Hypnotic Writing

PROOF

Next, you need proof. We live in the age of skepticism. People are
used to going to web sites and hearing wild or unsubstantiated
claims. Their guard is up. Not only that, but the Federal Trade
Commission (FTC) is watching you. They want proof, too, that
you can deliver. So step three in my formula is to focus on your
proof, or your evidence. These can be in the form of a guarantee,
testimonials, or anything else you can think of to convince people
you are being honest with them. Examples might be

Your heel spurs will disappear in 30 days or you can have all
your money back.
11,500 people healed of heel spurs so far.
Research shows people lose an average of 33 pounds with this
new plan.
You will feel so relaxed from my massage that you will fall
asleep on my table.
And so it goes. Again, what you are doing is proving your
promise. This is where you bring in your evidence that your
promise will work.

PRICE

Finally, you need to ask for what you want. If you want people to
sign up for your newsletter, say so. If you want them to buy your
product, say so. If you want them to call you, say so. People want to
be led. But they won’t take action unless you spell it out for them,
and tell them the price for doing so. Examples might be

If you don’t take care of those heel spurs today, where will you

be tomorrow?

Order our special herbs right now for only $19.95.

MY UPDATED FORMULA

Philosopher Vernon Howard once said, “If we believe in the neces-
sity of trying to win over others, we will also believe in the need for
wearisome scheming.”

Two Ways to Cause Action