Course Description

The Secret Fascination of
Truly Great Copywriters

Have you ever been reading a book, and had a few sentences just jump off the page?

It happened to me as I was reading David Ogilvy’s book, Ogilvy on Advertising

I myself once came near to doing something so diabolical that I hesitate to confess it even now, 30 years later.

Suspecting that hypnotism might be an element in successful advertising, I engaged a professional hypnotist to make a commercial.

When I saw it in the projection room, it was so powerful that I had visions of millions of suggestible consumers getting up from their armchairs and rushing like zombies through the traffic on their way to buy the product at the nearest store.

Had I invented the ultimate advertisement?

I burned it, and never told my client how close I had come to landing him in a national scandal."

Can you imagine what Ogilvy saw that day?

(I have an idea…  And I’ll tell you what I think really happened in a moment…)

But Ogilvy burning that ad wasn’t the end of hypnosis in advertising.

Quite the opposite in fact…

As I went deeper into the copywriting world, I heard it over and over again…

  • All of these great copywriters had studied hypnosis and related skills…
  • And gained a special understanding of our human minds…
  • That propelled them to the highest heights of this profession!

There was, of course, Joe Vitale.  Maybe you’ve read his introduction to the topic in his book, Hypnotic Writing.First, he used these principles to become a world-famous copywriter.  Then, land an appearance in the global hit movie, The Secret. And since, he’s even used it in publishing and marketing a whole pile of best-selling books.  

And then there’s the classic Eugene Schwartz ad.  The headline was: “Are You Ready to Use SELF-HYPNOTISM to Make Life Give YOU What You Want!”  That alone tells you he had at least a passing interest in hypnosis.  (Then I found some of the world’s most powerful hypnotic principles hidden in his books, Breakthrough Advertising and The Brilliance Breakthrough.)

Dan Kennedy turned out to be another serious student of hypnosis.  Not only did it earn passing mentions in quite a few of his works…He even attended meetings of the National Guild of Hypnotists, and told stories of people getting zonked in the hallways!

I don’t know if Gary Bencivenga ever openly talked about hypnosis.  But it was through him that I first heard some incredibly powerful principles of speaking to and working with the unconscious mind.  Many of which are seldom taught outside of the world of hypnosis. So I have a sneaking suspicion…

Then, of course, there’s Tony Robbins.  Sure, he’s not a “copywriter.”  But he is on the edges of the direct response advertising industry.  Dan Kennedy worked on some of his earliest infomercials.And he’s good friends with Jay Abraham and others.  And Tony is a master persuader from the stage.  He’s both a student and teacher of these hypnotic communication methods.

The list goes on.

Including many of the world’s top marketers, copywriters, and persuaders.

Many whose names you’d recognize.

Many who are just as skilled, but seldom come out from behind the scenes.

And Ogilvy may have been one of the first — but he was certainly not the last — of the Mad Men in mainstream advertising to dabble.  

AdAge Magazine recently ran an article declaring: “Marketers’ Top Not-So-Secret Research Weapon: Hypnosis.”

And yes, it goes even deeper…

Because sometimes these top copywriters discuss hypnosis by name…

Along with the offshoot school of Neuro-Linguistic Programming (often shortened to NLP)…

But far more often, these copywriters never actually say the word “hypnosis.”  Even as they talk about and practice the most hypnotic of skills…

  • How you can bypass the rational mind and sell with emotion…
  • When you speak to the heart and gut of the buyer (and justify to the head)…
  • As you tap into unconscious or subconscious motivations…
  • And leverage the power of your prospect’s vivid imagination…  
  • Using storytelling and story selling…  
  • Provoking curiosity…  
  • Even just how you capture, hold, and direct your prospect’s attention…

Then there’s all sorts of techniques and tactics.  Framing.Future pacing.  Pattern interrupts.  Loops.  And so on.

It’s all hypnosis…

The only question is — how well are you doing it?

As I discovered for myself how many of the world’s best copywriters study and use principles of hypnosis in their writing…

I realized that if I wanted to be a great copywriter, I better learn exactly what they were doing…

Because if great copy is hypnotic…

I can make a decision…

I can either decide to incorporate these principles only when dumb luck works in my favor…  

Finding and copying them, without really knowing what I was doing.

Or I can make a choice to study hypnosis in copywriting and persuasion…

What actually works…

And consciously choose to add these tools to my toolbox as a copywriter.

It was an easy decision.

In fact, it was a long time coming…

Because I can even remember back to reading old comic books and Boy’s Life magazines as a kid. And finding myself totally curious about the ads…  

— 

“HOW TO HYPNOTIZE —
IT’S EASY TO HYPNOTIZE… when you know how!”

— 

“STARTLING SECRETS TEACH YOU DISGUISED HYPNOSIS —
CAUSE TRANCE WITHOUT SUBJECTS KNOWING!”

“NEW DISCOVERY IN HYPNOTISM
shows how to hypnotize in 30 seconds!”

I remember being totally drawn in to ads like this as a kid…

I was fascinated!

I wanted to know if it worked — and if so, how…

And as I connected the dots backwards, I realized just how our unconscious mind has always intrigued me…

And how I’ve always wanted to know how to connect with it…

How to tap into it…

Not just in myself, but in others…

Honestly, this was even a huge part of what drew me to get my degree in psychology.

My deep fascination with the innermost workings of the human mind.

And it’s no different now that I am in copywriting and marketing — in fact, it became even more urgent to learn!

And I realized…

Hypnosis is the most direct way to speak to this most powerful part of our minds…

In fact, this is what truly GREAT copywriters know, that so many novices and wannabes don’t…

  • If you want to be great at persuasion, you have to understand and speak to the UN-conscious mind — and merely bring the conscious mind along for the ride.

Most of us have no clue how our minds even work…

Much less, how to really tap into the power of the unconscious.

Take, for example, your breathing…

You might be thinking about your breathing right now (because I brought it to your attention)…

But most of the time, you are not conscious of your breathing…

Your breathing is automatic.Unconscious.  You don’t even have to think about it, and it happens.

And when your body needs you to breathe faster, you breathe faster…

And when your body decides it’s okay to breathe slower, you breathe slower…

And you’re not even thinking about it — at least not consciously…

But your mind — your unconscious mind — is thinking about how you NEED this — to breathe — all the time.

Along with every other unconscious function your body needs to survive and thrive and interact in the world.

In fact, it’s been estimated that while your conscious mind can only pay attention to 50 individual pieces of information per second…

Sights, sounds, smells, tastes, feelings, thoughts…

Your unconscious is processing 11 MILLION pieces of information in that same time…

That means just in terms of sheer information processing — your unconscious mind is…

TWO-HUNDRED-TWENTY-THOUSAND-TIMES as powerful as your conscious mind!

And most of the time, we have no freaking clue how much is going on down there, in the depths of our unconscious.

We may get a bodily sensation, or emotion, or gut feeling, or intuition about something…  And our conscious mind interprets this signal.

That’s how our unconscious talks to our conscious mind.

But most people never actively communicate the other direction — using the conscious to talk to the unconscious.

Most people, that is, EXCEPT those who are familiar with the principles and practices of hypnosis.

Including — I discovered — many of the world’s top copywriters!

So I made a study of hypnosis — and how I could use it to improve my own life, plus be a better copywriter and marketer.

And I’ll admit, I kept this secret…

I’ve kept this secret for the same reason David Ogilvy burned that ad all those years ago.

It makes me at least a little uncomfortable to have so much power.

At least, to admit to it.

To admit that part of the reason my copy is so powerful is that I understand the principles and practices of hypnosis…

And have been persuading my prospects on an unconscious level.

Even as I knew I would only use these powers for good…

“With great power comes great responsibility,” right?

I was afraid of how others — those who didn’t understand — might judge this.

After all, we all want to believe we’re in control of our thoughts…

And hypnosis is one of those things that causes us to question that control.

Because if someone could use the powers of hypnotic suggestion…

Planting an idea in our unconscious mind…

To the point that we feel like that idea is ours

What does that mean for any of our thoughts?

Frankly, this all made me very uncomfortable — until I had a simple realization…

There are people out there with very questionable morals who will happily teach you how to exploit and manipulate others.

These are people who are basically crooks that haven’t been caught yet.

And they’re positioning themselves as marketing and persuasion gurus.

All the marketers and copywriters I listed above — they’re not that.

Neither are the great hypnotists, NLP trainers, and other experts I’ve learned from.

But there are some who practice the “dark arts” of persuasion who will happily teach you how to use some of these skills in nefarious ways.

And I had two choices…

  • I could either let your curiosity lead you on a wandering path into these dark and shadowy realms of manipulation and exploitation, OR…
  • I could teach you the same skills from the perspective of how to use them ethically, and for the mutual benefit of you AND your prospects.

I believe these skills are ethically neutral.  It’s how you use them that determines whether they are “good” or “bad.”

Once I realized this, the choice was clear…

If I didn’t create this training, I would actually be doing you a disservice!

If you’re going to learn this anyway, I’d rather have you learn how to profit from it ethically and for the benefit of all.  

(After all, I don’t want you getting in trouble by taking a misguided path!)

So now I’ve shared these most powerful principles and practices in my new training, Sleight of Pen: Hypnosis, Persuasion, and Belief-Change for Copywriters.

But before I show you exactly what you’ll discover inside this training, let me make this one thing clear…

You will not find any illegal (or diabolical) persuasion methods in this course…

Let me just come out and say this.

As long as you are NOT lying or misrepresenting your product or service, you’re not doing anything illegal or diabolical with your copywriting.

Even when you use hypnotic communication techniques.

Here’s what I think David Ogilvy didn’t understand that day he burned what he called “the ultimate advertisement.”

He walked into that projection room expecting to be hypnotized, by a professional hypnotist.

There was a whole pile of expectation and authority around hypnosis built in.

Any good hypnotist will tell you that if someone comes to your office to be hypnotized and they consider you to be a professional hypnotist, they’re about 90% of the way to self-hypnosis anyway.

Then it’s just a performance to tip them the rest of the way.

Which is exactly what Ogilvy got.

Yes, there are specific hypnotic techniques.

And yes, they can powerfully direct attention, stimulate the imagination, and get a person into a state where their conscious mind is extremely relaxed…

Yet will they lead to your prospects wandering the streets like mindless zombies?  Unlikely.

(Especially not when they can order online…  Ha! Kidding!)

Your prospect will ultimately be in control of what they do.

Yes, they have conscious and unconscious desires.  

And you may tap into some pretty powerful unconscious desires they normally keep beneath the surface.

But we’re not casting spells and making zombies here!

So what are we doing?

Well…

Let’s debunk 3 big “hypnotic copywriting” myths…

MYTH #1: You’ll be putting people in sleepy hypnotic trances with your copywriting.

THE TRUTH: We are always going in and out of states of trance.  Even scrolling Facebook or watching TV or driving a familiar route, you drop into trance.  

What does that mean?Well, your attention is focused, your imagination is guided by what you’re seeing and hearing, and your inner critic is turned down or tuned out.

Any great writing — including great copywriting — will accomplish these same goals.  It will focus the attention, stimulate the imagination, and quiet the inner critic.

But you’re not going to have your prospects zoned out like zombies or clucking like a chicken as they keep reading (nor would you really want to).

Anyone who looks at them will see that they’re wide awake, and in their right mind — even as they’re getting deeper and deeper into your selling message.

MYTH #2: You can make people do things they don’t want to do. 

THE TRUTH: Yes, hypnosis is powerful in opening people up, and lowering their inhibitions — their filters.  

This is why people in hypnosis stage shows end up doing things on stage you’d never imagine them doing in “real life.”  Because, perhaps, a part of them wants to be the center of attention and the life of the party, and this is a context in which they have permission to do so.

And it’s the exact same process at work when those same people have a bit of “liquid courage” and do things at the bar they might blush about the next day…  

Or when they do strange things alone in the privacy of their own home, with little risk of social judgment.

We all want all kinds of things — including secret desires we are afraid to mention to even our best friends.  And sometimes, our different desires are in direct conflict with each other.

But ultimately — we only do things that are aligned with one or another of our pre-existing desires.Even if we are hypnotized or in trance.

Hypnotic copywriting is how you speak to the conscious and unconscious desires your prospects already have in a more effective way. To help them see how your offer can get them what they want.

When you ethically tap into their deep desires, you are simply making it easier for them to say yes to something that can transform their life for the better.

MYTH #3: There are magic words that get people to buy. 

THE TRUTH: Yes, there is such a thing as hypnotic language — which you will learn.  This is language that opens up pathways to the deeper parts of our mind.  That calms the sales-killing inner critic and speaks directly to the imagination.

However, you’re not going to find any magic words or spells you can cast on your prospects.

You’ll still need a great offer, put in front of a targeted audience.

Hypnotic language and copywriting skills will only help you get their attention better, stimulate their imagination, and then get that inner critic on board with whatever buying decision they make with their heart and emotions.

What you’ll discover in the 13 types of hypnotic language I share (with dozens upon dozens of total examples) is that this is everyday language, used in very intentional ways.

In fact, the more you learn, the more you’ll discover you already knew.  

The big difference comes when you use this intentionally.  To direct the prospect’s imagination toward how their life can be improved when they make a buying decision.

Okay, ONE MORE BIG MYTH to bust…

BONUS MYTH: You have to become a hypnotist to use this stuff…

THE TRUTH: I’m not a “Hypnotist.”  I’ve never “put someone in hypnosis” like you see in the movies.  And I think I can safely say the same for the vast majority of other top copywriters who use these principles.

We’re not trying to zonk someone out on the stage or in the street, in front of an audience.

We’re just using principles and practices inspired by hypnosis to connect with our prospects on a much deeper level.  In their subconscious or unconscious mind.

And it’s not difficult at all!

In fact, I can confidently tell you…

Yes, YOU can learn these simple skills and practices.

Yes, YOU can learn how hypnosis works.

And yes, YOU can make some sleight adjustments to your copywriting and marketing messages that will make you instantly more hypnotic.

You don’t ever have to become a hypnotist.  You don’t even have to tell anyone you’re using hypnosis.

You just use the power of these principles and practices to become a more powerful copywriter.

So what can you REALLY do with hypnosis and copywriting?

I think if many of the world’s greatest copywriters have used it on their path to that status…

Well, you can imagine how that could be in your future…

You’d like to become really good at writing copy that gets response, right?

What does that mean though?

On a more practical level, we can go back to that evergreen sales formula of AIDA — Attention, Interest, Desire, Action…

The practice of hypnosis is first and foremost about guiding and directing Attention.  

You’ll discover specific hypnotic communication tools you can use to capture and direct the attention of your prospects.  To engage them and pull them into your marketing messages.

Next up is sustaining Interest in your selling message.

Hypnosis stimulates the imagination in ways that provoke curiosity, and holds the interest of the subject — and hypnotic copywriting does the very same thing.  You’ll learn how to use your selling message as well as the prospect’s own experience to get, hold, and grow the interest of your prospect.

In order for your prospect to respond, there must be Desire.

And desire always comes from the emotions, the heart, the unconscious and subconscious mind.  It’s this unconscious emotion that drives the buying decision, and the inner critic that must simply sign off.  You’ll discover how to speak to the unconscious — and get your prospect desiring the outcome your product or service provides.

And ultimately there must be Action.

Here you get the conscious mind on board for what the unconscious wants, and help the prospect make that final buying decision.  And it’s all made more powerful through hypnotic copywriting technique.

So…  How do you do it?  … How do you use hypnosis in copywriting?

And not just hypnosis — but all the related fields…  NLP and persuasion…  Story selling…  Guided imagination…  All of it.

This is what I’ve studied since at least as far back as 2006…

(And even before this — I already had a degree in Psychology, after all!)

And after years of study and use, I’ve identified what’s total hype…  And what you can actually use to write more like those great copywriters, right now.

And I’ve put all the how-to-do-it into my new Sleight of Pen training, available exclusively through the BTMSinsiders training library.

As you go through this training, you’ll learn exactly how to use hypnosis, NLP, and other advanced persuasion strategies to write more powerful, compelling marketing and sales copy.

  • You’ll learn to truly appreciate the power of our unconscious mind — how it often works in unexpected ways — and how to influence it toward making a buying decision, using the principles and practices of hypnosis and NLP.
  • You’ll get specific hypnotic language you can use immediately — using the prospect’s imagination to activate their unconscious mind, making your copywriting more compelling, persuasive, and hypnotic.
  • Plus you’ll gain a much deeper understanding of the most hypnotic copywriting skill of all — and how you can use it to draw your prospect in and make them want your offer so bad they almost won’t be able to help themselves.

Now, I imagine you might want to know a little bit more about all the specific content, and how the course is structured.

Here are the specific lessons included in the Sleight of Pen training…

The main Sleight of Pen training contains six core lessons…

What is Hypnosis?And what is Hypnotic Copywriting?

If you want to use hypnosis in your copy…

And have it really work…

It’s 100% critical you understand what parts of hypnosis to learn from…

And what you might try that would make you look like a total buffoon!

(For example, you’ll NEVER see anything like, “You are getting sleepy…  Very, very sleepy!” in my copy.  NEVER.  EVER.)

There are actually two very different schools of hypnosis…

And while both can teach us about the unconscious mind and its powers, there’s only one worth learning technique from…

(And that’s just the beginning!)

9 Critical Concepts for Hypnotic Persuasion

Here’s where we go DEEP into how the human mind works.

You’ll discover…

  • What every good hypnotist knows about getting people to follow suggestions…
  • How a simple perspective shift can mean the difference between being deeply hypnotic — or totally repulsive to your prospects (also super-important if you’re writing for Facebook or have copy you need to run through compliance)…
  • The secret to leverage your prospect’s natural thinking patterns to fully engage their imagination…
  • Deep, hidden needs and desires underneath any and every superficial thing your prospect wants…
  • Why you can never truly slip anything past your prospect’s critical, rational mind — and should never try — plus what to do instead that involves “an armchair in the corner”…

Plus a whole lot more powerful psychology.

Hypnotic Language for Copywriters

I expect this will be the most popular lesson of this course, by far.

Because I give you over a dozen different categories of hypnotic language — that have never been taught in quite this way before.

This is about specific language patterns and templates you can swipe and use, but it’s about so much more than that, too…

Because it teaches you what the language is meant to do…

So even though there are dozens of examples, you’re not stuck repeating these words…

And instead, you will simply become more automatically hypnotic…

As you use this deeper psychology as a far more flexible and powerful tool…

So your hypnotic copy practically writes itself!

Hypnotic Story Selling for Marketers

The BTMSinsiders training library already includes my Story Selling Master Class (you get BOTH with a BTMSinsiders membership)…

And I didn’t want to just repeat what you can get there…

So what I do in this lesson is show you how to make all that story selling even more powerful…

Even more hypnotic…

So that you can take this…

Perhaps the most potent selling tool…

AND the most potent hypnotic tool…

And bring their potency and power together to accomplish your goal of getting response…

Hypnotic Loops to Grab & Hold Attention

Maybe you noticed at the beginning of this letter…

How I didn’t immediately reveal what I thought really happened with David Ogilvy and that hypnotic advertisement…

And instead, I promised to share later…

How I went on to other important things that I wanted you to know…

And then I only revealed my thoughts once you were deep into my message.

That’s a pretty simple example of a hypnotic loop — and a technique that great copywriters use…

All…

The…

Freaking…

Time.

The best copywriting is full of loop after loop.  Some as obvious as that.  Others far more subtle.  (I bet you can’t find all the loops in this letter…)

But it’s not the loops themselves that are important.  It’s what they’re doing.

And when you understand that, you’ll grab your prospects by the eyeballs and they won’t be able to stop until…

Sleight of Mouth & Belief Change

I’ll admit, I “stole” the name idea for my Sleight of Pen training.

But then again, I only stole it from people who stole it from Sleight of Hand!

Sleight of Mouth is a whole school of NLP training created by Robert Dilts and championed by Doug O’Brien.

It goes deep…

Into the structure of belief…

How beliefs are formed…

And why we believe the things we do…

And then, importantly, how to break and rebuild beliefs to create positive change.

So I take what they teach about the structure of belief, and introduce a concept called “belief-shifting.”

This shows you how to use these belief change methodologies in marketing.

Plus, importantly, reveals what you should — and should not — try to do when it comes to belief change and copywriting…

(And when the absolute best thing you can do is NOT to try to alter your prospect’s beliefs at all.)

This is also the final core lesson of the Sleight of Pen training.

But even with those six core lessons, I was just getting started.  

I added five more bonus sessions to go deeper into key concepts that will only increase your hypnotic power…

BONUS: Modeling

Did you know: You can write copy like Gary Halbert, or Dan Kennedy, or any other top copywriter you most look up to?

And have you realized: You can solve marketing problems like Claude Hopkins or create business breakthroughs like Jay Abraham?

Or even, perhaps, have ME as your secret weapon on your next piece of copy or marketing campaign?

I actually walk you through a specific thought exercise based on Modeling — the same principle behind the creation of NLP…

And show you how to use it to tap into the brainpower of the world’s greatest experts on ANY topic (including hypnotic copywriting)…

No matter if they’re living or dead…

No matter if you know them or not…

And without ever leaving home or getting them on the phone!

Plus I share exactly how to use this same fundamental power to get your prospects more engaged and to get them to respond to your marketing.

BONUS: Frames & Framing

“Whoever controls the frame controls the outcome.”

This is a HUGE lesson in the persuasion communities — sometimes totally ethical, sometimes really exploitative.

Here’s the thing…

It’s absolutely true — and how you use it is up to you.  

(Hint: use it for good!)

In this bonus, I share the concept of framing…

What it is…

Why it’s so powerful…

And how you can use framing to effectively close the sale before you ever really start selling…

(In fact, one big hint is in my breakdown of that David Ogilvy situation.)

And then I share 15 specific frames that are critical for copywriters to understand (and when they fit in any selling message).

BONUS: Cognitive Bias

Your brain is not actually built to think accurately.

Seriously.

What really happens in the world and what you think happens are two totally different things.  (Well, sometimes not TOTALLY different, but different enough…)

Same with me.

Same with everybody else.

We all have what are called “Cognitive Biases.”

These are basically shortcuts our brain uses when we take in information.

To figure out what to pay attention to, what to remember, what it all means, and more.

  • This is why you can never assume someone will act rationally.
  • It’s why people do things that at times seem totally bat-sh*t crazy.
  • It’s why two people can look at the same situation and have totally different interpretations.

There are too many of these to cover in a single lesson.  

But there are consistent patterns.

And knowing these patterns unlocks some pretty powerful subconscious mind powers…

BONUS: Future Pacing

I’ve heard one copywriter say that when they finally learned this skill and made sure to use it in every piece of copy, their response rate skyrocketed.

You may have heard of future pacing.

Where you get your prospect to imagine…

A time in the future…

Where they’ve already started to benefit from your product or service…

Their challenge is overcome…

Their problem solved…

And their life is changing, right now, for the better…

And yes — this works like this, if you do it.

But there’s another level entirely, woven throughout the entire Sleight of Pen training and explored deeply right here.

Where once you do it, your prospect almost has to say yes…

Or risk losing out on becoming the best version of themselves.

BONUS: Cold Reading

I threw in this final bonus mostly because I thought it would be fun.

But also, because it gives you an even deeper level of understanding.

Of the subconscious mind.

What we really want.

And how to develop incredible, unstoppable rapport with your prospects.

Where they feel like you know them on a deep level, and are speaking to them as an individual…

Even as you wrote the copy to be read by thousands (if not millions).

You’ll discover exactly how psychics, fortune tellers, and even con artists create an unshakable belief in lies and fabrications.

Including some very counterintuitive tricks that I need you to swear you will only use ethically and for the benefit of your prospects and the world at large.

You’ll be installing all these hypnotic copywriting skills as you explore the Sleight of Pen training…

In total, you’re getting over 8 hours of video lessons.  Covering all of these topics, in-depth.

Plus a printable Hypnotic Language for Copywriters Reference.

The video lessons are available for instant streaming.  So you can just press play, sit, and watch, and take it all in.

Listening.  Watching.  Learning — on both a conscious and unconscious level.

(You’ll find some really powerful guided visualization exercises mixed throughout the content.)

And you can even re-watch — 2X, 3X, again and again…

Installing a new and deeper level of understanding, each time you go through the training.

Until at some point — later, or sooner — when you’re not watching the training…

When you’re working on a piece of copy…

Or putting together a persuasive message…

Or even just speaking…

You’ll notice yourself using the hypnotic language…

Or perhaps telling a story — totally, completely captivating the imagination…

Holding your prospect’s attention…

Pulling your prospect in…

As you tell the story — and, on another level, make your pitch…

They’re finding themselves compelled to buy…

Because thanks to you, they can see a better future, through your offer…

And they pull out their credit card — and you get the money — and they get happiness through the solution to their problem or challenge…

And you recognize that these hypnotic copywriting skills are truly paying off…

And you can look back on today, realizing you already had these skills — but you made the decision to unlock them by going through this Sleight of Pen training.

And you prove for yourself just how powerful this will be in your life, for the rest of your life…

As a copywriter, a marketer, an entrepreneur…

As a human being who deserves to be heard, any time you want to put a message out into the world.

And you are more capable NOW because you learned these skills in Sleight of Pen.

And you realize that — as always — I have given you…

Maximum value at a minimum investment…

Now, let’s be honest.

10 years ago, the model for creating and selling a course like this would be to put it on a bunch of DVDs, slap a $10,000 price tag on it, and gouge you to the extreme.

(And there are still a few “gurus” who play these same games.)

And honestly, anyone who truly commits to learning and applying this content would find that even at a $10,000 investment, these skills would pay for themselves many times over.

Yet…

If our roles were reversed, I wouldn’t want you gouging me — and I will always treat you the best way I want to be treated.

If not a $10,000 price tag — how much?

Well, the official retail value of this program is $497.

Which, if you could even get it for that, would be a total steal.

But your investment won’t even be that much.

I want you to be able to get in and learn these skills for a lot less.

PLUS I want you to have all the other copywriting and marketing and business skills that will make what you learn even more powerful.

Because my goal is to equip you with ALL the marketing and copywriting skills you need to write your own ticket…

And so I’ve made this new Sleight of Pen training available EXCLUSIVELY through my BTMSinsiders All-Access Pass.

You pay one low price for a monthly membership — just $97 — and you get access to the ENTIRE catalog of BTMSinsiders training.

You’re unlocking every training title on this site — for that one low price.

$400 less than the retail price for just this one program.

And you can keep access to this and every other training title for as long as you maintain your membership.(Plus every new training and member benefit.)

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I personally stand behind the value of BTMSinsiders, with a simple guarantee. 

Try us for your first month, at zero risk or obligation.

If you're not totally satisfied for any reason, let us know. You'll get a prompt and courteous full refund of your first month's fee.

After your first month, cancel anytime and you won't be billed a penny more.

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Try the training without risk or obligation.  Then keep it only as long as you continue to get value from it.

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Many of the world’s greatest copywriters and persuaders understand the power of what you get from this training.

There’s a reason the world’s best study hypnosis.

Because when you tap into the vast potential of the unconscious mind…

And can use that to show your prospect how your offer will change their life for the better…

Moving forward is a no-brainer.

And so you can decide for yourself if you want to always wonder just what’s going on beneath the surface of this great copy.

Because you didn’t have it in you to learn this powerful skill.

Or you can join these greats.

And learn the powers of hypnosis and copywriting through this new training.

Get immediate streaming access to the entire Sleight of Pen: Hypnosis, Persuasion, and Belief Change for Copywriters training with a BTMSinsiders All-Access Pass.

I’ll see you inside.

Roy Furr

Founder & Lead Instructor, BTMSinsiders

Roy Furr

"I share ideas that grow businesses." At the heart of everything he does, whether that's consulting, copywriting, speaking, publishing, or training through BTMSinsiders, that one idea drives Roy forward. To share proven ideas for helping you grow your business today, based on the principles of effective direct response marketing.Roy Furr is one of the world's most-recognized authorities on direct response, results-accountable marketing and advertising. As both a copywriter and marketing strategist, Roy has been responsible for multiple multi-million dollar breakthroughs for clients since 2005. Today, Roy continues working with a limited number of high-level clients on creating marketing breakthroughs, publishes the free daily Breakthrough Marketing Secrets (BTMS) essays (regularly read and circulated among the marketing A-list), and is the founder and lead instructor of BTMSinsiders.

Course curriculum

  • 1

    Course Downloads

    • Download Mind Maps & Hypnotic Language for Copywriters Reference

  • 2

    Sleight of Pen Intro

    • Video Lesson (21:02)

  • 3

    Lesson 1: What is Hypnosis? And what is Hypnotic Copywriting?

    • Video Lesson (43:30)

  • 4

    Lesson 2: 9 Critical Concepts for Hypnotic Persuasion

    • Video Lesson (57:48)

  • 5

    Lesson 3: Hypnotic Language for Copywriters

    • Video Lesson (1:21:55)

    • Additional Hypnotic Language Resources

  • 6

    Lesson 4: Hypnotic Story Selling for Marketers

    • Video Lesson (22:55)

  • 7

    Lesson 5: Hypnotic Loops to Grab & Hold Attention

    • Video Lesson (41:25)

  • 8

    Lesson 6: Sleight of Mouth & Belief Change

    • Video Lesson (18:47)

    • Extra: "Sequence of Beliefs" from Dan Kennedy, Clayton Makepeace, and Roy Furr

  • 9

    A Quick Request

    • A Quick Request

  • 10

    Sleight of Pen Wrap-Up

    • Video Lesson (7:50)

  • 11

    BONUS: Modeling

    • Video Lesson (31:45)

  • 12

    BONUS: Frames & Framing

    • Video Lesson (55:19)

  • 13

    BONUS: Cognitive Bias

    • Video Lesson (37:26)

  • 14

    BONUS: Future Pacing

    • Video Lesson (46:17)

  • 15

    BONUS: Cold Reading

    • Video Lesson (25:31)

Sleight of Pen
is available exclusively for BTMSinsiders members

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Reviews

4 star rating

An interesting insight on structuring copy

Rob Wallace

Roy Furr outlines the way that hypnosis and NLP concepts have influenced copywriting, and how you can use these insights to improve your copy.

Roy Furr outlines the way that hypnosis and NLP concepts have influenced copywriting, and how you can use these insights to improve your copy.

Read Less

Roy Furr
Founder, BTMSinsiders

My Guarantee

I personally stand behind the value of BTMSinsiders, with a simple guarantee.  Try us for your first month, at zero risk or obligation. If you're not totally satisfied for any reason, let us know by emailing help@btmsinsiders.com. You'll get a prompt and courteous full refund of your first month's fee. After your first month, cancel anytime and you won't be billed a penny more.

My business runs on a set of core values, and the first is "The Golden Rule." That means we treat others the best way we want to be treated. Whether you love or hate us or our content (or anywhere in between), we will do right by you.