Eric Butterworth, a famous Unity minister and prolific author,
would write what he called gibberish every morning, knowing that
after he had started this spontaneous writing, it would soon take
form and become his next radio sermon, weekly column, or book.
Dan Kennedy writes for one hour every morning, no matter
what. He’s one of the highest paid copywriters in the world.
What all of these writers are doing is keeping the door open to
their unconscious. They are allowing creativity to visit them. They
are letting the Muse know that they are available to receive new
information.
I’ve learned to trust my unconscious. This is actually very
hypnotic. Hypnotists know that our unconscious contains the
answers to virtually all our questions, and has access to more
than what we consciously know. This is why doing your home-
work in the research phase is so critical. You are feeding your
Muse, so to speak.
So my first big secret is that when I sit to write, I do it without
much of an idea of what I will say. I have an intention, yes, but not
a formulated plan. I’m doing that right now, as I type these words.
I’m just typing as fast as I can, letting my unconscious direct what
flows. I know I’ll edit this later. As long as I know what is exciting,
or unique, about the product or service I’m copywriting about, I’m
fired up enough to start my draft.
That’s my first secret.I DIALOGUE IN MY MIND
My second secret may seem bizarre. What I do is imagine I am
speaking to someone, telling them what I am writing, and I guess
what their questions are. In short, I talk to myself—or at least talk
to an imaginary reader in my mind.
In traditional selling, this is called paying attention to the
objections and answering them. It’s true in Hypnotic Writing
as well. You want to cover all the bases, answer all the questions,
give all the details, so your reader is well equipped to make a
decision.HYPNOTIC WRITING