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Posted - 09/16/2004 :  11:55:23 AM  Show Profile  Reply with Quote
"How to Create Hypnotic Headlines"
by Joe Vitale

Dr. Scott Lewis is a comedy-hypnotist performing at the Riviera
Hotel every Monday night in Las Vegas. He called me one day
wanting a truly hypnotic ad to run in the local newspapers to
pull in college students to his show. I asked him to tell me
what he already had in mind for the ad. Here's what he told me:

"I'm thinking of using the headline 'Come do outrageous things
at the Riviera next Monday night'."

What do you think? Me, I didn't think it was a very hypnotic

For one thing, it's not engaging. It just sits there. It's
slightly active, in the sense that it says "come do outrageous
things," but that's not enough to truly mesmerize busy readers
of newspapers. Not today. And not college students.

For another, his headline would eliminate all the shy people
from going to the show. They might be afraid they would get
hypnotized and look stupid in front of their friends. After
all, far more people want to be spectators than performers.
Scott would miss his target audience.

I advised Scott to try the following headline instead:

"What outrageous things will you see your friends and others do
next Monday night at the Riviera?"

Now we have something truly hypnotic.

First, the question involves the mind. It forces you to begin
thinking of WHAT you will see next Monday. And it begins the
process of having you IMAGINE outrageous things.

Second, this new headline isn't confrontive. Good hypnotic
headlines sneak in under the radar and deliver their message.
This new ad says what will "your friends and others" do, not
what will YOU do. See the difference? It makes it safe for you
to go to the show. Your friends "and others" are going to look
like fools, not you.

All headlines can be improved by doing just three things:

1. Make them engaging.

My favorite way to engage people is to ask an open-ended
question. How can you use an open-ended question when writing
your next headline? (I can hear your mind whirling.)

2. Make them curious.

People are naturally curious. Appeal to their curiosity and you
can hypnotize them into doing almost anything. What can you
make them do with a curiously hypnotic headline? (Note how your
mind is again buzzing.)

3. Make them short.

When Scott asked me to review the ad with my new headline, I
realized we could add a shorter headline before the longer one.
This way we could telegraph our message and then pull people
into our hypnotic headline. So I advised him to make the main
headline, "Think you've seen outrageous?" We then used the
longer headline ("What outrageous things will you see your
friends and others do next Monday night at the Riviera?") as the
secondary headline. Don't be afraid to use two headlines, as
long as the first one is short and leads into the longer, more
hypnotic one.

Finally, how did the new headlines pull for Dr. Lewis? Just
call the Riviera in Vegas and try to get into his "Hypnolarious"
show next Monday night. You'll find his show packed -- and
you'll be amazed at the outrageous things you'll see your
friends and others do on stage there!

Joe Vitale is world's first Hypnotic Writer.
Click here to learn how you can hypnotize people into buying your products and services

Dr. Laura De Giorgio
Free hypnosis articles, MP3 downloads
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