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…

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