Imagine this : Every time that someone comes to your sales page they enter a different realm of thought. Suddenly, they are more impressionable. They want to buy. As they read your sales page, little by little they  begin to realize that your offer is just what they have been looking for. They pull out their credit card. The rest is history.

Ok, maybe you are thinking this sounds like a dream. Actually, what I am describing is a very real phenomenon which is happening to buyers on the internet everyday. Is this what happens when people come to your site?

Well, that is the question isn’t it ?  If they are not  there can be only two reasons: either you are not inducing  a buying trance or you are not breaking them out of the one they are in when they arrive. You see, in order for sales writing to work you have to begin by breaking the trance your buyer is under when they arrive.

Ever been trying to convince someone of something and they were just not  hearing you? No matter how logical your argument was they would hang on to a point of view which made no sense?

They were in a trance, all of us are at some level. Call it conditioning, call it a mindset or just sheer habit. Living in an age where we are bombarded by information and solicitations, we simply must have some kind of guard up to protect ourselves.

This trance must be broken first or you can forget about inducing a new one. The only way to do this is to jolt with a strong emotion like pain, surprise, shock  or the master of all: curiosity. This is the first of the 21 Immutable Laws of Persuasion.