Why so much copy? Well, this magic trick sells for four hundred
dollars. Yes, $400. (If you want it—I believe they have one and only
one left—see http://www.dennymagic.com)..) As you’ll see later in
this book, one of my secret principles is:The higher the cost, the
more copy you’ll need.
Again, magic catalogs can be a great resource for learning hyp-
notic copy. They teach you to focus on what people get. Whenever
you write copy, ask yourself, “What does the reader want?” Focus
on giving thatto them.
But before we go much deeper into copywriting, let’s peek be-
hind the door that says HYPNOSISon it.
How I Learned the Secret of Hypnotic Writing