the limited
number of pieces in the first run, we are taking preorders
for these units as they are sure to sell out very quickly. That’s
where being a subscriber to our newsletter pays off. These
units will notbe sold in every basement dealer’s “Internet
office.”This paragraph milks the famous scarcity principle to the hilt.
When something you want is hard to get, then you reallystart to
want it. When Gene Schwartz’s famous book on advertising,Break-
through Advertising, showed up on eBay, it sold for $900. Why? Be-
cause it was rare and dearly sought. Years ago I wanted aHYPNOTIC WRITING