If you pick up a letter and it is a solid block of type, do you want
to read it? Probably not. It’s not inviting. It looks like work.
Instead, make your writing attractive. How you lay out your let-
ter can make people like it before they even read it. I suggest you
play around with how your letter looks so it gives a very interesting
first impression.BE SOLD ON WHAT YOU’RE SELLING
This may be the most important point. You can’t sell what you
don’t believe in. This is a fundamental law in persuasion. How can
you sell a car you wouldn’t drive yourself or a book you haven’t
read or a software program you don’t use? You can’t!
Enthusiasm sells people. And you cannot persuade anyone of
anything unless you are first convinced. Emotional appeal and all
the other tips will fall in line ifyouare sold on what you are saying.
Don’t try to write anything if you don’t honestly believe in what
you are writing about.
Follow these guidelines, think about your readers’ emotional
concerns, and talk to them in a way they can’t ignore. If you do so,
you’ll create writing that is both persuasive andhypnotic.HYPNOTIC WRITING