Hypnotic Writing by Joe Vitale
Book Review - 2.5 Stars
I had looked at "Hypnotic Writing: How To Seduce and Persuade Customers With Your Own Words" by Joe Vitale a number of times in the shop before I bought it.
I was certainly intrigued and Joe Vitale has created a great brand using the word hypnotic. Who doesn't want their marketing and copywriting to put prospective copywriters in a buying trance?
But when I read Hypnotic Writing I was very disappointed.
It is written with a knowing style.
"I'm going to make you do something...see I told you I was going to make you."
Well Joe, you made me throw the book across the room with frustration a few times.
The book is redeemed by an excellent chapter on headlines with 30 ways to write an hypnotic headline. Some say you should spend 80% of your time crafting and testing the headline because, provided you have a good list, the headline can be responsible for up to 90% of your success.
Hypnotic Writing has limped to a 2.5 star review.
It is lucky to stay in my library but according to Amazon readers it is another book I'm wrong on. The 5 and 4 star reviews outweigh the 1 and 2 star reviews by a big factors.
See Amazon.com or Amazon.co.uk (affiliate links)
Perhaps the bigger issue is not one of taste but:
Does Hypnotic Writing Work?
You can forgive a lot of things if something works.
So does Joe Vitale and his ideas on hypnotic writing create a buying trance?
Well here's the kicker.
I bought Hypnotic Writing, read it, threw it across the room several times, didn't like it but ...
...still bought Hypnotic Writing 2.0 (affiliate link) when it came out earlier this year.
perhaps there is more in this than meets the eye at first.
I tracked the launch of Hypnotic Writing 2.0 in my Emotional Marketing post and I have re-printed the launch emails. Many left me absolutely cold. Attempts to create curiosity when I just didn't care but then, one email hit my buying trigger and faster than I knew, I was downloading my goodies.
This is the special thing with copywriting. It can only take one connection when you get it right to convert a sceptic into a buyer.
I'll let you know what I think when I eventually find the time to read Hypnotic Writing 2.0.
Other Copywriting Books and Resources
I have a lot that I need to review but the ones I recommend that you look at are:
- Dan Kennedy The Ultimate Sales Letter
- Yanik Silver Instant Sales Letters - templates and copywriting advice (see my sales letter templates review)
You can also see a wider range of copywriting tips on my main Business Coaching blog.
For other books you may be interested in please see Copywriting Book Reviews