The My Friend John technique is a thing of beauty. It shows how creative you can be with the hypnotic process.
If you want to hypnotise someone, one way is to describe “your friend’s” experience. You talk about how they didn’t know what to expect at first but quickly began to relax, a sense of peace spreading through their body…
It’s sublime, subtle and something out of fantasy. Like a demon that can be controlled by its name, you can invoke hypnosis simply by describing it.
You can’t listen to a story without beginning to live it. If someone tells you about their trip to the dentist, you can see yourself in the waiting room.
Even if you’ve never been to their dentist, you can imagine what it might have been like.
So when you hear a story that’s rich with hypnotic language that describes someone going into trance, it’s hard to resist.
It’s a beautiful induction.
And it’s something you can use to build your business.
If hearing about a trance makes you go into one, then hearing about happy customers makes you want to be one.
This is the awesome power of the testimonial.
Some of you might wonder how that works. A testimonial is just a short message from a client, talking about how good you are. That’s not a story, is it?
Well, it can be.
A short message like “you rock!” helps establish your credibility. But the best testimonials are stories. Something like:
“I used to have (common problem X). Then I (used solution Y). Now I have (result Z).”
It might not win any prizes, but it’s a story. It has a beginning, a process of transformation and an end.
And anyone with the same problem is going to walk that journey with them. The story describing the solution primes them for it.
You can talk until you’re croaky about how good you are. A few lines from a client – a “real person” – can be far more compelling.
But if testimonials are messages from clients about you, then how do you control what they say?
That’s the easy part:
If you do a great job, many people will be happy to write or record a testimonial. The thing is that they won’t know what to write. Offering that as a template – problem X, solution Y, results Z – takes a lot of the hassle out of it.
The easier it is for them to write or record, the more likely they are to do it.
Make sure you ask how comfortable they are with sharing their details. The best testimonials include the client’s full name, photo, occupation and town of residence. Include as much of that as they’re comfortable sharing.
And remember that quantity has a quality of its own. A hundred decent testimonials make great convincers, too.
So be bold and ask for them whenever you can. A world’s worth of persuasion is waiting if you do.
There’s more to testimonials than this, though. Even flattering comments can undermine your business.
And, if you’re clever, complaints can improve your brand.
It’s all about how you use them.
How do you know if you’re doing yourself any favours? How do you use testimonials with skill and finesse?
You take charge of your digital domain by reaching out: