Hypnotic Writing

Quiz, about hypnotic writing,

192

Quotes, using, 107–108, 134

Raphel, Murray, 125

Rapport, as key to success, 78

Readers:

getting attention of, 99–102

getting into ego of, 20,

22–25, 176–177

giving readers what they

want, 123

kinds of, 212

meeting needs of, 77–80,

148–151

quizzing of, 182

understanding mind of,

58–59, 144–147

visualizing of, 115–116

“warning” in headline, 186

writing to just one, 116

Reading aloud, 130, 212

Reese, John, 224

Relaxation, 97–98

Reminders, as triggers, 174–175

Repetition, power of, 81–83

Research, importance of,

109–111, 207–209

Reverse type, using in headline

but not in text, 186

Revision, 189–190

Reward, persuasion and, 217

Rewriting, 99–102.See also

Editing

checklist for, 215–216

copy connectors, 190

knowing when to stop, 132

openings, 189–190

secrets of, 211–213

tips for, 103–108

Robert Collier Letter Book, The

(Collier), 208, 219–220

Rosen, Sam, 50

Ruskin, John, 118

Ruth, Babe, 122

Sarno, John, 4

Scarcity principle, 54–55

Schank, Roger, 137, 139–140,

174–175

Schultz, Wilhem, 2

Schwab, Victor, 220

Schwartz, Eugene, 67, 193

Scott, DeWitt, 129

Sea Wolf, The(London),

152–154

Self-criticism, 84–86

“Sexy” writing, 133–136

Shakespeare, William, 4

Silvester, Trevor, 204

Similes, using, 104–106

St. John, Noah, 206–207

Stampede Secret web site,

40–43

States of Equilibrium(Burton),

200

Stories:

asking questions in, 164–165

on blogs, 166–169

connotation and denotation

in, 160–163

in e-mails, 170–172

INDEX

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