Hypnotic Language Patterns for Advertising

Copywriting beyond features and benefits

  • The Art of Paltering: Political Persuasion in Your Copywriting

    In marketing and sales, the ability to persuade is both an art and a science. One technique that has gained attention in recent years is paltering—the strategic use of true statements to mislead or manipulate an audience. While the term might sound dubious, paltering can be a powerful tool when used responsibly. This article will…

  • The Hidden Costs of “Free”: Understanding the Consequences of Choosing a Competitor’s Free Offer

    As a business owner, you’re likely no stranger to the allure of “free” offers from competitors. It’s tempting to consider switching to a service or product that promises to save you money upfront. However, it’s essential to look beyond the initial cost savings and consider the potential long-term consequences of choosing a competitor’s free offer….

  • Uncork the Big Idea: A No-Nonsense Guide for Copywriters

      Alright, let’s cut to the chase. You’re staring at a blank page, fingers hovering over the keyboard, waiting for that lightning bolt of brilliance to strike. You need the Big Idea—the kind that grabs your reader by the collar and doesn’t let go. But instead, you’re stuck, spinning your wheels in a mud pit…

  • Why Are Advertisers Raving About This Language Pattern?

    If you’ve studied copywriting and marketing, you’ve probably come across the advice of getting a prospect´s emotions involved. Unfortunately, many of these instructors don´t tell you how to do it. There are several ways to get prospects’ emotions stirred. One way is to pile on benefit after benefit of your product, so your readers-listeners’ mouths…

  • Strengthen Your Copy with Weasel Words

    In successful advertising, where every word is chosen for its ability to persuade and influence, there’s a certain class of words and phrases that can be immensely powerful when used wisely: weasel words. These often criticized terms are frequently labeled as vague or misleading, but when skillfully employed, they can make your copy stronger, more…

  • Use Questions to Guide Thought: The Subtle Power of Persuasion

    Questions are more than just tools for gathering information—they are a potent means of guiding thought, shaping perceptions, and influencing decisions. Master copywriters understand that the right question at the right time can subtly nudge a reader toward a desired conclusion without appearing forceful or direct. By embedding questions strategically within your copy, you invite…

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William Smith

Writer & Journalist