Writing a sales letter is comparable to creating a hypnotic script. The hypnotist recites the script to a person in order to persuade them to focus on something that will change their mind or behavior. One of the simplest ways to get your prospects to focus on your ad is to get them to relax and trigger their imagination. There are many ways to trigger their imagination. You could have them imagine past memories, past feelings, future experiences, future emotions, present events, etc. It could be a pleasurable or painful experience that influences them to buy your product. In conclusion, the goal of your sales letter is to change your prospect's mind or behavior so they buy your product. Relaxation and imagination are two powerful tools of persuasion. People relax and imagine all day long on their own without realizing it. You're just simply suggesting it to them in your sales letter. �How to Write a Hypnotic Sales Letter� written by Larry Dotson & Joe Vitale