Energy Marketing - An Unusual New Way To Attract New Clients by DR - Joe Vitale

Dr.
Joe Vitale
"Energy Marketing"
An Unusual New Way
to Attract New Clients
www.icpublishing.com.au
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Dr. Joe Vitale is author of way too many books to list here, including the #1 best-
selling book “Spiritual Marketing,” the best-selling e-book “Hypnotic Writing,” and
the best-selling Nightingale-Conant audioprogram, “The Power of Outrageous Mar-
keting.” His main website is at http://www.MrFire.com
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© 2004 Joe Vitale. All rights reserved. Feel free to forward this in its entirety to
anyone you wish.
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Hypnotic Marketing, Inc.

121 Canyon Gap Rd.,
Wimberley TX 78676-6314
Member BBB Online 2004
INDEX
“The #1 Secret to Selling E-Books Or, How I Found a Cure for Asthma”....................................4
“Cider House Writing”........................................................................................................6
Let me tell you a secret about money.................................................................................. 8
“Don’t Read This Article!”................................................................................................... 10
How to Make Money Fast Online......................................................................................... 12
Will you be one of them? Mind Gaps: Or, How Wrod Illsuinos Can Imrpvoe Your Slaes................14
“How I Write Hypnotic Copy That Sells”................................................................................17
“What Are You Dismissing?”............................................................................................... 20
“Levels: The Unspoken Secret to Achieving Big Goals “.......................................................... 24
“The Real Winner of the Super Bowl”“................................................................................. 27
“What E-books Will Sell in 2004?”....................................................................................... 29
“TIISG” .......................................................................................................................... 31
What’s Beyond Your USP?.................................................................................................. 33
Go for it! What’s the #1 Thing People Do Wrong?..................................................................35
How to Write an E-Book Faster Than It Takes To Read This Article........................................... 38
How One Hypnotic Story Brought 15 Automatons to My Door..................................................39
The Greatest Money-Making Secret in History....................................................................... 41
The 3 Greatest Prosperity Books Of All Time........................................................................ 44
Inspired Action: An Amazing New Short-Cut to Make All Your Dreams Come True..................... 46
Can an E-Book Become a #1 Amazon Best-seller?................................................................ 48
Aristotle’s Booty, or, How to Get People to Buy Anything........................................................ 50
Confessions of an Internet Whore Or, How Often Should You E-mail Your List?.......................... 52
How to Discover If Your E-Book Idea Will Sell Before You Actually Write It ............................... 56
“Energy Marketing” An Unusual New Way to Attract New Clients............................................. 58
Welcome to the new world of Energy Marketing! Buying Trances: The Real Secret to
Hypnotic Selling ............................................................................................................. 61
A Success Profile ............................................................................................................. 66
Choose: Trust Them or Lose Them! .................................................................................... 69
How to Create Hypnotic Headlines ..................................................................................... 71
ROMAN MARKETING or, How to Build Your Own Empire in 5 Easy Steps .................................. 73
The Secret to Handling Information Overload ...................................................................... 76
How to Make Your Book an Amazon Best-Seller (with Ethical Marketing) ................................. 78
Are You Being Outrageous Enough? ................................................................................... 81
How to Create Your Own Profitable Book---In One Hour! ....................................................... 83
Inner Directed Marketing A New Way to Prosper in Tough Times ............................................ 84
Subliminal Advertising or Hypnotic Writing?......................................................................... 88
The Hypnotic Power of Confusion ....................................................................................... 90
The Shocking Truth About E-Books .................................................................................... 92
The Story of the Hypnotic Writing Monkey .......................................................................... 94
Which Works Better: Subliminal Advertising or Hypnotic Writing?............................................ 97
Can anyone --- even YOU --- write an e-book? .................................................................... 99
The One Hypnotic Command That Always Works ................................................................. 102
Joe Vitale’s Unspoken Marketing Secrets ............................................................................ 105
What makes this e-mailed sales letter hypnotic? ................................................................. 107
Which of these 7 mistakes are you making with online video?................................................ 109
How to Control The “Command Center” In Your Prospect’s Mind............................................. 111
How I Made $68,000 Teaching E-Classes ............................................................................ 114
Q&A about Guaranteed Outcome Marketing ........................................................................ 117
The Power of Your Ego in Writing Online Copy...................................................................... 119
“Energy Marketing” - An Unusual New Way to Attract New Clients 4
“The #1 Secret to Selling E-Books Or,

How I Found a Cure for Asthma”
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 (over at
www.7dayebook.com), 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 train-
ing 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 www.7dayebook.com. When they search for how to write e-books, they find
our e-book. The rest, as they say, is history.
“Cider House Writing”

In my e-book, Hypnotic Selling Stories, I tried to explain how the messages you send out
have a double meaning. There’s the meaning you intend, and then there’s the meaning your
readers conclude. There’s often a major difference. This is hard to explain, but let’s try, any-
way.
Nerissa and I watched a wonderful movie a few days ago called Cider House Rules. It stars
Michael Caine and Toby MaGuire. It takes place in Maine, in the 1940s, in and around a home
for orphans. The film is beautiful to watch, slow and moving, like a great coloful painting
come to life.
The essence of the story is this: Toby is an orphan who learned to deliver babies from his
mentor, the doctor played by Caine. While Caine would perform abortions as needed, Toby
would never do them, saying they were illegal. They were against the rules.
As the story moves on, Toby decided to leave the orphanage and see the world. He does, at
least the world of Maine. While working as an apple picker, he befriends the fellow workers.
One of them gets pregnant by her own father, and needs an abortion. Toby, backed into a
corner and realizing the necessity of the situation, performs it. Now the rules don’t matter.
I’ve over simplified the movie’s story to make my point obvious. So let’s see if my plan
worked.
Okay. On the first level of communication, the movie is about people growing up in the 40s
and dealing with their personal problems, with a focus on orphans in Maine. The characters
are deep and the plot is engaging. You can watch it and say, “I enjoyed that one.”
But on another level, there are messages in the movie designed to sink into your mind with-
out doing so with a hammer.
For example, what does the title -- “Cider House Rules” -- mean?
In the house Toby and the apple pickers lived in, there was a set of rules posted inside. No
one could read them because no one could read. When Toby appeared, he read the rules.
The first was no smoking
.
Well, the pickers laughed, as they were smoking as they heard about the rule. So, “Cider
House Rules” referred to the rules posted in the house where the apple pickers lived.
But what does it mean on a deeper level?
The movie was about abortion. It showed that rules made by people who don’t live in the
situation the rules affect, were rules worth nothing. That when reality set in, the rules would
be ignored. When push came to shove, so to speak, a person would get an abortion if their
situation called for it.
But the movie never came out and said that!
And that’s the point. Hypnotic Writing is often subtle. It sneaks in a message under your
mental radar. It tells you a story that entertains you, while the message slides into your con-
sciousness. The next time you think of abortion, you’ll unconsciously remember the lessons
from “Cider House Rules.”
You may even make a different decision because of it, and you may never even know it.
Hypnotic writing is more than clever phrases and a knowledge of language. It’s also remem-
bering that people make unconscious conclusions about your messages. Be careful what you
say, yes. But also be careful to what people may conclude
.
Take this brief article. On an apparent level I am telling you to be aware of your communica-
tion. But on a secondary level, I am communicating my own knowledge of hypnotic language.
Somewhere in you is the thought, “Wow, Joe sure knows a lot about hypnotic writing.”
This may even get you to sign up for my upcoming private seminar on hypnotic writing.
You might also note that I plugged one of my e-books in the first paragraph of this article,
which seeded the idea that you should go buy it right now.
This whole article, in a way, is a hypnotic story designed to sell you on my work.
Again, there are at least two messages in every communication -- the obvious and the con-
cluded.
Take a look at your own writing. What are you trying to communicate -- and what are people
concluding?
Let me tell you a secret about money

One day Pat O’Bryan, a wonderful Texas musician well known in Europe, walked into a Master
Mind group we are in and announced, “One day I’m going to write a book titled, ‘The Myth
of Passive Income.’”
He was joking. Everyone laughed. He had been working hard on his site at www.InstantCh-
ange.com and realized from first-hand experience that there is little passive about passive
income.
I heard an opportunity.
“You ought to write that book right now,” I said.
Every one shut up. They looked at me.
“It’s a great idea,” I explained. “People think passive income is doing nothing all day and
making money while you sleep. It isn’t quite like that. So let’s blow the whistle and tell people
the truth.”
Pat was beginning to learn how to act when an opportunity popped up.
“I’ll do it,” he said

.
We met in the parking lot after the group meeting.
He asked, “Would you go ahead and write a letter asking people making money online if they
would contribute an article to our book? We just want to know what a typical day for them is
like. I bet they don’t sit around doing nothing.”
Suddenly I was the coauthor in this project. Well, I see opportunities and jump on them, too.
I agreed.
I went home, went to my computer, and drafted a letter. It was simple. I asked people online
if they would tell us what a day was like in their “passive” world. I sent the letter to Pat.
He approved it almost instantly.
I then sent it out to every list owner I knew. This all happened within maybe three hours.
Within 24 hours we had wonderful articles by David Garfinkel and Tom Antion. Later the same
day I heard from Jim Edwards, Yanik Silver, Jo Han Mok, and other online giants, all agreeing
to send articles for our book.
And we just released the ebook today. (See it at http://www.MythOfPassiveIncome.com.)
Now note what happened here:
A spontaneous joke became a project. That project began to take form within three hours.
And within one day the book was being written -- and not by Pat OR me.
This process is how I created such mon-ey-making digital products as my online e-classes,
several bestselling e-books, and even a few online promotional campaigns. I came up with
the ideas and within minutes acted on them.
The result: Success.
So what does money like?
Money likes speed.
That’s the secret few know about money.
Money comes to those who act fast.
If you think, wonder, question, doubt, plan, meet, discuss, or in any other way drag your
feet, money goes to the next person in line.
If you want to know how I’ve managed to write so many books and articles, it’s because I act
fast. This very article is an example.
Twenty minutes ago I got the idea to write something about “Money liking action.” I thought
I should write it some day. Then I thought, “Why not NOW?”
Well, here you go.
It’s done.
And I’m now sending it out to the online world. It will tell people about me and my products,
send some people to my site at www.MrFire.com and others to Pat’s site at www.InstantCh-
ange.com and still others to http://www.MythOfPassiveIncome.com and we’ll both make
money now and later.
It happened because I know a secret about money.
You now know the secret, too.
So -- What are YOU waiting to do?

“Don’t Read This Article!”

I’m sick of it. All the so-called communication experts keep declaring that your mind cannot
process a negative command. They say “Don’t spill the milk” means you’ll spill the milk. They
say your mind doesn’t respond to “don’t” and in fact skips over it. As a result, you end up
seeing the rest of the statement as a command. You then spill the milk.
Bull. The very first words most people hear growing up is “NO” and “Don’t”. We learn right
away not to poop in our pants, or eat the dirt, or swing the cat by the tail, or spill our milk.
The only reason we might still spill our milk is sheer awkwardness or clumsiness, not because
of a communication issue.
This is one of the things wrong with NLP and other communication modalities that claim to
know how our brains work. They make wild claims and act as if they are universal truths. Af-
ter all, no one really knows how the brain works. We’re still learning. To say we don’t process
negative commands is an arrogant statement. It assumes god-like powers. And it’s wrong.
Look at the title of this article. I inserted the word “don’t.” Why? Because the word actually
helps make the title more interesting. It increases persuasion. Had I said, “Read This Article,”
you might not read it simply because it seemed un-interesting. But add the word “Don’t”
and suddenly you’re curious. ‘Why doesn’t Joe want me to read this?,” you wonder. The word
‘Don’t’ is seen and registered by your mind. You didn’t miss it, did you?
Again, communication is more than assumptions about how our minds process information.
You learned what many negative words meant at three years old. Your unconscious mind is
well aware of what they mean today.
Don’t tell others about this article. Don’t pass this article to friends and family. Don’t go buy
all my books and tapes.
Don’t send me money.
You see the word ‘don’t’ and you’ll do what you please. If you want to pass this article to
friends, you will. If you don’t, you won’t. My trying to trick you with a negative command is
ridiculous. You’re smarter than that. Aren’t you?
Kevin Hogan, author of “The Psychology of Persuasion,” says, “Negative command words in
general indicate the person will remember or code in deeper whatever was discussed. This
doesn’t mean they will act one way or the other. It simply makes the command/idea/request
more likely to be remembered.”
Exactly. My adding “Don’t” to the title of this article simply made it more memorable. It didn’t
*make* you read this article at all.
The only time the ‘don’t trick’ works is to get someone to *think* something. In order words,
if I say, “Don’t think of Sophia Loren,” you can’t help but think of the famous actress. But
thinking is different than action.
Yes, thinking can lead to action. But what we’re focusing on here is communication. If I say,
“Don’t think of buying my books,” you *will* think of buying them, at least for a second.
But if I say, “Don’t buy my books,” it does not mean you will run out and buy them. You are
not a robot.
Let’s wake up. Let’s realize that we are smarter than generalized rules of language. Let’s stop
pretending we are all trained monkeys.
Don’t you agree?

How to Make Money Fast Online

Don’t throw in the towel. I know you’ve been reading about people making money online. I
know you’ve tried to do it. Well, don’t give up just yet.
I have a plan to help you make at least some money on the Internet, and I’m going to give
it to you right now.
Here’s my online money formula in brief:
Basically, find out what this week’s most popular searches are at Google. Then pick one of
them and quickly generate an e-book, e-report, or even e-audio related to that subject. Put
up a site and start selling. List one copy on Ebay.
That’s it.
Here’s how it works in detail:
1. Go to http://www.google.com/press/zeitgeist.html and see what the hot searches are cur-

rently.
2. Pick one of them that you are at least somewhat curious about.
3. Research the subject online, compiling information about the subject. This will be your e-
product. Be creative. Develop something people searching on this topic will want. (Get help
on how to create e-books fast at www.7dayebook.com )
4. Then quickly put up a one-page website and offer your e-product for sale. You can put up
sites at http://www.godaddy.com (A one-page site there is only $14.95 a year).
5. List one copy of your product on Ebay. This will get your product and site noticed right
away by millions of people.
In short, you’re riding the wave of the public’s interest. This is a tried and true money-mak-
ing secret.
For example, on Easter a friend showed me a book of nothing but questions and answers
about the movie, “The Passion of The Christ.”
The book is compiled data. Yet because it ties to the current frenzy of interest in Mel Gibson’s
movie, the book is selling and the author is getting on national TV and radio shows.
Cindy Cashman just used this exact same idea to create two e-books that spin-off of Donald
Trump’s current TV show. See www.CindyCashman.com Unless Trump actually trademark’s
the phrases, “You’re hired!” and “You’re fired!”, Cindy is going to profit from Trump’s star-
dom.
You can do this, too. Simply create something that ties to an existing popular search and use
the above steps to jump-start your sales
.
For example, one week last April one of the top searches was for “IRS.” Obviously if you had
information to help people deal with the IRS, you could capitalize on it. But if you didn’t have
any info, you could search the net for it, find an angle that is fresh, and release your own
IRS product.
Another week the name “elisha cuthbert” was a top-10 search item. You could compile a di-
rectory of all the sites showing pictures of the actress, compile quotes by her, or maybe cre-
ate an Elisha Cuthbert cookbook, beauty tips guide, joke book, or whatever, based on your
web searches.
Or you could go contrarian and create something called “Why I Hate Elisha Cuthbert.” (I
don’t. I think she’s a great actress in the TV show ‘24’ and I hear she’s a nice person, too.)
Or you can get outrageous and create a campaign called “Elisha Cuthbert for President.” Your
site could sell an e-book where you offer Elisha as a candidate.
Get the idea?
Not everyone reading this article will act on this formula, but those who do have a good
chance of making a lot of money fast.
Will you be one of them?

Mind Gaps: Or, How Wrod Illsuinos
Can Imrpvoe Your Slaes
I’m teaching an intensive seminar on Hypnotic Copywriting techniques in September. One of
the principles you’ll learn there is the idea that the mind is easily tricked by optical as well
as literary illusions.
You’re probably familiar with optical illusions.
There are numerous books and sites showing pictures that can be seen in a variety of ways.
One famous image looks like an old woman -- until you stare a little longer and suddenly see
the profile of a young woman in the same image
Something similar can happen with words. After all, words are images, too. They are subject
to the blind spots in our brains. For proof, read the following.
Accodrnig to a rsceearcehr at Cmabrigde Uinervtisy, it deosn’t mttaer in waht oredr the lt-
teers in a wrod are, the olny iprmoetnt tihng is taht the frist and lsat ltteer be at the rghit
pclae. The rset can be a total mses and you can sitll raed it wouthit a porbelm.
Tihs is bcuseae the huamn mnid deos not raed ervey lteter by istlef, but the wrod as a wlo-
he.
Fascinating, isn’t it?
I’m *not* advocating mis-spelling words or intentionally misleading people. I’m demonstrat-
ing a principle. Your mind is vulnerable. It can see things that aren’t there and miss things
that are there. This is important information. It’s what allows magicians the ability to fool
us.
So, how does this fact help you with your sales letters, ads, emails, websites and any other
writing you do?
Here’s how: You can consciously weave your words in such a way that people fill in the
blanks. In other words, you can help them imagine buying your product or service without
asking them to get it.
This is the sport of hypnotic writing. Here’s an elementary example:
“Imagine driving this sleek car down a country road.”
What did you see in your mind?
Most likely you imagined a sports car.
But why a sports car?
The word “sleek” led your mind to create a visual.
That image came from your mind, not mine. I gave you a prompt and your mind leaped to
a conclusion.
Minds are like that.
Also, in the paragraph before that example, I planted the word “sport” in your mind.
Did you notice it?
It’s where I wrote, “This is the sport of hypnotic writing.”
The word “sport” was already in your consciousness, and was easy to bring up when I asked
you to imagine a “sleek car.”
Here’s another example: Go back to the opening paragraph of this article. Look at the second
line. It says: “One of the principles you’ll learn there is the idea that the mind is easily tricked
by optical as well as literary illusions.”
Notice anything unusual?
You shouldn’t have. But your mind interpreted the sentence that YOU will attend my event
in September. I could have said “One of the principles *people will learn at my event* is the
idea that the mind is easily tricked by optical as well as literary illusions.” But by writing it so
YOU would be in the sentence, I am leading your mind to imagine signing up for the actual
event.
I was talking with my hero Kevin Hogan (author of “The Psychology of Persuasion” and eve-
rything else about influence...) and he says that if you can actually get your customer to see
themselves doing or using whatever it is your product does, you win big. The trick is, they
have to imagine *themselves* with your product.
Showing how another person is going to experience something or has experienced something
isn’t enough to push the “yes” button in most people.
In other words, “Yeah, John felt the same way, then he tried this and found it worked” is a
weak persuasion tool.
Kevin explains it this way:
“Joe, what you want your participants to do is see *themselves* writing ad copy and then
have them see *themselves* getting the incredible results of Hypnotic Writing. Specifically.
The orders racing into *their* email box. Not yours or mine.”
My earlier sentence -- “One of the principles you’ll learn there is the idea that the mind is
easily tricked by optical as well as literary illusions” -- is a psychological switch to get you
imaging yourself at my event.
That example may be difficult to grasp at first.
It’s actually an embedded hypnotic assumption, or presupposition. It’s explained in my e-

books and will be demonstrated in my seminar in September. So let’s take a final quick ex-
ample:
I went to the MSN home page and saw a headline that read, “See a Ferrari laptop.” I like
sports cars, so I clicked. Imagine my surprise when I saw a picture of a laptop computer, not
a convertible. My mind highlighted the word Ferrari and let me slide past the next word.
I could go on and on. For example, sometimes I end a letter with “Stop buy and see us.” Few
note I used the word “buy” instead of “by.” The mind sees it as “stop and buy.”
I learned that subtle method when a friend of mine out of town ended an email with the
words, “Take Car.” He meant to say, “Take Care.”
He slipped and wrote “Take Car” as a way to speak to my mind and urge me to drive and see
him.
In short, these “mind gaps” can be cause for confusion, or for communication. I can’t explain
all the ins and outs of this rarely looked at subject here (that’s what my seminar is for), but
let this article be a stimulus for your own thinking -- without the mind gaps.
“How I Write Hypnotic

Copy That Sells”
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?
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?”
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, understand-
able, 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 Ital-
ian 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...
At another point in their brochure they were trying to explain the concept of suppressing
emotions, and how suppression could be harmful. Their words were fine, just as Italian words
are fine. But they didn’t communicate in a way most people would hear. So I translated their
words to, “Suppression is building bombs. When you bury an emotion, you bury it alive.”
See the difference? I do this with all my copywriting.
I take what I’m handed and I translate it into benefits, clear language, and bottom line emo-
tion. This truly does feel like translating languages to me. And like learning any new lan-
guage, it takes time to master.
I take the copy given to me, turn on the part of my mind that knows how to speak copywrit-
ing, and I translate the words in front of me into words YOU can understand.
I also do this “Copywriting Translation” with news releases. For example, last month I was
hired to write a news release for a woman’s book. I could have written a headline that said,
“New book explains how to communicate better,” which is what the book was about.
But that’s Italian. It doesn’t speak in emotional terms or in a way most editors want to
hear.
After doing some research and learning more about the author, I translated the above head-
line to instead read, “Female Pentagon Advisor Reveals Tips to Success.” The latter is far
more intriguing. All I did was translate her book into news. I took it from Italian to English. I
took it from English to Emotion.
I took it from words to power.
What’s the secret to being a good “copy translator”?
I could probably quote a relevant line from any number of books on marketing. But I’ll grab
one from a 1965 book I just received today. It’s by Robert Conklin. The title is “The Power of
a Magnetic Personality.” He wrote:
“Putting it simply, it means this: Every time you state a fact, describe how that fact will ben-
efit the other person.”
There you have it. It’s what I’ve been saying for years: “Get out of your ego and into your
reader’s ego.” Translate what you want to say into simple words and concepts that make
sense to your readers.
I hope I’ve done that with this brief article. I began with the idea to tell you how I write sales
copy. But I didn’t want to just say, “I translate all words into sales copy,” which may or may
not make sense to you.
Instead, I wanted to describe, with examples, what I do so you truly comprehend it. Finally-
-
“Adesso che lei sa il mio segreto, va avanti e traduce le sue lettere di vendite, l’advertisements,
e le liberazioni di notizie nell’ones che farà lei milioni dei dollari. Piacere!”
Translation: “Now that you know my secret, go forth and translate your sales letters, adver-
tisements, and news releases into ones that will make you millions of dollars. Enjoy!”
“What Are You Dismissing?”

I had lunch with a dear friend the other day. While I enjoyed the company and the food, I
left feeling a little depressed.
When I thought about it, I realized my friend was brilliant at dismissing every book, concept,
guru, self-help method, or healing approach he had read or heard about.
He was not directly negative or purposely critical.
He sincerely wanted something that would work in his life. But he was unconsciously dismiss-
ing everything that came his way.
At one point I told him about a guru I had studied over two decades ago. I told him that peo-
ple said, “My guru was obviously enlightened. He radiated it.”
My friend cut in saying, “I’m sure there are people who saw that guru and didn’t think he was
any smarter than a paper bag.”
Well, my friend is right.
But my friend is also unhappy.
I think there’s a lesson here. When we dismiss people and ideas because the entire world
doesn’t agree with them, we get to be right. But we also get to stay empty inside. By dismiss-
ing what could work, we dismiss our own growth. We dismiss what’s possible.
It doesn’t matter if the book you read and love is loved by anyone else. It doesn’t matter if
the teacher you admire is admired by anyone else. It doesn’t matter if the healing method
that worked for you doesn’t work for everyone else.
What matters is you. Your happiness. Your health.
Your healing. Your well-being.
Truth is, no method works for everyone. No teacher is right for everyone. No book is going
to inspire everyone.
It all comes from within. You are the first and final authority on your life.
Rather than dismissing what is possible so you can be right, what can you accept so you can
grow?
Dismissing is often a way to deflect the messages.
It’s a self-defense mechanism. If you dismiss the book, idea, or method offered to you, you
get to be right --- and stay right where you’re at.
Every successful person I know has accepted new tools into their lives over the years, spent
thousands of dollars on personal growth and self-study, and never regretted any of it.
The key is not dismissing, but digesting.
For example, Nerissa and I had dinner with friends recently. One friend was complaining
about her job.
From her perspective, there was no way out of the misery she felt at her place of work. Bad
boss.
Bad hours. Bad pay. You name it, it was bad.
Later we were joined by other friends. As “chance” would have it, one of the new friends had
connections where our complaining friend worked. He gave our unhappy friend a name, and
said he could help her resolve her issues. He went on to say that this connection was a su-
pervisor, head of many departments, and could probably resolve whatever was wrong.
I was stunned. So was Nerissa. We were seeing magic happen right before our eyes.
But what did our unhappy friend do with her new lead and new hope?
She dismissed it.
She didn’t write down the name or the number, or show any signs that something wonderful
had just occurred.
Do you see how this works?
Sometimes we can self-sabotage the things we say we want. We simply dismiss the good.
People often write me and ask what one single product can they get that will transform their
lives.
When I tell them I so loved Dr. Robert Anthony’s material that I financed, recorded and now
market his “Beyond Positive Thinking” CD set, they are sold.
They go to http://www.BeyondPositiveThinking.com and buy it.
Yet some people complain, “It cost $99.” Ah, of course it cost money. Are you going to pay it
and get what you want or are you going to dismiss the greatest self-help material of all time?
Do you want the good you say you seek or not?
Let me end this with another example:

Yesterday I received a letter in the mail about a new audioprogram about dissolving illusions.
I read the piece but dismissed it. I figured it was simply stuff I had already heard before and
probably even recorded elsewhere myself.
Then today I got another mailing, this time from a different source, but selling the exact
same audioprogram. I read it over closely. I thought, “This is interesting, but I bet there’s
little new in it.” I then placed the mailing aside.
An hour or so later, as I was reviewing this very article you’re reading right now, I suddenly
realized that I was doing the very thing I am warning you not to do: I was dismissing an op-
portunity to learn.
I dug out the mailing, filled out the order form, and dropped it in the mail. The audios are
on the way.
The point is not that you buy everything that comes your way, but that you don’t dismiss
everything that comes your way. Sometimes a dismissal is a mask. It’s your self-sabotage at
work, keeping you where you’re at. To grow, you must allow.
Again, you are the final authority on your life.

Tune in to yourself and do what’s right for you. And as you do this, be alert to those times
when you may be dismissing the next gift to come your way.
Let your guard down, and let life in.
“The Greatest Motivator Isn’t What You Think -- or, What I Learned From Drew Barrymore
and Adam Sandler on Valentine’s Day” by Joe Vitale www.mrfire.com
It’s Valentine’s Day as I write this. Nerissa and I just returned from watching the new movie,
“50 First Dates,” starting the beautiful Drew Barrymore and the funny Adam Sandler. Besides
being a hilarious movie in a beautiful setting with a heartfelt message of true love, it also
caused me to have an “a-ha” right in the middle of it.
Somewhere around half way through the movie, as Adam is again reminding short-term
memory loss victim Drew that he loves her, I suddenly realized the power of the greatest
motivator of all time.
But let me first set the stage.
Most psychologists, direct marketers, and anyone who persuades for a living will tell you
there are only two basic motivators: Pain or Pleasure. You either go toward what you want or
away from what you don’t want.
The standard argument is that pain is more powerful. I’ve tended to agree, but also stated I
would not focus on pain for idealistic reasons. I simply don’t want to spread pain in the world.
Focusing on it causes you to feel it. I don’t want to contribute to the misery many feel. So my
stance has been to focus on pleasure as a motivator in my sales letters and websites.
Most marketing experts agree that pain is the best trigger to focus on in any ad or sales
campaign.
They love to find a prospect’s basic problem, and then rub their noses in it. They figure the
pain would make the person buy or change.
The most common example they give is the insurance salesman who tries to sell you home
coverage. If he focuses on pleasure, you will put off buying. If he tells you your house is on
fire, you will buy. Pain causes immediate action.
So, like everyone else, I “knew” pain was the greater motivator. I simply focused on pleasure
because it is a more noble route.
But then I saw Drew Barrymore and Adam Sandler in their new movie and suddenly I felt
awakened, energized, and validated.
Here’s the film’s plot in a nutshell:
Adam is in love with a woman who can’t remember anything from the day before, due to a
head injury in an auto accident the year before. Every day is a new day. And every day Adam
has to win her over again.
Every date is new. Hence the title, “50 First Dates.”
At one point in it, as Adam was again wooing Drew, I suddenly realized what I was really
seeing.
I saw pleasure was the greatest motivator of all.
Adam was pursuing Drew every day, despite the pain and the odds, because of his growing
love for her. He was going after pleasure. The pleasure goal was so powerful it erased every
pain he might experience.
In short, all the marketing experts who say pain is the greatest motivator have forgotten the
power of our driving force in life: Love.
People will scale mountains with luggage on their backs, swim upstream in a hurricane, and
battle armies and all odds in order to fulfill that hard-wired emotion in us to love and be
loved. Love rules.
All the examples we were given were unfair. Someone trying to sell insurance and resorting
to pain hasn’t figured out the real pleasure button to make someone buy. They’ve been too
lazy to search for the pleasure trigger. Focusing on pain was simply an easy cop-out, a handy
approach.
It’s the same with all the massive ad campaigns that fail. Trying to get someone to quit
smoking or stop drugs because of the pain they depict in the ad is the wrong approach. If we
suddenly focused on the pleasure someone would have when they stopped smoking or taking
drugs, we’d be moving in the right direction.
This is so obvious to me after watching the movie.
Our goal as marketing and business people isn’t to tell people what’s wrong with them or to
remind them of their pain, but to help them imagine and then experience the pleasure they
long to have.
It’s noble, yes, *and* it works.
Love moves everyone.
Love is the great motivator

.
Love is the great pleasure trigger.
According to my friend Kevin Hogan, author of “The Psychology of Persuasion,” love isn’t an
emotion but a mindset. And as a mindset, it is actually stronger than any emotion.
In short, you’re dealing with the most powerful motivator of all time.
Reveal what there is to love about your product or service and you’ll give people authentic
reasons to do business with you. Call it Love-Based Marketing. You won’t sell everyone with
it. You’ll sell only those who are a match for your offer. That, in the end, is all you want. Then
you’re happy and so are your customers.
Just like Drew Barrymore and Adam Sandler, you’ll find a match to write home about.
And you might make a little money along the way, to boot.
“Levels: The Unspoken Secret to

Achieving Big Goals “
Years ago I attended networking meetings. These were usually breakfast or lunch business
meetings where people exchanged business cards and tried to help each other get new cli-
ents.
I spoke at many of these events. What I quickly noticed is that the same people seemed to
be at the same meetings. One observant friend said, “It’s the same people -- and they’re all
starving!”
That’s when I first learned about the concept of levels. That is, people tend to stay on the
same level of business or social status. When they meet friends, it’s usually in their circle of
activity, whether church, work, school, or some club. As a result, they rarely get out of the
level they are on.
That’s not bad. You can stay on the level you are at and do well. But if you want more, or if
you find yourself starving on the level you’re at, you’ll need to go up a level or two.
When I was speaking at these networking events, I was a notch above everyone in the room.
This is not an ego thing. It’s a social perception. I was seen as being at a slightly higher level
than the audience simply by nature of being the speaker. I was the authority figure. As the
higher teacher, I was elevated a slight degree on their level.
But that’s not good enough. If you want to achieve big dreams in business, you need to step
out of your circle or network of peers and associates. You need to go to a group with wider,
stronger, richer connections.
You need to go up a level.
How do you do that?
In my case, my books brought me to the attention of other circles of people, and higher lev-
els of networks.
For example, when I wrote “The AMA Complete Guide to Small Business Advertising” for the
American Marketing Association back in 1995, I was immediately put in a new level. I was
now the author of an important book for a prestigious organization.
This caused new people to contact me. Each of these people had their own network of people.
More often than not, these networks were at a higher level than anything I had ever touched
before.
Here’s another example: When I wrote my book on P.T. Barnum, called “There’s A Customer
Born Every Minute,” for the American Management Association back in 1997, I managed to
get the attention of famous tycoons Donald Trump and Kenneth Feldman. Clearly I had been
introduced to a new level.
If you want to succeed in phenomenal ways today, you need to go up a level or two on the
status scale of networks. The good news is email makes this a snap to begin. Anyone alive
can be reached through email with some persistence and cleverness. That’s how I first
reached marketing superstar Jay Conrad Levinson, direct mail legend Joe Sugarman, and
even gonzo daredevil Evel Knievel. I did it all by email.
People write me all the time for favors. I’m now perceived as an expert, an authority, and an
Internet marketing pioneer. They want to associate their name or product with me. I
love to help people, so I usually at least give people a chance. But I never endorse
anything without seeing, using and loving what they hav
This is important for me to maintain my level.
And now people write me from higher levels, too.

For example, Dr. Robert Anthony is a man I studied twenty years ago. Last year he
wrote me after reading my “Spiritual Marketing” book. Today we’re coauthors. I just
produced and recorded his legendary audioprogram, “Beyond Positive Thinking.” Two
decades ago I was way below his level. Today we’re partners!
Keep in mind that going up a level is different than thinking out of the box. You can
be creative and still stay on your current level. Brainstorming with your neighbor is
most likely different than brainstorming with, say, Richard Branson, the flamboyant
owner of Virgin Records.
The point is this: To achieve goals you’ve never achieved before, you may need to
rise in levels and participate with new people on a new playing field.
So the lesson today is to consider your current level, consider your goals, and consid-
er what people outside of your network can help you achieve them. You may have to
step out of your level (and comfort zone) to do it, but the step is well worth taking.
It would take an entire book to fully explain the concept of levels. I don’t have that
space here. But before I end this short article, let me offer a handfulof tips for going
to a new level:
1. Write something of value new levels will admire. This doesn’t have to be a book.
This very article may
introduce me to new levels. One of the main reasons my name is known to a vast ma-
jority of people online is due to the hundreds of articles I’ve written and distributed
(like this one you’re reading) over the
last ten years. You can write articles, too.
2. Apply for membership in a prestigious organization. When I joined the Society for
American Magicians, a very old club for professional magicians, I elevated my posi-
tion among magicians. Joining the right country club or business group can do the
same thing.
3. Create or join a master mind group. Napoleon Hill strongly urged people to form
master minds. The trick to making them work is to be among people who are already
successful in the areas you want to succeed in. Their presence will help elevate you.
4. Write to people in higher networks. When I was first starting out as a writer, people
way above me, such as famed copywriter Bob Bly, helped me. In later years, market-
ing gurus such as Murray Raphel and later Paul Hartunian, all helped me. I simply
wrote to them. They sensed my sincerity and offered guidance. Today I do the same
for others.
5. Speak at associations or gatherings of people in higher levels. You’ll need to have

something unique to offer, but if you can deliver what these levels want, you’ll be
welcomed into their fold. Again, there is nothing wrong with the level you’re on. You
don’t want to forget your friends or burn your bridges. I’m simply suggesting that if
you have giant goals and big dreams, it may be time to take the elevator up a floor
or two.
“The Real Winner of the Super Bowl”

As I write this, the Super Bowl is tomorrow. To reveal how out of touch I am, I have
no idea what teams are playing. I also didn’t know the event was being held in Hou-
ston. I also didn’t know Houston now has a stadium big enough for such a famous
sports event.
Don’t be too hard on me. I’ve been trying to forget Houston. I lived there 23 years.
During that time I worked as a taxi driver, car salesman, reporter, truck driver, lab-
orer, geological technician, and even once drove an oil delivery van.
One of my stops back then was at the Houston Oiler’s training camp, then located
near the Medical Center area of Houston. At that time I was living in one-room out of
a boarding house, a tiny room that had a bathroom in the living room and no kitch-
en. The rug had fish hooks in it from previous tenants. The shower was rusty. I was
struggling, near starving, and always dreaming.
I told all of this to a friend of mine yesterday. He’s the one who informed me that
there was indeed a Super Bowl in Houston. I then told him about my past years in
Houston, my days of struggle and strife, and how I was a delivery boy to the football
team. I delivered oil for them to maintain their work-out machines.
My friend was as stunned as I. Most of the time we don’t pause to reflect on where
we were 20 years ago.
For me, the change is glaringly obvious and dramatic.
Today I own two homes, two cars, several computers, have health, happiness, wealth
and love, and much more. I’ve got best-selling tapes and best-selling books. I’m
considered a minor celebrity online. It’s hard to believe the best-selling author who
writes these words was the same man who drove a truck to a football camp two dec-
ades ago.
Maybe we all need to pause and appreciate our growth. Whoever you are, wherever
you are now, it is most likely better than where you were twenty years ago. No mat-
ter how we do it, there always tends to be an upward move in our growth. I’m sure
you can do things to slow down your growth, but I’m not so sure you can ever stop
it. The nature of life is to grow.
I’ve come a long way. So have you. Despite the set-backs, or the apparent problems
or challenges, we always grow, strengthen, and move forward. I think the secret to
creating success over time is to always ruthlessly follow your dreams. What is in your
heart? What makes you glad to be alive? On some level,
you know the answer. You have to be strong enough to admit it. And strong enough
to pursue it. By doing so, over time you will look back and see dramatic changes, just
as I do today.
I don’t really care about the Super Bowl. That’s one of the reasons I’m successful. I’m
focused. I follow my dreams. I care about life.
Follow your dreams, too.
Then the real winner won’t be the winner of the Super Bowl, it will be YOU.
“What E-books Will Sell in 2004?”

Face it. E-books are here to stay. Not only are they continuing to sell at a phenom-
enal rate, but there is no end in site. Revenues were up 30% in 2003 over the same
period in 2002. Compare that to the annual growth rate of only 5% in traditional print
publishing.
Some publishers are reporting an e-book sales increase of 183% over printed ver-
sions of the same books.
E-books are in.
What e-books will sell in 2004? Looking into our crystal ball, and based on our own
successes with e-books, here are the top ten categories we see a real need for e-
books to fill this year.
1. Alternative Living. Many need guidance on how to live as a single person, senior
citizen, disabled, or
gay. That includes cooking, dating, legalities tips, and so on. They want info directed
to their needs.
2. Money duplication. We need help on how to multiply our existing money. Now that
more people have learned that a two-income household isn’t enough to make it, we
need information on how to leverage what we have left.
3. Home schooling. More people are choosing to keep their kids out of the environ-
ment of public schools, and even private ones. They need information on how to ef-
fectively educate their kids, right down to how to have a science fair in the home, how
to throw parties for children, and so on.
4. Pet training. Many people are choosing to make their best friend a pet. But they
don’t know which pets are the best for their living condition and they don’t know how
to train their pets. This includes the average dog lover as well as those interested in
exotic animals.
5. Safe sex. We still want it, but we’re afraid to have it. Information on safe sex, al-
ternative approaches to traditional sex, sexual arrangements, safe and natural herbs,
Viagra alternatives and so on, will do well. Sex sells. Always will.
6. Anti-aging. It should come as no surprise that people still want to live forever. The
wellness movement is going to make people rich. Clear information on how to choose
the right anti-aging product, exercise, or lifestyle will be welcome.
7. Gadget alert. We’re fascinated with high-tech toys but not sure which will work.
Guides on how to pick the right multi-tasking phone, laptop, Dick Tracy radio, MP3
player, etc, will be a relief to many confusedpeople. (Including us.)
8. Passion Instruction. People still want to have fun. Information on how to learn a
musical instrument, or a craft, or any pastime, will continue to do well. This includes
subjects people are fascinated with, such as tattoos, magic, scrapbooking, pottery,
etc.
9. Eating Slim. We want to eat but we don’t want to get fat. Information on safe
foods, safe recipes, guides for eating out without getting fat, new weight-loss formu-
las or insights, healthy desserts, will all sell.
10. Home Gardens. People want to know how to improve their home, create a gar-
den, build on rooms, fix broken appliances, and so on. Good information on how to
be a home and garden handyman (or handywoman) will sell.
There are 26 categories of e-books that will always continue to sell well, (get more
information at http://www.mrfire.com/0100.html ) but the above top ten are sure
bets for 2004.
“TIISG”
The Secret of Napoleon Hill, P.T. Barnum, and Me by Joe Vitale
I’m riveted by the biography of Napoleon Hill, the author of the classic book “Think
and Grow Rich.”
Not only did this man struggle for 20 years to write the definitive guide to success,
but he experienced poverty, his life was threatened, his backers were murdered, he
suffered from bouts of hopelessness, and his family suffered beyond all understand-
ing.
His was not an overnight success.
One thing that stood out in Hill’s life story was his ability to turn the negative into
the positive. He always looked for what some people call that silver lining in the dark
cloud. As I thought about Hill’s life, I realized I’ve been noticing this ability to see the
good in the bad practiced by others, too.
I was at a meeting with my friend Mark Joyner, Internet pioneer and bestselling au-
thor. I overheard Mark talking to a man who had just gone through hell due to the
FTC. Mark listened to the man’s sad story and then said, “Turn it into something
good.”
This was remarkable advice. It’s the kind of thing Napoleon Hill would have said. It
goes against what most people ever even attempt to try. The whole idea of taking
whatever happens to you and turning it into something good seems, at first glance,
preposterous.
But this also seems to be a key to success. I remember P.T. Barnum offering a to buy
a rival’s elephant. He sent a telegram stating his offer. His competitors took Barnum’s
telegram and ran it as an ad, saying, “Here’s what Barnum thinks of our elephant.”
Instead of being upset, Barnum decided to join with those competitors. That gave
birth to the famous Barnum & Bailey Circus. Barnum took the experience and turned
it into something good.
The other day Nerissa, my love, released her first e-book at www.freevideoediting.
com. She had a small mistake on her site. When I went to promote her site, I used
the mistake as a way to get attention for her e-book. I could have said, “Correct your
site.”
Instead I sent out an email that said, “There is a mistake on her site. If you can spot
it, I’ll give you a gift.” This caused people to be curious, a powerful motivator. It drove
traffic to her site. Sales jumped.
What I, Barnum, Joyner, and Hill are doing is one thing: Taking the so-called negative
experiences in life and turning them into something good. I call this TIISG. It stands
for Turn It Into Something Good.
You have the ability to do this. It’s a choice. No matter what happens, take a breath
and ask, “How can I turn this into something good?” The question redirects your
mind. Instead of looking at the problem, you are now looking for solutions. This is a
brilliant way to learn how to operate your own brain. You become the master, not the
slave, of your life.
Andrew Carnegie -- that tycoon who challenged Napoleon Hill to undertake his 20
year quest to uncover the secrets of success -- confessed that the principle key to his
own staggering success was the ability to operate his own mind.
He told Hill, “I am no longer cursed by poverty because I took possession of my own

mind, and that mind has yielded me every material thing I want, and much more
than I need. But this power of mind is a universal one, available to the humblest per-
son as it is to the greatest.”
It all begins with the basic TIISG question: “How can I turn this into something
good?” The answer will bring you new choices, happiness, and may lead to wealth
you never dreamed of before.
Just remember TIISG.
Try it and see.

What’s Beyond Your USP?

I was on the phone with my friend Mark Joyner, president of Aesop Marketing, Inter-
net pioneer and best-selling author.
We were talking about a new direction for my career.
Now that I’ve gone through the phases of being a hypnotic writer, an outrageous
marketer, a hypnotic marketer and a spiritual marketer, what’s next for me?
“What’s your USP?” Mark asked me.
A USP is a “unique selling proposition.” It’s one line that states what you do that is
different than what your competition does. Rosser Reeves invented the term in the
1950s. Dan Kenney, Jay Abraham and myself have used it to help our clients get clear
about what their business offers. Mark was helping me to do the same thing with my
own business.
“I’ve gone through so many USPs that today I don’t even use one,” I explained. “I
was thinking of just dropping it altogether.”
Mark didn’t miss a beat.
“What is Wayne Dyer’s USP?” he asked me.
“I have no idea,” I replied. “He’s a self-help author of many best-selling books.”
“That’s right,” Mark said. “And what is Deepak Chopra’s USP?”
Again, I couldn’t think of one. Deepak is a health oriented author of many best-selling
books. But as for his USP, I had no idea. There are other self-help authors and other
health authors, so what is unique about Dyer or Chopra is their being, or essence, or
brand.
Mark’s questions were beginning to help me see that at a certain point you can go
beyond a need for a USP. After all, when I thought about this, I couldn’t decide what
the USP was for Dan Kennedy, Jay Abraham, or even myself, and we’re all spokes-
people for the need for USPs!
“What we’re really talking about here is building your own brand,” Mark explained to
me. “People are on your email list because they want to know about you and what
you are doing. They are following Dr. Joe Vitale. Focusing on your brand is probably
wiser than focusing on your USP at this time.”
Mark is right, of course.
At a certain point in your business life you have to leave the USP and focus on the
brand. After all, even Federal Express dropped their USP (“When you absolutely
need it overnight”), and Dominio’s also dropped their USP (“Fresh hot pizza delivered
in 30 minutes or its free”). Now they live on their brand images.
So, where are you?
Do you have a USP? Is it truly unique?
And have you had it long enough to drop it and now create a brand for yourself?
The way to answer these questions is like this:
1. If you already have a USP, good for you. Be sure it is truly unique. If no one else
can make the claim you do, than it is unique.
2. If you have been using your USP with great success for more than ten years, you
may be already building a brand image.
3. If your USP has been in circulation over ten years, your business is ripping and
roaring and making you a millionaire, then you can consider going beyond your USP.
It may be time to now focus on your brand.
Now take an honest look at your business.
Where do you stand?
The next step is yours.

Go for it! What’s the #1 Thing People

Do Wrong?
I admit it. I’m frustrated. I’m tired of getting emails from people who write, “I can’t
do what you did because ---.”
Just fill in the blank with whatever excuse you can think of.
People say they can’t write as many books as I have because they don’t have the
time, or they’re too old, or too young, or too married, or too single.
People say they can’t make their book a best-seller like I did because their book is
different, or they’re different, or the timing is different.
People say they can’t ask celebrities for endorsements because they feel insignifi-
cant, or insulting, or imposing.
The list of excuses is endless. Here are some more actual ones I’ve received:
“You’re more famous than me. I could never write people and ask for their help, as
they wouldn’t give me the time of day.”
I started asking people for help, advice, input, suggestions and direction when I was
a teenager. I have letters from FBI king J. Edgar Hoover, boxing legend Jack Demp-
sey, and master magician John Mulholland. I was certainly unknown then. Yet people
always helped me. I’ve managed to connect with Evel Kneivel, Donald Trump, Jimmy
Carter, best-selling authors and more--- and I did it before anyone knew my name. I
simply ASKED for their help. They were kind and replied. Today I’m doing the same
for anyone who writes me who sounds sincere and respectful.
“You have a large network of people to ask for

things.”
Yes, I do. NOW. But I didn’t when I first started. I developed my network by building
relationships. I reached out to people, helped them, they helped me, and trust was
formed. Because I’ve nurtured my relationships online for almost ten years now, a
bond is set. When I announce that I want contributions for a new book, my network
responds. When they want something, I respond. I was able to compile all the in-
formation for my most recent book, “The E-Code: 47 Surprising Secrets for Making
Money Online Almost Instantly,” in less than 7 days --- all because I asked my net-
work for help.
“You have a big mailing list so you can sell things

faster.”
I went online with no mailing list. NONE. I didn’t even recognize the importance of
having my own list until one day I offered my first e-class to my then tiny list and
made $22,500 in one week. Then I woke up. I’ve been working on building my email
list ever since.
Anyone can do it. And while you’re waiting to do it, you can always joint-venture with
people who already have mailing lists. How? Just ASK. One day some person in Nor-
way wrote me. He wanted to know if I would help him sell his new software. I liked
his program and agreed. He didn’t have a list. I did. He had software. I liked it. I did
a mailing and split the profits with him. It was a win-win.
“You are more talented as a copywriter so you can sell better than me.”
I learned to be a copywriter by investing time, money and effort into studying the
greats and getting out there and doing it. My first sales letters were garbage. I still
write and rewrite to make my letters as hypnotic as I can. I wasn’t born writing, read-
ing, or even walking. I learned it all. Can’t you?
“I don’t have anything to offer free to get people to buy what I am selling.”
There are a million things for free online. You can find thousands---thousands!---of
free e-books online. Just grab a few and offer them as your incentives to get people
to buy your product or service. Anyone can do this. Just look around online. The fruit
is there for the picking. I’ve seen people take classics of literature---now in the public
domain and available as e-books---and offer them as incentives for prospects to buy
their product. It works. How do you find them?
SEARCH.
“I can’t teach an e-class like you because I have no credentials.”
Your credentials are you. They are your life experiences more than anything else.
Few today care about whether you have a degree or any other credential. They care
if you can deliver on whatever you promise. My lifemate, Nerissa, is about to teach
an online video editing class. Anything you can teach off-line can be taught on-line.
With video, audio, graphics, text, and chat rooms, you can have a virtual classroom
on ANYTHING you can imagine. Why not?
“I can’t make money selling my stuff on the Internet.”
Look around. The Internet is so big and vast and even incomprehensible that truly
anything can be sold online. I’ve seen people sell tumble weeds and buggy whips,
greeting cards and computer generated art. Anything sold off-line can be sold on-line.
Go look at Ebay. People sell cars, used clothes, dirt and even snow there. I once sold
an “Elvis Mermaid” at Ebay. Are there really any limits to what can be sold online?
“I missed the right time to sell my idea.”
Really? Just look at the title of one of my books: “There’s A Customer Born Every
Minute.” A new crowd of prospects appears every single day. You can sell virtually
anything at virtually any time if you think of what people want and cater to them.
Sometimes you have to think of other uses for the same product, or other audiences
than what you originally had in mind. But the best time to sell what you have is now.
What are you waiting for?
“You live in America and I live in Mexico and selling doesn’t work here.”
Give me a break. Friends of mine always go to Mexico (and other countries said to
be behind us) and they come home with truck loads of things they bought. Besides
that, with the Internet, where you live is almost meaningless. Take your product and
go online. Then you’re not selling to your poor neighbors, but to the entire planet.
Think BIG.
The list goes on and on.
To me, excuses are the #1 thing people do wrong -- online and off. While all of these
excuses seem legit to the person saying them, they are virtually all hogwash.
Excuses are beliefs. If you buy into them, you’re stuck. If you believe instead that
there’s always a way around whatever the excuse is, then you’ll move forward. My
philosophy is, “There is ALWAYS a way.”
So let me try to help you here.
First, what are your excuses?
When I began this article by asking the question, “I can’t do what you did because
---”, what did you say? How did you complete the sentence? Those are some of your
excuses.
Second, ask yourself if there’s any way on earth to get around your excuses. In other
words, are the excuses you stated real or imagined? Have you tried to get past any
of them? Has anyone else, ever, gotten past the same excuses?
Finally, what would you do if you had no excuses?
Whatever your answer, get out there and JUST DO IT.
Leave your excuses behind and your prosperity will begin to come to you.
Leave your excuses behind and you can achieve success, too.
Leave your excuses behind and your life will begin to soar.
If you don’t act now, why not?
Whatever your answer, THAT’S an excuse.
Are you going to let it stop you?

How to Write an E-Book Faster Than

It Takes To Read This Article
How fast can you write an e-book?
Though Jim Edwards and I wrote a #1 best-selling e-book titled “How to Write and
Publish Your Own OUTRAGEOUSLY Profitable e-Book in as little as 7 days,”you can do
it even quicker than 7 days.
How?
Here are at least three ways:
1. Don’t write it.

That is, speak your book and then transcribe it using a service such as www.idictate.
com. Or use one of the voice recognition software out there, such as Dragon Naturally
Speaking. Either way, if you’re more comfortable speaking rather than writing, speak
your book first.
2. Coauthor it.
You can make yourself almost instantly famous by associating yourself with someone
who is already famous. Jim Edwards came to me over two years ago and asked to
coauthor a book with me. He said he would do most of the work. I agreed. The result
was the e-book I mentioned above, which continues to be a bestseller. Since then,
Jim is now a recognized authority in his own right and has written several other e-
books.
3. Make soup.
This is the “Chicken Soup for the Soul” approach to creating a book. You don’t write
a word. You simply ask people for contributions. Joe Kumar did this with his popular
e-book “30 Days to Internet Marketing Success.” Joe is a teenager in Singapore, to-
tally unknown until he compiled his ebook and made himself an online celebrity. Jo
Han Mok and I just did this with our new book, “The E-Code.” We simply wrote people
and asked for their contribution. It’s amazingly easy to do. You can be unknown, and
famous people will give you contributions.
Again, writing e-books doesn’t have to be hard or take a lot of time. The trick is in de-
livering something people want. Do that and no one will care if you wrote your baby
in an hour, a day, or a week.
But once it’s written, you can make passive money from it for a long, long time.
Go for it!
How One Hypnotic Story Brought 15

Automatons to My Door
In 1844 the great circus promoter P.T. Barnum bought an automaton from the fa-
mous magician, Eugene Robert-Houdin.
An automaton is a mechanical device that imitates life. Think of them as early robots.
In the middle of the eighteenth century, automatons were all the rage: Mechanical
ducks and elephants, pictures with moving parts, even human androids that could
write, draw, and play musical instruments. They were haunting, magical, intricate,
detailed, and usually meticulously crafted out of watch parts, metal and wood.
The one Robert-Houdin created was a life-sized figure able to write and draw, and
even answer simple questions. He once displayed it before the King of France. Bar-
num heard of it on his tour in Europe with General Tom Thumb and bought it. But that
legendary automaton was lost in one of Barnum’s many fires.
I spoke to a few people who still build automatons---which is an almost lost art to-
day---to see if someone could rebuild the one Robert-Houdin made and Barnum
owned. Most said it would cost about a quarter of a million dollars and take well over
a year to complete.
I passed.
But then one day a month or so ago I got a call from a potential new client. He was a
delight to talk to. He performs magic, runs a speakers bureau, and was familiar with
most of my books. During the course of our lively conversation he floored me by an-
nouncing that he inherited a few automatons.
I couldn’t believe it.
“You what!” I blurted, almost too excited to speak.
“I have some automatons my best friend made,” he explained. “He left them to me
in his will.”
“How many do you have?”
“Oh, I dunno, maybe fifteen.”
“Fifteen?!?” I mumbled, truly shaken to the core that he had any automatons let
alone over a dozen of them.
“I have one that does mind reading and another that levitates,” he said. “They all do
something different.”
You can’t imagine how stunned I was to hear about this. It was like finding the Holy
Grail of Automatons. While these particular devices are all modern and no where near
as valuable as the one made by the great magician Robert-Houdin, ANY automaton
today is a rare and collectible item.
I was intrigued.
And I wanted those automatons.
“How much do you want for them?” I asked.
“I could never sell them,” he said. “I inherited these from a man who lived to be
ninety and treated me like his own son. I’ve got them in storage.”
At that point I did something naturally and instantaneously. Right there on the spot I
weaved a hypnotic story that changed my life --- and his.
Here’s how it went:
“I understand how you feel,” I began. “About twenty years ago the landlord I had at
the time knew I was into music. He heard me play the harmonica and knew I had an
interest in learning to play the guitar. One day he just gave me a guitar he had for
over fifty years. He just handed it to me. But he said one thing I never forgot: ‘You
can give it away but you can never sell it.’ I promised him I would keep my word. I
still have that guitar today. I’m never going to sell it but I will give it away when the
right person comes along.”
Well, that hypnotic story did the trick. The prospect on the phone heard my story and
in his mind he heard the phrase, “It’s okay to give the automatons to Joe but you
can’t sell them to him.”
All we had to do from there is negotiate a fair arrangement so he could feel com-
fortable giving me the fifteen automatons. After a week of going back and forth, we
agreed that I would help him with some specific marketing in exchange for his col-
lection.
I now own those automatons.
Later, once the deal was done, I asked him what made him change his mind about
parting with the rare items.
“It was your story about your landlord,” he explained. “That really got to me. I could
easily imagine my friend who gave me the automatons being okay with me giving
them to you but not selling them to you.”
Hypnotic stories can work wonders. Whenever you want to persuade someone, con-
sider telling a story about someone who did what you want the person you are per-
suading to do. The story can seep in easier than a direct command. And the results
can be miraculous.
Look at me --- I’m now surrounded by automatons. I’ll soon be opening “The Joe
Vitale Museum of Automated Life and Other Curiosities.”
The Greatest Money-Making Secret in

History
If you want money, you only have to do one thing.
It’s the one thing some of the wealthiest people on the planet have done and are do-
ing
.
It’s the one thing written about in various ancient cultures and still promoted today
.
It’s the one thing that will bring money to anyone who does it but at the same time
most people will fear doing it.
What is that one thing?
John D. Rockefeller did it since he was a child. He became a billionaire.
Andrew Carnegie did it, too. He became a tycoon.
What is the greatest money-making secret in history?
What is the one thing that works for everyone?
Give money away.
That’s right. Give it away.
Give it to people who help you stay in touch with your inner world.
Give it to people who inspire you, serve you, heal you, love you.
Give it to people without expecting them to return it, but give it knowing it will come
back to you multiplied from some source.
In 1924 John D. Rockefeller wrote to his son and explained his practice of giving away
money. He wrote, “...in the beginning of getting money, away back in my childhood, I
began giving it away, and continued increasing the gifts as the income increased...”
Did you notice what he said? He gave away more money as he received more income.
He gave away $550 million dollars in his lifetime.
P.T. Barnum gave money away, too. As I wrote in my book on him, “There’s A Cus-
tomer Born Every Minute,” Barnum believed in what he called a “profitable philan-
thropy.” He knew giving would lead to receiving. He, too, became one of the world’s
richest men.
Andrew Carnegie gave enormously, too. While some might argue that these early
tycoons had the money to give, so it was easy for them, I would argue that they got
the money in part because they were willing to freely give. The giving led to the re-
ceiving. The giving led to more wealth.
Today it’s fashionable for businesses to give money to worthy causes. It makes them
look good and of course it helps those who receive it. Anita Roddick’s Body Shop
stores, Ben Cohen and Jerry Greenfield’s ice cream, and Yvon Chouinard’s Patagonia,
are living examples of how giving can be good for business.
But what I’m talking about here is individual giving. I’m talking about you giving
money so you will receive more money.
If there’s one thing I think people do wrong when they practice giving, is they give
too little. They hold on to their money and let it trickle out when it comes to giving.
And that’s why they aren’t receiving. You have to give, and give a lot, to be in the
flow of life to receive.
I remember when I first heard about the idea of giving. I thought it was a scheme to
get me to give money to the people who were telling me to do the giving.
If I did give, it was like a miser. Naturally, what I got in return was equivalent to what
I gave. I gave little. I got little.
But then one day I decided to test the theory of giving.
I love inspiring stories. I read them, listen to them, share them, and tell them. I de-
cided to thank Mike Dooley of tut.com for the inspiring messages he shares with me
and others every day by email.
I decided to give him some money. In the past I would have given him maybe five
dollars. But that’s when I came from scarcity and feared the giving principle wouldn’t
work. This time would be different. I took out my check book and wrote a check for
one thousand dollars.
Mike was stunned. He got my check in the mail and nearly drove off the road as he
headed home. He couldn’t believe it.
I loved making him so happy. I delighted in giving the money to him. Whatever he
did with it was fine with me. What I got was an incredible feeling of helping someone
continue doing what I believed in. It was an inner rush to help him. I still rejoice at
sending him the money.
And then something wonderful began to happen.
I suddenly got a call from a person who wanted me to co-author his book, a job that
ended up paying me many times over what I given away.
And then a publisher in Japan contacted me, wanting to buy the translation rights to
my best-selling book, “Spiritual Marketing.” They, too, offered me many times what I
had given my friend as a gift.
A true skeptic can say these events are unrelated. Maybe in the skeptic’s mind, they
aren’t. In mine, they are.
When I gave money to Mike, I sent a message to myself and to the world that I was
prosperous and in the flow. I also set up a magnetic principle that attracted money
to me: As you give, so you will get.
Give time and you’ll get time.
Give products and you’ll get products.
Give love and you’ll get love.
Give money and you’ll get money.
This one tip alone can transform your finances. Think of the person or persons who
have inspired you over the last week. Who made you feel good about yourself, your
life, your dreams, or your goals?
Give that person some money. Give them something from your heart. Don’t be stingy.
Come from abundance, not scarcity. Give without expecting return from that person,
but do expect return. As you do, you will see your own prosperity grow.
Try it and see.

The 3 Greatest Prosperity Books

Of All Time
I’m fascinated by prosperity.
This year I’ve been reading numerous books on the topic. Here are my three fa-
vorites:
“Seed Money In Action” has stood the test of time. This forty year old little booklet
has gone through 53 editions, sold 1,000,000 copies, and caused 40,000 people to
write the authors and praise it.
The basic message is that as you give, you will receive ten-fold in return. This ancient
secret helped create millionaires and billionaires throughout time, and still works to-
day.
There’s a catch, of course. You have a give with a mind-set of non-judgmental expec-
tation. When you do, you’re in the flow. Most people who are broke are practicing the
scarcity principle, not the seed money principle.
Most people who are having money problems would never even think of giving money
away, let alone think of the proper way to think AS they give money away. Yet that’s
the secret prosperity in this famous booklet.
Then there’s “The Millionaire’s Mind” by two authors in a country I never heard of
before last year. Two Slovenian authors wrote a book that sold out within 15 days in
their country. When they came to me, I was skeptical. When I read the book, I was
amazed. Here’s a complete course on how to think like a wealthy person. Long, de-
tailed, practical, and eye-opening, it continues to blow me away.
Do you want to know what happened in the first few hours after I announced the
release of the book?
* A German businessman contacted us wanting to start selling this e-book in Ger-

many and building his own website just to promote it to his audience.
* An Indian businessman contacted us wanting to find ways of marketing this e-book

in India, and also said: “I got so excited that I decided to mail you right away since I
feel this book can help millions here in INDIA.”
* A Scandinavian author agent contacted us wanting to translate and publish the

book in print and electronic formats in Norway.
* 15 people contacted us immediately wanting to sell this e-book through their web-
sites and e-zines.
* HUNDREDS of people ordered the book within just five hours of getting the email.
* Dozens of people wrote from overseas, begging to find a way to pay for the book
and get it right NOW.
* Still others wrote to me, asking if the book would be released in hardcover (not this
year).
And all this in just a few hours after I pre-released the e-book. Is this miraculous or
what?
Finally there’s the book I co-authored with Stuart Lichtman, called “How to Get Lots
of Money For Anything Fast.” Stuart is a genius. I have never met anyone like him. He
has spent at least four decades studying the unconscious mind. The result is that he
can pin-point where our unconscious trips us up---and show us how to correct it.
This is incredible. Where before you would set a goal and wonder why you stopped
going for it, now you can discover why you stopped yourself---and remove the block.
This book really describes how to “get clear”, which is a key step in my “Spiritual Mar-
keting” book.
Well, let me throw in one more book on prosperity.
When Tom Paley wrote his masterpiece, “I’m Rich Beyond My Wildest Dreams, I am
I am I am,” he didn’t know he would begin a new quest. Since writing that book he
has gone on to teach e-classes based on his simple method, give teleseminars, land a
publishing contract for the book, and now sell it as an e-book, too. His book is helping
people create miracles. His book helped me manifest the home of my dreams.
If you’re looking to create prosperity, I suggest you get all of the above titles. They
are all e-books so you can have them instantly. They’re better reading than the daily
newspaper and will lead to far more profit.
Read them and get rich.
Resources:
“Seed Money In Action” is here: http://www.mrfire.com/seedmoney.html
“The Millionaire Mind” is here: http://hop.clickbank.net/hop.cgi?outrageous/vitale
“I’m Rich Beyond My Wildest Dreams” is here: http://hop.clickbank.net/hop.

cgi?outrageous/tpauley
“How to Get Lots of Money For Anything Fast” is here: http://hop.clickbank.net/hop.

cgi?outrageous/fastmoney
Inspired Action: An Amazing New

Short-Cut to Make All Your Dreams
Come True
Ever since my latest book, “Spiritual Marketing,” became a #1 best-seller at Amazon
last June, people have been writing me. Most of the time people are just praising the
book. Sometimes people have questions about the five-step process in the book for
creating wealth from the inside out. By far the most common question is about step
five, the one called “Let go.”
“But what do I DO if I let go?” is the question I get the most. “If I let go, don’t I just
sit there?”
What I didn’t fully explain in the book is that you usually still have to do something
to achieve your dreams. That something might be as little as answering the phone.
Or making a call. Or buying a book. Or joining an association. Or answering an email.
I have no idea what that action will be for you regarding achieving your dream. But
you usually have to do something, however small or large a step.
But the magic answer to the question of what action to do next is this:
You want to take what I call “Inspired Action.”
Inspired Action is any action you take based on an inside nudge.
In other words, an Inspired Action is when you suddenly get a desire to drive to the
store. You may have no idea why you need to go to the store right now. But some-
thing within you is urging you out the door. Follow that hunch. It may lead you to your
goal. At the store, you may meet the right person. Or find the right product. Or pick
up the right magazine that will lead you to completing your dream.
For example, in “Spiritual Marketing” I talk about how I managed to get into Night-
ingale-Conant with my own tapeset, called “The Power of Outrageous Marketing.” I
had tried to get Nightingale-Conant to pay attention to me for over ten years. (Ten
years!) Nothing I did would ever work out. Yet I was doing all the “right things” peo-
ple said I should do---make calls, send letters, follow a plan of action, etc.
Nope. None of that ever worked.
So I stopped all that planned action. I didn’t stop wanting my goal of being in the
famous Nightingale-Conant catalog, of course, but I did stop struggling to make it
happen. I, in short, let go. I waited for divine inspiration to tell me what to do next.
And then one day I started to get emails from someone asking questions about my
book on P.T. Barnum, called “There’s A Customer Born Every Minute.” My gut said
to answer the questions. So my Inspired Action was simply to write back to this
stranger. That’s what I felt guided to do.
I did. And after three weeks of email exchanges, this man finally wrote me an email
that rocked my world. He said, “I appreciate all you’ve done for me. If you ever want
your material considered by Nightingale-Conant, I am their senior marketing director.
Just send your stuff to me.”
I still get goosebumps when I think of that email. That miracle occurred not because
of any planned action, but because of Inspired Action.
So here’s how to make Inspired Action work for you:
Step One: As I explain in “Spiritual Marketing,” set an intention. An intention is your

declaration about your dream, or goal, that you want to be, do, or have. This is your
request of your subconscious, unconscious and universe itself. The clearer your in-
tention, the better your results. One of my intentions was, “I intend to have a best-
selling audiotape program with Nightingale-Conant.” Another was, “I intend for my
‘Spiritual Marketing’ book to become a #1 best-seller at Amazon.”
Step Two: Follow your hunches. Listen to your intuition. If you get a desire to make
a plan of action, so be it. Do it. But if you get a desire to go for a walk, or to watch
television, or to surf the web, then do that. You never know where your Inspired Ac-
tion will take you, but because you set an intention (step one), your intuition will find
a short-cut to your dreams.
Inspired Action works because your ego can only see limited terrain while the uni-
verse can see it all. Your ego might say, “Write a business plan.” But your intuition
might see that that won’t work in your case and instead urge you to do something
else, maybe even something strange. Trust it. Inspired Action comes from the big-
ger picture, which you can’t always see until you’ve taken the actions you’re being
inspired to take.
Finally, the more you can quiet your mind, still your thoughts, and relax your body,
the more you will hear the inner voice nudging you in the direction of your dreams.
When it speaks, move.
That’s Inspired Action.
Do it and you’ll find amazing new short-cuts direct to the fulfillment of your stated
desires. It’s an easy path more fun, more relaxed, and usually more profitable, than
planned action and constant struggle.
Try it and see.

Can an E-Book Become a #1 Amazon

Best-seller?
Ever since Jim Edwards and I completed our now famous e-book, “How to Write and
Publish Your Own E-Book... in as little as 7 Days,” people have been cranking out their
own e-books at, well, a weekly rate. Lately I’ve been getting a reoccurring question
concerning all these e-books. Namely, “Can an E-book become a #1 Amazon best-
seller?”
That question keeps coming to me because I made my latest book, “Spiritual Mar-
keting,” a #1 Amazon best-seller last June. I also helped several other authors make
their books Amazon top sellers, from Kevin Hogan and Mark Joyner to Mike Litman
and Randy Gilbert. Obviously there is a formula here
that works.
But can it make an E-book an Amazon best-seller?
The answer, of course, is yes. In fact, anything you sell can be driven to a top selling
spot at Amazon. That’s right, anything. That includes music CD’s, appliances, videos,
audios, DVD’s, and yes, even E-books.
Here’s the secret:
You have to create what I fondly call an “ethical bribe.” In other words, say you have
an e-book on child rearing. What? Does that sound too easy to sell? Okay, let’s pre-
tend the e-book is a work of fiction. Better yet, let’s make it an e-book with nothing
but poetry in it. Now THAT would be tough to sell, let alone drive up the Amazon lad-
der to best-seller status, right?
Wrong. Again, the key to making this proven formula work for any e-book you may
write is to offer enough incentive for people to go buy it *when* you want them to
buy it. In short, you have to give people added value. You offer them freebies---usu-
ally other e-books---which they can have if they buy your main e-book at Amazon on
a certain day.
Are you with me here?
Oh. Well, okay. Let me explain this formula in more detail.
Step One: You need an e-book. If you haven’t written one yet, go to www.7dayebook.
com right now. Get that book and you’ll write your own book in less than a week.
Guaranteed.
Step Two: Get your e-book listed at Amazon. That’s easy. Amazon prides itself on list-
ing everything. They’ll list your e-book, too. Just ask by clicking on their Help button
and sending them e-mail.
Step Three: Now create a series of bonuses that you can give to people who buy your
e-book. Don’t throw up your hands and say you don’t have anything. Just as you
wrote an e-book, you can write smaller Special Reports. Just think of what your key
audience might want to read about. If you truly are selling a book of poems, maybe
you can write something on how to write poetry. Get the idea?
Step Four: Here’s a tip: You can also find public domain e-books which you can offer
to people who buy your e-book. Search online for them. There are thousands of e-
books available, for free. You can find something relevant to your own e-book, and
add it as part of the package of freebies that you’ll give people who buy your e-book
at Amazon.
Step Five: Now find people who have email lists. This is a step where less imagina-
tive people give up, saying, “I don’t know anyone with any lists!” Wake up, people.
There are nearly a million email lists online. Search for them. Again, if you’re selling
poetry, look for the email lists that cater to poets or maybe to writers. There are a
staggering amount of those.
Step Six: After you find the email lists, write the list owners and ask for their help in
promoting your event. Believe me, all you have to do is ask. They are usually glad to
help because you are making a great offer to the people on their list and they will look
like a hero when they help you sell your e-book. Again, just write and say something-
like, “I plan to make my e-book a #1 best-seller at Amazon. Will you help? Just tell
your email list that if they buy one copy of my book at Amazon on (pick the day), I’ll
give them all of the following for free.”
Step Seven: Finally, set up all your freebies so they are downloadable e-products. In
other words, when someone buys your e-book, you want them to send their Amazon
e-receipt to you by e-mail. When you receive it, you want to send them the download
page for your bonuses. You could also just send the bonuses by email to each person
who writes to you, but that would be time-consuming. Still, it’s an option if, say, you
don’t have a website. That’s right. You don’t even need a website to make this proc-
ess work for you.
There you have it.
Write your e-book in seven days and then drive it to best - seller status at Amazon
using the above 7-step formula.

Aristotle’s Booty, or, How to Get

People to Buy Anything
How do you sell a T-shirt, anyway?
I mean, nobody really needs one. Many places give them away as promotional items.
And there isn’t a shortage of them in the world. They aren’t food, water, or shelter.
They aren’t essential. No one will die without one.
So why would anyone buy one of mine?
Those were the thoughts I wrestled with after artist Andy Dooley created a beautiful
T-shirt design to celebrate my book, “Spiritual Marketing,” becoming a number one
best-seller on Amazon June 4th and 5th, 2002.
Now that I have a shirt, how do I sell it?
I rummaged through my brain as well as my library and stumbled across Aristotle.

You may remember him. He was an ancient Greek rhetorician who created a four-
point system for persuasion. That system has never been improved on in the last
2,000 years. In brief, his logical 4-step “arrangement” (as Aristotle called it) looks
like this:
1. Exordium. A shocking statement or story to get attention.
2. Narratio. You pose the problem the reader/listener is having.
3. Confirmatio. You offer a solution to the problem.
4. Peroratio. You state the benefits of action on the solution.
This should look a little familiar to you. It’s very similar to the classic advertising for-
mula known as AIDA: Attention, Interest, Desire, Action.
Because of both of those formulas, most of my sales oriented writing follows along
the easy path of answering these questions:
1. Are you getting attention with your opening?
2. Are you stating a problem the reader cares about?
3. Are you offering a solution that really works?
4. Are you asking the reader to take action?
Okay. You got that. But how does it help me sell T-shirts
?
Well, let’s see.
1. My opening has to grab attention. So what if I said something like, “How can you
wear a painting that will increase your sex appeal?” Food, sex, and money are notori-
ous attention-getters.
2. Now I have to state a problem. So maybe I can ask, “Are you tired of wearing ratty
T-shirts from the local pub or grill? Wouldn’t you like to wear something that makes
you feel great---that reminds you---as well as the people who are attracted to you--
-to go for your dreams?”
3. Now I have to explain my solution. “Famous artist Andy Dooley, who has designed
T-shirts sold at Disney World and around the world, has just created an original work
of art. This art is beautiful, colorful, and charged with the feelings that attract pros-
perity, love, and healing---all the things you loved in the book, Spiritual Marketing.”
4. To wrap up, I need to now ask for action. “You can only get this limited-edition,
original work of art directly from me. Just see my website at www.mrfire.com and
you’ll see the T-shirt design. For every 3 shirts you buy, I’ll send you one free. Sizes
are Large and X-Large only.”
Wow! I did it!
I spontaneously created a sales piece by following Aristotle’s 2,400 year-old 4-step

plan.
You can do this, too. For anything you want to sell, simply ask yourself these ques-
tions:
1. Are you getting attention with your opening?
2. Are you stating a problem the reader cares about?
3. Are you offering a solution that really works?
4. Are you asking the reader to take action?
Now go and make Aristotle proud!

Confessions of an Internet Whore Or,

How Often Should You E-mail Your
List?
Last month someone on my e-mail list wrote me a long e-mail calling me an “Internet
whore.” He went on to say he was un-subscribing from my newsletter. He added that
I was “slocking ***** and that I had “lost my ethics.”
I thought about the anonymous writer and reflected on what he said. It made me
wonder how often any of us doing business online should send out our email. Weekly?
Monthly? Hourly?
Are there any rules at all?
Let’s explore this together...
Personally, I only endorse products I use and believe in. Because of my perceived
status in the world these days as a best-selling author and marketing guru, I’m con-
tacted by dozens of people *per day*, all asking me to sell their latest what-have-
you. I do not endorse or sell 99% of them. That saves me from mailing my list too
often.
Usually, as in the case of helping Kevin Hogan’s book hit #2 at Amazon and Peggy
McColl sell $30,000 worth of books in one day using the strategy I taught her, I don’t
make a dime for my efforts. I’m not complaining, either. I wanted to help them, and
did. But I did not profit in any way. I felt telling my list about their offers was a gift
to my list. So I mailed them.
Often I will discover something that sets my soul aflame. That’s what happened when
I discovered “The Millionaire’s Mindset” book from Slovenia. I felt it was a great gift to
the world and am honored to share it with people. I’m profiting from that, and gladly
so. It’s an astonishing book. I didn’t mind sending out three emails about it to my list.
My list didn’t seem to mind, either, as hundreds of them ordered almost instantly. My
friend, Rok, over in Slovenia said --
“Your list actually outperforms lists that are up to 8 times bigger ... and it outper-
forms them by about 85%. Your last mailing (which was the third mailing you did for
the same book) generated 85% more responses than any other affiliate mailing in
the pack.”
I continue to create new products, too. Obviously, I want the people on my list to
know about these. And just as obviously, I believe these products will help them---
or I would not be offering them. They are not ***** or in any way fluff. They are all
useful and inspiring. Even when I release three e-books in one week, I think my list
should be the first to know about them.
So back to the question we are wrestling with:

When is it too much? When are you emailing your list too often?
Now what I’m about to tell you may shock you. But it’s the key point of this article.
I think if you have something of importance for your list, you should tell them as fast
as possible. If that means you mail twice in one day---again, assuming you just got
news your list would want to hear---then you mail them twice in one day.
I did that once. I sent an email to my list in the morning. A few hours later I received
an email with such thrilling news in it that I couldn’t resist sending out a follow-up
email. I did. I knew I might be flamed, but felt it was worth the risk. As a result, 12
people thanked me. No one un-subscribed.
Look. If you are doing business online and have news of value to your followers, why
*aren’t* you telling them?
I think the only reason you wouldn’t tell them is --- fear of being flamed, which
means fear of receiving hate email.
If you are afraid of being flamed, then you probably know you don’t have anything
of value for your list.
Think about it.
I’ll repeat my statement: If you are afraid of being flamed, then you probably know
you don’t have anything of value for your list.
Let me explain:
If I’m on your list because I want to hear of your new products or services, and you
have a new product or service and don’t tell me, I have every right to be upset. I
should have been given first shot at the offer.
For example, I’m a member of the Kenny Wayne Shepherd fan club. He’s a hard rock-
ing blues guitarist in the tradition of Stevie Ray Vaughan. Well, I signed up for Ken-
ny’s email list to be notified of his new releases and concert appearances. You might
imagine my surprise--- and disappointment--- one day when I saw a new CD by him
in a music store, one I never heard about by any email from him. While I was glad
to discover the new music, I was upset that no one notified me. After all, that’s why
I signed on to get his emails in the first place. I un-subscribed.
Here’s another example:

Another friend of mine is a professional entertainer. I sat in the audience at one of
his shows and heard him tell people, “If you sign on to my email list, I’ll send you
occasional updates about my appearances.” He added, “I won’t abuse your email and
send you too much email.”
Well, he blew it. Anyone who signs up for his email *wants* to hear from him, not
just whenever he has an appearance, but whenever he has news of interest to them.
In my opinion, the entertainer was thinking of himself, not his audience. He was com-
ing from pure fear.
I also know an executive coach who mails his list once a quarter or so. I keep wonder-
ing, “Doesn’t he have a life? Doesn’t he have any news? Doesn’t he ever come across
anything he’s excited about and can’t wait to tell his list?” Apparently not. To me, he
looks lazy, inept, or just plain scared. I would never hire him as a coach.
According to Newsweek magazine, 90% of all spam is sent from a group of under 150
people. You’re probably not one of them. Neither am I. But if you were considering
doing bulk emails to strangers (known as spamming), you should also know that one
spammer admitted she got only 25 responses---after sending out 1,000,000 emails.
And naturally, even the 25 responses weren’t what she was looking for. Never, ever,
spam. Ever. It doesn’t work.
BUT if you have a list of people who have *asked* to receive relevant information
and offers from you, then not sending them email when you have news for them is
a big mistake.
Are you with me here?
I’m *not* advocating emailing your list mindlessly, just because *you* think you
have something to say.
I *am* advocating emailing your list whenever you have news *they* will deem im-
portant. If that means every day for a week, then so be it.
Finally, what about the person who wrote me the flaming email and called me an
Internet Whore?
I have no idea who he is. He may not know who he is, either. I showed the email to
a peer and he said, “That guy needs a therapist.” I don’t know if he does or not, but
the great gift in his email is that he prompted me to again think about how often we
E-mail Marketers should email, and it resulted in this article.
I hope it has been thought provoking.
Now, I have another important mailing to get out to my list...

How to Discover
If Your E-Book Idea Will Sell
Before You Actually Write It or, The 26 Subjects That Will
*Always* Sell
Jim Edwards sent out a survey about e-books. He asked a variety of questions. But
the number one thing everyone wanted to know was this: “How do I find out if my
e-book will sell---before I write it?”
Obviously, that’s a great question. If anyone could accurately determine the salability
of an e-book before it was written, that person could be a billionaire. Every aspiring
author would hire him, or her, to judge their idea.
The truth is, there is no guaranteed way to 100% accurately test an idea for an e-
book before you actually begin to sell it. Yes, you can run ads for your e-book and see
if it will fly or not. But that’s not totally accurate. Or guaranteed. And if people buy
and you don’t deliver that e-book within 30 days, it’s also illegal.
But there *is* a way to massively improve the odds of your e-book being something
the public will want. This is something you can do right now, before you write a word
of your e-book.
Let me explain this system to you:

I researched the 1800s to write my book on P.T. Barnum.
I researched the 1920s to write my book on Bruce Barton.
I researched the last 150 years to write my book on ads.
And I’ve been researching ancient Roman history to write a forthcoming book on old
world marketing practices. What I discovered in the most unforgettable way is that
in every era, people wanted the exact same things. People never change. They will
always have the same basic desires. Technology will change. People won’t. Today
we have e-books. That’s a new technology. Yet what people want to read in those e-
books will remain the same as always. Human desires are hard-wired into our DNA.
That’s good. By knowing what people want, you can profit from their desires. And
since their desires are predictable, your ability to make money from your ideas just
got a lot more bankable, as well.
So, what exactly do people want to read about?
First, the top three general categories are these: Food, sex, and money.
There will *always* be a market for new cookbooks, new books on love, and new
books on ways to make money. That will never change. Ever. So if you have an idea
that fits in one of those categories---and if it’s a new spin on existing ideas---you may
have a wining race horse.
Second, Jim Edwards and I identified the TOP Ten tried and true subjects for e-
books in our own e-book, “How to Write and Publish Your Own e-Book in as little as
7 Days.”
Our own research proves these ten resaons are just as reliable as the three more
general ones that I discovered.
These are the subjects people will *always* want to know about. Since those sub-
jects are listed in our e-book, I won’t discuss them here.
Third, after Jim and I wrote our e-book, we discovered 16 more subjects that people
always want to know about.
These, too, are proven hot buttons for people. When I reviewed my studies from the
last several years, I realized that these 16 topics are things people will always want
to know more about, too. Here they are:
11. To attract sex.

12. To keep their possessions.
13. To have more fun.
14. To satisfy curiosity.
15. To protect their family.
16. To be in style.
17. To have beautiful possessions.
18. To quench their appetite.
19. To emulate others.
20. To avoid trouble.
21. To avoid criticism.
22. To be an individual
23. To protect their reputation.
24. To grab opportunities
25. To be safe.
26. To make work easier.
So, how does this system work?
Okay. Say you have an idea for a book on how to make money in network marketing.
Will it sell? Since people want to (20) avoid trouble and (26) make their work easier,
I’d say chances are good it would. Add to this formula the fact that people always
want to know how to make money (one of the top three subjects hard-wired into our
make-up) and yes, the book could sell.
And what if you have an idea for a book on how to find cool things at garage sales?
Would that sell? If you tied the title to a direct benefit---such as to make money---
then your idea could work. In other words, title the e-book something like, “How To
Make A Fortune In Garage Sales” and you just made it fit one of the basic human
desires. If you can also tie it to (14) satisfying their curiosity about garage sales, all
the better.
What if you have a technical book idea, such as an e-book on how to filter out spam?
No sweat. People want to save time, so you might tie your idea to that benefit. “How-
to Save Time By Eliminating Spam!” might work. Or you could even tie your idea to
(23) protecting their reputation. Then your e-book might be “Protect Your Name By
Stopping Spam!”
Get the idea? You can take almost any e-book idea you may have and improve the
odds of it selling by simply matching it to one of the 16 categories above or the TOP
10 listed in our e-book. It’s easy.
Now, before the critics rush in and shoot at any holes they see in this system, let me
add these final words: A book that sells is more than “a good idea.” It’s an idea well
expressed. It’s an idea packaged in an irresistible way. It’s an idea targeted at a spe-
cific niche audience. And it’s an idea that works once people begin to implement it.
In short, make your book idea fit one of the key categories people are proven to want
more information on. Title it to reflect benefits people want. Describe it in your sales
letter in ways that activate people’s basic desires. Just be sure you deliver what you
promise.
Do all that and your e-book will sell---guaranteed!

“Energy Marketing”
An Unusual New Way to Attract New
Clients
“It doesn’t matter what you say in an advertisement,” Esther Hicks told me over din-
ner with her husband, Jerry, one day many years ago.
“People will pick up on the energy in the ads, not the words in the ads,” she contin-
ued. “They’ll respond, or not, based on what they feel from the ad.”
That was probably my introduction to “Energy Marketing” or what I now call “Mental
Science Marketing.” I’ve since met several people who practice this unusual new form
of marketing.
Sandra Zimmer, for example, runs the Self Expression Center in Houston. One dayshe
and I were having lunch and talking about marketing. I told her I remember seeing
her ads years ago, and that they seemed to have a halo around them.
“I put that there,” she said.
“How?” I asked.
“I meditate on the ad I’m about to run and infuse it with my energy,” she said. “When
the ad comes out, only those people who pick up on the energy in the ad will call
me.”Since Sandra has been running a thriving business for many years now, I’d say
her method works.
Two years ago I began seeing ads run by a healer named Ann Taylor Harcus. Those
ads had the same border of invisible light around them. When I called Ann the first
time, I said, “Your ads are charged!”
She knew exactly what I was talking about.
“I put my energy into those ads,” she told me. “I sit in silence and consciously send
my energy into them. I am charging them so they magnetically attract the people
who need me most.”
Considering Ann has now worked with well over 100,000 people, I’d say her method
is working, too.A month or so ago I was interviewed by Terri Levine, of www.com-
prehensivecoachingu.com. She had read my latest book, “Spiritual Marketing,” and
wanted to know how someone “charges an ad” with magnetic power.
It was the first time anyone had asked me that question.“Well, I simply intend for the
ad to pull the perfect clients to me,” I began. “I know that intention rules the earth.
So I simply decide to add my energy to the ad and program it to bring me the results
I want.”
I could tell I needed to explain myself further

.
“Think of it as Mental Science Marketing,” I went on.
“There’s a whole school of thought that says you can heal anything by tuning in to
the underlying perfection in life.
Well, why not heal a business in the same way?”
Before my “Spiritual Marketing” book became a #1 bestseller at amazon last June,

I may have been reluctant to talk about this unusual new form of marketing. But
the truth is, this is what I’ve been doing for maybe ten years. I simply haven’t been
talking about it in public. You can probably understand why. Mental Science Market-
ing isn’t as nuts and bolts as the marketing practiced by those who like to focus on
headlines, benefits, guarantees, and other traditional elements of a good ad.
Mental Science Marketing is more internal.
It’s flying by your gut.

It’s listening to your intuition.
It’s aligning your beliefs.
It’s tuning in to your spirit.
It’s, well, different.
But Esther Hicks is only partially right.
What you put in an ad does indeed matter. If you run an ad with nothing in it, you
won’t get any calls, despite what you may have done on an energy level. You still
need to put *something* in that ad, if only a phone number.
That’s where knowing traditional selling methods helps.

But I’ve known people who created ads with all the right elements in it---headline,
coupon, you name it--- and the ads bombed.
So just writing ads with skill won’t always work, either.
My policy is to combine both approaches. Learn all you can about how to write head-
lines and body copy.
But also learn all you can about how to infuse your ad with your own energy. The
combination can be irresistible. Just ask Jerry or Esther. They hired me to write an ad
for them to run in a leading national magazine. I wrote it
and they ran it.
“We got so many calls we had to stop running the ad,” Jerry told me later. “It ove-
whelmed our office.”
What made it work? The words in it or the energy in it?
My guess is that the words in it reflected the energy in it -- and in fact amplified it.
In short, you need both.

Just as studies show that most (not all) communication is visual, most (not all) mar-
keting is mental.
Finally, let me leave you with a challenge:

Look at the next ad, sales letter, commercial, or even website with an inner radar
searching for the energy in it.
See if you can note what is radiating from the ad.
How does it make you feel? What is happening inside yourself while you view the
ad?
Then ask yourself what is actually in the ad---the words and images---that are help-
ing you feel that way.
You might even go so far as to hold a sales letter in your hand and----before you read
it---see what you sense.
Does it have a good feel?
Do you want to buy

?
Are you seduced or repelled?
Now read the letter.
Were your feelings right?
If nothing else, this is a great way to increase your sensory awareness of everything
from your five senses to your intuition
.
Why not start right now, with this very article?
How does this make you feel? Are you picking up on my energy? Do you have a sense
of what I’m trying to communicate?
The fact of the matter is this: People buy for emotional reasons and justify their pur-
chases with logic. When you are clear about your offer, your energy will be clear.
When you proceed to create your ad, that energy will guide you. And when people
read the final ad, it will be your energy that they will feel first.
Just something to think about.
Or do I mean “feel” about?

Welcome to the new world of Energy

Marketing!
Buying Trances:
The Real Secret to Hypnotic Selling
I couldn’t snap Billy out of his trance.
It happened over thirty years ago. I was a teenager fascinated by the powers of the
mind. I read about spirituality, psychic phenomena, UFO’s, past lives, present prob-
lems, the magic of believing, and yes, even hypnosis.
And that helps explain why I had my best friend, Billy, in a deep trance in the base-
ment of my parent’s home in Ohio. I had regressed him from the age of 16 back to
the age of four or five. I had no business doing it. But I was curious and Billy was
game. It was a remarkable morning until something truly terrifying happened.
I snapped my fingers---the prearranged command to wake Billy up---but he stayed

in the chair, smiling, eyes closed, and laughing loud and hard.
“How old are you?” I asked, wanting to check his age level.
“Seventy-two, how old are you?!” he replied, laughing like a wild, untamed, truly
obnoxious child.
You can’t imagine my fear.
“When I slap my hands together, you will awaken,” I commanded. Billy laughed long
and loud
.
I slapped my hands together.
Billy laughed louder and longer.
I’m panicking now. I’m barely sixteen years old. I have my best friend in a trance,
regressed to a young age, and I can’t bring him out of it. I could see my parent’s
rage. I could see Billy’s parent’s rage. I could see myself locked up, still a teenager,
all because I practiced hypnosis like other kids played baseball or monopoly.
I waited. I held my breath. I snapped my fingers. I slapped my hands. I perspired.

Billy wasn’t coming out of his trance. He was locked into another time period. And I
was responsible.
Some kids borrow the neighbor’s car and wreck it. I borrowed my best friend’s mind
and put it in park.
What was I going to do?

I don’t recall how much time went by before I decided to call for help.
I remember going to the phone book and desperately searching for a hypnotist to call
for help. I found one in Cleveland, Ohio, a hundred miles from my home. I called him,
got him on the phone, and acted as cool as I could.
“Doctor, my name is Joe, and, well, I’ve been learning about hypnosis.
I was just wondering, what would happen if you put someone in a trance and they,
well, er, ah, you know, never came out of it?”
There was silence on the line.
Then I remember the voice bellowing at me.
“Are you practicing hypnosis there?!”
“Oh, no,” I lied. “I was just curious what would happen if, you know, you put your best
friend under, regressed him, and he wouldn’t come out of it. Is that a bad thing?”
“Is your best friend there now?”
The hypnotist was on to me.
“Well...yes.”
“Will he come to the phone?”
“He won’t do ANYTHING I ask,” I said. My voice was cracking now. I was scared and
it showed.
“Don’t worry about it,” the hypnotist advised me. “He’ll either naturally awaken short-
ly, or he’ll fall asleep and then wake up.”
“But he thinks he’s five years old,” I added.
“YOU KIDS HAVE TO STOP PLAYING AROUND!” he roared.
“But I want to be a hypnotist someday,” I explained.
“GET TRAINING FIRST!” he blurted.
“Okay, okay, I will,” I said. “But what do I do about Billy?”
“Put him on the phone.”
I went to Billy, somehow got him to get on the phone, and the hypnotist said some-
thing which helped Billy awaken. To this day I don’t know what he said. And since I
haven’t seen Billy in nearly twenty years, I have no idea how old Billy really thinks he
is. I understand he’s now a State Trooper in Ohio, so I imagine he’s stable and well.
Still, I’m staying in Texas.
I learned something profound that day in my parent’s basement when my life stopped
for an afternoon.
I learned that trances are powerful. They are real. And we are all in them.
That’s right. You’re in a trance. Yes, right now. So am I. We may not think we’re five
years old, but we think we are writers, or marketers, or salespeople, or some other
“trance.” As long as we believe the trance we are in, we will play it out perfectly.
When we wake up, we’ll just be in another trance. Even the “I’m now awake” trance
is just another trance.
Stay with me here. Whether you disagree or not, there’s a valuable lesson here - one
that can help you increase your sales and your profits. In short, your prospects are all
in trances. If you merge with their trance, you can then lead them out of it and into
the “buying trance” you want them to be in.
I’ll repeat that:
“Your prospects are all in trances. If you merge with their trance, you can then lead
them out of it and into the “buying trance” you want them to be in.”
Let me explain with an example:
Say you want to sell a new software program on how to incorporate your business.
How would you do it? The average person might send out a sales letter that says
“New program makes incorporating a snap.” That approach would get some sales,
especially from people already wanting to incorporate.
But a more hypnotic approach would be to run a headline such as this: “Tired of pay-
ing too much in taxes? Read this surprising way out of the maze!” This new approach
would merge with the existing trance in a business person.
In other words, they are in the “taxes suck” trance” and the “small businesses get
screwed” trance. Agree with them. Merge with them. Accept that trance as your door.
Then lead into what you want to sell by tying it back to their trance.
Let’s break down this process into 3 steps:
1. What do your prospect’s believe right now? (Current trance.)

2. Agree with their beliefs to merge with them. (Rapport.)
3. Lead their beliefs into your offer. (New trance.)
That’s it. That’s the real secret to “hypnotic selling.”
What? Oh. You want another example? Here goes:
Say you want to sell a pair of pants. How would you use our “Hypnotic Selling” 3-step
process to move them?
1. What do your prospect’s believe right now about pants? A little research would
help. Let’s say they believe all pants are the same. They are in the “all pants are
alike” trance. That’s their current trance, or mind set. You would not be very wise to
argue with it. Instead, accept it and go to step two.
2. Agree with them. In person, on the phone, or in your headlines, say something
that let’s your prospects know you are in the same trance.
Use statements such as “I thought all pants were alike, too” or “No pants are dif-
ferent--so why even look at this pair?” This creates rapport. You can’t sell anyone
without creating rapport. So, step two is a way to meet people where they are. Con-
sciously join their unconscious trance. Then go to the next step.
3. Now lead them into your offer. You might say something like, “Why are people say-
ing these pants are different? Here’s why.” This is taking them into a new trance---a
trance that says “Some pants are different”---a buying trance. Because you acknowl-
edged the trance they were in, and merged with them, you are now in a position---a
very powerful position---to sell them.
There are numerous ways to find people’s trances, merge with them, and then lead
them into a “buy from you” trance. I won’t be able to go into all of them in this short
article. I’m just giving you the tip of the iceberg here.
But before I end, let’s look at possible existing trances your prospects may be in
when you call, or send them a sales piece. They include:
“I’m worried about money” trance
“I’m lonely” trance
“I’m afraid of people” trance
“I’m sick and tried of my job” trance
“I’m fed up with my kids” trance
“The world sucks” trance
“I’m hungry” trance
“I need to lose weight” trance
And so it goes. You’ll notice that each of these trances are self-serving. That’s the
nature of people. They are interested in their well-being first. They are pre-occupied
with their own needs, desires, pains and more.
Any inward state is a trance. Naturally, everyone is in one trance or another when
you call them or write them. Your job is to note it, merge with it, and lead them out
of it.
Here’s one final example to make this process clearer for you:
Let’s say you want to sell a music recording. We’ll make it a classical CD.
Step 1. What trance are people already in? You can imagine they come home from
work, find your sales letter in their mail, and are NOT in the mood for it. Your headline
might say, “Just got home from work?”
Step 2: Create rapport by acknowledging their trance. You might write, “Since you
just got home from work, are probably tired and ready to toss this mail in the trash,
wait one second before you do it.”
Step 3: Now introduce your new trance. Maybe write: “Imagine putting a CD on that
fills your mind with soothing, relaxing, healing music...the kind of heavenly sound
that helps drift far, far away from your day...”
To end this article, let me remind you of what Billy taught me when I was a kid: Eve-
ryone is in a trance and everyone can be brought out of it.
The idea is not to ignore this quirk of human nature, but to use it for the
well being of all you touch---including your own profit!
Just don’t age regress any of your prospects!
****************************************************************
Joe Vitale is the world’s first Hypnotic Marketer. He is President of Hypnotic Marketing, Inc.,
and author of way too many books to list here, including the new book “Spiritual Market-
ing,” the best-selling e-book “Hypnotic Writing,” and the best-selling Nightingale-Conant
audioprogram, “The Power of Outrageous Marketing.”
A Success Profile
Mike Dooley didn’t know what he was going to do. He quit his job at Price Warehouse.
He left the company, his security, and his home. He went to Orlando and sat there,
lost, confused, waiting for direction. None came.
Meanwhile, his brother was making some money from royalties on a few t-shirts
he had designed. So Mike, his brother, and later their mother, went into the t-shirt
business. They called their business TUT, for Totally Unique T-shirts. Everyone from
Disney to Macy’s bought and sold them. Within ten years they sold more than one
million shirts. Life was good.
As the market began to change, and major buyers began to make their own t-shirts,
the family business decided to stop business. The artistic brother began a career as
an actor and improv comic. The enterprising mother, who had already written two
books, began a full-time career as a writer. Mike decided to buy out the family busi-
ness--- which by that time had come to be known as “Totally Unique Thoughts”---and
run it himself.
“Our most popular t-shirts had always been the ones with inspiring or spiritual say-
ings written on them,” Mike told me over the phone one day. “So I decided to offer a
Monday Morning Motivator by e-mail to our loyal list of followers.”
The Monday memos were usually poems. And his small band of followers at the time
amounted to 1,000 names. Instead of writing to these people with an opening that
said, “Dear loyal t-shirt customer...,” Mike decided on a more unique approach.
“I created an Adventure’s Club and invited them to be a member for the sum of only
$36 a year,” Mike explained. “They would get weekly and even daily messages from
me, all of an inspiring, motivational and/or spiritual nature.”
Did it work?
“No. Almost no one paid for it. So I naturally decided to offer it for free, knowing I
would somehow figure out how to make money from it down the road.”
Mike’s Monday Morning Memos caught on. People loved the inspiring weekly poetry.
Eventually he gathered the courage to add his own insightful commentaries that
would accompany each poem. His subscriber base grew to 3,000 names.
“About this time I had a friend of mine who was making $15,000 every month from
banner ads on his e-cards,” says Mike. “So I put all my energy into making free e-
cards that people could sponsor click-through ads on. I used the old t-shirt art I had
and added some commentary to make the e-cards unique.”
But that didn’t work out, either.
“Within six months advertisers quit taking ads on e-cards. My friend stopped making
$15,000 a month. I never made more than $100 from my e-cards. But I’m still glad
I did them.”
Why is he glad?
“They have become a viral marketing campaign,” Mike explains. “People send them
to others and suddenly my website is known to potentially millions of people. Those
e-cards are still a popular feature on my website.”
Around this time--in 2001---Mike decided to take the biggest leap of faith of all.
“I recorded 12 audiotapes, packaged them, and called them ‘Infinite Possibilities: The
Art of Living Your Dreams.’ They are a combination of my weekly e-memos, old talks
I had given, and entirely fresh material.”
That tape set became a turning point for Mike’s online business.
“People would get an e-card from someone, see a link at the bottom for my tapes,
and make an impulse buy right then and there.”
Mike sells 40 to 60 tape sets every month, at a retail price of $125.00 for either cas-
settes or CDs. While he’s never asked for a single testimonial for his tapes, he has at
this point collected an overwhelming amount of them. You can see them at http://
www.tut.com/auwc.htm Here are three quick ones:
“Riveting. Inspiring. Even miraculous. Rarely have I heard such wisdom, such mind-
stretching beauty, such practical inspiration and proven advice.”
“I was blown away! I squealed with delight!”
“I’m listening to the tapes repeatedly... EXCELLENT material, endless new perspec-
tives, spin offs...your words have set me in motion!”
While Mike has added a daily e-memo to his weekly ones, he has never advertised,
done any publicity, or implemented any marketing. His tape sales come from word-
of-mouth sharing. His database is currently 5,000 hot names, and growing. He plans
to use pay-for-click services to build his database. Next he’ll focus on his affiliate
program, which he just added to his site.
In short, Mike went from a company drop-out with no mission to a man with a giant
mission. And he uses the Internet as his primary vehicle to help people go for their
dreams. His main marketing tool is his “Enlightenment-by-E-mail” daily and weekly
inspiring messages, which continue to be free.
What’s his advice for building a successful business and making your own TUT---to-
tally unique thoughts---come true?
“As clearly as possible define the end result of what you want in emotional terms,” he
advises. “Get into that emotion now, even before you start working for the dream or
even quitting your job. Having the end result firmly in mind now will help you weather
any setbacks that may occur later.”
“And don’t worry about how you will get to that end result,” he adds. “There are a
million ways to achieve fame or wealth, or whatever you want. Don’t tie the hands of
the universe by thinking it has to come in one certain way. The universe has ‘Infinite
Possibilities’ at its beck and call. Trust it.”
Finally, I asked Mike if he would offer a “totally unique thought” specifically for you,
the reader of this article. Here’s what he sent:
“Success in the world, business or otherwise, is far more a function of how well you
engage the Universe and its magic, than it is of how well you manipulate the time and
space around you. This is every tycoon’s secret - whether they know it or not.
“Your job is NOT to out maneuver the competition, to play into the hands of future
clients and customers, or to reinvent the wheel. Your job is to define your dream, to
imagine the end result, and to move with your hunches and instincts - that’s it. The
rest will automatically and effortlessly fall into place... a brilliant marketing strategy,
the best “location”, the “clutch” idea, and perfect timing between them. The Universe
is ALIVE in the unseen, and active in all of your affairs. Learn how to use it.”
Choose: Trust Them or Lose Them!

Bob Easter wrote two great books on buying and selling homes. He’s been very suc-
cessful selling those books because he knows about marketing.
But that’s not all.
Bob also knows about customer service. And he’s easily miffed when a business
screws up the latter. He sent me this email just the other day-- “My wife loves to
order items via the Internet. She ordered an item which cost $100.00. During the
exchange for address, etc for payment, I requested to send a company check. No,
problem, they said they would send it once they received the check.
“Now, we receive another email that the shipping cost is $5.00. That was not on the
first bill. I sent him an email and told him that I would be glad to send the additional
$5.00 check today, would he please send the material I ordered.
“Then received an email to mail the $5.00 check and then they would ship the pack-
age.
“Over a $5.00 check, he lost a customer. Not for the money, but for the trouble he
put me through by failing to put the correct price of the item, including shipping, and
by not trusting me to send him $5.00. He told me without speaking a word where his
fear and trust levels were. By the way, he claims he is an genius at his trade. Ha. He
lost me for life.”
Did you note what Bob said?
That business owner lost Bob FOR LIFE.
And over just $5!!!
More specifically, over a lack of TRUST.
Here’s how Bob, who runs his business from www.easterhome.com, handles his own
business:
“First of all, I have shipped my books for six years now. Some customers do not
have a credit card or do not want to give their credit card out over the phone. I then
surprise them and say “ I will ship the books, along with a self addressed stamped
envelope. Please send a check once you receive the books.”
“From the other end of the phone or email, one can almost hear the gasp, and see
the look on their face. This author trust me. Customers are not treated like family
anymore. To date I have shipped over 100 books and material without receiving prior
payment and have yet failed to receive a check back, along with notes of apprecia-
tion.”
This may seem like a trifle truth to you. Maybe so. But if you don’t respect your cus-
tomers, they won’t respect you.
Period.
Bob ends with this reminder, “Once you honor your customers, they will honor you.”
Wise words indeed. And I am sharing them with you here today to remind you to
serve your customers. As I say in virtually all of my books, “Get out of your ego and
into your customer’s ego.” As soon as you do that, your profits will dramatically in-
crease.
How to Create Hypnotic Headlines

Dr. Scott Lewis is a comedy-hypnotist performing at the Riviera Hotel every Monday
night in Las Vegas. He called me one day wanting a truly hypnotic ad to run in the
local newspapers to pull in college students to his show. I asked him to tell me what
he already had in mind for the ad.
Here’s what he told me:
“I’m thinking of using the headline ‘Come do outrageous things at the Riviera next
Monday night’.”
What do you think? Me, I didn’t think it was a very hypnotic headline.
For one thing, it’s not engaging. It just sits there. It’s slightly active, in the sense that
it says “come do outrageous things,” but that’s not enough to truly mesmerize busy
readers of newspapers. Not today. And not college students.
For another, his headline would eliminate all the shy people from going to the show.
They might be afraid they would get hypnotized and look stupid in front of their
friends. After all, far more people want to be spectators than performers.
Scott would miss his target audience.
I advised Scott to try the following headline instead:
“What outrageous things will you see your friends and others do next Monday night
at the Riviera?”
Now we have something truly hypnotic.
First, the question involves the mind. It forces you to begin thinking of WHAT you
will see next Monday. And it begins the process of having you IMAGINE outrageous
things.
Second, this new headline isn’t confrontive. Good hypnotic headlines sneak in under
the radar and deliver their message. This new ad says what will “your friends and
others” do, not what will YOU do. See the difference? It makes it safe for you to go to
the show. Your friends “and others” are going to look like fools, not you.
All headlines can be improved by doing just three things:
1. Make them engaging.

My favorite way to engage people is to ask an open-ended
question. How can you use an open-ended question when
writing your next headline? (I can hear your mind whirling.)
2. Make them curious.

People are naturally curious. Appeal to their curiosity and
you can hypnotize them into doing almost anything. What can you make them do
with a curiously hypnotic headline? (Note how your mind is again buzzing.)
3. Make them short.

When Scott asked me to review the ad with my new headline, I realized we could add
a shorter headline before the longer one. This way we could telegraph our message
and then pull people into our hypnotic headline. So I advised him to make the main
headline, “Think you’ve seen outrageous?” We then used the longer headline (“What
outrageous things will you see your friends and others do next Monday night at the-
Riviera?”) as the secondary headline. Don’t be afraid to use two headlines, as long as
the first one is short and leads into the longer, more hypnotic one.
Finally, how did the new headlines pull for Dr. Lewis? Just call the Riviera in Vegas
and try to get into his “Hypnolarious” show next Monday night. You’ll find his show
packed -- and you’ll be amazed at the outrageous things you’ll see your friends and
others do on stage there!
ROMAN MARKETING
or, How to Build Your Own Empire in 5 Easy Steps
Long before the movie “Gladiator” hit the theatres, millions of people have been fas-
cinated with ancient Rome. More than 15 centuries after its fall, the Roman Empire
continues to profoundly influence world history. But few have ever explored how
Rome marketed itself to greatness. It wasn’t all blood and guts, gladiators and chari-
ots, togas and swords. There was a strategy and a mission, too.
After all, how could an ancient class of poor farmers rule most of Europe? Why would
people leave their farms and their families to travel into unknown territories and fight
barbaric wars? They were basically self-sufficent. They didn’t even have a need for
money until the third century.
What’s the deal here?
Roman Marketing was the key. In short, it was a powerhouse strategy practiced by
the greatest emperors to instill hypnotic confidence in soldiers, allegiance from the
public, and victory over almost all enemies. And you can use it today to build your
own empire.
Here’s how Roman Marketing worked:
1. Create a mythology.
Rome did not have an inspiring past. Since it lacked the rich mythological sources
of the ancient Greek, Rome filled in the holes by making up their own culture. They
created their own legend. They told stories of Rome being founded by the survivors
of Troy. Another story said Rome was founded by Romulus and Remus. These stories
awakened a sense of the heroic in people. It gave them pride and confidence. It helped
soldiers agree to fight for a country that was “the glory of Rome.” Battle wounds be-
came symbols of pride. It’s no accident that Rome’s principle god was Mars---the god
of war. With that kind of deity on your side, why *not* go into battle?
2. Share your wealth.

In the early days of Rome, citizens had no choice but to serve in the army. And they
might serve up to 20 years. Why would they agree? Because Roman leaders made
it worth their while. Soldiers were given land and later, when it was useful to have,
money. Whenever an enemy was defeated, the goods were divided among the sol-
diers as well as the leaders. A happy soldier was a loyal soldier. Generosity was a trait
adored in Rome. In later years, when greedy Roman leaders were more reluctant to
share their wealth with their troops, soldiers were more reluctant to fight---and Rome
fell.
3. Rouse the public.

Ancient Rome knew the value of songs, parades, monuments, paintings and displays
in creating loyalty among the public. Many Roman leaders wrote books which con-
veyed their views as well as gained them popularity. Roman writers used drama and
poetry to spread the fame of Rome. These public shows were designed to entertain
the public as well as convince them of the greatness of Rome. They worked so well
that the public eagerly awaited celebrations. Some of these events lasted for days.
One lasted 123 days.
4. Discipline yourself and your employees.

Roman soldiers worked hard, fought hard, and knew the value of discipline. Self-con-
trol was worshiped. But discipline didn’t always mean punishment. It meant follow-
ing a lifestyle proven to get results. That method included hard training as well as
daily relaxation. Soldiers relaxed before battle. Evenings were a time of quiet. Even
business dealings were not discussed over dinner. Leaders saw that followers were
given time to renew themselves. A rested warrior was a strong warrior. Soldiers were
trained to follow proven rules designed to do one thing: Win at all costs.
5. Lead by example.
Julius Caesar remains one of history’s greatest commanders. He led by personal ex-
ample. He would address his troops as “fellow-soldiers.” He knew the names of every
one of his soldiers. He often led battles from the front lines. He let his own confidence
filter through the ranks. He also befriended the masses. He gave food to the poor.
He provided banquets and receptions, complete with entertainment. He had his face
stamped on Roman coins as a reminder of his leadership. He even brought the first
hippopotamus from Africa, all for the purpose of winning loyalty so people would fol-
low him wherever he wanted to take them.
How can you make Roman Marketing work for you today? Let’s see...
1. Create stories about your business.

When you talk about people you have served who love your product or service, you
create a sense of loyalty among your employees and a sense of desire in prospects.
You create a culture. A mythology. Stories sell.
2. Share your profits.

Share your profits with your employees, with your community, or with other worthy
causes. When you share your wealth, you open your mind psychologically to receive
more, and you create good will among the people you touch. All of this is good pub-
licity for your business and you. Sharing sells.
3. Awaken the public’s support for your business.

Let the public know when you do good deeds, help people, share wealth, invent
something or do something that helps your local area or the world in general. Sup-
port the world and it will support you. Publicity sells.
4. Discipline yourself and your employees.

Be at work on time, create and implement a plan that brings you new business, focus
on a goal and work till you achieve it, and be sure to also relax and spend time with
family and friends. Create a set of principles that work and follow them. Discipline
sells.
5. Lead your people.

Let customers and employees see your own enthusiasm for what you do. They will
model your behavior. Act with passion and be congruent and you’ll win their hearts
and minds.
People want to be led.
Leadership sells.
Compared to the atrocious warring times of ancient Rome, today we live in paradise.
But here’s the best news of all: When you apply the secrets of Roman Marketing to
your own business, you’ll find that you won’t have to do something nearly every an-
cient Roman had to do: Fight to win.
The Secret to Handling Information

Overload
A friend of mine complained that there is just too much information on the Internet.
He said, “I feel like I’m standing in the middle of the biggest library on earth. I don’t
know what to read first!”
He’s not alone. The other day I received an email from a woman who complained
that there are too many e-books available on how to do things. “I can’t read them
all, and I can’t weed out the junk to find the good stuff. Help!” And speaking of email,
one of my peers says he gets 300 messages each day. He spends hours every day
quickly reviewing and instantly answering, or deleting, hundreds of messages. “I’m
overwhelmed!” he told me.
Yes, we live in the information age.
But is that a good thing?
From time to time someone will write and ask me how *I* manage to handle the
information overload that drowns most of us. I thought about it for a while and think
I know the answer:
I set intentions.
In other words, I set goals, outcomes, or intentions for what I want. As a result of
that clearly defined end result, a naturally occurring pruning process takes place:
Everything that is relevant to my goal sticks; Everything that is unimportant to it
drops away.
For example, when I was writing my latest e-book, “Hypnotic Marketing,” I was con-
sciously as well as unconsciously on the alert for anything and everything that per-
tained to the three-step marketing formula I describe in the book: Direct-Response
Publicity, Hypnotic Websites, and Hypnotic Writing. Anything else rarely got my at-
tention.
Each day when I checked my email box and saw several hundred messages, I was
able to move through them quickly by asking myself, “Does this pertain to my writing
Hypnotic Marketing?” If it did, I read it. If it didn’t, I pushed it aside or deleted it.
The same thing happened when people would send me e-books for my review, or
when I would get offers to buy more e-books. I love e-books. I think they are the
wave of the future. But during the time I was researching and writing Hypnotic Mar-
keting, unless the e-book somehow related to that project, I put it aside. If it’s not
part of my intention, I don’t want to waste time looking at it. Period. And that exact
same process helps me get through all the information available on the Net. While
there may be millions of websites online, maybe only a handful of them are of inter-
est to me when I’m focused on writing Hypnotic Marketing. Those handful are all I
want to know about, at least for now.
So there’s the key to handling information overload: Set an intention. A goal. A clear
outcome. An end-result. And let it be your guiding light through the maze of informa-
tion flooding your mind and fighting for your attention. By knowing what you want,
you create a natural filtering process that eliminates virtually everything not related
to achieving your intention.
To be honest, you may still be distracted from time to time. That’s human nature.
Forgive yourself, enjoy yourself, and get back on track. The more you can stick with
your goals, the more you can survive the blessing and the curse of the Internet: In-
formation Overload.
How to Make Your Book an Amazon

Best-Seller
(with Ethical Marketing)
Terri Levine’s book, “Work Yourself Happy,” became an official amazon.com best-
seller on Friday, February 22. She sold 600 books in less than 12 hours.
How? By simply following the strategy radio talk show host Mike Litman created to
make HIS book, “Conversations with Millionaires,” a #1 best-seller at amazon on Jan-
uary 18th. In short, Terri created a compelling reason to go buy her book. Like Mike,
she gathered or created (retail value) $700 worth of e-information. These were e-
books, e-transcripts, and other freebies of hers that could be delivered by e-mail. In
other words, whenever someone would buy her book at amazon, she had a no-cost
but highly valueable gift for them: E-information. Mike Litman did the same thing by
offering numerous e-transcripts of past radio shows by him.
Buy his book and you got access to the transcripts. Then Terri issued a letter to her
email list saying if you buy just one copy of her book at amazon on 2-22-02, she
would give you the e-materials for free. Litman had done the same thing, of course.
It’s what marketing legend Jay Abraham calls “an ethical bribe.” I sent the same type
of letter to everyone on my email list, too, on behalf of Mike Litman in January, and
Terri Levine in February.
Obviously, this simple strategy worked once again.
The marketing lessons here? There are several --

1. Find what works and duplicate it.
2. Overwhelm your customers with so many gifts they simply
can’t refuse your main offer.
3. Ask your friends---your email list, if you have one---to help you achieve your
goal.
That’s the basic strategy, developed by Litman, to help make your book sell on ama-
zon.
But let’s look at an issue this strategy brought up.
After Terri’s book reached #3 at amazon, a handful of people wrote to her and said
they objected to our approach to making her book an amazon best-seller. They felt it
was “stuffing the ballot box.”
I found that fascinating. While I can see where they are coming from---I was once
in that mindset myself---I have since come to a few more beneficial conclusions: For
one thing, Terri didn’t buy copies of her own book, as many authors have done to pro-
mote their books. For example, Wayne Dyer began his career as a best-selling author
by buying the entire first printing of his book from his publisher. It is not uncommon
for CEO’s to buy copies of their books and distribute them to employees, then saying
their book is a “best-seller.”

Terri didn’t do that. Instead, she and I sweetened the deal so people would *want* to
buy her book, which is just good business. Adding incentives is a proven marketing
technique to increase sales, no matter what you are selling. It’s called “the psychol-
ogy of the second interest.” People will often buy your featured product in order to
get the “free” product offered as a bonus.
For another thing, every product needs marketing. Even word of mouth marketing
won’t kick in unless *some* form of marketing starts the fire. And if the book or
product isn’t any good, no amount of marketing will help it. The classic example is the
Ford Edsel. Despite mega bucks behind that now infamous car, the public laughed it
off. When it comes to books, more than 1,000 are published every single week and
most of them die within six weeks without any public exposure. Clever marketing
could keep those books alive---at least long enough for the public to pass judgment
on them. (Just today I received an email from Mike Litman, saying his book is again
on the amazon best-seller list---only this time he didn’t have to help put it there.
Word-of-mouth marketing is now doing it for him.)
Finally, whenever you step in the direction of your dreams, you will find people jeal-
ous of your success. Most people won’t be honest enough to admit that they want
the same success as you. At least one of the people who complained to Terri about
“stuffing the ballot box” admitted that when HIS book came out, he would practice
“anything goes” marketing to sell it.
Why? Because he believes in his book. He believes he has a message of value to

people.
Well, Terri believes in her book, too.
Mike Litman believes in his.
And I believe in my books.
When you have something that will benefit the world, don’t hold back in finding ways
to tell them. And don’t worry about the occasional complaint about your success. For
every two people who complain, there will be 2,000 who admire you but say noth-
ing. Don’t let the nay-sayers destroy your dreams, or deprive the world of your of-
ferings.
Finally, and maybe more importantly, complaining about marketing may be a sneaky
way to self-sabotage your desire for success. Marketing is part of the process of doing
business. “Ethical marketing” is in the eye of the beholder. As long as you aren’t doing
anything illegal or immoral, you are probably practicing good business. Complaining
about those who succeed will hamper your own success. Don’t complain; emulate.
Don’t be jealous; be inspired.
Ironically, just as I was writing this very article, an email came in to me from New
York Times’ best-selling author Robert Allen. He said if I go to amazon.com on Tues-
day and buy a copy of Brian Tracy’s new book, “Focal Point,” he would give me several
hundred dollars in free e-information!
Sound familiar?
The thing is, I’m not going to buy the book. Why not?
Because I don’t want it. Nor do I want the freebies being offered. They simply don’t
appeal to me.
So let this be a lesson to you: You can’t sell just anything to just anyone. Make a
great offer to the right list and you might sell your book, product, or service. If you
manage to do so, celebrate. And if a few negative people write you, showing signs of
jealousy or concern over “ethical marketing,” let them clack and clutter. You’re going
for your dreams. The rest is commentary.
Are You Being Outrageous Enough?

Recently I created an e-book consisting of 47 “Unspoken Marketing Secrets.” One of
the more talked about secrets stated that people will believe a wild claim if it is just
side of believable.
Some people thought I was going overboard on that one. I wasn’t. People will believe
just about anything, and the sooner you accept, the sooner you can profit from it.
Want proof? Let me march in just a little of the colorful evidence:
Exhibit A: In 1749 two noble Englishmen wanted to prove that people would pay to
see the absurd. They ran an ad that claimed a man would appear on stage in one
week. Said man would then jump into a common wine bottle. While inside, he would
sing. Did people respond to the ad? The public stormed the theater. Hundreds stood
outside, unable to get in due to the crowd. When nothing happened, they rioted,
trashed the theater, carried debris into the street and burned it all. They were really
mad.
Exhibit B: In the mid-1800s P.T. Barnum displayed a mermaid at his museum. How
did the public respond? His ticket sales tripled. (Tripled!) It didn’t matter that the
“mermaid” was an obvious manufacture, a weird blend of monkey and fish. People
wanted to see it and decide for themselves what it was. Get that: They WANTED to
see it.
Exhibit C: When a circus in the mid-1950s said they had a unicorn on display, fifty
percent more people came to see the show. (FIFTY percent more sales!) How can
you argue with a fifty percent increase in business? Were the people stupid? No. They
were CURIOUS.
Exhibit D: When a network television show in the 1980s aired an “alien autopsy,” rat-
ings increased. Surely people didn’t think they were about to see a REAL alien! Or did
they? Maybe they just HOPED to see one.
Exhibit E: I now live outside of a small Texas Hill Country town called Wimberley.
Just a few weeks ago---in late 2001---my girlfriend and I left a restaurant only to
be stopped by the screaming bold headline on a local newspaper: “UFO LANDS IN
WIMBERLEY!” Did we think a UFO really landed near us? No. Did we pick up the news-
paper? Yes. In fact, we grabbed extra copies to give to family and friends. We also
agreed that if we were going to advertise in any newspaper, it would be THAT one.
What did the headlines on the other newspapers that day say? I have no idea. Who
cares?
Look. People are fascinated by the outrageous. They want to believe in aliens, ghosts,
mermaids and more. They want to watch a man sing from inside a wine bottle and
see a pony with a horn on its head. Who can blame them, really? Don’t those sce-
narios sound exciting?
Come on. Admit it. Which would you rather see: A pony or a unicorn? A wine bottle
or a man in it singing? A fish or a mermaid? Another boring show on TV or the world’s
first alien autopsy?
Most people in business simply aren’t outrageous enough. This doesn’t mean you
should mislead your customers, but you can certainly entertain them with something
unbelievable---but possible.
Maybe the real question is this: Are you being outrageous enough for your customers
and clients?
If you aren’t, you’re probably disappointing them.
Think about it.
Right now I have to go on our neighborhood UFO watch. It’s my turn to hold the
flashlight.
How to Create Your Own Profitable

Book---In One Hour!
Many years ago a stunning blonde woman stopped me dead in my tracks at a trade
show in Chicago for publishers. She thought I was a book reviewer, and she was dead
set on getting all living book reviewers to see her client’s new book. I was next in
line. I’m glad I didn’t run.
As it turned out, her client had put together a collection of inspiring quotes. I don’t
recall his name or the book’s title, but I do vividly remember that woman and what
she told me.
“We’ve sold 100,000 copies of the book so far,” she announced to me.
Now stop and think about this. What you are about to realize can help you became a
profitable author in as little as one hour---or even less.
That woman’s client was selling a book HE DIDN’T WRITE.
His book was a collection of quotes by other people. He may or may not have tossed
a quote by himself in their, too. The point is, he put together an entire book by not
writing a single word himself. And yet he not only is considered “the author” of the
book, but his perky salesperson is out there selling it like it’s the next Harry Potter!
I just looked on amazon and there are 539 “quote” books listed. Pretty impressive for
books that aren’t so much written as they are collected.
The point here is that you can create your own profitable book in far less time than
you think. You can write your own book in less than seven days. You write a short
book in an afternoon. And you collect quotes on any theme you might imagine and
have it done tonight.

Inner Directed Marketing

A New Way to Prosper in Tough Times
One day many years ago I asked a man how he got new business. He replied, “Angels
hand out my business cards.”
Yes, that’s really what he said. I thought he was pretty strange, too, so I didn’t pur-
sue the matter with him. But I did notice that he seemed busy and prosperous. He
was getting business, some how, some way.
A year or so ago another man and I were talking. I asked him the same question. He
answered, “Mostly I get business by wishing for it.” He, too, seemed busy and doing
well.
I’m not kidding here. But were they?
I don’t think so. If you’ve read my latest book, “Spiritual Marketing,” you know I be-
lieve in magic and miracles. But you would also know that I believe in being practical.
If wishing doesn’t work, it needs replaced. If angels aren’t bringing in new business,
they need fired.
But here’s the rub:
Wishing and angels DO seem to bring in new business.
Quit rolling your eyes. Let me explain:
When I was in Las Vegas October 6, 2001, for the now famous Guerilla Marketing
Boot Camp featuring best-selling author Jay Conrad Levinson and Aesop Marketing’s
CEO Mark Joyner, I met many “old friends” for the first time. I didn’t get to spend
enough time with any of them, but the brief moments I had with a couple of them
were illuminating.
Joe Sugarman, the genius behind the world-wide success of BluBlocker sunglasses
and the author of several masterpieces on marketing, walked up to me and congratu-
lated me on my “Spiritual Marketing” book.
“I didn’t know you were so spiritual,” he said. “That was a real surprise to learn.
That’s what I’ve been doing for years.”
What!?
One of the greatest marketing minds in the history of America just admitted that he
used SPIRITUAL principles to make money!?!?!!?!?
And to make A LOT of money, at that!?

Days later, once he and I had returned to our homes after the seminar, Joe sent me
an email saying he practiced a simple two-step process for getting results: Visualize
it and let it go.
That’s it!
Okay, okay. I’ve got one man talking to angels, another wishing for business, and Joe
Sugarman imagining his desires and letting them just, well, go.
What’s happening here?
I’ll tell you what’s happening. It’s an awakening in business. My friend John Harricha-
ran, author of the great book, “The Power Pause,” once told me, “The next trend will
be spiritual. We went through the information age. We’re now going into the spiritual
age.”
Just the other day John wrote me an email saying, “There is a loud cry and yearning
for things of the spirit, but not like it used to be. Now the world is looking for “prac-
tical spirituality” -- not spirituality that spends an hour or two a week in a church,
synagogue, mosque or temple. But a spirituality that pervades our business, our re-
lationships and all phases of our lives. It’s like my late, great friend, Sun Bear once
said, ‘If your medicine doesn’t grow corn, of what use is it?’”
More and more people today are beginning to realize that their power for creating
wealth in the world isn’t THEIR power at all.
Instead, it’s the right use of THE power---which is the energy of all that is.
But, how do you use this strange new way to get more business?
Simple. I call it “Inner Directed Marketing.” Consider it a shorthand version of “Spir-

itual Marketing.” Consider it a slight refinement of what Joe Sugarman said he does.
Here’s how it works:
Step One: Set an intention.

Intention rules the earth. When you state “I WILL...” or “I AM...” and then complete
the sentence with a clear statement of whatever it is you want to be, do, or have,
you create a command that vibrates with power. An example might be, “I WILL write
an article on Inner Directed Marketing that helps people easily get better results and
which will somehow lead to my receiving $50,000 every month in passive income.”
Tall order? Maybe. But I believe anything is possible, so why not shoot for the moon?
As Robert Collier said, “Plant the seed of desire in your mind and it forms a nucleus
with power to attract to itself everything needed for its fulfillment.” It also helps if I
clearly visualize this intention, and if I fully feel what it would be like to *already*
have achieved it.
Step Two: Let it go.

Letting go is where the magic happens. Letting go means you are okay getting your
intention AND you are okay if you don’t get it. It’s a state of cool detachment. It’s a
state of neutrality toward your intention: You WANT it but you don’t NEED it. When
you release your intention to the world, you are releasing a “magic spell” that will
stir the energy of all that is to do your bidding. Now this doesn’t mean you don’t DO
anything. Instead, what it means is that you act on the impulses you get and the op-
portunities you receive. By doing so, you’ll be brought to the thing you want---or to
something even better.
In another email to me from Joe Sugarman (used here with his permission), he clari-
fied this two-step process by explaining it this way:
“Having established in your own mind the power of thought, let us say you then cre-
ate the energy (thought) and let it go. It goes through the universe with a power
and a fury that you wouldn’t believe. But the second key here is that you don’t want
to dwell on what you’ve just let go or keep visualizing it or even keep thinking about
it. Why? Because it interferes with the perfection of the universe to manifest exactly
what you want to accomplish.”
Still confused?
I’m with you. I was confused at first, too. This two step process is just as strange as
the five-step one in my “Spiritual Marketing” book, or the wishing one, or angels one,
of my friends.
The thing is, all these methods work. They work for me, and I have a dozen books,
several audiotapes, a country estate, and a luxury sports car to prove it. And they
work for Joe Sugarman, who has built an empire. In fact, these “inside out” methods
work for all the quietly daring business people who practice this white magic ap-
proach to marketing.
Want more proof?
Take Bob Scheinfeld. He’s the author of “The Invisible Path to Success.” He says his
very spiritual method was used to build Fortune 500 companies, help a computer
store jump from $90 million to $350 million in sales, and help a software company
leap from $1.27 million to $21.8 million in sales.
Talk about hard evidence!
I could probably quote from a thousand books at this point. I’ll just reach over and
grab a book I am currently reading: “Immortal Man” by Neville. Here’s what that
great New Thought teacher said in one of his lectures:
“First, have a dream, and by a dream I mean a day dream, a glorious, wonderful day
dream. Then ask yourself, ‘What would it be like if it were true that I am now the
man I am dreaming I would like to be. What would it be like?’ Then catch the mood
of the wish fulfilled and drench yourself with that feeling. Then for all your tomorrows
try to the best of your ability to walk faithful to that assumption, and I am telling you
from my own experience, in a way that no one knows, it will come and it will come
suddenly.”
It’s truly that easy. And you don’t have to talk to angels to make it happen!
In fact, you can probably reduce all these methods and all these steps to just one
approach to making your dreams come true: Be happy.
That’s right. Be happy.

As my friend Barry Neil Kaufman wrote in his wonderful book, “Power Dialogues”:
“You can get what you want without needing it to be happy.”
He says when you are happy, you are more inclined to go for, and get, your dreams.
And if for some reason you don’t manifest your goal, well, you’re still happy!
I’ve always felt there was an escalator through life. I’ve found it. And I just showed
you where it is.
Won’t you step up and enjoy the ride?

RESOURCES:
Order “Spiritual Marketing” at http://www.amazon.com or read the e-book version

for free at http://www.mrfire.com/spirit/index.html
Information on the books, tapes, and courses of Barry Neil Kaufman is at http://
www.option.org
John Harricharan’s books and tapes are described at http://www.insight2000.com

Order Joe Sugarman’s books at http://www.amazon.com
Get free details on Bob Scheinfeld’s “Invisible Path to Success” book and get a free
five lesson introduction to his method at http://www.buildbiztips.com/t.cgi/105588.
Information on Robert Collier and Neville can be found at http://website.lineone.
net/~cornerstone/framepage.htm
Subliminal Advertising or
Hypnotic Writing?
James Vicary, an advertising expert, went into a 1950s movie theater to test his devi-
ous new tool for persuading others: subliminal advertising.
During the movie he allegedly flashed the commands “EAT POPCORN” and “DRINK
COKE” so fast that the unsuspecting audience couldn’t consciously see the words.
Vicary claimed Coke sales jumped 18.1% and popcorn sales leaped 57.7%.
On that day, subliminal advertising was born.
Today subliminal advertising is banned by most major countries. The FCC in America
outlaws it by simply saying subliminal advertising is designed to deceive. For that
reason alone it is forbidden to be used by any radio or television advertiser.
Still, self-help tapes that claim to have subliminal messages hidden on them continue
to sell to the tune of $50,000,000 a year.
The question I bring to the table today is this: Which works better: Subliminal Adver-
tising or Hypnotic Writing?
Vicary’s famous movie theater test has been proven to be a hoax. He didn’t test it
on the amount of people he claimed (50,000, which the small town theater couldn’t
hold), and he didn’t keep an accurate count of popcorn or coke sales. In short, he
wanted subliminal advertising to work in order to increase his consulting business as
an ad expert. But all the research shows his method did not and does not work.
The same with subliminal tapes. Anthony Pratkanis and Elliot Aronson, author of the
fascinating book, “Age of Propaganda,” conducted studies to see if subliminal adver-
tising, and subliminal self-help tapes, actually worked. Their research said it did not.
There was no evidence to support it. None. While people wanted to believe in sub-
liminals, they could not prove it worked to even the slightest degree.
Hypnotic Writing, on the other hand, is not devious. It is not hidden. It is not illegal.
It is designed to influence people with words---obvious words, seen consciously right
on the page or the screen. It uses stories, active writing, strategic sentence struc-
ture, and more, to achieve results.
Subliminal advertising doesn’t increase sales. Hypnotic Writing does. Subliminal ad-
vertising allegedly works below your conscious level of awareness. Hypnotic Writing
works on your subconscious mind by using your conscious mind to get there.
Look at it this way:
An example of subliminal advertising might be the famous claim that “images” in ice
cubes in a liquor ad look like naked women. Well, you have to treat the ice cubes like
Rosarch Test ink-blots in order to come to that conclusion. And even if there were
faint images of naked women in the ice cubes, would that really influence anyone to
buy more booze?
An example of Hypnotic Writing might be a story-oriented sales letter, such as the

famous one I wrote that people are using as a template for their own letters. My
letter began, “I’m nearly in tears...” It then told a story of how my latest book was
influencing people to go for, and get, their dreams. The story let the sales message
get into the readers. More importantly, more copies of my book sold. Hypnotic Writ-
ing works.
In short, subliminal advertising is not only questionable, it’s illegal. Hypnotic Writing,
on the other hand, is legit and it gets results.
The Hypnotic Power of Confusion

“Did you walk to work or carry a lunch?”
Huh?
My father asked me that question more than 25 years ago. I still remember it. Why?
Because it’s a ridiculous question.
A famous comedian in the 1950s used to ask people, “Got a banana?” The question
might make sense if asked in the right situation, but he asked it everywhere. I’ve
forgotten the name of the comedian, but I still recall his question. Why? Because it’s
strange.
As I write this, I am creating new business cards for myself. I decided to add a con-
fusing line to it. After some fun brainstorming with my girlfriend, I settled on, “Ask
me about the monkey.”
Why is “Ask me about the monkey?” worth putting on my business card? As with
my father’s question and the comedian’s question, it stops your brain in its tracks. It
makes you pause. It makes you focus on ME.
In the new ebook Larry Dotson and I just released, called “The Hypnotic Swipe File,”
we have a section about confusing statements. The theory is that once you stop
someone with a confusing line, you can then implant a hypnotic command right after
it.
In other words, if I write something like, “Apples desk fly dirt,” and then follow it with
“Read my new ebook,” the chances are very high that you are now going to want to
read my new ebook.
Why? Because the first line jammed your mind and the second line slipped into your
brain while you weren’t looking. I’ve just upped the odds that you will buy my new
ebook right now. And if you don’t, of course, it doesn’t matter because I never really
told you to go buy it. See?
The same thing will happen on my new business cards. Since I’m now known as “The
World’s First Hypnotic Marketer,” I wanted a strange, confusing line on my new card.
When someone sees “Ask me about the monkey,” and then asks me about the mon-
key, I can simply point out that I practice hypnotic selling and I just got them to do
what I wanted.
The Japanese practice this “hypnotic confusion,” but probably unknowingly. A friend
of mine flew to Japan once and reported back to me that the English phrases on all
the Japanese products were bizarre. A tube of toothpaste might say, “Green days you
not sing.” A box of cookies might say, “Wood above fish.”
How can you use this secret right now? Don’t be afraid to be confusing. People tend to
sort out whatever you say anyway and make sense out of it using their own terms. If
you are describing your product in great detail, be willing to toss in something odd.
It may increase sales.
If not, swirl up!

The Shocking Truth About E-Books

Last August the New York Times announced that e-books were not selling. A reporter
wrote, “The main advantage of electronic books appears to be that they gather no
dust. Almost no one is buying. Publishers and online bookstores say only the very
few best-selling electronic editions have sold more than a thousand copies, and most
sell far fewer.”
Is that true? I’ve learned to weigh everything the media tells us with more than a
grain of salt. As the author of numerous traditionally published books, as well as
the author of several popular e-books, I’m here to tell you that e-books are selling
and selling far better, in many cases, than most traditional books. Here’s just a little
proof:
• Corey Rudl made $400,000 from his e-works,
• Stephan Mahaney made $800,000,
• Michael Campbell made $10,000,
• David Garfinkel made $35,000,
• Larry Dotson made $5,000 in less than a month,
• Allen Says made $15,000 on a Sunday,
• Bob Gatchel made $30,000 in one weekend.
My own “Hypnotic” series of e-books, all published by Aesop Marketing, have broken
sales records and left my printed books in the dust: “Hypnotic Writing” has sold in
the tens of thousands---at $29.95 each---for more than two years now; My follow-up
book “Advanced Hypnotic Writing,” has sold well into the thousands; and the recent
work by myself and Larry Dotson, “The Hypnotic Writing Swipe File,” came out of the
gate with a bang---selling at the whopping price of $197 a copy.
And keep in mind that these e-books have no printing or shipping costs associated
with them. They are “invisible” books. You don’t have to warehouse them, either.
When they sell for $29.95 or $197, that’s virtually all profit. (A very nice feeling.)
I don’t blame you if you are skeptical. I was, too, at first. Mark Joyner, CEO of Aesop
Marketing, begged me for two years---years!---to give him a work of mine that he
could release as an e-book. I’m a book lover and never thought anyone would EVER
buy an ebook. (So much for me being a futurist.)
But apparently there is an entire world out there---or ON line---that don’t care for
printed books or big bookstores, but instead love instant information delivered with a
click. My “Hypnotic Writing” sold hundreds of copies within 24 hours. I’m now a be-
liever in e-books. They’ve enabled me to live in the Texas Hill Country, drive a BMW
Z3 hot-rod, own a pool, and travel as a I please.
My friend David Garfinkel grew up in the traditional publishing world and in fact
worked for McGraw-Hill, the world’s largest publisher of business information. He
didn’t give e-books much thought either until he published a couple of them himself.
His most recent one is titled, “Advertising Headlines That Make You Rich.” David told
me, “I’m astonished by the results. I can honestly say my life has undergone quan-
tum changes for the better in many ways since my first e-book hit the Internet a year
and a half ago.”
So what’s with the New York Times? My hunch is that they are asking traditional pub-
lishers about their e-books sales. Well, traditional publishers don’t know beans about
marketing. Never have. They can’t sell their printed books, so how can you expect
them to sell their e-books?
To give you an example, one of my recent books is “There’s A Customer Born Every
Minute: P.T. Barnum’s Secrets to Business Success.” AMACOM, a division of the Amer-
ican Management Association, published it. I got national radio, print and TV cover-
age for that book. A&E Biography created a new special on the life of Barnum and at
the end of it the host held up one book---and only one book---and basically urged
people to get it to understand Barnum as a businessman.
That was MY book. Sales skyrocketed. My book became an overnight bestseller at

amazon. Yet what did my publisher do? They let the book go out of print. I bought
their leftover inventory. The books are in my garage. I never received one single roy-
alty check. You can now only get the printed book through me---though, ironically,
the e-book version of it remains for sale online.
There’s more. My most recent book is titled “Spiritual Marketing.” I released it as an

e-book through www.1stbooks.com, as well as in paperback and hardcover formats
through www.amazon.com. Which sells the best? The e-book version! (Paper is sec-
ond and hardcover last.)
Again, what is the media trying to tell us when they forecast gloom for ebooks? Re-
member that the media focuses on the negative. Good news isn’t generally consid-
ered news-worthy, to them.
Finally, here’s the moral of this story: Don’t let the media talk you out of releas-
ing your own e-book. As long as you have solid information that a specific group of
people would enjoy, you can write an ebook and let that target group know about
it. Even if you only sold a few hundred copies, you would receive PURE PASSIVE IN-
COME---which no traditional publisher---including the New York Times---can promise
or deliver.
The Story of the Hypnotic

Writing Monkey
(or, How to Easily Use This Forbidden Collection of Hypnotic
Words, Phrases, Starters and Commands to Get Gloriously Rich
and Rule the Earth)
A monkey could use “The Hypnotic Swipe File,” a brand new e-book by Larry Dotson
and myself, to write a riveting sales letter, ad, or e-mail message. The only condition
is the monkey needs to be able to read.
I’ll prove it to you.
Right now I have no idea how to write this article. So, in this case, I’m the monkey.
Now follow my path....
I grab this new e-book and flip through it---which is what I’m doing right now---and
I spot a phrase..
.
“You don’t realize it, but in the next few minutes you’re going to learn...”
I add to that phrase something my monkey mind gives me, “...how to get people to
do your bidding by using this amazing collection of hypnotic materials.”
I now have this: “You don’t realize it, but in the next few minutes you’re going to
learn how to get people to do your bidding by using this amazing collection of hyp-
notic materials.”
There, I just wrote a good line. Any monkey could do it, as long as said monkey can
type.
If you’re like me, you’ll probably want another example. Stop! Did you notice that “If
you’re like me...” is a hypnotic line? It is. It’s in this book. My monkey mind found it
and used it.
And “Stop!” is from this book, too. I saw it and tossed it into the above paragraph.
Made you look, didn’t it? Here’s a fact for you: Any man, woman, child or monkey
can flip through the pages of this new ebook and find words, phrases, and complete
sentences to help them lead and control the minds of their readers.
Hey! Did you catch what I did? The phrase “Here’s a fact for you...” is also from this
collection. It’s a way to assume logic without having any. It works. And did you no-
tice that “Hey!” grabbed your mind? It, too, is from this collection. It’s a powerful
yet simple tool for practically yelling out your reader’s name in a crowded room. It
GRABS attention.
Are you beginning to see how you can use this material? Think about making use of
this collection of hypnotic material and you’ll begin to feel real power.
And did you notice that “Think about making use of...” is yet another golden nugget
from this incredible ebook? Yes, a monkey with typing and reading skills just might
be able to write a good letter with this amazing collection of tried and true hypnotic
words and phrases. But more importantly, since YOU are smarter than any monkey,
by the time you finish reading this material you will be able to take these words and
phrases and weave them into hypnotic letters and ads that get people to act on your
commands and suggestions.
Stop! Note “by the time you finish reading...” is ALSO from this priceless new bag of
tricks!
Can you see why I’m so excited?
As you get and then study every word of this book you will become amazed at how
easy it will be for you to start writing your own hypnotic material.
(I can’t resist. “As you study every word of this book you will become...” is also
swiped from this collection. This is becoming way too easy.)
But let me confess something: (Yes. “Let me confess...” is a hypnotic phrase.)
When Larry Dotson, the primary author of this new ebook, wrote to me and said he
compiled this material, I was angry. (“I was angry...” is from this collection, too.)
I wanted to be the author of these gems. I even offered to help add more gems to
the package if Larry would let me be co-author. He agreed, but I could barely think of
anything to add! Larry already did most of the work---and did it very well! The further
you read into his collection, the more you will realize why professional copywriters
always have “swipe files.” They use them for inspiration. In this case, Larry has done
ALL the leg work for you
.
(“The further you read into this...” is from his swipe file.)
Remember when you were in high school, and you cheated to get a passing grade?
Admit it. You did, at least once. Well, this collection is your cheat-cheat.
(“Remember when you were in high school...” is swiped from this book, too. Do you
see how easy it is to write with this collection at hand? It’s so easy I feel silly accept-
ing money for writing material like this for clients. But not THAT silly.)
Have you noticed yet that I began with no idea of how to write this article and now,
with the help of Larry’s collection, have written a very interesting and maybe even
hypnotic piece?
(“Have you noticed yet that...” is from this fantastic swipe file, too.)
So here you are. You’re holding dynamite. Do you light it and throw it in a field to
watch the dirt blow up, or do you light it and throw it where you know lay hidden
gold?
FACT: The choice is yours.
See a hypnotic sales letter for the “Hypnotic Swipe File” ebook at http://www.Hyp-
noticWritingSwipeFile.com
(“FACT” is swiped, too.)
Go forth and profit.

Which Works Better:

Subliminal Advertising or Hypnotic Writing?
James Vicary, an advertising expert, went into a 1950s movie theater to test his devi-
ous new tool for persuading others.
During the movie he allegedly flashed the commands “EAT POPCORN” and “DRINK
COKE” so fast that the unsuspecting audience couldn’t consciously see the words.
Vicary claimed Coke sales jumped 18.1% and popcorn sales leaped 57.7%.
On that day, “subliminal advertising” was born.
Today subliminal advertising is banned by most major countries. The FCC in America
outlaws it by simply saying subliminal advertising is designed to deceive. For that
reason alone it is forbidden to be used by any radio or television advertiser.
Still, self-help tapes that claim to have subliminal messages hidden on them continue
to sell to the tune of $50,000,000 a year
.
The question I bring to the table today is this: Which works better: Subliminal Adver-
tising or Hypnotic Writing?
Vicary’s famous movie theater test has been proven to be a hoax. He didn’t test it
on the amount of people he claimed (50,000, which the small town theater couldn’t
hold), and he didn’t keep an accurate count of popcorn or coke sales. In short, he
wanted subliminal advertising to work in order to increase his consulting business as
an ad expert. But all the research shows his method did not and does not work.
The same with subliminal tapes. Anthony Pratkanis and Elliot Aronson, author of the
fascinating book, “Age of Propaganda,” conducted studies to see if subliminal adver-
tising, and subliminal self-help tapes, actually worked. Their research said it did not.
There was no evidence to support it. None. While people wanted to believe in sub-
liminals, they could not prove it worked to even the slightest degree.
Hypnotic Writing, on the other hand, is not devious. It is not hidden. It is not illegal.
It is designed to influence people with words---obvious words, seen consciously right
on the page or the screen. It uses stories, active writing, strategic sentence struc-
ture, and more, to achieve results.
Subliminal advertising doesn’t increase sales. Hypnotic Writing does. Subliminal ad-
vertising allegedly works below your conscious level of awareness. Hypnotic Writing
works on your subconscious mind by using your conscious mind to get there.
Look at it this way:
An example of subliminal advertising might be the famous claim that “images” in ice
cubes in a liquor ad look like naked women. Well, you have to treat the ice cubes like
Rosarch Test ink-blots in order to come to that conclusion. And even if there were
faint images of naked women in the ice cubes, would that really influence anyone to
buy more booze?
An example of Hypnotic Writing might be a story-oriented sales letter, such as the

famous one I wrote that people are using as a template for their own letters. My
letter began, “I’m nearly in tears...” It then told a story of how my latest book was
influencing people to go for, and get, their dreams. The story let the sales message
get into the readers. More importantly, more copies of my book sold. Hypnotic Writ-
ing works.
In short, subliminal advertising is not only questionable, it’s illegal. Hypnotic Writing,
on the other hand, is legit and it gets results.
Can anyone
---even YOU---
write an e-book?
© 2001 7dayebook.com
“Ebooks” -- electronic books -- are all the rage online right now!
Electronic publications teach us everything from how to make money, cook delicious
recipes or trace our roots to medieval royalty!
Ebooks are also, without a doubt, one of the *highest profit items* anyone can sell
online.
Have you ever wondered what it takes to write your own ebook?
Well here’s your chance.
Let’s briefly discuss the payoff for writing, publishing and marketing your own “best-
selling” ebook?
First, an ebook creates a stream of “passive income” that can last for months and
even years... with no significant operating expenses such as printing, postage, or
warehousing!
Second, ebook authors enjoy high profit margins from the outset! Aside from some
minor bandwidth and hosting costs, a $29 ebook sale nets the author a lot more than
the sale of “traditional” book sold for the same price in an offline bookstore.
Third, an ebook author gets immediate feedback from the market. You don’t have to
do a printing run of 5,000 books only to find out the buyers wanted different or ad-
ditional information.
You can write an ebook, start selling it, and make adjustments, revisions and addi-
tions “on the fly” so you can meet the needs and expectations of your audience im-
mediately -- without having to wait for the next edition.
Fourth, as an ebook author you get more immediate gratification from your work.
Let’s face facts, nobody likes to wait years to see their work in print.
It’s true. with an ebook you can come up with an idea, write the book and have it
available to purchase online -- sometimes in less than a week!
Let’s take a look at the questions most aspiring e-authors seem to ask.
First -- What is an e-book?
An ebook is an electronic file that contains the text, pictures, charts and graphs usu-
ally found in a “traditional” book.
eBooks can range in length from 1 page to 200+ pages.
eBooks usually get delivered via a website or email and the buyer then either reads
the ebook from their computer screen or prints the material on their computer’s
printer.
eBook topics span the same fiction and non-fiction range as traditional books, how-
ever one particular type of ebook sells best online.
But I’m getting way ahead of myself.
The next questions most authors seem to ask goes something like this.
What advice would you give a new e-author or even an established author consider-
ing writing an ebook?
Every author must understand that the phrase “best selling author” applies online
more so than the offline world.
The key word in the phrase -- “selling”!
When you have a book on the shelves of a bookstore you can assure yourself of a
certain number of sales. A good cover and visible location in the bookstore mean you
have a fighting chance at making sales.
Online, however, everyone exists in a vacuum.
In order to sell your ebook you must first let people know your book is for sale and
what specific advantages they will enjoy as a result of purchasing it.
You cannot sit back and expect sales to roll in as a result of just getting a website or
listing your ebook for sale in an online bookstore.
A number of proven methods exist for selling large quantities of ebooks in relatively
short periods of time, they include:
~ Joint Ventures ~ Pay-per-click search engines ~ Ezine advertising ~ Ezine arti-

cles ~ Affiliate programs ~ Online Bookstores ~ Traditional search engines ~ Online
directories ~ Forums E-authors must take the time to learn about these marketing
methods and determine which ones will give the broadest exposure possible to their
target audience. an audience eager to purchase their particular ebook!
Another question we hear frequently sounds like this

.
Do you need an agent or a publisher for an e-book?
No, in fact you are usually better off without one!
Successful e-authors almost always act on their own since the steps to market and
promote your ebook online don’t require the financial or networking power of a tra-
ditional agent or publisher.
E-authors can often make more money much faster by taking their ebook directly to
the public rather than trying to take their work through more traditional marketing,
production and distribution channels.
The last question virtually all e-authors want to know.
Do I have to be a good “writer” in order to author my own ebook?
Again, the answer may surprise you...
NO, you don’t have to be a good “writer” in order to turn out your own high quality,
highly profitable ebook.
If you can talk in a conversational tone to others and communicate your ideas logi-
cally -- you can write an ebook.
No doubt about it!
So the moral of this story?
If you want to write an outrageously profitable ebook you need to do two things:
1. Learn how to *write it quickly* -- and --
2. Learn how to *sell it* online!
Whatever you do, don’t take years to write an ebook, put it on the web and expect to
make sales just because it is there!
Once the writing has ceased, a successful e-author switches their hat to that of “on-
line marketer”!
The One Hypnotic Command That

Always Works
I learned about the one hypnotic command that always works from hypnotists. A
good hypnotist will never give a subject a choice or offer a list of “reasons why you
should fall asleep right now.”
Instead, a good hypnotist will simply issue a command, “When I count to three, you
will close your eyes,” or, “When I snap my fingers, you will bark like a dog.” The sub-
ject responds because they want to please the hypnotist and because they don’t have
much of a choice.
Your prospects are nearly the same. Give them too many “reasons why you should
buy” and you risk boring them, overwhelming them, or irking them. Give them the
“one hypnotic command that always works” and they will do your bidding.
Want proof? Okay. Answer me this: Why are you reading this article?
I’m betting the title for this article promised you something you felt would be worth
your reading to get. You want to know the one hypnotic command that always works
so you can use it to increase sales, get more dates, or in some way get more of what
you want from people. Right?
But note that I didn’t have to tell you all those reasons to read this article. I gave
you *one* sentence---the title to this piece---and you decided to read it based on it
alone. Any further reasons for reading this were supplied by you, not me.
What you just did was illustrate the very point of this article. You are reading this for
*one* reason. There may be subcategorizes to that one reason, but the bottomline
is that you are here, absorbing these words, because I’ve promised you one main
benefit: The hypnotic command that always works.
The trend with the best copywriters today is to pile on the reasons people should buy
the product being offered, and to give an avalanche of testimonials to prove others
love the product. There is nothing wrong with this approach to creating sales letters
that work as long as it ALSO contains the one hypnotic command that works.
And what I want to suggest here is that the hypnotic command alone---when done
right---is so powerful that you may not even need that long list of reasons to buy.
You could feasibly write a hypnotic headline and follow it with a story and end up with
some terrific sales. (Believe me, I’ve done it!) I know this may be a radical thought,
but stick with me.
Just what is this “one hypnotic command that always works”?
It depends on your audience. When I was considering writing this article, I asked my-
self, “What is the one thing my readers will want to know?” Since I know many of you
have read my two e-books on “Hypnotic Writing,” and you consider me a “Hypnotic
Writer,” that some deep insights into those subjects might intrigue you.
I further speculated that if I titled this piece “the ONE” command that always works,
you would subliminally know there is one very powerful thing to learn here. And of
course, the “one” in the headline refers to the one thing I am trying to get across
here. Follow
?
Okay, okay. Here’s my one point in a nutshell: Know the exact one thing your pros-
pects want and tie everything you say to it.
Let me explain: If you are selling laundry soap, you might list numerous benefits and
features, everything from “smells good” to “protects colors” to “gets out stains” to
“cheaper than the other brands” to “works in cold or hot water” to who knows what.
But what you want to focus on is the ONE thing that your laundry soap buyers want
the most. Whatever that is, create your hypnotic command based on it.
In other words, if the one thing laundry soap buyers want is “allergy free soap,” then
pack all your hypnotic writing power into one line that says THAT is what they will get
from your soap. Even “Allergy Free Soap Here” would work as a hypnotic line in that
scenario. Anything else you say may be weak and even annoying compared to telling
your prospects the one thing they want to hear.
Here’s another example: Say you are selling a magic trick of some sort. You can list
everything from “easy” to “new” to “inexpensive” to “amaze your friends” to “add it
to your collection” to any number of possible selling statements.
But what is the ONE thing your audience of budding magicians want? Whatever it is,
focus on it. That will be the one hypnotic command that will explode sales. Since I
am a magician, I know “Easily Amaze Your Friends” would be a great single hypnotic
command for the magic audience. In fact, I know of one magic supplier who uses
the slogan “Working hard to make you amazing.” He’s on the right track. He knows
magicians want to be amazing, and he’s got a hypnotic command to convey that
message. He’ll capture the right audience and get them itching to buy from that one
line alone.
Right about now you should be asking yourself, “But how do I find out what the one
thing is that my prospects want?”
Good question. The answer is to first ask them, and second, test them. In short, call,
email, and visit some people from your audience of prospects. Talk to them. Find out
what the one thing is they want from your business. Too many bad copywriters just
trust their hunches on what their audience wants. Don’t do it. As much as I believe
in intuition---after all, I wrote a book called “Spiritual Marketing”---the only way to
know with any certainty what your prospects want is to question them.
But even that isn’t good enough. After you question them, test them. Write ads, let-
ters, and email campaigns with your prospects revealed “one desire” dominate. If
you’ve truly hit on the one thing they want, sales will roll in. If you miss, try another
“one desire” and see if that pulls better. Again, what you are looking for is the one
hypnotic command that will make your prospects buy buy buy.
Now let me assure you that you might still give a long list of reasons why people
should buy from you, BUT be sure that long list stems from your key “one hypnotic
command.” If you don’t use the key command that activates the buying impulse in
your prospects, your long list will be a grab bag of odds and ends that may confuse
people. You need the one command to grab their attention and maybe even close the
deal right there, yet you may still need your list of benefits to help convince them to
buy. Don’t dismiss your list. Just don’t rely on it.
Finally, how do you write a hypnotic command?
That would take a book to explain. In short, write it the same way you do a good
headline: Short, engaging, relevant to your audience. Think of what your prospects
want and give them one tight line that suggests you have it for them.
Look at the titles for articles in “Reader’s Digest” magazine, for example. They are
intriguing, short, and vibrant. Write your “command” the same way. And for motiva-
tion to get yourself to work at writing a hypnotic suggestion, remind yourself that it
only takes one good line to make someone buy.
After all, my one hypnotic command got you to read this entire article, didn’t it?
Joe Vitale’s Unspoken

Marketing Secrets
I showed the below list to two marketing consultants. They both asked me not to
publish it. I then showed it to a non-marketing person. He said he was going to print
the list and tape it to his computer, so he could refer to it every day. Apparently there
is real dynamite here. It scares some people. It inspires others.
After writing eleven books on marketing, reading several hundred other books on
persuasion and psychology published over the last century and a half, and spending
more than twenty years creating advertising and publicity to convince people to do
what my clients wanted, I sat down and compiled this list.
You could probably build an entire marketing campaign or improve an existing one
with any one of the below insights into human nature. Each week for the next year
I will take one truism from the list and quickly explain how you might use it. If you
want to receive the weekly memos, just sign-in at my website, http://www.mrfire.
com. (If you’re already on my email list, you will automatically receive the memos.)
For now, here’s the list:

People can be persuaded to your side with a good story.
People only do things for the good feelings they get.
People will pay any amount of money to have their inner states changed.
People only buy from people they know, like, and trust.
People make snap decisions about you and your business based on little things you
usually overlook, even the paper stock of your business card.
People pick up on your energy, more than on what you say or do, and decide to work
with you or not based on what they sense.
People know when you are lying, though some may mistrust their own instinct.
People want you to do what you say you will do when you say you will do it; they will
reward you if you go one step further and deliver more than what they expect sooner
than when they expect it.
People only act for self-serving reasons, no matter what they say or you think.
People will never change their human emotions or basic desires, only their dress and
their tools will change.
People never question their own beliefs, so don’t try to change them.
People cannot tell you why they buy anything or predict if they will buy something.
People always respond to free offers of something interesting to them.
People will believe a wild claim if it is just this side of unbelievable.
People will spend their last dime to be entertained.
People respond to flattery.
People want to be happy. Period.
People want low prices while still wanting the best deal.
People can tell if you don’t believe in your product or service.
People respond to enthusiasm.
People will follow commands that make them feel superior.
People buy for emotional reasons and justify their decisions with whatever logic they
can find or create, no matter how ridiculous.

People idolize the past, complain about the present, and fear the future.
People will never argue with you if you never make them wrong.
People are deeply affected by what others think.
People always act for positive reasons, even if the behavior is negative.
People will read any length of sales copy as long as it is interesting to them.
People become information junkies when they are interested in buying.
People will respond to you if you get out of your ego and into theirs.
People want to be recognized.
People want to be loved.
People are interested in other people.
People are interested in the new, the off-beat, the unusual.
People are always interested in women, babies, and pets.
People love food and will read a recipe stuck in a sales letter.
People universally feel deprived.
People do not care about you or your business until you show them how you can help
them.
People will mentally fill in holes to complete a story or sales pitch.
People will deny that advertising works while responding to ads.
People will read an ad if it doesn’t look like an ad.
People will believe a news story over an advertisement hands down.
People are collectors of something, whether of books or thimbles or recipes, though
they may deny it.
People will continue with a bad habit until it hurts.
People will do whatever you want as long as they don’t have a counter-thought to
your request. Handle the objection and they will comply.
People unconsciously respond to your unconscious intentions.
People feel that something or someone else is in control and desperately seek ways
to have power again.
People think about sex far more than they will ever admit.
People will deny that this list is entirely true.
What makes this e-mailed sales

letter hypnotic?
I sent the following short sales letter by email to my own list of some 800 names.
There was an immediate boost in sales. Amazon.com had to back-order the book I
was selling in the letter. My publisher’s online server went down due to all the orders
they got at once. But something even more shocking happened.
Many people wrote to me and actually asked how I was able to *make* them read
the letter. They said they couldn’t stop reading it! Others said they felt compelled by
some unseen force to read every word of it. Still others just mindlessly read the letter
but then automatically---as if obeying a subliminal command---went to amazon.com
and ordered the book I was selling. Afterwards, they wrote me and confessed they
felt they had been “hypnotized.”
What in the world makes this letter so hypnotic? Read it and see what you think:
Subject line: I was nearly in tears...

Dear Friend:
I was just in the bathroom, reading a letter from my sister, when I got to the line...
“I got your book and I read it and I thought it was great. And after I read it, I went
out and got myself a new car.”
I thought she was kidding. My sister has been on welfare, struggled to raise three
kids, been wrestling with health problems, and has fought toe to toe with poverty for
years. I wrote my latest book, “Spiritual Marketing,” for her, in an attempt to help
her.
But it wasn’t until moments ago that I discovered that my book had such a profound
impact on her that she not only read it, and liked it, but she went out and made a
dream of hers come true.
Later in the same letter she wrote, “Dad read your book before I did and he knew I
wanted a new car and he told me that once I read your book he would guarantee that
I would buy a new car.”
That’s even more unbelievable. My father has never even acknowledged receiving
any of my books, let alone taken the time to read them. But he read “Spiritual Mar-
keting,” and it apparently had an impact on him, too.
I’m sharing all of this with you today because you are someone on my personal email
list, and this is personal news which I think can inspire others to go for, and get, their
dreams. Whether it’s a new car, a new house, more money, real love, or happiness in
this moment, it’s all possible.
Well, what do you think? Why does this letter hypnotize people?
Here’s what I think:
1. The headline, “I was nearly in tears...”, which was the subject line on the email I
sent out, is riveting. People want to know why I’m nearly in tears. Did something bad
happen? Or something good? Was I crying? Or laughing so hard I cried? Your head-
line has to be a gun in a prospect’s face. While most headlines have to be benefit-
oriented, curiosity-invoking headlines are proven to grab readers, too.
2. The opening sentence, “I was just in the bathroom, reading a letter from my sis-
ter, when I got to the line...,” not only compels you to read the second sentence, it
is actually impossible to complete the first sentence---because it doesn’t end! Those
dashes are grabbing your nose and pulling you into the next sentence, which happens
to be the next paragraph.
3. The letter weaves a story. Stories sell. Stories compel. Stories pull people into the
drama unfolding and make them a part of the action. As this letter reveals it’s story,
it also conveys selling messages to you hypnotically---messages that urge you to get
this book now.
4. The letter reeks of sincerity. I learned that sincerity sells. Sincerity is hypnotic.
Don’t lie or mislead or gyp people. Tell your story in the most hypnotic way possible
and the people most interested in it will respond.
5. The ending PS, “Amazon.com now carries “Spiritual Marketing,” is a subliminal call
to action. While I’m still known for writing fiery PS’s that warn you of dangers if you
don’t act now, my PS above works in a soft-sell way. The story in the letter says “Buy
my new book.” The PS simply tells you where.
You can take my tried and tested emailed sales letter above and use it as a model to
write your own hypnotic letter. Here’s how:
Just think of a story---a true one, remember---of someone who benefited from your
product or service in a record-breaking way, and write the event up following my for-
mula and my letter. It may help you to remember these key questions:
1. How can you make your headline so curious that people can’t help but read your
letter?
2. How can you begin your next letter in such a way that it actually forces people to
keep reading?
3. How can you tell a story about your product or service that compels people to want
it?
4. Are you telling the whole truth in your letter?
5. How can you more softly let people know how to buy your product or service?
Finally, I think the greatest secret to making any sales letter or email message truly
hypnotic is in being genuinely excited. My sales letter above is based on what actu-
ally happened to me. My sister DID write me. She DID buy a new car. It WAS a result
of reading my new book. I was so moved by her news that I conveyed my joy in my
sales letter---and that joy became hypnotic to my readers.
Which of these 7 mistakes are you

making with online video?
(The seven biggies---and their solutions)
by Joe Vitale and N. Oden

You’ve been there. You go to a website, click on the video, and then pull out your hair
and scream as you realize you can’t easily view the video because it doesn’t look or
sound right.
So what do you do? You click and LEAVE!
That’s what’s happening online as more people get editing software and a camcorder
and suddenly think they know what they are doing. Speilberg they’re not.
You, of course, are smarter than that. That’s why you’re reading this Special Report.
You want to know the top seven mistakes people make when making and putting
video online, AND you want to know the solutions to them.
Here they are:

1. Audio volume compressed.
To put video online, most people run a VHS tape through a software editing system.
During that process, most everyone chooses to compress everything, including the
audio. What usually results is this: When your audience tries to watch your video
online, he or she will find the volume too low and hard to hear. Of course, to add salt
to the wound, you’ve lost half your audio quality, as well. Viewers will get frustrated,
fed up, and leave. Solution: Don’t compress the audio.
2. Choosing the wrong media format.

Most people create web video files in one of a handful of popular software file for-
mats. These formats include MOV, AVI, WMV, RM, and MPEG. They are made to be
played by video players, such as Quicktime and Real Player. But Quicktime prefers
.MOV files. And Windows Media Player prefers .WMV and .AVI files. The problem is,
not all players on people’s computers can run all the different file formats. The result
is that many of your visitors well steam up and leave. Solution: Use MPEG. ALL media
players can run it. Another solution is to give your viewers a choice of two formats
to play.
3. Not having a compression choice for your audience.

Not everyone has a fast modem or is capable of getting broadband access in their
area. If your video online exists as a large file with a low compression rate, those with
slower modems won’t be able to view it without irritation. Slower modems such as
28.8K and 56K need smaller file sizes with higher compression rates. Solution: Offer
two choices for each video online on your site: One click can be for those with a 28.8K
and 56K modem, the other for those with broadband or DSL.
4. Not using video markers or chapters.

A relatively new capability of online video is the ability have markers embedded within
it to trigger off text changes or image changes on your site itself. In other words, as
your visitor sits and watches your video on his or her computer, the video has unseen
markers in it set up to change other areas of the screen. This is a great way to offer
supporting material while your video plays. Most people have no idea this functions
even exists. Solution: Use it!
5. Video content inappropriate.

This is the number one mistake of nearly every video, online or off. Too many videos
open with a long, boring explanation of why the video is there that has nothing to do
with your intended message, or with what your viewer wants to see. As a result, you
bore your viewer. Online, they’ll just click and leave. Solution: Edit ruthlessly to be
relevant and interesting.
6. Video content technically inappropriate.

If your video has too much action, including camera movement, or even the wrong
background behind something as simple as someone talking to the camera, the result
could be “jumps” on your viewer’s computer and distorted images. Why? Because, for
example, trees blowing in the wind, or even bookshelves behind a talking head, will
cause the computer to have to do too much. As a result, they are irritating to watch.
Solution: Be simple. Have simple action and simple backgrounds.
7. Mixed message.
You’ve seen this happen, too. You watch a video and become confused as the narra-
tion, action, graphics and story seem to wander around aimlessly or call attention to
themselves. The maker of the video maybe knew what he or she wanted to say, but
fell in love with the bells and whistles available on the keyboard and created a video
that is simply ambiguous in meaning. It doesn’t sell, persuade, or entertain.
Solution: Tell one unique, direct message.

How to Control The “Command

Center” In Your Prospect’s Mind
(Or, Another Lesson From The Secret Notebook of a Hypnotic
Copywriter)
Here’s a million-dollar secret I’ve never shared with anyone before. When you use it,
you will get inside your prospects’ heads and manipulate their thinking to get them
to do what you want---including sending you money right now for your product or
service. Sound hard to believe? Keep reading and I’ll prove my point to you.
Right now, as you read these words, you are practicing the very thing I’m going to
describe. Centuries ago people read books by moving their lips. Over time---and
probably due to complaints from the family---people learned to close their mouths.
But virtually all people still read the letters you send them by saying the words in
their head, almost as if they were speaking them out loud, but in reality speaking
only to themselves. You’re probably doing it right now.
You are, aren’t you? It doesn’t reflect anything about your intelligence. It’s how
most of us read. I read more than most people and I still read the same way you do,
“mouthing” the words in my head. It’s how most of us humans accept the written
word. Relax. You’re normal.
Why is this important?
Because this is a way for you to plant hypnotic commands right into the skulls of peo-
ple. This is staggering power. When people read your sales letter, you are, in essence,
right INSIDE the head of the very person you want to persuade. They are speaking
your words---your commands, if you do this right---to themselves. You are in their
“command center.”
Think of the power you have!
Unless you’ve taken a speed reading course---which teaches you to scan pages and
avoid seeing single words---you are like everyone else: Hearing what I want you to
hear right now, in your own mind. In reality, I’m in your head! What am I going to
make you do?! Buy my books? Hire me to write copy for you? Make you go out with
me and do my bidding? Hmmmmmm.
You can imagine the kind of power this gives me, and can give you once you learn
how to do it, too. And that’s what I am going to give you a quick-start lesson in: How
to control your prospect’s mind.
First: You need to accept that people are reading your sales letters (or ads, memos,
email, web copy, etc.) by pronouncing your words in their heads. This means you are
in the “forbidden zone” and ready to re-wire their brains.
Second: Keep in mind that as people read, they think. You are doing it right now
and you have been doing it throughout this article. You are talking to yourself as you
read. You are thinking.
People read your words and also ask questions, as if you were there to answer them.
Your job as a Hypnotic Writer is to anticipate those questions and answer them. Do
so and people will follow your commands.
Are you with me? As I mentioned earlier, I’ve never discussed this concept before
because I felt it was too damn powerful to release. But when Mark Joyner asked me
to expand on the material in my best-selling “Hypnotic Writing” series of books, I
figured I owed the man my ace in the hole.
Here it is!
And here’s how it works:
You write your sales letter with all the hypnotic writing skills you learned from my
books. You use every trick you’ve learned to grab and hold attention, build desire,
and lead to a strong close, because you know that’s how you create truly hypnotic
writing.
And AS you write, you are also asking yourself, “What is my reader thinking right
now?” This is much like trying to handle objections in a traditional sales call. The dif-
ference is, you are doing this in writing. Your customer isn’t standing in front of you.
He or she may be thousands of miles away.
But that person is reading your words---voicing those words of yours in their head---
and that person is asking him or herself questions. Anticipate them and answer them
and you will up the odds in creating a sales letter that easily persuades.
Let me explain this another way: Hypnotists know that you will obey their commands
as long as you don’t already have a counter-suggestion in you to the contrary. They
can tell you to “Go open the window,” and you will do just that UNLESS you have a
counter-thought, such as, “But it’s cold outside” or “I don’t have a good reason to
open the window.”
This same dynamic goes on inside your readers. You can tell them to “Send me mon-
ey now for my new gizmo,” and they will do exactly that UNLESS they have counter-
thoughts (read objections) in them. As you probably know, most of your readers will
have counter-thoughts. Your job is to anticipate them and answer them and THEN
give your command.
I use this little known hypnotic skill in all my sales letters.
I work hard to create a headline that relays a benefit in a curious way. I sweat to write
an opening that yanks attention from wherever it was, to my words. And then I use
this “hypnotic dialogue process” to write the letter.
In other words, I write my letter while pretending to talk to one person about my
product or service. In a real way, I’m talking to myself. As I “talk” on the page, I
imagine what my prospect will ask next. It’s a dialogue in my mind. But the truth is,
that same dialogue will end up in my prospect’s mind if I do this right. You’ve been
doing it throughout this article. You’ve been reading my words and asking yourself
questions. Right?
Throughout the writing of this article, I kept asking myself, “What will he ask?” By an-
ticipating your questions, I could handle them in a persuasive way. I could, in short,
lead you to my way of thinking and to doing what I want.
For example, right after my opening paragraph, I wrote, “Sound hard to believe?”
I placed the question there because that’s probably exactly where you ASKED the
question in your own mind. You read my opening lines---about my big promise to
show you how to get people to send you money---and inside yourself you said some-
thing like, “That’s pretty hard to believe. Prove it.”
And right there, right on cue, comes my question. I anticipated your thoughts and
answered them by using the dialogue process. And what did I install in your mind
while you were reading?
Go back through this article and see if you can find this “dialogue process” at work.
And then notice what you do next, because that action will reflect the command I
secretly embedded in you. And now that your objections are handled, you have little
choice but to act on it, or not.
How I Made $68,000 Teaching

E-Classes
(Or, What I Learned From Wanting A Z3)
One day I pulled up beside a truck delivering new cars. One of the cars on his flatbed
made my heart leap and my blood dance. I had never had a piece of machinery turn
me on before. This one did. I fell in love.
It was a BMW Z3. A Roadster. A hot-rod. One of the sexiest cars ever known to man
and made by gods. Okay, maybe I’m overplaying it. But the point is, this car spoke
to me. I wanted it. And wanted it bad.
I also knew BMW’s are pricey. So the first thing I did was try to win one. I entered
two contests where Z3’s were the big prizes. I knew I would win. I was destined to
have that car. But I didn’t win. Alas. So much for the laws of chance. It was time to
create my future.
So I decided I would just buy the car, and that I would pay cash for it. I had just com-
pleted a book on how to create miracles, called “Spiritual Marketing,” and I figured I
would prove to myself that I could create a Z3. So I used my own five-step method
to get the sexiest car of my hottest dreams.
I began by setting an intention for getting that car. Oprah once said that “Intention
rules the Earth.” I know it. My car’s license plate holder says, “I am the power of
intention.” Once you declare that something will be so, you send a signal into the
universe that begins to move that something to you, and you to it. Call it Real Magic.
I call it one of the most powerful steps in the Spiritual Marketing process. From that
step alone, miracles can happen.
After I set my intention to have that car, I then acted on the hunches that bubbled
up within me and the opportunities that came my way. To be more exact, here’s what
happened: One day it occurred to me to offer a seminar on the subject of my new
book. I could rent a hotel. Write a sales letter. Invite everyone I knew on my online
and off-line list to it. I could make a killing in a weekend. That’s the ticket!
But then it occurred to me that I don’t like to market seminars, that I didn’t know if
it would sell, that postage and printing to promote it would cost a fortune, and that
I’m not such a big fan of speaking in public, anyway.
And here’s where the shift occurred:

I began to play with the idea that I could hold the seminar online. I would simply an-
nounce the “Spiritual Marketing” e-class to my email list. It would cost me zip. If no
one signed up, so what?
But---BUT!---if they *did* sign-up, I could teach the entire class by email. Every
week I would send out a lesson. I would give assignments. They would complete
them and email them back. I would then comment on their homework. It would all
be nice and neat, easy and convenient. Sounded good to me.
I decided to teach five weeks of classes, mainly because there were five chapters in
the “Spiritual Marketing” book. I would send out one chapter a week as a lesson. I
would add assignments to each one to make it more of a legit course.
Then I wondered, “What do I charge?” I spent a lot of time on this question. Most
people give away their e-classes, if they teach them at all. A few charge low fees. But
I wanted a BMW Z3. They cost $30-$40,000 each. Yikes!
Well, I decided I wanted 15 people in my class. That was an arbitrary number. I just
figured if 15 people actually did their homework over a 5 week period, I would have
my hands full reviewing it. So, like everything else in the developing of this first e-
class, I simply “made up” the class size.
I then divided 15 by how much I wanted to raise for my Z3. If 15 people paid me
$2,000 each, I’d have enough to pay for the car in cash. But two grand a person
seemed a bit high. So I settled for $1,500 a person.
I then issued a sales pitch/invitation to sign-up for the class to my email list. I have
about 800 good names on my list. Sixteen of them immediately signed-up for the
class.
Talk about easy money!
The class was easy to do, too. The students loved the lessons, my assignments, and
my feedback. Only one person immediately asked to bow out, saying the class wasn’t
for him. So I ended up with 15 people after all. I made $22,500. I was happy.
But I didn’t stop there. A few weeks later I announced another e-class. This one on
how to write, publish and promote your own e-book. I just followed the same model
that already worked: I issued an invite to my email list, I went after 15 people, I
charged $1,500 per person for a 5-week class. I got 12 paying customers. I made
$18,000. Boy, am I loving this!
At this point I had been thinking about writing a sequel to my best-selling e-book,
“Hypnotic Writing.” But I didn’t want to write it and hope it would sell. I wanted
*paid* to write it.
So I created yet another e-class. This one would be on “Advanced Hypnotic Writing.”
It would be three weeks long, rather than five, because I wanted to take it easy this
time around. (I was getting lazy.) I still charged $1,500 and I still went after 15 peo-
ple. I then announced the class to my email list.
Here’s where something wild happened:

Almost 18 people immediately signed-up for the class. But when I asked them to pay
the $1,500 fee, every single one of them said they thought the class was free! I was
stunned. I re-read my invite. It clearly said there was a hefty fee. All I can figure is
that people skimmed the letter, got excited, and just shot back emails to enroll in the
class. Or maybe they read the word “fee” as “free.” Go figure.
But that’s not the only odd thing that happened with this class: I had trouble filling it
from my own elist. So I went and asked a person with a giant email list if he would
promote my class to his people. He would---for fifty percent of the pie. Yowsa! That
was a lot, but I wanted to get paid to write my sequel to “Hypnotic Writing,” and I’d
still end up with good money, anyway. So I agreed.
Well, twenty people signed up. And the really oddly wonderful thing is that no one---
no one!---did their assignments. So I got their money (half of it, anyway: $15,000),
I got paid to write my “Advanced Hypnotic Writing” ebook, and I had no homework
to review or grade. What a cool business!
Most recently, I announced yet another e-class. I was about to buy a large country
estate and wanted more money fast. This new class is on my new proprietary mar-
keting formula, called “Guaranteed Outcome Marketing.” I raised the price on this 5-
week e-class to signal its value. I asked for $2,500 a person. Since I normally charge
$25,000 to create a Guaranteed Outcome Marketing strategy for someone, asking for
only $2,500 to teach someone how to do it seemed very fair.
I lowered the class size because I wanted to be sure to give each student personal
attention. I promoted this class to only my own email list. I got five students. Which
meant I raised $12,500. Not bad for a month’s “work.”
And yes, I bought the country estate. I’m writing this article from it. The moral here?
There are several:
1. Intention rules: You can float with the circumstances life brings you or you can cre-
ate you own direction and your own circumstances. It begins with a decision. What
do you want? Decide. Choose. Declare.
2. Break the model: Just because others are selling their services for a song doesn’t
mean you have to, as well. Respect yourself. What are you worth?
3. Go for something other than money: Wanting my Z3 caused my mind to stretch in
new ways to raise the money needed to get the car. If I were just going after money
for money’s sake, I might not think so boldly in my ideas or my pricing. What do you
REALLY want?
4. You can do this, too. Just look at what you know that others would pay you to
learn. Then turn it into an e-class, complete with lessons and assignments. After the
class is over, you might even compile the material into a book. Or a tapeset. Or--?
Think big! What would you teach if you had no fears?
5. The spiritual is not separate from the material. Since I’ve focused on money in
this article, it may be easy to declare my focus was only on the dollar. Not so. I used
spiritual principles---as outlined in my new book---to create wealth. Once you realize
that the spiritual and material are two sides of the same coin, you are free to have
happiness as well as cash. As it says on the dollar bill in your pocket, “In God we
trust.” Do you trust?
Finally, yes, I got my Z3. It’s a 1999 Montreal Blue stunning piece of rolling beauty.
I’ve never had so much fun in my life driving. In fact, I think I’ll aim it up and down
some Texas country roads right now...
Q&A about Guaranteed

Outcome Marketing
A three-step approach to getting sales. Traditional marketing sometimes uses a 2-
step approach: Often an ad or radio spot to get leads, then a sales letter or salesper-
son to make the close. I use E-DR Publicity (explained below), the Internet (targeted,
NOT spam), and hypnotic sales letters (explained below) to guarantee results. I also
use some of the ten principles from my outrageous marketing tapeset from Night-
ingale-Conant to insure your results. In short, Guaranteed Outcome Marketing is at
least a three-fold strategy designed for your business.
What is E-DR Publicity?
It means “Electronic Direct Response Publicity.” Typical publicity just gets your name
in the paper---if that. E-DR Publicity strives to also get a direct response. In other
words, I aim to get your phone to ring, or hits at your website, on top of the name
recognition. I leverage publicity to lead to more sales for you. I motivate your target
audience to take action.
What is Hypnotic Writing?
I use persuasion techniques in writing sales letters and news releases. I wrote a best-
selling e-book on the subject, called “Hypnotic Writing.” I use those methods to grab
people and keep them focused on the page, then motivated to call or buy from you.
What kinds of results have you gotten for others?
Jeff DeLong is now a millionaire from just one news release I wrote for him. Experi-
ence in Software now has a best-selling program from one sales letter I wrote for
them. Another software company tested my sales letter for them against their tele-
marketing efforts and ended up firing the phone people. They said, “Your sales let-
ter did THIRTY TIMES better than our phone people!” I’ve had several clients get on
Oprah. Other clients have quietly increased sales using methods I taught them. My
E-DR Publicity method has been featured in a private publication for CEOs.
How can you guarantee results?
My three-step approach will bring a 5% up to a 35% (or more) increase in sales.

That’s guaranteed. I can guarantee it because the average person in business doesn’t
implement results-oriented marketing. I create it. You implement it and you’ll see the
results.
What exactly IS your guarantee?
We’ll agree on what you want up-front. Then I’ll create the materials to achieve it.
If for some reason we miss the mark the first time at bat, I’ll create new materials
and even a new strategy to help us get those results you want. I won’t stop until we
achieve your declared outcome.
Who are you, anyway?
I’m the author of ten books, including two for the American Management Association
and one for the American Marketing Association. I also have several audiotape pack-
ages, including a best-seller for Nightingale-Conant. My websites are listed below.
What do you need from me?
Three things:
1. You must have a unique, valuable product or service.
2. You must have something a specific market will embrace.
3. You must have the funds to pay me as well as implement the campaign.
How much does this cost?
$50,000. Considering what you get in return, that’s a reasonable investment.

What are any hidden costs?
You will need some funds to implement what I create. For example, you may need to
hire someone to design or re-design your web page, depending on what I see there.
You may need funds to issue a news release. If we decide to do a direct mail cam-
paign, you’ll need funds for printing and postage. I strive for street-smart, inexpen-
sive marketing, but you will need SOME funds to implement what I create. Again, I’ll
work with you to stay within your budget. In most cases, with a redesigned website
and E-DR Publicity, you can get away with spending less than $3,000.
What if I pass on your service?
No problem. I wish you well. Remember, your competition might hire me. :)
More questions?
Email me at offer@mrfire.com. And we can set a time to talk, if you like. Joe Vitale
PS - Have you seen all of my websites?
http://www.mrfire.com lists my books, tapes, & free articles on marketing, http://
www.HypnoticWriting.com offers my first e-book, now a bestseller, http://www.Cre-
ateAdvertisingThatSells.com offers my first e-video
The Power of Your Ego in Writing

Online Copy
www.hypnoticwriting.com
I obey one main rule when writing copy for the online world: Get out of my ego and
into my reader’s ego. It’s a basic marketing truth that shouldn’t be violated any-
where. Yet it’s violated every day online.
Let me explain.
One day I received the following email:
Dear Mr. Vitale,

Your name was mentioned on a site that I came upon while I was looking for informa-
tional material to market on the Internet. Can you PLEASE, give me some feedback
on this. The site is WWW.Internetpowertools.com/d.cgi?ebookprofits-pw10031
Thank you for you time.
I took a quick peak at his site. If you did, too, you saw that his site is a sales letter.
There is nothing in that headline to appeal to your ego in a way that is acceptable
online.
Off-line that sort of hard-sell headline might work. On-line it won’t. Why? Because it
is too sales oriented. It looks and reads too much like an ad. If you think of your read-
er’s ego, you wouldn’t post something so heavy handed online. Instead, you would
give them information they want. Information they can use.
Think of it this way: Write your website copy as if you are writing a how-to booklet
or a news release. Give facts. Give details. Give specifics. I might rather write this
fellow’s website as a special report on the rise of e books in the new millennium. I
might even give pointers on how to write your own e-books. In short, get out of your
ego and into your visitor’s ego. Appeal to their interests and they will eventually show
interest in yours.
Let’s look at another example.
Hello Mr. Fire,

I am not a copy writer but I am trying to write a copy that sells my information prod-
uct. Can you please check out my website and tell me whats wrong with the copy I
have now. www.inetstart.com
Thank you for your time.
Did you take a look at his site? Same problem as the one before it. It’s written by a
person trying to make a sale. That means the copywriter was writing to his own ego,
not to mine or yours. Again, to transform this or any other website, think of what
your READER wants to see, not what you want to sell. Think about it. Don’t you care
more about what interests you, than what interests me?
I might rewrite this fellow’s website by writing a news release or a special report
on “The Top 10 New Ways to Make Money Online.” I’d research the top ways, too,
list them, explain them, and make what he wants to sell just one of the new ways
to make money online. It’s the traditional way to sell anything with a news release:
Simply plug your product or service within a story of genuine news.
Are there any examples of websites using this basic copywriting principle? Of course.
But they aren’t easy to find. Obvious examples are www.ebay.com and www.amazon.
com. Both focus on YOU. When you look at ebay or amazon, for example, you don’t
detect an ego behind the sites. Instead, you can easily look around for what interests
YOU. Again, get out of your ego and into your reader’s ego.
I just took a moment from writing this article to browse some random sites. I went
to www.etour.com and let it bring websites to me based on what I told it I was inter-
ested in. It’s a marvelous tool. Sites I saw were one on new music releases. No ego
here. This had a search engine for me to type in my favorite artist or style of music.
Another site was on how to give CPR. Never know when it may be needed. Yet an-
other site taught me how things operated. Type in anything, like engine or website,
and an article at the site revealed how an engine, or website, works. Again, all useful
information. No ego. No selling.
Which leads to the question: How does anyone make any money online when they
have to create ego-less websites that focus on the visitor and do little or no selling?
The answer is this: It’s called Hidden Selling. It’s what all good publicity people or
“cause public relations” people do. They engage you in something you want to know
about and sell you after the fact. It’s the soft sell. It’s what Hallmark Cards does when
they fund a movie. You don’t tune in to watch their commercials. You tune in to watch
the movie they sponsored. As you do, you are also fed the commercials. Good web-
sites do the same. They offer you want you want, and sell you quietly, by focusing on
serving you, not selling you.
(Note: See my article online at http://www.mrfire.com/0033.html for more examples

and explanation of how this “Hidden Selling” concept works.)
This whole topic may need more space than what I have here to fully explain. The
bottomline for me is this: You’ll create better copy on your websites if you focus on
your visitor’s ego, not yours. Think of serving them, not selling them, and ironically,
you will end up selling them.
Joe Vitale is the author of far too many books and tapesets to list here. His website is
at www.mrfire.com. His book, “Hypnotic Writing,” a terrific new manual on copywrit-
ing, is located at www.hypnoticwriting.com.

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Dr.

Hypnotic Marketing, Inc.

“The #1 Secret to Selling E-Books Or,

I tell you, it’s a VERY good feeling.

Lucky me. It ruined the trip to party town, for sure.

key words they may be using at

“Cider House Writing”

But what does it mean on a deeper level?

But the movie never came out and said that!

Let me tell you a secret about money

“You ought to write that book right now,” I said.

Every one shut up. They looked at me.

“I’ll do it,” he said

He approved it almost instantly.

And we just released the ebook today. (See it at http://www.MythOfPassiveIncome.com.)

Now note what happened here:

The result: Success.

So what does money like?

Money likes speed.

That’s the secret few know about money.

Money comes to those who act fast.

Well, here you go.

It happened because I know a secret about money.

You now know the secret, too.

So -- What are YOU waiting to do?

“Don’t Read This Article!”

pretending we are all trained monkeys.

Don’t you agree?

How to Make Money Fast Online

Here’s how it works in detail:

1. Go to http://www.google.com/press/zeitgeist.html and see what the hot searches are cur-

Get the idea?

Will you be one of them?

You’re probably familiar with optical illusions.

Fascinating, isn’t it?

This is the sport of hypnotic writing. Here’s an elementary example:

“Imagine driving this sleek car down a country road.”

What did you see in your mind?

Most likely you imagined a sports car.

But why a sports car?

The word “sleek” led your mind to create a visual.

Minds are like that.

Did you notice it?

It’s where I wrote, “This is the sport of hypnotic writing.”

Notice anything unusual?

That example may be difﬁcult to grasp at ﬁrst.

It’s actually an embedded hypnotic assumption, or presupposition. It’s explained in my e-

“How I Write Hypnotic

What would you do?

Obviously, you would need to translate the message.

In a nutshell, translating is EXACTLY what I do in writing sales copy.

If I don’t, you won’t care.

Here’s an example of what I mean:

But maybe that example is too simple...

See the difference? I do this with all my copywriting.

I took it from words to power.

What’s the secret to being a good “copy translator”?

“What Are You Dismissing?”

He was not directly negative or purposely critical.

Well, my friend is right.

But my friend is also unhappy.

Your healing. Your well-being.

Dismissing is often a way to deﬂect the messages.

It’s noble, yes, and it works.