“The strategies in this book will teach you how to checkmate the
competition!”
I could go on and on. Use The Analogy Bookto alter mediocre
lines into sentences that tap dance and sing. You don’t want to
change every line into a new phrase, but doing it now and then
adds incredible color to your writing.
Try it!
USE A BOOK OF QUOTES
What does that quote have to do with Hypnotic Writing? Noth-
ing. But it sure looks good on the page, doesn’t it?
That’s the first reason to use quotes: They are visually appealing.
Readers want to see quotation marks in your writing. They want
dialogue because dialogue is alive. Using quotes is one way to get
dialogue (or what looks like dialogue) into your writing.
Considering all the books of quotations I see at the bookstores, I
know that people love quotes. They are short, usually wise, often
witty, and usually said by someone we all know (like Kennedy).
The goal for you and me is to find quotes that addto our writing.
Here’s an example:
When I was working on my Thoughtline sales letter, I kept
thumbing through books of quotations. One of my favorites is
called The Wit and Wisdome of Mark Twain. As I was flipping
through its pages, my eyes caught sight of this quote:
“A man’s intellect is stored powder; it cannot touch itself off; the
fire must come from the outside.”
A light bulb flashed over my head (my wife saw it) and I knew
that was the quote to include in my sales letter. So I used Twain’s
How to Make Your Writing Walk, Talk, and BreatheLet us resolve to be masters, not the victims, of our history,
controlling our own destiny without giving way to blind
suspicions and emotions.
—John F. Kennedy