The 8-Part Hypnotic Selling Ecourse by Larry Dotson Copyright © 2006 by Larry Dotson, LLC. All rights reserved. Reproduction and distribution are forbidden. No part of this publication shall be reproduced, stored in a retrieval system, or transmitted by any other means, electronic, mechanical, photocopying, recording, or otherwise, without written permission from the publisher. This publication is designed to provide accurate and authoritative information with regard to the subject matter covered. It is given with the understanding that the author and the publisher are not engaged in rendering legal, intellectual property, accounting or other professional advice. If legal advice or other professional assistance is required, the services of a competent professional should be sought. Larry Dotson and Larry Dotson, LLC. individually or corporately, do not accept any responsibility for any liabilities resulting from the actions of any parties involved. Lesson #1 How To Write A Hypnotic Sales Letter! by Larry Dotson Writing a sales letter is comparable to creating a hypnotic script. The hypnotist recites the script to a person in order to persuade them to focus on something that will change their mind or behavior. One of the simplest ways to get your prospects to focus on your ad is to get them to relax and trigger their imagination. You can get them to relax by just suggesting they do something relaxing. It could be by telling them to turn on some relaxing music, get comfortable, close their eyes for a few seconds, etc. The more relaxed your prospects are the more receptive they will be to your suggestions or message. You can trigger your prospect's imagination by using imaginative suggestions. An example: Imagine being totally free from debt. That single suggestion can create emotions and mental scenes in your prospects mind. Those emotions and mental scenes then can persuade your prospect to buy. There are many ways to trigger their imagination. You could have them imagine past memories, past feelings, future experiences, future emotions, present events, etc. It could be a pleasurable or painful experience that influences them to buy your product. In conclusion, the goal of your sales letter is to change your prospect's mind or behavior so they buy your product. Relaxation and imagination are two powerful tools of persuasion. People relax and imagine all day long on their own without realizing it. You're just simply suggesting it to them in your sales letter. Lesson #2 The Power Of Subconscious Marketing! by Larry Dotson When you persuade your prospect's subconscious mind to do something, their conscious mind will usually follow. This is true even if the conscious mind disagrees with the subconscious. For example, your prospect may make a conscious choice not to buy your book on getting over shyness until his subconscious mind suddenly imagines himself meeting and talking to the girl of his dreams with confidence and without being shy. We've all experienced that same buying pattern thousands of times. Your subconscious mind changed your conscious mind's decision not to buy. How many times have you bought something that logically you knew you could not afford, but subconsciously you imagined the pleasure and positive emotions you would receive as a result of buying? The subconscious mind can be persuaded by many things like visuals, imagination, rhythm, repetition, emotions, etc. The conscious mind usually deals with logic, words, numbers, problem solving, etc. You may not realize it but your subconscious mind is being influenced when you watch TV shows, commercials, listen to music, daydream, read a story or find out information, look at art or a picture, etc. Whatever your subconscious mind is focused on it will believe, whether it's real or false. The subconscious mind isn't choosy, it accepts any information directly or indirectly through our five senses and stores it. It even records background noises, conversations and visuals you're not even aware of. So, as a business, your main goal is to bypass your prospect's conscious mind and persuade their subconscious mind so that eventually, the subconscious "desire" will win. Lesson #3 How To Tap Into Your Prospects' Mind And Influence Them To Buy! by Larry Dotson It's important for your sales letter to tap into your prospect's subconscious mind and trigger their imagination. It will then create and direct a mental movie or scene that will persuade them to visit your web site, subscribe to your e-zine, buy your product, etc. Their mental imagery will actually influence their conscious mind and body to take action and buy. Triggering people's imagination is not like controlling their mind. Their imagination is being triggered all day long by TV, pictures, radio, other people, movies, things they read, etc. People have complete control over what they imagine. It's not like when you unconsciously dream every night. People use their imagination every day. We all con- jure up thousands of images in our heads. People use their imagination to solve problems, to rehearse a future situation, to remember things, to escape their reality, to mentally practice certain skills, to brainstorm, etc. For example, maybe you imagined what you were going to have for breakfast, lunch or dinner. You mentally smelled it, tasted it, saw it, felt it or even heard it cooking. It could have affected you physically too, your stomach may have started growling, your mouth may have watered, you may have smiled and you may have licked your lips. Think about this, the food you imagined wasn't there, your subconscious mind didn't distinguish between fantasy and reality. Do you see how powerful the imagination can be? Now how about I suggest you visualize something. Make yourself comfortable. Relax in your chair, close your eyes and imagine a juicy, tender steak seasoned to perfection. Take your time. Enjoy the experience. If you like steaks, you most likely had some of the same experiences happen to you which were described above. The visualization above was open-ended. I just suggested what to imagine and you did the rest. You created the mental movie or scene. You used your inner senses, past experiences and future visuals to experience it how you wanted to. It happened so quickly that you weren't consciously aware of it. I also suggested that you should relax; relaxation is one of the key ingredients used to open up your prospect's subconscious mind to be receptive to your suggestions. People often relax by getting com- fortable, closing their eyes, wearing loose clothing, etc. Sometimes it might be difficult to anticipate which mental suggestion will trigger your target audience to buy. You should study, survey and communicate with them regularly to know which images will persuade them to order your product. The more targeted your suggestion, the less distance it needs to travel to reach their subconscious mind which means it will persuade them more quickly. When you trigger your prospects' imagination they can go into a flow state or zone. It's like when you are totally focused on a movie or thought and you don't pay attention to anything else. You have no time awareness, just like in your subconscious mind. This flow state can lead them right to your ordering page! Lesson #4 How To Put Your Prospects In A Hypnotic Trance! by Larry Dotson A trance is when you are strongly and continually focused on a feeling, thought, vision, mood, emotion or idea. Usually it takes repetitive actions by a person to gain your attention. You have likely been in a trance at least a few times this week. Haven't you ever been reading a book, watching TV or listening to music and your parent or friend said something like "Are you ignoring me?, I've asked you three times what you wanted to eat for dinner?" And you say something like "No, I was just watching this really cool show on sharks". See, you have been in a trance plenty of times and didn't even know it. Just think how many products you could sell if you could put your prospects in a trance? Well you can, if you follow these very important steps. First, you have to give them a feeling, thought, vision, mood, emotion or idea they will focus on. This can be accomplished by using an appealing headline or visual. Now, any one can have thoughts and still be able to concentrate on other things. Next, your goal is to influence them to continually focus on it. You need to make sure each and every word, phrase and sentence is interesting enough so they keep reading and thinking about your offer. How do you accomplish this? You need to use words and phrases that appeal to their emotions and thoughts. For example, if you were selling an ebook on eliminating your credit card debts you could say: No more living pay check to pay check. (or) Eliminate those harassing creditors calls once and for all. Each word needs to take them step by step by step into a continuing trance. You don't want any boring or irrelevant information to interrupt the trance. Finally, when you ask for the order they will be so involved that they'll have to order to keep the enjoyable trance continuing. Lesson #5 How To Create A Hypnotic Illusion! by Larry Dotson You need two special ingredients to make this marketing strategy work successfully. You will need a product that your target audience will perceive as being extremely valuable and something that you can afford to giveaway. What is this secret, you ask? Tell your visitors they can have your product at no cost if they advertise your web site. You can make your product extremely valuable by selling it. Write up a persuasive, full page ad for the product & set up a real ordering system. The higher the price you charge, the more people perceive it as being valuable. A word of warning, don't price it at an unbelievably high price. So how can you afford to giveaway a high priced product? Simple. Write an information product that can be delivered over the Internet. For example, ebooks, fee based web sites, reports, etc. You won't have production or shipping costs. Now the strategy kicks in. A person visits your web site, sees the ad for your information product and perceives that product as being valuable. Right after the price of your product, tell them they can get the product at no cost, if they agree to either place your ad on their home page or run your ad in their e-zine for a specific amount of time. If they don't have a web site or e-zine, you can also set up a script so they could refer 3 to 5 friends or e-mail your home page to a friend. You win either way! Free web site marketing or you will make a huge profit. And it's viral; when one person promotes your web site you'll get new visitors to promote your web site and so on. Lesson #6 How To Add Hypnotic Emotion To Your Offer! by Larry Dotson Your ad copy can trigger your prospects to become emotionally attached to your product. Emotion is a feeling or human reaction to an inner or outer event. People go from one emotion to the next all day long. Your ad needs to create an emotion that persuades them to buy. Before you write your product ad you need to figure out which emotions will influence your audience to buy. You could imagine being in their shoes, survey them, interview some of them and communicate with them regularly. There are many channels nowadays which you can use to communicate with them like e-mail, chat rooms, message boards, phone, instant messaging, video conferencing, etc. Once you know the emotions to trigger you now have know how to deliver them to your prospects. One of the best ways to trigger a particular emotion is by arousing your prospects imagination. For example, imagine meeting the person of your dreams. That simple statement can create mental movies that then create your targeted emotions. You can have them imagine the past, present or future. Another way is to mention the targeted emotion in your ad copy. For example, remember a time you felt totally excited. Their subconscious mind will search for a time when they felt that way and then will eventually start reliving that emotion. In conclusion, you want your ad copy to trigger emotions that persuade your prospect to buy your product. First, you must know the targeted emotions, then trigger your prospects imagination or memory to search for the emotion and finally they feel or relive the emotion and buy. Lesson #7 3 Hypnotic Copywriting Tactics! by Larry Dotson 1. You can build credibility with your prospects by telling them you can't solve all their problems, but you can solve a percentage of them. For example: My product can't eliminate all your problems, but what if it could take away 97.5% percent of them. How much better would you feel? With this technique you wouldn't be making those unbelievable claims. Your prospects would know for sure you're not lying to them. It will increase your credibility and make them confident enough to buy your product. Using a percentage makes it easier for your prospects to understand just how much better their situation could be. 2. Stun your prospect by telling them the negative things they are probably thinking about your product or business. Then tell them the negative effects of thinking negative about your product or business. For example: You're probably thinking this marketing book is like all the rest you've wasted your hard earned money on and you'll go on with your business losing sale after sale until your finally have to go out of business. 3. Give your prospects an image of two different paths they can take; one if they order your product and one if they don't. For example: Imagine yourself at an intersection and you clearly see two different roads on which you can turn on. One where you can chose not to buy our product and continue to have your problem or one where you can buy our product and eliminate your problem. Which road will you chose? Lesson #8 3 Hypnotic Selling Tools! by Larry Dotson 1. Identify your prospect's defense mechanism for not buying. Explain to them it's normal and everyone has one. For example: Should you have any thought about not buying our product, it's just a little defense mechanism that everyone has in their brain. It's there because other businesses have ripped off your money in the past. You don't want it to rule your life, do you? 2. Tell your prospects that their problem is gradually disappearing as they are reading your ad copy. For example: As you continue to read this ad copy you feel your problem slowing disappearing the closer you come to investing in our product. By telling them this their brain will trigger them to start to feel this way and compel them to buy your product. 3. Ask them to rate their problem between 1 and 10 with 1 being bad and 10 being good. Then use a chart on your ad copy similar to this one: 1-4: You really need our product. 5-7: You should buy our product. 8-10: Our product could help. Your prospects will associate the number to the level of their problem. This will make it easier for them to understand just how much they need your product.