When you describe what you offer, what should you focus on?
That’s a question you need to answer before you write about your products and services. Whether you’re using a sales letter (long, persuasive webpages that lead towards a sale) or squeeze pages (similar idea, only shorter and with no other links).
Because if you write in a way that potential clients don’t like, then you’re fighting uphill.
The ideal sales letter is not like every other marketing message your client reads. It’s something that they can’t forget about and won’t leave.
If their phone buzzes, they’ll ignore it so they can finish reading.
You may have experienced this yourself – an advertisement of some form that’s simply perfect for you. The product or service is exactly what you need, and the deal is right. It’s a no-brainer to buy.
What wizardry infuses ads like these?
I like to think of certain activities as hypnotic habits. These actions, when done regularly, leave you more open to hypnotic experiences.
It gives the process a little boost, whether you’re the hypnotist or subject.
If you do these regularly, it can make you hypnotic… whether or not you intend to be. Even if you don’t have an inch of training.
And it works the other way. Someone hypnotising you will be able to send you into deeper trances more easily.
Some of you might be wondering why on Earth you’d want this. I know, because you’ve bragged to me about how resistant to hypnosis you are. You’re tough, strong and always in control.
Strength is a virtue. But being “too mentally strong” to be hypnotised is nothing to brag about. It doesn’t even make sense.
If you’re designing a website for a hypnosis business, you should take inspiration from Principal Skinner. As any fan of The Simpsons can tell you, Skinner is an uptight, rules-loving bureaucrat. His career highlight was making the school so monotonous that the students blinked in unison.
You don’t want to strip all life, creativity and fun out of your website. So surely you should do the opposite of what Skinner would do, right?
When used correctly, blandness is one of the most important things your website could have.
When you embrace hypnotic habits, something interesting starts to happen. In many ways, it’s the ultimate benefit. Every other good things that happens to you is a subset of this, overshadowed by this change to your being.
The more in tune with your unconscious you become, the more easily you create peak experiences.
Most people have experienced moments where their brains just worked. For a short while – maybe hours, maybe a few seconds – your abilities leap to a whole new level.
It might be while giving an important presentation, and suddenly you become charismatic, confident and engaging.
You might be playing a sport and everything clicks.
It could happen when you’re writing. Your fingers punch out the words in rapid fire and, when you’re done, you’re amazed by what’s in front of you.
It happens with parents who suddenly know exactly what to say to help their child.
Never design your website’s homepage without thinking about your clients. What are they doing? How are they feeling? Why are they visiting your site in the first place?
A lot of people decide they want to see a hypnotist and start Googling. It doesn’t take them long to find your business’ website.
Then what do they do?
They start looking for reasons to eliminate you. Their cursor practically hovers over the X that closes the tab. Why? Because when they found your site, they also found others. Maybe dozens of them. They are going to cull the list and they will be ruthless.
So don’t give them a reason to eliminate you.
If you want to become smarter, faster, healthier, emotionally balanced, more intuitive and just all-round better at life, what do you do?
Why, you upgrade your brain, of course.
You might think of your brain as being a fixed thing that you’re stuck with. That’s not the case. It might be harder to upgrade your brain than to upgrade your computer…
But at least it’s cheaper.
Our hunter-gatherer ancestors had to solve complex problems in a chaotic world. From the jungles to the deserts, we lived in environments that both nurtured us and challenged us. These were different problems to what we face today, and none of our favourite tools were around.
The scientific method helps you peel back universal laws, but those don’t help a hunter-gatherer. They need to know how to catch their prey, avoid their predators and defeat their rivals. They couldn’t form big institutions or commission studies.
All they had to use were their minds. With necessity driving invention, they created techniques to use their minds in new ways.
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.
I remember when I had to give a talk about my honours project. That’s not something I’m likely to forget – it’s not a great memory.
Actually, I take that back. Looking back on it, from the comfort of the present, it’s a fine memory.
At the time, though?
It was awful.
By this stage in my life, I was still iffy on public speaking. Some days I would sizzle and others I’d fizzle. With the amount of pressure I was under, I wasn’t sizzling.
My honours project got weird results. Not in an intriguing, advancing-the-course-of-science sort of way. Imagine your degree involved building the Millennium Falcon out of Lego (lucky you), but you can’t figure out how to open the box. That’s what I mean by ‘weird results’.
I may be many things, but a good synthetic chemist ain’t one.
If you spend any time around those pesky humans, you notice they do good things and bad things. No one would or should dispute that. But the question turns to why.
Are people who give up their time, wealth or lives for a cause secretly selfish? Did they do their good deeds out of fear, a thirst for status, a sense of spite, or hedonism?
(It feels good to give, after all.)
Or are the most twisted, depraved, heinous and evil people motivated by something noble? Something, dare I say, relatable?
Honestly, I think they’re both true.
Talk to anyone who fights for a cause or does a lot of charity – they enjoy doing what they do. They might enjoy other things more, but the joy that comes from service is a strong one.
As for the nobility that underlies evil:
If you want to experience a rich, enlightened bliss, then you have two role models to choose from:
The first are the monks and yogis with decades of practice. These are the sorts of people who, even without speaking, radiate intense, loving presence. When they look at a person, a flower, a sunrise, they see the beauty within and let themselves be captivated by it.
Your other role models are dogs and children.