Reckon I'm a bit late to the party here, but I've got some experience. Generally speaking, at least when you're starting out, just aim to get the subject nice and relaxed. Get them comfy, get them feeling good, get them focused on your words. Doesn't matter too much what you say, as long as they wind up there. Then once they're all comfy, focused, and relaxed, you can start to drop them down into a trance. Just gently proposing the idea that they'll start to fade away more and more with each word. Or saying that you'll count down from 10 to 1, and they'll wind up in a nice deep trance. Again, the words themselves don't matter too much. Just guide them where you want them to go, and be confident in yourself. Generally, if you start to find yourself feeling a little bit trancy, starting to lose a sense of the world around you, almost like you're in the zone, that means you're doing it right.
There's a good chance someone will read that and start to slip away a little, so if that's you, you can wake up now, feeling refreshed and relaxed.
And, uhh, thanks for reading that long essay on an otherwise short and concise thread. Have a nice day.