11 The Great Intimacy Secret
Y
ou should notice something about the “stupid” web copy you
just read, as well as the before and after copy you read.
You should note the same insight about these very words you
are reading right now. In fact, you should notice this characteristic
in virtually all Hypnotic Writing.
What am I talking about?
Intimacy.
As you read those earlier words from the stupid.com site, you
probably sensed a personality behind the words. As you read these
words here, by me, you probably get a feel for my personality.
This secret is one of the greatest keys to creating Hypnotic
Writing. People buy from people they like. When you allow your
personality to come through, people feel a sense of intimacy with
you. They begin to trust you. And like you. Rapport is built. And
sales happen.
All of the great copywriters that I can think of wrote in their
own voice. They didn’t try to be someone else. David Ogilvy wrote
like David Ogilvy. Dan Kennedy writes like Dan Kennedy. Joe Vi-
tale writes like Joe Vitale. I don’t try to be Dan or David, and they
don’t try to be me.
This lesson is of enormous importance. What it means is this: