Hi there,

I remember going to watch Walt Disney’s the ‘Jungle Book’ when I was younger, I went to see it twice in fact and thoroughly enjoyed it.

I can still see the characters vividly in my mind even today. There was the lovable but bumbling Baloo the bear – didn’t you just love the way he danced… “I wanna be a man, man cub… walk like you, talk like you…”

Then there was the somewhat sinister Shea Khan the tiger, I used to love his haughtiness. And of course there was Mowgli… But what about the snake, what was his name?

You know I can still picture him today but his name escaped me so I had to look it up online… it was Kaa.

But the scene I remember most was when he tried to hypnotise Mowgli… there were those big, big eyes with circles going round and round — somewhat bewitching and eminently unforgettable.

After that whenever someone spoke to me about hypnotism I got a mental picture of Kaa doing his thing.

But there’s more to hypnotism than that, take the TV for instance… it may seem innocent but scientific studies have shown that it induces a trance like state in children in 30 seconds!

30 seconds…

… Then their minds are programmed to accept whatever the networks want to feed them.

Scary!

As if that wasn’t enough look at this innocent sounding paragraph:

“I need to tell you that ACME Product has just hit the shelves. By now you’ll have
heard that there was a small delay to get it in shops, but we’re pleased to
announce that we can get it there NOW without any problems. We feel proud to
have done so at last.”

Do you see the hidden message there?

Most people don’t, but there is a very strong hypnotic, some would say subliminal message there… it commands you to buy in a subtle way…

Here it is:

“Need ACME Product , [buy] now, get it in shops, get it there NOW, feel proud to
have done so at last.”

Whew…

And that’s just one of the ‘sneaky’ tricks advertisers throw at us every day.

Fact is, you need to know them to defend yourself against them.

And you could even use them in you sales letters…

Imagine you’re midway through explaining your product’s benefits to the reader and you slip in an innocent paragraph with a command like “By now you will clearly understand XYZ product will help you… don’t discount the fact… etc.etc.”

You can tailor your own message and include it a couple of times throughout your sales letter.

Every time your reader sees it he gets a little mental command “Buy now, discount, need…” So later when he gets to your order button his mind is already primed to buy your product.

Sneaky? Maybe, but even if you don’t feel comfortable using copy like this you need to know what people are doing so you can protect yourself…

Fortunately there’s a great free report that details the worst of the tricks, you can get it here:

Find out more about hypnosis today

Speak to you soon,

Stuart.

PS
I’m going to be accepting a couple more copywriting clients shortly, drop me a line if you’d like my help:
copy at kungfucopywriter.com

Hi there,

I watched a movie called Johnny Q the other day, maybe you’ve seen it?

It started with a scene of a beautiful woman driving a car when she was suddenly involved in a major crash. Then the movie switched to a totally unrelated subject…

Why?

Thing is though, there was no indication of whether the woman was OK or anything…

The movie then carried on with a young couples life which revolved around their young son. Slowly as the movie progressed the viewer understood that the couple were going through a rough patch what with the husband being on short time and their car being repossessed – sounds all too familiar these days doesn’t it?

A little later their son collapsed during a baseball game and was taken to hospital where the couple were informed he needed a heart transplant and, big problem…

They’d have to put up $75000 deposit in cash otherwise their son would be left to die.

Obviously they had nowhere near that amount and their insurance plan didn’t cover the bill…

The movie carried on showing the couple’s fund raising efforts but still, the figure raised was nowhere near the amount needed…

… Yet their son was getting closer to dying at every moment.

Then with death imminent the mother gave her husband an ultimatum: “For once in your life DO something!” she demanded.

Next we were shown the extraordinary measures the husband took to save his young son… and yet there was no correlation with the first scenes of the movie — what DID this beautiful young woman have to do with the story?

I mean here we are almost 3/4 of the way through the movie yet still nothing more about her.

Now, if you’ve not seen the movie and intend to watch it you’d better skip the next part because I’ll explain her involvement…

Turns out she was killed in the crash and her heart was a suitable donor organ that could save the child. But what about the cost of the operation? Who was going to foot the bill?

Well, I don’t want to spoil the movie if you’ve not seen it yet and if you have you already know the outcome…

But, what of the marketing lessons I mentioned in my title?

I’ll tell you in a moment, first let me tell you the movie star is Denzel Washington and I think it’s not too shabby a movie, albeit a little slow to get moving.

The marketing lesson? Well the beginning scenes are a classic use of the Ziegarnik effect – unfinished business.

The viewer is left wondering what happened to the woman (the fact that she is obviously beautiful adds to the intrigue) and is almost compelled to keep watching to find out.

In my opinion many viewers would leave the movie early on if these scenes were not shown this way. As I mentioned the beginning is a little slow…

And the second lesson is do what EVER it takes to get to your dream, NOTHING should be allowed to distract you no matter how tough the going gets.

If you haven’t watched it yet I suggest you do and if you have make sure you understand the lessons — they apply to your life as well as business.

Speak to you soon,

Stuart.

PS
I’m always on the lookout for lessons from every source — they’re all around us if only we take the trouble to see them.

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