30 How to Persuade Readers to Your Side
S
ooner or later you will have to write a letter or document to sell
someone something. How will you do it? How will you per-
suade people to your way of thinking? This is probably the most
challenging assignment there is when it comes to creating Hyp-
notic Writing.
I find the whole subject of persuasion absolutely riveting. I
am fascinated by what it takes to move people, to motivate them,
to get them to act. As you and I both know, the pen is powerful.
Writing can cause—or stop—wars. Writing can make—or
break—sales campaigns.
What does it take to create Hypnotic Writing that persuades
people to yourway of thinking? That’s the subject of this section.
Here are the steps I think you need to keep in mind when attempt-
ing to create writing that sways people.
KNOW WHAT YOU WANT
Before you do anything you must know what youwant to accom-
plish. What is your goal? What is your objective? When people read