Traditional hypnosis uses ritual inductions and direct suggestion. Ericksonian hypnosis on the other hand is conversational and natural. Many of his techniques are not what we might think "hypnotic" but create trance states (where we find unconscious resources and choices). Trance being a common altered state we access naturally many times a day.
By using gross generalizations, deletions and distortions, you remove all specific content from the message. When a message has no specific content person must go inside to extract individual meaning from their unconscious minds. Artfully vague (vague with a purpose) language gives people the freedom to make their own meaning of words.