Hypnosis in copywriting...

by max5ty
24 replies
As a couple of you know, my dad was one of the leading magicians in the world at one time. He was one of the first to ever use hypnosis in his shows.

Naturally, I studied hypnosis, and everything there is to know about it.

I've came to the following conclusions concerning hypnosis in copywriting.

1. The whole thing about hypnotizing someone through a sales letter is nonsense. Anyone that tells you there's a way to hypnotize someone with your writing is a fraud.

2. You can create a sense of hypnosis in copywriting, but only under one condition (I'll tell you how in a minute).

3. There are no secret words you can use in your sales letter that will ever hypnotize anyone.

4. There are no secret phrases you can use in your sales letter that will hypnotize anyone.

5. There are no loops in any story that will hypnotize anyone.

6. The whole thing about hypnosis in writing is really only learning how to make your story interesting. Most of the concepts the hypnotic sellers will sell you is basic story telling stuff that is used by any great author.

7. Most confuse hypnotic writing with writing that is interesting to the reader.

8. A hypnotic person wouldn't buy from you any quicker than someone that isn't hypnotized.

Now, here's how the so called hypnotic people work their magic...

if I were to tell you this post would put you into a hypnotic trance, most would maybe believe it was possible. You would read the post and continually check yourself to see if you were hypnotized. You wouldn't be, but you would still keep checking, and possibly if I confirmed it a few times you'd start to believe it.

Here's how they get you...

As soon as you land on a site that says they'll teach you how to hypnotize with your writing, you're already thinking they've got secret ways to hypnotize you...they don't...but they've planted the idea in your head.

If you really want to give someone the sense they're being hypnotized in your writing...the only way you can do it is by telling them right off the bat you're gonna do it. They won't be hypnotized, but they'll start thinking they are.

Read the last paragraph again, it's the only possible way you can even try to give someone the sense they're being hypnotized by reading...you have to tell them that's what you're trying to do.

It's why so many fall for the sites that sell hypnotic writing stuff...they tell you...and you already know you're there for hypnosis...

So here's the truth...

you can't hypnotize anyone with your writing.

You can make it so interesting they're engrossed in the story...but they're not hypnotized.

The whole hypnosis thing in writing is a scam some use to sell you a load of stuff you don't need.

Conclusion: Learn to tell an interesting story that keeps your readers attention...don't fall for the lie that keeping their attention means they're hypnotized, they're not.
#copywriting #hypnosis
  • Profile picture of the author Johnny12345
    Originally Posted by max5ty View Post

    3. There are no secret words you can use in your sales letter that will ever hypnotize anyone.

    Max,

    Now hold on just a darned minute...

    So you're saying the words "Hocus Pocus" have absolutely NO magical powers?

    (I'm warning you... if you're lying to me, I'll have Derren Brown make you think you're a washing machine!)

    John
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  • Profile picture of the author CovertCopywriting
    It's largely true. I do think NLP is useful in copywriting, but even then it's just a set of tools to make sure you're doing the right things with your copy (finding the pain, providing the cure etc)

    Actual hypnotic copy? No, I don't believe it either.

    Funnily enough when you wrote "I'll tell you why in a minute." I was looking for the nested loop story.
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  • Profile picture of the author Mark Pescetti
    Any kind of writing that captures people's attention and hits the right emotions can create a hypnotic effect.

    All we're really talking about here is getting inside of people's heads and influencing their decisions... hopefully for their own good.

    Don't overthink it... or get caught up in stupid labels.

    Mark
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    • Profile picture of the author sethczerepak
      Originally Posted by Mark Pescetti View Post

      Any kind of writing that captures people's attention and hits the right emotions can create a hypnotic effect.

      All we're really talking about here is getting inside of people's heads and influencing their decisions... hopefully for their own good.

      Don't overthink it... or get caught up in stupid labels.

      Mark
      Key word... "labels."

      It's just branding. Put one shampoo in a pink bottle, and it's made just for women. But that same shampoo in blue bottle, and it's a man's shampoo.

      Hypnotic Copywriting just sounds sexier to some people.
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  • Profile picture of the author Memetics
    Interesting perspective Max5ty here's my take on the matter...

    First of all it depends on what you mean by "Hypnosis". From a sales letter point of view then hypnosis is simply a method or methodology to disable the minds critical factor long enough to implant a suggestion which generates a "Call to action" in the reader.

    This is done by first (as Mark says) capturing attention; in other words the headline. Once attention is captured you then generate an emotional (unconscious) response; any response will do to some extent but some are more powerful than others.

    The emotional or limbic brain is the final arbitrator of decisions. If this part of your brain is damaged then you literally cannot make any decisions at all. These emotional heuristics are so important to your genes survival that they have their own bodyguard and that is the cognitive mind...the thinking and rationalising "you" inside your head.

    However...some things are deemed so important to your survival that the brain in certain circumstances will bypass the critical factor and allow a fast track of information straight to your emotional brain for it to act on without "you" having a say in the matter. (Notice when you're driving and someone pulls out in front of you and you've hit the brake before you realise?)

    Think of the unconscious mind as a committee sitting round a table awaiting input from the world around you and making decisions on your behalf.

    Some of the information comes from the PA outside the door (the conscious mind) but this is just in the form of memos. Sometimes however information can burst through the door and make everyone jump up and act.

    These are the emotional messengers and they're very persuasive fellows. Indeed they're taken so seriously by the committee that they can even change company policy (Beliefs).

    The chief executives of the committee are: Survival and Reproduction...they have final say over all the other emotions due to the seriousness of their remit.

    Any stone age Max5sty's who tried to stroke that Sabretooth tiger or didn't wish to spread their genes wide and far died out millenia ago.

    The senior execs are: Hunger, Security, Health, Resources, Territory, Family. Each has it's own emotional trigger of influence.

    And lastly the junior exec's: These are the famous "Cialdini principles" : Scarcity, Reciprocation, Liking, Authority, Consistency, Social proof. These too have their own emotional triggers such as "Greed", "Love", "Fear", Guilt","Shame" etc.

    The purpose of hypnotic writing is to use these triggers to gain access to the committee room where you can influence the committee members.







    Originally Posted by max5ty View Post

    1. The whole thing about hypnotizing someone through a sales letter is nonsense. Anyone that tells you there's a way to hypnotize someone with your writing is a fraud.
    Any sales letter which converts has to some extent hypnotised the reader to act by accessing their emotional brain and influencing the decision making heuristic.

    Originally Posted by max5ty View Post

    2. You can create a sense of hypnosis in copywriting, but only under one condition (I'll tell you how in a minute).
    Yes; that's by triggering an emotion in the reader.

    Originally Posted by max5ty View Post

    3. There are no secret words you can use in your sales letter that will ever hypnotize anyone.
    These would be either emotional hot words or if you wished to trigger a "Liking" or "Social proof" in a group familiarity context,then "Trancewords" or phrases.

    Originally Posted by max5ty View Post

    4. There are no secret phrases you can use in your sales letter that will hypnotize anyone.
    Possibly embedded commands if you believe in this sort of thing, I'm not saying that embedded commands are a miracle worker but lots of people have found them very effective and work well in the persuasive process...

    Originally Posted by max5ty View Post

    5. There are no loops in any story that will hypnotize anyone.
    Nested loops do work as they create a transderivational search where the unconscious mind is "booted up" to assist the conscious mind to eliminate confusion on its behalf. (Confusion equals danger and danger means you may have a threat to your survival)

    Originally Posted by max5ty View Post

    6. The whole thing about hypnosis in writing is really only learning how to make your story interesting. Most of the concepts the hypnotic sellers will sell you is basic story telling stuff that is used by any great author.
    This is an outlier as the mind allows stories to bypass the critical factor to some extent as most learning in the ancestral environment was taught via stories and in those days if you didn't learn...you died.

    Originally Posted by max5ty View Post

    7. Most confuse hypnotic writing with writing that is interesting to the reader.
    If something is interesting then it engages our attention and if that attention is intense enough then the unconscious "The committee" wants to know what's so important to the conscious (the PA) that it opens the door itself just to check what's going on in case it's important and it doesn't have a stratagy to fall back on.

    Originally Posted by max5ty View Post

    8. A hypnotic person wouldn't buy from you any quicker than someone that isn't hypnotized.
    If they can have surgery without anesthetic, then buying your product isn't really a very difficult suggestion for them to act on
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    • Profile picture of the author fjcaceres
      Memetics did a great post ( # 6 )

      Presents Two great concepts here: brings back the definition of hypnosis as ..." From a sales letter point of view then hypnosis is simply a method or methodology to disable the minds critical factor long enough to implant a suggestion which generates a "Call to action" in the reader.

      then the emotional messengers: Chief , senior and junior executives


      Great and useful pos
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  • Profile picture of the author max5ty
    Thanks for the comments, some interesting stuff.

    Honestly, I always thought if you had to focus on hypnotic effects and all, you probably had bigger problems. Is the product so crappy you need to hypnotize someone into buying? What type of idiotic junk are you trying to push that a normal thinking person wouldn't want to buy it without some kind of trance going on? And if you did, don't you realize once they come to their senses they'd return the junk?

    I have read some long winded sales letters that did put me into some kind of trance. My mind was thinking about all kinds of things, and no thinking was about what I was reading. Read half way through the letter before I had to stop and determine if I really wanted to start over so I could understand what was being sold. So yes, congratulations to those writers.

    We've all heard a million times how people go through their days in a trance. They're focused on their problems, etc.

    Hey, I know, let's hypnotize them now so they'll buy our junk. Nonsense.

    Instead of trying to put them into some kind of trance, you need to slap them upside the head and grab their attention.

    Make things exciting. You really can get someone so excited about your product they'll gladly buy it...and there won't be any voodoo tactics needed.

    My post was in response to an email I got from someone that was selling a course on how to use hypnotism in writing sales letters.

    My first thought was why?

    What's wrong with the product?

    What's wrong with the people you're trying to sell to?

    Thanks again.
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    • Profile picture of the author Mark Pescetti
      Originally Posted by sethczerepak View Post

      It's just branding. Put one shampoo in a pink bottle, and it's made just for women. But that same shampoo in blue bottle, and it's a man's shampoo.

      Hypnotic Copywriting just sounds sexier to some people.
      Yup.

      Call it NLP.

      Call it hypnotic writing. (Wasn't it Joe Vitale who coined this?)

      Put whatever label or branding on it you want, it's writing to connect with people emotions and circumstances.

      If you deeply grasp what people are going through, they'll feel it... and they'll respond.

      Simple.

      But not always easy.

      Mark
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  • Profile picture of the author Steve Hill
    Hypnotism in print? Doubtful.

    But it's not really about that.

    As Mark said, it's about getting inside of people's heads and influencing their decisions. That's the condensed version.

    Memetics explained it pretty well. It's often about bypassing conscious filters and objections. Some emotions and reactions are pretty easy to trigger by using simple words, although that's hardly a challenge.

    Someone could say "don't think about a pink elephant!" But you have to think about a pink elephant in order to not think about it. No challenge there.

    But it's also about using instinct.

    Despite our thin veneer of civilization, we're really not far away - at all - from millions of years of evolution. Survival instincts are always near. Heck, just a simple Black Friday sale at Walmart, and they're fighting it out in the aisles. A hurricane and potential water shortage? They're practically killing each other over at Home Depot.

    Ever get a feeling about a situation that you just couldn't explain? That's the unconscious mind at work. Ever hear your named called out at a party, in a room full of noise? Same thing - the unconscious filters said "Hey, you'd better pay attention to that!"

    There's a lot of things going on at that unconscious level, things that helped humans survive and thrive as a species. Cialdini named a few modern translations, and there are many others. For the most part, those characteristics are automatic.

    So let's say one of those characteristics is that when there is an uncompleted or unsolved situation, we want to know what happened.

    That sabertooth tiger disappeared into the brush. Do do we forget about it because it is out of sight, or want to know where the damn thing is? Hmm. Survivors tended to be people that wanted to know. Over time, it became ingrained.

    Enter copywriting, and nested loops. Same filter, tamer beast.

    So, have we hypnotized that person who somehow won't be comfortable until the completion of the loop?

    No, at least not in the theatrical sense of hypnotism. But they are paying attention, and the copywriter made that happen. It leverages an instinctive behavior.

    There are many ways to appeal to those unconscious subroutines, and thereby guide emotions, reactions, and behaviors. But I wouldn't call it hypnotism.

    But it is good copywriting, sure. It got someone motivated, excited, pissed off, or whatever. It provoked something, but only by pushing a button somewhere inside them, a button that's a product of millions of years of evolution.

    Maybe that happened on purpose, maybe by accident. But zombie hypnotism? Nah.
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  • Profile picture of the author gjabiz
    because this part of the forum gets very little traffic.

    Even then, from the small number of visitors here, only the smartest and brightest even get my posts. So, if you are one of those few, then get ready to be amazed.

    But please keep this to yourself, in the wrong hands this secret is more explosive than dynamite. It could easily give you more power than you can imagine. So, sshhhh!!

    Except for brain research, which very few are able to translate into practical application, I haven't learned anything new the last decade, except...

    I love the reframing, the adaptive process of known technique twisted into a NEW presentation, here is a specific example:

    Blair Warren...in his (in my opinion) seminal work, The Forbidden Keys to Persuasion, has brilliantly claimed the word "addiction". Love it.

    One of the addictions he identifies is his Hidden Addiction #5. People need to know things others don't know/things they aren't supposed to know (emphasis mine). He says,

    "The idea of learning something few people know or something you aren't supposed to know is extremely seductive."

    And most importantly he states; "The power of secrecy is all around us and just waiting to be harnessed."

    Ah, just this idea should have the smart people rereading some of my cryptic posts for surely I have embedded many such secrets in them. Are you one of the smart ones?

    gjabiz

    PS. Not sure who sent the email, but I'd guess it is a good message to the market, newer or less experienced copywriters who don't get that writing copy is a CRAFT, and not a skill to be learned in a few days...the target market is the magic bullet crowd OR, people like me who are always on the lookout for how the reframing is being done.

    Magic bullets, are the secrets which fortunes have been built upon.

    AND, oh by the way, the sub header of my my Cosmic Power Gaze is...How to Instantly Hypnotize Anyone, Anywhere, Anytime by Using Your Amazingly Powerful Personal Psychic Projector and Your Cosmic PowerGaze.
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    • Profile picture of the author Marvin Johnston
      Originally Posted by gjabiz View Post

      Blair Warren...in his (in my opinion) seminal work, The Forbidden Keys to Persuasion, has brilliantly claimed the word "addiction". Love it.

      One of the addictions he identifies is his Hidden Addiction #5. People need to know things others don't know/things they aren't supposed to know (emphasis mine). He says,

      "The idea of learning something few people know or something you aren't supposed to know is extremely seductive."

      And most importantly he states; "The power of secrecy is all around us and just waiting to be harnessed."
      Your fascinating description got me interested in taking a look at the book. So while it appears to be available on torrent (I major dislike those things), I couldn't find a place to get the book.

      But his website has a note that his intention is to have it produced on the Kindle sometime in 2014.
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    • Profile picture of the author Steve Hill
      Originally Posted by gjabiz View Post

      Blair Warren...in his (in my opinion) seminal work, The Forbidden Keys to Persuasion...
      I'll bet not many here have read it, but much can be learned from it.

      Another useful lesson therein is "People sometimes believe what they are told, but never doubt what they conclude." Unfortunately, it still applies even if they are wrong!

      Warren's One Sentence Persuasion is a good short introduction to the concepts further explained and expanded in the Keys book.
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  • Profile picture of the author Memetics
    If you want a really good example of hypnosis in copy then check out the sales page for Igor Ledochowski's conversational hypnosis course.

    I was going to list all the methods he uses but there's far to many.

    Covert Hypnosis - Exposed
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    • Profile picture of the author Mark Pescetti
      Originally Posted by Memetics View Post

      If you want a really good example of hypnosis in copy then check out the sales page for Igor Ledochowski's conversational hypnosis course.

      I was going to list all the methods he uses but there's far to many.

      Covert Hypnosis - Exposed
      I thought the first bit of copy was pretty good.

      But FAR from hypnotic.

      It's doing what copy should do: It's targeting a desire by triggering specific emotions.

      That's not hypnotic.

      Still, thanks Memetics for bringing this into the conversation.

      I admittedly only read above the fold.

      Mark
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    • Profile picture of the author Marvin Johnston
      Originally Posted by Memetics View Post

      If you want a really good example of hypnosis in copy then check out the sales page for Igor Ledochowski's conversational hypnosis course.

      I was going to list all the methods he uses but there's far to many.

      Covert Hypnosis - Exposed
      I bought the course a year or two (three?) ago when it was called Conversational Hypnosis, and have learned a great deal since then. The other side of that coin is without a background in hypnosis, it will take quite a while to learn and understand enough to apply what is being taught.

      And back to the OPs point, I think a better word than hypnosis for copywriting purposes is mind opening... sometimes referred to as an aha moment.

      I was just rewatching last week Harlan's talk at Frank Kern's Mass Control where he was talking about NLP. As such, I think those people who think NLP doesn't work are just objecting to the name, not the techniques.
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      • Profile picture of the author gjabiz
        that he didn't even use "hypnosis" in most of his clients (in the latter years).

        His response?

        "I'm after results. If results don't require hypnosis, so what?"

        His 4 part collection, The Nature of Hypnosis and Suggestion, edited by Ernest L. Rossi says it in the TITLE...Hypnosis and SUGGESTION. Having spent a small fortune on his collected works and collected papers...it is interesting to see him GROW from his earliest work, and after decades of experience.

        His early thoughts were almost always about the "trance experience" and later was more aware of the non-trance, confusion (or distraction) part which got the SUGGESTION to the right place at the right time.

        As for Blair Warren vs Ledochowski, both are formidable teachers, I like Blair's background with cults and think his work is more suitable for the less experienced copywriters.

        I also think the CRAFT of copywriting is a lifetime of learning, failure, testing and open mindedness to anything which might make you a better craftsman.

        Even Gary Halbert went to other people's event, like Gary Bencivenga...the copywriter who knows it all, isn't the best writer he could be.

        And as for results, I've got a couple of billion dollars of proof that good copy, and most promotions don't work...in fact, I'd say that only one out of 7 attempts to persuade people to part with their money works (that is enough of them to make it a profitable promotion).

        But then, it only takes ONE winner to more than offset all the unsuccessful attempts.

        gjabiz

        PS. Be a lifetime student...but be a WRITER who adds to his toolbox.




        Originally Posted by Marvin Johnston View Post

        I bought the course a year or two (three?) ago when it was called Conversational Hypnosis, and have learned a great deal since then. The other side of that coin is without a background in hypnosis, it will take quite a while to learn and understand enough to apply what is being taught.

        And back to the OPs point, I think a better word than hypnosis for copywriting purposes is mind opening... sometimes referred to as an aha moment.

        I was just rewatching last week Harlan's talk at Frank Kern's Mass Control where he was talking about NLP. As such, I think those people who think NLP doesn't work are just objecting to the name, not the techniques.
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      • Profile picture of the author sethczerepak
        Originally Posted by Marvin Johnston View Post

        As such, I think those people who think NLP doesn't work are just objecting to the name, not the techniques.
        Well put.

        A lot of those dudes who talk about, and teach, NLP are teaching something different than what's in the "NLP for Dummies" book. Ask a dozen of the gurus and you'll get a bouquet of answers. They can't even agree with one another. Like I said, it's branding.

        "NLP" and "Hypnotic Writing" are like those 900# operators. They sound sexy, but encounter them in real life and you've got warts, love handles, a five o-clock shadow and a quick retreat to the bathroom to do this...


        There are threads of real science in NLP of course (i.e. "towards vs away" motivational types, RAS and selective perception, influence of language on personality, Alfred Korzybski wrote about that in "Science and sanity,")...but hell, even rat poison is 99.99% good food.
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  • Profile picture of the author AntonioSeegars1
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    • Profile picture of the author OUTFOXED
      Originally Posted by AntonioSeegars1 View Post

      I respectfully disagree with this thread topic. It is possible to hypnotize people with writing, because not everybody is at the stage of mental development where they can avoid being persuaded by other people.

      If you connect with the right people, and you use the right trigger words, you can put them under a spell. If a person sincerely feels that you are talking directly about and to them, they will give their mind to you. It's a proven fact that some people will let other people do their thinking for them.

      Zzzzzz...hrmpgh...yesss master, I will NOT push the buy button now! instead I will go to my bank, empty out my accounts, and hand deliver the cash to you personally. And yess master, I will stop on my way and get you 2 big macs and a six pack!

      No offense folks...just having a little fun with this thread.
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      • Profile picture of the author KreativCopy
        Originally Posted by OUTFOXED View Post

        Zzzzzz...hrmpgh...yesss master, I will NOT push the buy button now! instead I will go to my bank, empty out my accounts, and hand deliver the cash to you personally. And yess master, I will stop on my way and get you 2 big macs and a six pack!

        No offense folks...just having a little fun with this thread.
        Nah...that is how the government gets it's taxes....
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  • Profile picture of the author ThomasOMalley
    Whether you call it hypnotic writing or good old persuasion, you should use any techniques, strategies or words that help move the prospect to the action you want them to take in your sales letter, email, blog posting etc.
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  • Profile picture of the author V12
    What about video - surely that's a more natural medium for hypnotic selling?
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  • Profile picture of the author learnhypnotism
    Thanks very much max5ty
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  • Profile picture of the author BabarLatif
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    • Profile picture of the author KreativCopy
      Words can be extremely powerful, that's why people use copywriters to sell their stuff or ideas, right?

      NLP or whatever you might call it does have a place in smart copy - and has done so over time. Even the way we 'spell' words. For example...the word 'grammar' is derived from the word 'grimoire' which is basically a book of...you got it...spells.

      The English language when it refers to topics around 'money' is closely connected to the language of water, for example....bank, currency (current-sea), flow, liquid cash, keeping a company afloat, deposit etc.

      And what about the word 'goverment'...It contains its roots in ancient Greek and means to steer, drive, guide, control (kubernao-govern) and 'ment' which describes the mind. Mind control anyone?

      The hidden power of language is everywhere...you don't have to dog very deep to find it either. Woof Woof

      This is an excerpt from a post I wrote on the matter which I can copy and paste if anyone is interested.
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  • Profile picture of the author HeySal
    I agree - language/mind is my field. You can use language in ways that make people think you said something you didn't. You can use language in ways that will enter something into the reader's subconscious in a way that is beneficial to you. You cannot "hypnotize" the reader. Just more of some of the silliness that has been used to sell average or below quality products.

    What I find a bit astounding and kinda sick, though, is how many people believed that line and wanted that kind of power over people.
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