Hypnotic Language Patterns for Advertising

Copywriting beyond features and benefits

  • What Harry Houdini Can Teach You About Promotion

    As a copywriter, there’s a lot we can learn from Houdini’s promotional prowess. Here’s how you can incorporate his tactics into your own promotional strategies. Create a Persona Houdini understood the power of a compelling persona. He wasn’t just a magician; he was “The Handcuff King,” a master of escapes. This persona was larger than…

  • E-Prime is Good: How to Make Your Copywriting Strong

    If you’ve studied the “rules” of writing tight ad copy, you have undoubtedly run across this rule: “Don’t use the passive voice. Use the active voice instead.” In other words, you would change a sentence like this: “The copy was written by me.” (PASSIVE VOICE) TO “I wrote the copy.” (ACTIVE VOICE) Doing this gives…

  • The Power of Nostalgia: How to Tap into the Past to Drive Sales and Engagement

    Nostalgia can be a powerful tool in copywriting, as it allows you to tap into the emotions and memories of your audience in a way that can be compelling and persuasive. Here are some tips for using nostalgia effectively in your copy: 1. Identify your target audience and the cultural touchstones that will resonate with…

  • Disarming Your Prospects’ BS Detector

    One of the problems with listing all the benefits of your product (which is still a very good idea by the way) and creating an ad from this list is that it creates the feeling of “this is too good to be true.” And with that thought, you might just lose the sale. A way…

  • 7 Psychological Triggers to Boost Email Campaign Effectiveness

    Email marketing. It’s the goldmine of direct response marketing if you know how to tap into it. But most marketers get it wrong. They send out emails that are dull, lifeless, and, worst of all, ineffective. If you want to craft emails that not only get opened but also drive action, you need to dive…

  • Say No to Resistance and Reactance

    This is going to be the best copywriting article you’ve ever read, and I guarantee I’ll convince you to buy my book by the time you finish. STOP. What was your internal experience after you read the above sentence? I’d bet you were annoyed and put up some resistance. (Notice the embedded command in the…

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William Smith

Writer & Journalist