The way I (and most hypnotists) describe the unconscious mind is a hidden reservoir of power and genius. Those great ideas, those moments where you know just what to say and all of your learnings come from your unconscious.
It’s like that old myth of you only using 10% of your brain. If you could access the other 90%, you’d transform into an incredible genius.
The brain doesn’t work that way, but the mind sure does. Your unconscious is billions of times the size of your consciousness, and it’s always on. If you could use more of that power, you’d be unstoppable.
One question you might ask is, if the unconscious mind knows all the answers, then why do we struggle? Why do we only have occasional flashes of insight, rather than living in perpetual states of superhuman genius?
If the thought of using emails to sell intimidates you, don’t worry. The good news is that if you screw up email marketing, you’re in good company.
You can even get decent results if you make these mistakes, apparently. I wouldn’t know – I was lucky enough to receive some excellent training before I started dabbling.
Even without this training, I like to think I’d avoid some of these. The biggest screw-ups seem obvious to me. Based on what pollutes my inbox (temporarily, before I race towards the unsubscribe link), even some experts need a little schooling on this.
Don’t think of this as a rant. Think of it as a list of things to avoid doing.
Mind and body is one of the classic pairs of opposites. It’s up there with ‘good and evil’ and ‘light and dark’. Like most other dichotomies, it’s not a clean distinction. There is evil within good and there is light among the shadows.
And, yes, your mind and body exist within each other too.
Because the mind relies on the brain.
(I know some spiritualists take offense at that – “but what about my immortal, intangible soul!” If you chemically alter the brain, it changes the mind. Your mind might seem mystical but it’s a physical thing like anything else.)
And it relies on more than just your brain.
Hold on, gimme a sec…
If there’s one thing digital marketers love, it’s funnels. It’s all they talk about. And it’s all some of them try to sell you.
Me? The thought of pointlessly complicated setups makes me queasy. Even writing the headline above made me ill. It’s gotten to the point where I’m allergic to… that phrase.
(I’m not writing it again).
The point of them is to guide a customer towards making a buying decision. They start with simple, low-commitment calls to action, like offering a reward in exchange for their email address. Over time, the offers become higher scale and more ambitious.
And they work great.
So why do they turn my stomach?
Do you understand what pleasure and pain really are?
You might, but most people don’t. They see pleasure as ‘good’ and pain as something to avoid at all costs.
You might think that doesn’t describe you, so let me ask you this:
How comfortable is your life?
Comfort is great – don’t get me wrong. It’s nice to put your feet up and not have to worry for a moment. Constant discomfort drains your mental reserves, so you can feel good about relaxing.
But what happens if you’re too relaxed and comfortable?
Search engine optimization used to have different rules. Google and similar sites want to match the user to the best set of webpages, but the way they do that has changed.
It used to be simple to trick search engines into thinking your site was better than it was. After all, search engines use algorithms to rank sites. Knowing what information they used made it easy to game the system.
In some cases, that’s not so bad. Google punishes pages with poor spelling, so it encourages sites to write readable text. That’s a win for everyone.
But there were other metrics. One of the classic ones was the number of backlinks. The idea was if lots of pages link to yours, then yours must be good. It must be informative, entertaining or valuable, otherwise no one would bother.
And that’s true.
The problem came when people knew this and started artificially increasing their backlinks.
That’s why article directories were so popular a while ago. These were large sites with content submitted from thousands of writers. If you submitted your own articles, they’d point back to your site.
Many links from a high-traffic page meant an SEO bonanza.
But search engines want to return good results, not cooked results. Years ago, they shifted emphasis away from backlinks to other metrics. A whole SEO strategy turned from gold to lead overnight.
Right now, think of something you want. It might be a state of mind, like peace or confidence. It might be a result, like good relationships or business success.
Whatever it is, choose something now.
Our desires are strange things. In a way, they are like addictions. We don’t desire things that we’ve never experienced but, once we get a taste, we want to come back for more.
Wait a minute, you might say, how does that work? I want to be a millionaire but I’ve never been rich before.
I get it. But let me ask you this:
If you became a millionaire right now, how would that feel? Would that create a sense of security? What about power, indulgence or freedom?
Those are your true desires. Millions of dollars are one way of reaching them.
And everyone has experienced a little of the good things in life – power, love, pleasure, stability, family, freedom, safety and so on.
If you read about digital marketing, it won’t take long to come across search engine optimisation (SEO). People describe it as the Holy Grail, the lynchpin, the foundation of all your marketing endeavours.
It’s something they tell you to master, otherwise you’re doomed to failure.
I don’t agree.
Is it important?
Well, yeah. SEO is about making your website friendly for search engines like Google. Search engines use many factors in deciding how to return results to a user. If your website is irrelevant or low quality, search engines will tend to ignore it.
So you need to know enough optimisation to show up in results.
Don’t worry – it’s not much.
And you don’t need any so-called technical skills.
Hypnosis is all about being open to new ideas and experiences. This is how stage hypnotists convince strangers to do funny and bizarre things. In front of an audience, no less.
And this is why hypnosis quickly resolves longstanding problems.
You’ve probably had a moment where you gave someone good advice and they didn’t even consider it. Maybe they eventually tried it – months or years later – and it worked. They didn’t refuse your wisdom out of pride or anything.
Hearing a solution is nothing unless you are open to solutions.
So, hypnotic habits are those things that naturally open you up. If you enter a state where you consider ideas before dismissing them, problems dissolve and ideas flow freely.
If you’ve ever changed a habit or belief easily, you were in a state of mind like this.
To enter it more often, there’s something you should include more of in your life:
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.
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.