Hypnotic Selling—or, Where's the Magic?

by Dr. Joe Vitale
www.mrfire.com

I love magic. I know many magicians and often attend magic conventions and shows. I haunt the dealer room, where magic tricks are sold. I'm looking for the tricks that make people gasp in surprise and delight.

Unfortunately, most magic is on the level of a prank or kid's joke. That's not for me, so most magic that I see disappoints me.

But one day I met a magic dealer at a convention who was very friendly. He took his time with me, listened to my needs, and then responded with some truly hypnotic stories. For example:

"I went into one of those big discount stores," Mr. Williams, the dealer, began. "The woman behind the counter seemed bored so I decided to do a little magic to liven up her day.

"I asked her to pretend I had a deck of cards in my hand. I then let her shuffle the make believe cards, cut them, deal them out, and pick any card she wanted.

"Remember, all of this was done in her head," William explained.

"After I let her choose her card, I asked if she wanted to change her selection. She said no. I then announced that her card was the seven of spades."

Mr. Williams paused before telling me this next statement:

"Well, you could hear this woman's scream all throughout the store.

"But the story doesn't end there," he continued.

"There was a man and his son who heard the scream and went over to see what happened. The woman who saw the trick pointed at me and said, 'He just fried me by reading my mind!' They were all as white as ghosts after that."

As this magic dealer told the story, I could see it all happening in my mind. The details were rich enough to help me picture it in my head. And when he said the woman screamed, I felt that rush of excitement that said, "Get that trick, Joe."

And yes, I bought that trick.

This same dealer told me two more stories, about magic tricks he did for people and their reactions to them. In every case I was there, mentally, and I ended up buying the tricks.

If you haven't caught on yet, this is Hypnotic Selling at work.

I'm sure the magic dealer has no idea what Hypnotic Selling is. He does it naturally. So let's review some key points:

1. He listened to me.

He couldn't offer any suggestions or stories to me until he first knew what I wanted. So he probed to discover I wanted magic that made people gasp. That clued him to what he should offer me. Had I said I wanted magic for kids, I'm sure he would have told me a story about performing magic for kids. He tailored his story to me. Be doing so, he met me in my existing trance.

2. He told true stories.

He didn't make up his stories. He told me exactly what happened when he used these tricks in the real world. That subliminally communicated to me that he was honest, and that these tricks would work for me, too. People are always making conclusions based on the little information you tell them. Always be honest, so trust is there when it's time for the order.

3. He used lots of details.

He told me what store he went to, the name of the woman he performed the trick for (I left them out here, though), and all the details of her reaction. This brought the story to life in my mind and made it easy for me to see myself performing and receiving the applause. People will generally "live out" the story you tell them in their head. The more specifics you can offer, the easier it will be for them to relate to your story.

You get the idea. Hypnotic Selling is all about delivering a message to people that fits what they are looking for, and is delivered in a vivid way.

Do this and you'll see real magic. People will marvel at your storytelling skills -- and they'll pay you real money, too.

And that's the best trick of all.

Note: The magic dealer was Emory Williams, Jr. (WilliamsMagic.com).

Dr. Joe Vitale is the author of way too many books to list here. His latest title is "The Attractor Factor: 5 Easy Steps for Creating Wealth (or anything else) From the Inside Out." Register for his monthly complimentary ezine at http://www.mrfire.com/

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"Here is an interesting article that, I believe, gives a great perspective on the strategy behind writing a successful, income generating eBook"

"The #1 Secret to Selling E-Books Or, How I Found a Cure for Asthma"
by Dr. Joe Vitale

Jim Edwards and I have been laughing all the way to the bank for about three years now. It's good, loud, contagious laughter, too. Even some other people, now e-book authors like us, are laughing and dancing in the streets, as well.

Why, you ask? Why is every day Mardi Gras for us?
Our best-selling e-book, on how to write your own e-book in only 7 days How to Write and Publish an eBook in 7 Days, continues to be a #1 best-seller at Clickbank. Jim and I share nice big checks every two weeks. And many others, now e-book authors, also get nice checks.
I tell you, it's a VERY good feeling.

But not everyone is getting checks for sales of their e-books yet.
In case you are wondering why they aren't making money yet, and we are, let me tell you a secret about selling e-books online:
People easily buy needed information instantly -- if they know about it and are convinced it will work.

Now don't dismiss that secret by saying, "That's obvious, Joe." It isn't obvious. People are writing e-books and then scratching their heads when people don't buy them. They haven't understood this secret.
Let me repeat it:
People easily buy needed information instantly -- if they know about it and are convinced it will work.

Now let me illustrate this secret with an actual case study:
A few months ago I had an asthma attack on a flight from Denver to Las Vegas. I didn't know it was asthma at the time. I just knew my chest hurt and I couldn't breathe. It wasn't until we landed and I spent $5,000 in a Vegas emergency room that I realized I had asthma.
Lucky me. It ruined the trip to party town, for sure.

Back in Texas, I began my quest for a cure. I was told Western medicine doesn't have a cure. They medicate you to regulate you. But cure you? Nope.

I looked into Eastern medicine and began a long series of acupuncture treatments and herbal supplements. This helped me breathe better and feel better -- for about twenty-four hours. Still, no cure.
I then went online and continued my search.

STOP and note this: I went ONLINE looking for something specific. Your customers are doing this, too. They aren't surfing. They are searching. They have a goal, an intention, a need for a solution. Help them.
I used Google, which the majority of people use, for my detective work. I come from a belief that there is always a way to do the impossible. It either exists or it can be created. So with that conviction in mind, I typed in search terms such as "asthma cure" and "asthma relief."

NOTE: Your customers are looking for specific information using key words. Research what key words they may be using at
http://www.digitalpoint.com/tools/suggestion/
I was then led to a site promising to cure my asthma in one week. That's a great claim for someone suffering from asthma. See the site at http://cure-your-asthma.com/
Note: How did I get there? I saw a Google ad when I did my Google search. You should be using Google Ads, too, but educate yourself first. See http://www.AdwordsUniversity.com
The site at http://cure-your-asthma.com/ looked good. While I wanted more details and more testimonials, my gut said go with it. I bought the e-book.

Note: I didn't buy a "book." I didn't want a book. I wanted a CURE. I wanted a solution. It didn't matter if this solution was a book, a manual, an audio. I was buying an answer to my problem, and an answer I wanted right NOW. Your customers do this, too. If they can find you,
if your website is convincing, and if you can deliver instantly, you can makes sales, too. Are you starting to sense how this works?
I read the e-book and marveled that it was basically compiled information about a method for curing asthma little known in the US but widely available in New Zealand and Australia. I found this fascinating.

Note: See how easy it is to create an e-book?
You can do the searching and compile the results and then sell the final report.
I read the book, clicked on resources, and before the night was done, I bought a home training course from a company in England, a book from a store in New Zealand, and I emailed a few practitioners of this asthma cure, as well. I probably spent $300 in an hour.

Note: When you provide a convincing solution to a problem, people act fast and will spend money easily. But they aren't buying an ebook; they are buying a solution to a problem that came in the form of an e-book. Get in the solution business.
There are many lessons in this case study. The most important is for you to not think of e-books as books, but as solutions. Consider what your prospects are looking for, what they are typing in at their search engines, and strive for a match.

Jim Edwards and I have a solution for people wanting to make money selling information online. It's our 7 Day eBook. When they search for how to write e-books, they find our e-book. The rest, as they say, is history.

With today's advanced technology, it has never been any easier for anyone to self-publish their own ebook. What's more, you can create and market your own ebook (electronic book) for an unbelievably low price. Once you purchase an ebook compiler and create your ebook, you'll automatically have an entire stock of inventory on hand continuously. In addition, when you begin selling your ebook, you'll pocket nearly 100% of your profits for each sale.

As you probably know, the Internet is all about information and automation. Internet users want information and they want it right now. That's why ebooks are considered to be the "perfect" online product. They provide Internet users with the information they desire and can be instantly downloaded.

The key to writing a successful ebook is to write for your potential customer. In other words, you must provide your potential customers with the information they desire. I know, you're probably thinking, "how on earth do I know what my potential customers want?" Well, there are a number of ways you can learn exactly what they want. For example, visit some online discussion groups in the area of your expertise. Go through all of the posts and read all of the questions. If you see the same questions posted on several groups, then this should give you a good idea as to what your potential customers want. Visit forums, message boards, and newsgroups -- subscribe to email discussion lists -- visit Amazon.com to see the top selling books and see if you can develop your ebook accordingly.

Once you've determined the focus of your ebook, your next step will be to break your subject down into about 10 - 12 different areas. Each area will represent a chapter. For example, if your ebook is focusing on dog grooming, your chapters might look something like this:

Introduction to Dog Grooming
Dog Anatomy
Medical & Skin Problems
Bathing & Brushing techniques
Proper use and care of Equipment
Clipper & Scissoring techniques
Specific Breed Trims
Mixed Breed Trims
Safe Handling and Restraints
Rare Breed Recognition

Once you have created your chapter titles, you can begin writing each individual chapter. When you begin writing, keep in mind, reading on a computer screen is much more difficult than reading from paper. It not only causes eyestrain, but it is also a much slower read. With this in mind, keep your writing to the point and avoid any filler information that really isn't necessary. Provide your readers with all of the information required for each chapter, but keep it as simple as possible.

Write your text in small blocks and leave a space between each paragraph. Use an easy-to-read font such as Arial or Verdana and use black text on a white background. In addition, make sure you use plenty of white space. White space is the empty space between your paragraphs and around your text. You certainly don't want to overwhelm your readers with a solid page of black text. Not only does it look bad, but it certainly won't keep their interest.

It is very important that you do everything you can to make your readers as comfortable as possible. If your text is difficult to read, your readers will not only become frustrated, but it will also make your ebook appear to be unprofessional. Your ebook should be well organized and enable your readers to easily locate important information.

To spice up your ebook's appearance, you may want to add a colorful border, subject dividers and relevant images. In addition, enlarge your subtitles to enable your readers to easily recognize the beginning of each new section. By adding these extra touches to your ebook, you will not only improve your ebook's appearance, but it will also keep your reader interested

About the Author

Shelley Lowery is the author of the acclaimed web design course, Web Design Mastery. And, Ebook Starter - Give Your Ebooks the look and feel of a REAL book with Ebook Starter Visit Web-Source.net to sign up for a complimentary subscription to Etips and receive a copy of the acclaimed ebook, "Killer Internet Marketing Strategies." http://www.web-source.net