Hit that offer with Unstoppable Speed

Hit that offer with Unstoppable Speed

The pointy end of any sales letter is the offer. This is where, after seducing and persuading your potential client, they have the chance to take action.

By this stage, some of them want what you offer. Some of them need it. A few are curious enough to give you a go and see what happens.

But no matter what, it’s never as simple as saying ‘buy now’. Crafting a good offer is a delicate artform – up there in importance with the headline and first few paragraphs.

If you get everything else right but make mistakes here, you’ll still convert some readers to clients. It sure will cost you, though.

Think of the rest of the sales letter as having emotional momentum. Something heavy travelling fast is a tough thing to stop… but an easy thing to derail.

It’s like Unstoppable – that new Netflix drama about a runaway train. If you don’t slow down at sharp bends, you risk coming off the rails. Or, to go classic, it’s like Speed, where a baby-faced Keanu Reeves and Sandra Bullock almost flip a bus… and do flip a subway train.

Craft that offer wrong and everything comes apart.

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What’s the Difference between Love and Hate?

What’s the Difference between Love and Hate?

One of the mysteries I’ve pondered over the years is the difference between love and hate. I’ve heard many answers to this, most of which didn’t sit right with me.

Some people call them opposites. I get what they mean, but I don’t agree. Both are intense emotional fixations. To me, the opposite of love isn’t hate, it’s apathy or indifference.

Whenever anyone told me that love is good and hate is bad, I’d then wonder what the difference between good and bad is.

Besides, I’ve felt love in a bad way. And what crusader, hero or champion doesn’t hate the things they seek to destroy?

It’s not a question of attraction versus aversion. Fear can make you run away, but both love and hate can compel you towards something.

And you might notice the line between them is thin. Two cultural clichés are the two people who hate each other and fall in love, and the loving couple with a messy separation who turn on each other.

I’m not going to ask if there even is a difference.

Clearly there is.

But what is it?

This is far from a full answer, but one important difference is this:

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May Your Sales Letters Flow like the Trance State

May Your Sales Letters Flow like the Trance State

As I write these marketing guides for hypnotists, I’m finding more and more links between the two disciplines.

Here’s another neat one:

When hypnotising someone, everything you do builds towards an outcome. You may or may not know what that outcome is at first. Sometimes it takes a little exploring, and that’s okay. Let’s say you’re going for a classic smoking cessation outcome.

You put them in a trance to be open to the idea of quitting smoking.

You give them direct suggestions to quit smoking.

Indirect suggestions reinforce the idea of quitting smoking.

Stories, metaphors and a deep trance state bypass the part of them that wants to keep smoking.

You build and anchor resourceful states to help them quit smoking.

And on and on…

Everything you do supports your outcome. They are different approaches, used in their own time, all around the one critical idea.

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Leave Hustling for Hustlers

Leave Hustling for Hustlers

You’ve reached a strange point in life when you start bragging about things you shouldn’t. Most people don’t share with glee when they oversleep or overeat.

But drinking too much? Yeah, some people are proud of that.

What about working too hard?

Uh, yeah. Now that you mention it, some people do like to brag about that.

Gotta hustle, gotta hustle, can’t stop hustling…

I fall into this trap sometimes. That’s why I remind myself of the other definitions of hustlers – con artists, prostitutes, thieves and frauds.

Leave the hustling to them, I say. We have too much value to create to hustle.

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Balance Nothing with Everything for Captivating Writing

Balance Nothing with Everything for Captivating Writing

One of the points I keep making is that, as a hypnotist, you already have elite marketing skills. It’s simply a matter of applying them in a different context.

Well, I say ‘simply’. That can be more challenging than it seems. I’ve spent a lot of time and money figuring out how to transfer the skills from one to the other.

But trust me – you have a head start over layfolk.

Because there are two things that come naturally to you. They seem like opposites, until you begin to use them. With a bit of clever skill, you forge these two elements of writing into a single piece of work.

When you do that, you’ll notice something:

People will start to like your writing.

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The More You Focus, the Deeper into Trance You Go

The More You Focus, the Deeper into Trance You Go

Here’s a situation my fellow hypnotists can relate to:

You meet someone and you run through the usual small talk. They tell you their name; you tell them yours. The topic of the weather comes up and goes away. They ask what you do and you say you’re a hypnotist.

Some people tense up at this point.

Not many, but a few.

Imagine you were a surgeon and someone worried you’d cut out their liver. You’d calmly explain that, no, that’s not what surgeons do. Besides, it’s not the time or place to go making incisions.

It wouldn’t happen. People love doctors, with good reason.

With hypnosis, though, it’s as if you said you’re a wolf and they come from a family of sheep.

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The George Costanza School of Therapeutic Marketing

The George Costanza School of Therapeutic Marketing

As I’ve said before, you want your message to stand out. If everyone else is saying ‘black’, consider how to say ‘white’. When everyone offers a spoonful of value, give them a bathtub full.

It’s exactly like the Seinfeld episode where George does the opposite of what his instincts say. After all, his instincts hadn’t helped him. So instead of lying to a beautiful woman, he admits that he’s unemployed and living with his parents. Instead of sucking up to the boss at his next interview, he berates him.

And it works.

Of course it does – most of the battle in life is getting people to pay attention to you. I mean, really pay attention.

That beautiful woman would have to fend off advances all day.

A job interviewer sees dozens, if not hundreds, of seemingly qualified people.

And your clients ignore thousands of marketing messages by lunchtime.

How do you stand out?

By doing the opposite of everyone else.

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A billion worlds at your fingertips

A billion worlds at your fingertips

In ancient times, only a lucky few could read. You had to be literate, which not everyone was. And you had to have access to books, which not everyone did.

This is why these folk were so keen on memory techniques. Books were expensive, and you’d need a (gasp!) private library to store them. For most people, the easier approach was to borrow books and memorise them.

You can imagine what it was like, knowing that the secrets of the world might be just one town over. How hungry for knowledge would you be if all that knowledge were out of reach? Finding the right book would only be the beginning. Convincing the scholar, nobleman or merchant to loan it would be an adventure in itself.

Some of these people must have spent a lifetime to read a few good books.

When I think about some of my favourite books, I can’t say I blame them.

Each book is a world, a perspective, a new way of thinking.

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Captivate hypnosis clients with a glance (but not the way you think)

Captivate hypnosis clients with a glance (but not the way you think)

You probably know how to mesmerise people with a glance. The hypnotic gaze is a useful skill – one that many hypnotists rely on.

But what if they haven’t met you yet? If they’re still browsing the web, then you need to captivate them with their glance, not yours.

Because a glance is all they’re going to give your offer. If it doesn’t suck them in immediately, then they’ll move on.

This is the brutal truth of digital marketing.

A truth that you can use to your advantage.

Let clients ignore other websites and offers. When they fixate on yours, it’ll be all the more powerful for them.

And all the more profitable for you…

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Daydream like a Fucking Badass

Daydream like a Fucking Badass

Forget what your teachers, parents, coaches and government told you:

Daydreaming is awesome. Don’t pay attention – the world will still be here when you get back.

Are there times to focus? Absolutely. And if you don’t focus when you need to, life and happiness will evaporate.

But if you never daydream? Or – worse – if you daydream like a rookie?

Forget about it.

If you’re going to follow your imagination, don’t be an amateur.

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