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How I Write
Hypnotic Copy That Sells
© 2004 By Joe Vitale
Imagine someone hands you the following
message--
"Riguardo a gli dice il mio segreto di dollaro di
milione per scrivere di copia di vendite. Questo è
qualcosa non ho mai detto nessuno altro nel mondo
intero. Lo dirò giustamente adesso, se lei promette a
tiene quest'un segreto. Stato d'accordo?"
You wouldn't be too interested in it, would you? It would
look strange. Confusing. You might assume it's from another
language, but unless you knew Italian, you would only be
guessing to the language and the message.
What would you do?
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Obviously, you would need to
translate the message.
How? In this case, you might just go online at a
great website for translating languages, enter
the above text, and quickly discover that those
words in Italian actually mean---
"I'm about to tell you my million dollar secret
for writing sales copy. This is something I've
NEVER told anyone else in the entire world. I'll
tell you right now, if you promise to keep this
a secret. Agreed?"
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Ah! Now it all makes sense! Now
you know what the words mean and you are free to
enjoy them, act on them, or just dismiss them.
But at least now you've gotten the
communication. Relax. Breathe. Smile. Ahhhhhh...
But what does all this translation business
have to do
with how I write hypnotic sales letters, ads, and news
releases?
In a nutshell, translating is EXACTLY what I do in
writing sales copy.
When someone hands me a technical manual on a new
software program---with the idea they want me to write
a sales letter for the software---what I do is
translate that manual.
In short, I do the same thing
the language translation website does. I simply
look at what the manual says the software does,
and then I translate it into benefits that make
sense to you, the consumer. In a way, the manual
is written for techies, much like Italian is
written for Italians. I have to translate both
so you can understand and make sense of them. If
I don't, you won't care.
Here's an example of what I mean
Recently I was hired to rewrite
a brochure. My client handed me their draft. It
read well. There were lines such as, "When was
the last time you felt OK?" Well, nothing wrong
with that. It works. But I found a way to
translate it into something more meaningful,
understandable, and emotional. And I did it with
just one word. I wrote, "When was the last time
you felt fantastic?"
The translated line communicated better. It's
the difference between hearing the line in
Italian or in English. As Mark Twain put it,
it's the difference between lightning and the
lightning bug.
But maybe that example is too simple...
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