Marketing For Hypnotists

Marketing Tip of the Week

1. Translate features into benefits

Don't just give information and assume that the reader will correctly interpret it and realize how it brings value to their life.

Example: You offer a 'Free Consultation'. You need to clearly articulate how this is beneficial to them.

"Take advantage of our FREE 30 minute consultation. Come down and meet our staff and have any questions answered about how hypnosis works and can help you to stop smoking forever."



2. Write from the 'you' perspective not the 'I' perspective

Nobody buys anything unless they perceive a direct benefit to themselves. The question must be answered "what's in it for me?"

If you spend all the time telling them how wonderful you are, instead how your being so wonderful is good for THEM, they will not spend a dime with your business.

Say, "Everyone has different needs. You may just want to lose a few pounds, or you may desire an entire lifestyle change. You can choose from three different weight loss plans, each specifically tailored to get you to your desired level of health and fitness. I will personally help you to choose the one that will serve you best during your free consultation session."

Don't say, "I offer three weight loss packages."



3. Communicate creditability.

Creditability can be demonstrated with length of time in business, the size of your company, the number of customers served, testimonials from satisfied customers, your membership and influential associations, guarantees and warranties and all of these things combined.

When you do this, remember tip number 2. Tell them how this creditability benefits them using the 'you' perspective.

Of these the testimonials are the most powerful. ALWAYS use them whenever possible. You are collecting testimonials aren't you?



4. Remember that stories sell, facts only tell

Whenever you can use first person stories, third party stories about customers and anecdotes to make key selling points, do so.

As hypnotists you know very well the power of metaphor, well it works in your marketing and advertising too. If you have a client who comes back to you with a story about how their life has changed remarkably, use this story in your marketing. In this business heart warming stories happen all the time, and people can connect on an emotional level with such stories.

A story is also much more captivating than a bunch of bullet point items and facts and figures.

It is worth repeating... Stories sell, facts only tell.



5. Use long copy in your advertising

Don't be afraid of long copy. Ad copy should be long enough to tell your story effectively and persuasively.

One of the most famous figures in advertising history once said "Advertising is simply salesmanship in print." This holds true today. Your advertising is selling your services, it is like your sales force working to bring you qualified leads and clients.

You wouldn't limit a flesh and blood salesperson to just a few sentences and expect them to convince anyone to buy, so why would you put a limit on what you can say in your ads? Imagine if you were only allowed 5 minutes to do your pre-talk.

If anyone takes the time to look at your ad, they are going to want as much information to make a decision as possible. The more you give them, the more likely they will be to do business with you.

Till next time, all the success possible to you!

Craig Eubanks
Director Sleepwalkers International
Hypnosis & NLP Practice Groups

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