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How to Create Hypnotic Headlines
by Dr. Joe Vitale
Dr. Scott Lewis is a comedy-hypnotist performing at the Riviera
Hotel every onday night in LasVegas. He called me one day wanting a
tr!ly hypnotic ad to r!n in the local newspapers to p!ll
in college st!dents to his show. " as#ed him to tell me what he
already had in mind for the ad.Here$s what he told me%
&"$m thin#ing of !sing the headline $Come do o!trageo!s
things at the Riviera ne't ondaynight$.&
(hat do yo! thin#) e* " didn$t thin# it was a very hypnotic
headline.
+or one thing* it$s not engaging. "t ,!st sits there. "t$s
slightly active* in the sense that it says&come do o!trageo!s
things*& b!t that$s not eno!gh to tr!ly mesmerie b!sy readers
ofnewspapers. ot today. /nd not college st!dents.
+or another* his headline wo!ld eliminate all the shy people
from going to the show. 0hey mightbe afraid they wo!ld get
hypnotied and loo# st!pid in front of their friends. /fter all* far
morepeople want to be spectators than performers. Scott wo!ld miss
his target a!dience.
" advised Scott to try the following headline instead%
&(hat o!trageo!s things will yo! see yo!r friends and others
do ne't onday night at theRiviera)&
ow we have something tr!ly hypnotic.
+irst* the 1!estion involves the mind. "t forces yo! to begin
thin#ing of (H/0 yo! will see ne't
onday. /nd it begins the process of having yo! "/2"3 o!trageo!s
things.
Second* this new headline isn$t confrontive. 2ood hypnotic
headlines snea# in !nder the radarand deliver their message. 0his
new ad says what will &yo!r friends and others& do* not
what will456 do. See the difference) "t ma#es it safe for yo! to go
to the show. 4o!r friends &and others&are going to loo#
li#e fools* not yo!.
/ll headlines can be improved by doing ,!st three things%
7. a#e them engaging.
y favorite way to engage people is to as# an open-ended
1!estion. How can yo! !se an open-
ended 1!estion when writing yo!r ne't headline) 8" can hear yo!r
mind whirling.9
:. a#e them c!rio!s.
;eople are nat!rally c!rio!s. /ppeal to their c!riosity and yo!
can hypnotie them into doingalmost anything. (hat can yo! ma#e them
do with a c!rio!sly hypnotic headline) 8ote howyo!r mind is again
b!ing.9
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(hen Scott as#ed me to review the ad with my new headline* "
realied we co!ld add a shorterheadline before the longer one. 0his
way we co!ld telegraph o!r message and then p!ll peopleinto o!r
hypnotic headline. So " advised him to ma#e the main headline*
&0hin# yo!$ve seeno!trageo!s)& (e then !sed the longer
headline 8&(hat o!trageo!s things will yo! see yo!rfriends and
others do ne't onday night at the Riviera)&9 as the secondary
headline. Don$t be
afraid to !se two headlines* as long as the first one is short
and leads into the longer* morehypnotic one.
+inally* how did the new headlines p!ll for Dr. Lewis) J!st call
the Riviera in Vegas and try toget into his &Hypnolario!s&
show ne't onday night. 4o!$ll find his show pac#ed -- and yo!$ll
beamaed at the o!trageo!s things yo!$ll see yo!r friends and others
do on stage there=
