Writing on the Web from Patsi Krakoff, The Blog Squad

Hypnotic Writing? Jon McCulloch speaks out

Guest author Jon McCulloch emailed me from Ireland the other day in response to my posts about hypnotic writing as a sales copy technique. I asked Jon to share with everyone here his thoughts about Joe Vitale's Hypnotic Writing book:

Hi Patsi,

Your review of Joe Vitale's "Hypnotic Writing" was interesting, although you might enjoy another's perspective.

Vitale does have a lot of interesting stuff to say, although he's done the usual thing and hijacked a lot of pretty basic concepts we've known for a long time and just hung another label on them ("hypnotic").  A smart thing to do, of course, but let's not pretend he's invented anything new.

But my biggest objection to the book is the pseudo-science he employs to "prove" his claims. He's by no means alone in this, but since he's in the spotlight he'll be the one to "shine", so to speak.

First, for example, in several places he implies he can write copy to "compel" people to buy.

Gullible or not? Or just easy to persuade...

I had to let out a sigh of relief when re-reading Robert Cialdini's Influence: the Psychology of Persuasion. Seems the esteemed professor and expert on compelling behaviors admits to being somewhat of an easy sell himself. Which is why he says he started studying people who fall for sales scams and ways they are influenced to act.

Whew, I'm not alone. I love a good story and easily get roped in by expert copywriters. Even when I know an offer's too good to be true, I want to buy it just to see, to make it work anyway.

Hypnotic Phrases: Why they work

You might be curious if you read my previous post about Joe Vitale's book Hypnotic Writing. I don't think I did a good job of explaining why and how hypnotic phrases actually work for you when writing copy and blog posts.

You're probably savvy enough to spot the hypnotic phrases I used towards the end of the post as examples. I used them to illustrate tongue-in-cheek how to implant the suggestion of going over to buy the book on Amazon. But I know that much is lost on the Web when it comes to subtle attempts at humor.

I've been thinking a lot about how and why using certain phrases really do work to persuade readers. This is important stuff for anyone who wants to develop relationships with clients through writing, especially on the Web.

Here's why hypnotic writing works for your business:

It's about connecting with readers (almost intimately).

In person, you would think about establishing rapport through non-verbal behaviors and using your eyes and face.

In writing, you express how your reader is responding to what you write, what they might be thinking and feeling. And sometimes you are only guessing and suggesting...

Every time you use the word 'you,' you are connecting with your reader.

Wishy-Washy Writing: Just delete these 5 words

This is worth reading and not just because it echoes my thoughts every time I read someone's blog writing that's too wishy-washy: 5 Words You Can Cut Out, from the Daily Writing Tip:

1. just
2. really
3. quite
4. perhaps
5. that

I have to add two:

1. maybe
2. very

Every time you re-read your writing, be on the look-out for these wishy-washy offenders and make your writing stronger, better.

Copywriting Makeovers: Watch a Pro in Action

I don't know about you, but one of the best ways I learn about writing - especially writing sales copy - is by looking over the shoulder of a pro while they edit and tweak content to make it more effective.

When my first editor at the San Diego Union-Trib sat down with me and with a red pencil slashed through my first by-lined feature article, I rapidly learned how to make copy better. I remember fighting back the tears at the time, but boy did I learn quickly.

Now here's a chance to look over the shoulder of Lorrie Morgan-Ferrero as she tweaks copy in order to improve sales results. And, it's free. It all happens Tuesday January 22 at 2 p.m. ET. Here's where to register: http://snipurl.com/copymakeovers.

Here's why you should register: copywriting is THE most important skill you need to acquire when using the Internet to grow your business. Writing on the web involves copywriting skills, even when you're not writing a sales letter per se. That's because on the web, all you have are your words: they are your customer representatives and relationship managers. You must learn to write well.

Read more about this Copywriting Makeover Webinar presented by Lorrie Morgan-Ferrero of Red Hot Communications:

Special Offer: Red Hot Copy Combo Kit

I just got permission from Lorrie Morgan Ferrero to make available to readers of this blog "Red Hot Copy to Woo Your Target Market" at a special discount rate!

This is Lorrie's award-winning home study kit, along with the new 2 technique-laden CDs and bonus CD of fill-in-the-blank templates that will turn you into a copywriting genius in a few short hours!

Copywriting is THE most important skill for growing your business, and Lorrie teaches a style that is authentic and builds relationships with people. That's so important in our hype-filled world.

I'm excited because this was a special bonus offer previously only available to our mentor group Blogging and Beyond. If you've been wanting to learn how to write copy that sells, don't hesitate to get this package.

The bonuses alone are worth the price...

Red Hot Common Sense for Writing on the Web

The thing about Lorrie Morgan Ferrero and her copywriting teaching that is so valuable is that she cuts down  complex selling techniques into common sense tips for writing persuasively.

Whether you're writing a long sales letter or a short email marketing message, Lorrie says to:

1. Know who you're writing to (your ideal client or "tarket")
2. Spend some time crafting a killer headline
3. Use the present tense, not future
4. Cut out all unnecessary words
5. Use emotional words that trigger buying decisions
6. Collect samples of ads you like and use them to create your own
7. Time yourself for 30-60 minutes of writing; then take a break
8. Read the classics: Eugene Schwartz, Claude Hopkins, John Caples (www.twipress.com)

These are a few notes I took from our Blogging and Beyond mentor program teleseminar yesterday. (You can join by registering here: www.theblogsquad.net/mentor.)

None of these copywriting tips are revolutionary. And, like common sense, they are uncommon practices, especially by professionals who are expert in their field but new to marketing on the Web. The simple truth is you can't get far without learning copywriting for your business.

Lorrie makes it easy to learn.

Copywriting Made Easy: Faster, Better & More Fun

There is no question that whenever I sit down to write a sales letter for our business these days, I get the job done better, faster, and have more fun doing it.

I just wrote a 2,000 word sales letter this morning. Most of it is finished and it took me two hours so far.

I especially like the part where I talk about feeding the bulimic dragon...but wait!... You'll read it when it's finished!

I'm not bragging yet: the proof is in number of clicks that buy! What I am saying is that you too can learn how to do this.

Lorrie Morgan Ferrero helped me a great deal. Maybe she can help you too. Next Monday, we're having her reveal her top tips for speed copywriting success.

Storytelling Is Good Copywriting

Can you tell a good story? Do you easily reveal what's going on with you in your business? Better learn how to do this. Storytelling may be the most important key element to writing copy that persuades.

I'm reading The Story Factor by Annette Simmons, and it's full of wisdom that you can apply to writing sales copy. Stories do what facts can't: they connect with readers on a feeling level. They do more for building trust and credibility than anything else you can do in a sales letter.

In fact, here's my own story about this:

I’ve been studying emails and the authors who demonstrate what I clearly see as effective marketing copy. One such person whose emails I always scan is Lorrie Morgan Ferrero. This copywriting expert knows how to tell a good story.

16 Copywriting Steps: How to write a sales letter

Last week I joined colleagues at Lorrie Morgan Ferrero's one day copywriting workshop in Burbank. If you are selling information products online, or giving teleseminars, you will need to learn the basics of copywriting sales letters for landing pages.

Pictured here are Lorrie and I, and Lisa Manyon, Creative Writing Services, LouAnn Savage, and me.

Here's Lorrie Morgan Ferrero's copywriting steps for a sales letter:

1. Research first - Identify the problem, agitate, solve
2. Openings – open with stories- Stories are relationship building, lowers resistance, engages readers and connects with them
3. Copy should be scannable, use subheadings and lists
4. List the facts with bullets, features and benefits - State a feature, then say "so that..." and give the benefit of that feature to customers