Or say you are selling a weight loss product of some sort. You
might use a headline such as
Want to lose weight?
What you are doing is rounding up the people who will want to
buy from you by focusing on their problem or issue.
Again, say you are a massage therapist with your own site. Your
headline at the top of your website might be
Stressed? Want to release your tension in 30 minutes or less?
By now you should grasp what I’m doing here. I’m simply ask-
ing myself, “What is the problem my visitors are having?” What-
ever it is, I create a lead headline at the top of my web site that
speaks to it.
That’s step one: focusing on the problem.PROMISE
You got their attention with step one. Now mention your promise.
Using the “heel spurs” headline from earlier, a follow-through
might be
New herbs reduce or remove heel spurs in 30 days.
And the second example on losing weight, might read
New nondiet approach relies on your mind, not your food,
to lose weight fast.
And the massage therapist example might read
My hands have eased 3,500 bodies just like yours. I can help
you, too.
As you can probably gather, what you are doing in this second
step is explaining how you solve the problem mentioned in the first
step. This will keep people reading. If you are truly focused on their
problem, you will be putting them into a waking trance with Hyp-
notic Writing.HYPNOTIC WRITING