Why, no, freelancers aren’t the answer

Tomorrow, we return to our regularly-scheduled ramblings about hypnosis. We’ll soon talk about ways to evolve your mind and, with it, your life.

In the meantime, let’s talk about evolving your business.

I know many coaches, hypnotherapists, trainers and consultants don’t want to learn any marketing. “I’ll just outsource it!” they say.

Now, there’s wisdom to outsourcing. It’s more expensive to spend months or years practicing a new set of skills – at least in the short term. If learning marketing isn’t in your life’s plan then, sure, hire a freelancer.

Sir Mix-a-lot joins the discussion, because there’s a big ‘but’ at the end of that:

It’s not as simple as going out there and finding a freelancer.

The good ones are expensive and hard to book. Amateurs leap on every chance they find, while the pros turn clients away. I know I’m not the only one who restricts how many clients I work with – it keeps the quality of my work high. It’s easy to go from fully available to fully booked in moments.

Even talented marketers might not understand your needs. Selling high-end services – which, yes, includes you – is different from selling trinkets.

But let’s say the stars align.

You find a wonderful freelancer who groks your business to handle your marketing.

… what do you do then?

If your answer is ‘whatever they think is best’…

Yikes. I hope you really trust them, because you just made them a partner in your business.

This is why it helps to know at least the basics.

You can know what to ask for, what to politely decline and what’s a red flag.

You can’t rely on your instincts if you have no data – none at all – to inform them.

And you shouldn’t rely on someone else to tell you what you want.

That’s the great thing about Selling Transformation. Sure, my style isn’t everyone’s style. I emphasise certain things that you might not care about. Even so, I explain the principles throughout – the reasoning behind my choices.

Let those principles feed your intuitions.

Don’t go in blind – especially when it comes to business.

Before you invest in a freelancer, invest in your own awareness:


The good problem I see in many hypno businesses

I like checking out the websites of coaches, hypnotherapists, trainers and consultants. It gets my brain working, since I view them through many lenses.

As a hypnotist, I see what others are doing.

As a self-development enthusiast, I like to check out what they offer.

And as a marketer, I like to see what works and what I’d change.

So I know many folks have this good problem:

They have a healthy stack of email addresses, from clients, subscribers and customers.

And… they waste them.

Your email list can be your most valuable business asset. It can let you pivot your business, offer new services and reclaim your work/life balance – simply by sending the right emails.

Having a list and not knowing what to do with it is a good problem to have.

Even so, it weirds me out when I see coaches and the like ignoring this treasure.

They don’t email regularly.

Or they send boring, self-indulgent nonsense.

(One coach told their list what they read that week. While that could be useful, I guess… this wasn’t.)

Many folks ignore their lists because “they don’t know what to say” or “they don’t want to spam anyone” or “they hate receiving emails themselves”.

There are answers to those:

Send entertaining, useful, enticing, tantalising emails to your list – often.

If you can help your readers solve problems, then you owe it to them to sell them on the solutions – and to sell it well.

Many of Selling Transformation’s pages are dedicated to this.

You can turn your email list from a boring, dusty, neglected pile of mush… into the gleaming jewel of your business.

Waste no time in grabbing it here:


How to spot or build a bad hypnosis website

Here’s something dual-purpose for you:

If you’re one of those and wanting to attract clients, pay heed to these common problems.

If you’re considering hiring a coach, hypnotherapist, trainer or consultant, you might find this useful too.


Only two types of people should have ‘wordpress.com’ as part of their domain name:

  • Hobbyists,
  • The actual WordPress business.

Also, does your site have an SSL certificate? When people visit it, do they get a warning about how your site is insecure?

You know the subtle power words have. Do you want potential clients to think ‘insecure’ as their first impression of you?

A lesser sin is to have a free email account (gmail, yahoo, outlook…) for your business email. Again, that’s what hobbyists and amateurs do.


Potential clients visit your site looking for solutions. They don’t visit it to learn what school of coaching you hail from or what flavour of NLP you practice. Even changework nerds care about that less than your ability to… you know, help them.

Say what you can do and who you do it with. Say it fast.

No ‘samples’

A coach might be the best at what they do, but if there’s a personality clash with the client, you can’t help them.

I know that’s not true, but if potential clients think it is, it becomes true.

Let folks get a taste of you. Professionals don’t give away their time for free, but you can make your products available for free or for cheap.

Sell eBooks explaining your methods.

Give away free podcasts in exchange for the client’s email address.

Let them see what you’re about without having to book a session.


A flashy website only impresses vain people and web developers.

Entertaining and useful content impresses smart clients.

Build substance. Add style later.

Now, I said this was a guide for potential clients too.

It’s not a very good one.

A mediocre coach might hire a decent copywriter to build their website. Meanwhile, the wonderful coach can be so wonderful they don’t need to worry about their digital presence.

Still… it’s like a personal trainer who’s out of shape. They might be an expert motivator and a genius of the body… but there are more likely explanations. A sloppy website suggests – even if it’s nary a whisper – a sloppy coach.

Something to think about when seeking one out.

And something to think about if you are the coach or similar.

Of course, thinking alone won’t do much.

If you want 52 chapters and four ready-to-use resources – all designed to take your digital presence from meh to dayum – check out Selling Transformation:


It’d be no fun if it were easy

Is it worth investing in digital marketing? Let’s assume, as we have all week, we’re talking about coaching, hypnotherapy, trainer or consultants here.

It’s not fast. Maybe it is for you if you already have a large and enthusiastic following – like, say, an email list and a social media following. Then, I’d still say it’s not fast, because you’ve been building it all this time.

It’s not easy. It’s a whole new skill with many subtleties.

I wouldn’t call it exciting or dramatic. You can’t brag about writing an email campaign to your friends.

And it’s not easy.

If it were, everyone would do it.

So what’s the point?

It’s scalable. One email can reach ten people or ten million.

It’s flexible. These days, you’re spoiled for choice – if you hate writing but love talking, you have multiple channels available to you. If you like writing, you can do almost anything.

If you design it right, it can take very little time and effort to keep running. Most days, I spent 20 minutes on it.

I’m not going to blow smoke up your kilt here:

It can revolutionise your business. It might save it or turn it into a juggernaut.

And it might do that quickly and easily.

But it probably won’t.

Like everything else in your business, it’ll take some combination of thought, time and money. You can get away with skimping on one, but only if you pour in more of the other two.

So, this isn’t an easy strategy.

It’s worth doing though.

And, instead of spending years learning marketing then adapting it to your niche, you can go straight for the simple, focused, practical advice I offer in Selling Transformation:


The closest thing to future-proofing your business

How do you market your business?

Quite a few coaches, hypnotherapists, trainers and consultants attract all of their clients through face-to-face interactions.

Things like through networking events, through referrals, through folks they know – all sorts of different ways involving meeting people in person

More coaches do that then run their businesses entirely digitally.

And that makes sense, right? It’s the nature of the job.

Except… well, a lack of diversification can bite you.

Because what happens if, say, 2020 happens and you can’t go outside? Suddenly that whole “talk to folks” strategy is dicey.

That’s not to say that having all digital marketing machine is the answer either because, who knows, something catastrophic could happen to the internet tomorrow.

If you look at some of the laws coming out of places like California, you see that they’re eager to strangle the life out of anyone who uses the internet to make money in any way.

So the answer is the usual answer:

You diversify.

Put all your eggs in one basket – as the saying goes – and you won’t have those eggs for too much longer.

Obviously there are no guarantees, but if you want to protect your business against shocks in the future, it makes sense to get in as many different channels as you can.

So if you’ve been an old school, in-person coach all this time, wondering how to get out of these problems…

Selling Transformation is the guide for you.

It assumes you have some experience as a coach, hypnotherapist, trainer or consultant… but no real digital marketing experience. Over 52 chapters, it shows you how and why to build your digital authority – with plenty of examples, resources, templates and guides.

The book won’t make you an expert… but it’ll show you how to apply simple, timeless, ethical and fun marketing principles to your business.

Check it out now, funk soul brother:


How an advertisement feels from the inside

I remember one lad who make for a useful case study.

Useful for business owners, but also anyone looking to hire a coach, hypnotist, trainer or consultant.

He was passionate about what he did. Obsessive, even. And through that passion and obsession, he had found ways to tap into your unconscious mind.

If you did what he did – according to him – you could fix almost any ailment, unleash your mental power, experience true bliss and inch closer to enlightenment.

He obviously knew his stuff. He would post on social media long, enthusiastic, almost manic descriptions of what he found and how it worked.

For a while, I was tempted to do his course.

You know what stopped me?

One day, while reading some of his posts, I had a thought:

“Whatever his technique does, it doesn’t stop you from being an a-hole.”

I know, I know – I have moments of… shall we say… assertiveness too. Then again, I’m not claiming to have found the secret to enlightenment.

This charming lad had strong opinions.

Some included:

  • “If you consume alcohol, ever, then you’re an alcoholic who can only have fun while drinking.”
  • “China is the greatest country in the world. If you disagree, you’re ignorant and racist.” (Bonus: he’s not Chinese.)
  • “Pharmaceuticals have never helped anyone, ever.”

I wish I were exaggerating.

He can’t tell the difference between someone who has a glass of wine with the gals once a month, and a frat boy.

He can’t recognise that the Chinese government would censor every one of his opinions.

And he can’t tell the difference between medicine and poison.

Challenge any of his opinions and he’ll lash out from a place of ego.

Now, I’m not judging here. That only makes him guilty of being human.

But… does this sound like a mentally balanced and enlightened individual?

Here’s the rub:

If you’re a coach, hypnotherapist, trainer or consultant, then you are your advertising. You are more an ad for your business than a Twitter campaign or a full-page spread in a newspaper.

If Tony Robbins was so meek he Clark Kent look like Bruce Wayne, it wouldn’t work.

To sell your message, you need to be your message.

Now, I’m not saying you have to be perfect all the time. I’m not saying you can’t have struggles and be vulnerable with your audience.

But, think about it: you sharing your vulnerabilities with them is still you selling you by being you.

You’re showing you’re the sort of person who can lower the mask.

You’re showing how you deal with challenges in your life.

This doesn’t work as a ‘technique’. It must be genuine – otherwise, it’s not you.

Anyway, that’s all something to think about when you pick up Selling Transformation. If you want to know more about how to market a business like yours, have a read:


The alarming folks your ‘digital presence’ competes with

“Build it and they will come.”

When it comes to your business, you can retire that truism.

Build it and do nothing else, and no one will come. Well, maybe not no one. But that’s not a marketing strategy. If you want your business to be sustainable, efficient and… you know, surviving the month, you need to do more than build a presence.

There are a billion blogs on the planet. Yours won’t automatically stand out, no matter how good the content.

Also, you don’t even need a blog to have a digital presence. I once got into an argument with someone on reddit about hypnosis. I was confused what they said – they seemed to lack the insticnts for what makes it work.

They then said they knew more about hypnosis than I did because ‘they had read more about it’.

(Ha! Yeah, right.)

This charming fellow had never hypnotised a soul… or even been hypnotised… but they still had a digital presence where they could spout half-remembered facts.

On the internet, you’re competing with folks like that.

What you need, instead of a digital presence, is digital authority.

What’s the difference?


  • Create content all the time – not just ‘when inspiration strikes’. True experts can find something new, interesting and useful to talk about every day. Amateurs run out of regurgitated knowledge fast.
  • Defy convention. If “everyone knows” that you can’t work with an unmotivated client… then you can prove your expertise by showing how you can. Amateurs can’t innovate, so they have to follow the popular wisdom. Authorities can go beyond what people think the limits are.
  • Know what clients really want. They’ve seen so many clients that they know the patterns, the hidden fears, the secret desires…
  • Work in many mediums. Someone might be an awkward speaker… until they talk about what they’re knowledgeable and passionate about. They might be a clumsy writer… until they write what they know.
  • Know what they’re worth. They might give away a valuable report, eBook or even a program to build leads… but they keep the good stuff (and their time!) for those who pay for it.
  • Can break the rules, including these ones, and still get results.

If you set up a website, all you’ll have is a presence – no more impressive than your average redditor.

If you use Selling Transformation and establish digital authority, though…?

Folks will see you’re the real deal.

Read all 52 chapters and use all four ready-to-go guides here:


Attract clients in your sleep

Many folks who sell transformation – coaches, hypnotherapists, trainers, consultants and the like – prefer to market themselves in person.

It makes sense. They do what they do in person, so why wouldn’t the marketing live there too?

If that works out, great.

But I hear the same complaints over and over:

“It doesn’t scale.”

“I need to be ‘on’ all the time to attract clients.”

“If I take a week off, my business dries up.”

“I want to take my business and marketing online.”

“My ideal clients might not live in my zipcode – how can I reach them?”

That’s where digital marketing can help.

With the right emails, articles, videos and tweets, you can take yourself out of some of your marketing. Do that and you attract clients in your sleep.

It probably wouldn’t replace your face-to-face client strategies – although it could.

But does it have to?

Wouldn’t it be enough to give your marketing a little help?

Here’s the thing, though…

You can learn some basic tips. That’ll stop you making some obvious mistakes, which will help.

But it takes months of dedication and practice to even get okay at it.

And selling a high-end service like you do has its own unique quirks and foibles.

That’s why I wrote Selling Transformation. I assume you have a coaching, hypnotherapy or similar business… but not a lot of marketing knowledge. Starting from the fundamentals and moving into more advanced stuff, I share techniques and principles that’ll work wonderfully with your business.

With 52 chapters, I cover a lot. I won’t insult your mathematical ability by pointing out you could focus on each chapter for a week, building your marketing over the course of a year.

Plus, it has a few ready-to-use (and free-to-use) examples, samples, templates and formulas.

Rather than spending years learning marketing… then years experimenting with how it can work in your business…

Get your focused, tailored education now:


Selling is hard when your job is persuasion

Talk about a rude awakening:

I assumed that, thanks to my background in hypnotherapy, digital marketing would be easy.

After all, I worked with clients to overcome their biggest challenges. I persuaded them to see themselves differently. Persuading them to sign up should be no challenge.

So I created my website, my sales pages, my offers, and…


Then I learned I wasn’t alone. Most coaches, hypnotherapists, trainers and consultants struggle with this at some stage.

It turns out that digital marketing is a whole new game, with its own rules.

And digital marketing for your industry is different again.

Selling a service isn’t like selling a toaster.

And selling coaching, hypnotherapy, training and consultancy isn’t like selling dog walking.

When you have the power to transform someone’s life or business – or both – it takes a special touch.

How do you offer your readers something so intangible?

How do you cut through the noise of everyone promising the same?

That’s why I committed myself to learning from the best marketers I could find, distilling their hard-won wisdom into a system that works for folks like us.

Something accessible to anyone, no matter how little marketing experience you have.

In Selling Transformation – my new book – you will learn:

  • Which group of folks are red-hot ready to buy from you (Chapter 30),
  • How to remove “the Veil” that separates you from your clients (Chapter 18),
  • Why this fake rule of physics can make you a better marketer (Chapter 46),
  • Marketing that’s not only ethical and effective, but fun to read and write (Chapter 01),
  • 7 ways to sell hypnosis to hypnosis sceptics (Chapter 06),
  • A mistake that many service providers make that immediately drives away clients (Chapter 08),
  • How to ethically beat Google, Facebook and other data pirates at their own game, without violating anyone’s privacy (Chapter 41),
  • Timeless search engine optimisation (SEO) advice from someone without SEO qualifications (Chapter 37),
  • Why everything you’ll hear about email timing is wrong (Chapter 20),
  • The worst email scheduling I’ve ever seen (Chapter 12),
  • What the deepest hypnotic trance of my life – cultivated by a non-hypnotist – can teach you about marketing (Chapter 40),
  • Why something as personal and intimate as coaching is perfect for public sharing (Chapter 22),
  • How (and why) to repeat yourself without repeating yourself (Chapter 36),
  • The personality flaw that kills rapport but is all-too-common in marketing (Chapter 34),
  • 3 phases that let me write thousands of words a day, every day (Chapter 14),
  • How to come up with all the marketing ideas you’ll ever need (Chapter 26),
  • 11 ways to attract smart, interesting, fun and motivated clients (Chapter 39),
  • The thing that’s more persuasive than persuasion (Chapter 02),
  • 6 types of emails your autoresponder campaign needs (Chapter 48),
  • Simple strategies for destroying writer’s block (Chapter 29),
  • One thing that anyone can give yet is in short supply, which turns clients into raving fans (Chapter 32),
  • How to build a website like a marketer, not like a coach or hypnotist (Chapter 10),
  • Ethical ways to make your business as addictive as Facebook (Chapter 07),
  • How ‘building the relationship’ weakens the relationship (Chapter 04),
  • 4 ways to stop you and your audience getting bored of your marketing (Chapter 44),
  • Which part of your email is more important than its contents – and it’s not the subject line, either (Chapter 28),
  • Ways to churn out huge amounts of marketing without boring your readers (Chapter 21),
  • Why hypnosis clients don’t care about hypnosis (Chapter 08),
  • 17 ways email marketing can improve your repeat business (Chapter 25),
  • What to do when – not if, when – someone slanders you online (Chapter 22),
  • How to get more (and better!) clients without marketing (Chapter 19),
  • The bare minimum email marketing strategy you must have (Chapter 13),
  • 3 parts to emails that sell – and how to write each of them (Chapter 42),
  • Which boring emails to never send – avoid these and even amateurs stand out from the pros who send these (Chapter 31),
  • Why buying is literally painful and what you can do to reduce that (Chapter 23),
  • Which 3 of the 7 search engine optimisation (SEO) principles you should focus on (Chapter 45),
  • How to give out “free samples” without giving away your time (Chapter 09),
  • Why sending out more emails than readers want cultivates the relationship (Chapter 12),
  • 6 things coaches need in their marketing that other industries don’t (Chapter 24),
  • The simple way to get potential clients to smile and nod along with your marketing (Chapter 05),
  • Ways to stand out from unqualified coaches, hypnotherapists, trainers and consultants (Chapter 49),
  • How to break every rule and principle in marketing, including this one (Chapter 51),
  • Why a 50-year-old technology is the future of digital marketing (Chapter 17),
  • Easy ways to overcome procrastination (Chapter 11),
  • Why sticking your website up on the web isn’t even close to enough (Chapter 15),
  • The simple, 4-step formula for creating fun and effective ads (Chapter 27),
  • 3 steps to burning your offer in your prospect’s brain (Chapter 03),
  • How to use urgency in your marketing without insulting your readers’ intelligence – do this and you’ll stand out (Chapter 16),
  • The “Anti-Ericksonian” approach to building your brand (Chapter 35),
  • What all good sales letters have at their core (Chapter 36),
  • How to use anything from your bad luck to your favourite TV shows to sell (Chapter 48),
  • How to encourage your readers to remember your offer (Chapter 47),
  • Why Robert Cialdini’s 7 influence principles are perfect for digital marketing – and how to use each (Chapter 43),
  • 3 examples of terrible cold contacting… and what to do instead (Chapter 38),
  • How to use digital marketing to make an amazing first impression (Chapter 50),
  • The marketing strategy that beats word of mouth (Chapter 19),
  • Why attracting clients is often the opposite of what you want to do (Chapter 33).

In the long run, learning about marketing is one of the best investments you can make.

What do you do in the short term, though?

While you’re learning the intricacies of my approach to marketing, you can immediately enjoy these resources:

  • Six royalty-free emails for you to copy, use and adapt in your autoresponder sequence,
  • Five things to focus your market research on,
  • A simple way to write compelling, intriguing and effective sales letters,
  • How to change focus as your business grows.

So if you’re sick of stumbling in the dark and want to serve even more people, then pay attention:

Selling Transformation has arrived…


5 realms, 3 months, 25% off, 1 day

The launch week for 5 Realms Meditation is wrapping up – and, with it, the discount.

If you snag it fast, you get the three months of brain training for about 25% off.

As a reminder, here’s what you get:

  • How the mindset behind adult circumcisions can transform your identity in moments (Week 9),
  • The religious metaphor that will probably get me death threats… and will help you understand something that defies understanding (Week 6),
  • How to use a lawyer’s teachings to become wise, whole and at peace (Week 10),
  • Why two schools of wokedom are wrong and how you can be right (Week 7),
  • How corporations use a modern take on humanity’s oldest technological revolution to drain your bank account (Week 5),
  • Ways to use your body to think clearer (Week 8),
  • How metaphorically accessing the reservoir of all human knowledge can literally help you think of new ideas (Week 12),
  • A simple yet relaxing, invigorating and purifying ritual that’s 20 times older than the Bible (Week 1),
  • How to train your focus, become more present and enter a trance using a common household item (Week 2),
  • A sinister, ‘Hollywood-style’ hypnosis technique that’s equal to 15 minutes of meditation… in less than 30 seconds (Week 4),
  • The overlap between modern neuroscience and an ancient religion that tells you where your anger really comes from (Week 8),
  • How a fictitious forest can help you feel calm, centred and focused (Week 11),
  • Why cultures who beat innocent young men with whips might be wiser than we are (Week 9),
  • The source of everything in your mind that eventually ‘flows’ out into the world (Week 6),
  • Hypnosis from humanity’s pre-history that’s as powerful and effective as ever (Week 5),
  • The simple breathing exercise that enhances your self-control… even though it doesn’t change your breathing (Week 3),
  • Simple manipulation techniques that’ll unlock your own potential (Week 10),
  • Why building a temple to yourself can lead to divine inspiration (Week 13),
  • An easy way to stop fixating on your problems and focus on what matters (Week 3),
  • Two words from an indigenous culture that tap into your unconscious identity – in a way you’ve been told is ‘irrelevant’ or even ‘racist’ (it’s not) (Week 7),
  • What Europe’s nouveau riche discovered about wisdom, change and personal growth (Week 2),
  • How to enter three different altered states of consciousness in about two seconds (Week 4).

Wriggle wriggle, procrastinator.


P.S. During the launch week, you can snag it for over 25% off with the code APPROPRIATION. Unless you’re a member of Phronesis Accelerator – then you can use the much-better code included in the March issue.


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