Hypnotic Writing

Neurypnology, 2

News, in headline, 179,

180

Objections:

anticipating, 56

countering, 146–147

Ogilvy, David, 178–179,

207–208

Openings, revising, 189–190

Optical illusions, 201–202

“P.S.,” adding to letter, 125

Pain, as action motivator,

60–69

Paragraphs:

cutting first few, 128

rearranging, 211

using short, 134–136

Parker, Charlie, 98

Pavlov, Ivan, 108

Perceptions, changing of,

197–204

Perdue, Frank, 110

Perfection, as enemy of

hypnotic writing,

118–120

Personality, revealing in

writing, 38–39

Persuasion, 61–69, 121–126,

217–218

Pleasure, as action motivator,

60–69

Plous, Scott, 200

Point of writing, getting to,

117

Positive results, focusing on,

185

Power of a Magnetic Personality,

The(Conklin), 20

Power of Impossible Thinking,

The(Wind and Crook), 8,

9

Power of Outrageous Marketing

(Vitale), 221

Power Persuasion(course), 221

Prahalad, C.K., 8–9

Preoccupation, of readers,

122–123

Price, call to action and, 63, 68,

70–74

Problem, presenting in writing,

61–62, 68, 125

Product name, in headline, 183

Promise, making in writing, 62,

68, 70–74

Prompt, using, 97

Proof, providing in writing, 63,

68, 70–74

Psychology of Judgment and

Decision, The(Plous), 200

Psychology of the second

interest, 166–169

Puysegur, Marquis de, 2

Questions:

answering reader’s, 144–147

asking in writing, 164–165,

218

asking leading, 123–124

in headlines, 180–181

of typical reader, 77–80

Index

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