Question: Why would someone pay for cosmetic surgery?
The answer is “To look better (in their own judgment).”
Why not just buy a new face and stick it on? Because you can't buy them, that's why!
Until somebody invents stick on faces, thousands of people each year are stuck. They have to buy a service they don't want called cosmetic surgery. What they want is the benefit of the service called a newer, better looking face.
In reality, we'd rather buy a new face and stick it on. It's a lot easier and less painful than the surgery. Remember that people don't buy hypnotherapy services, they buy benefits.
Facts Tell, But Stories Sell And People Don't Buy Hypnotherapy Services, They Buy Benefits.
In order to sell somebody something, you just have to remember what it is that we're offering. The problem is that, as human beings, we tend to forget facts, and we tend to remember stories. This is an inherent characteristic of the human memory system.
It's not a miraculous revelation. In fact, it's been known from time immemorial. All the great books of religion in the world are written in story form. We teach children using stories, and we do this because stories are easy to remember.
When we want somebody to remember what it is that we're offering them through the use of hypnotherapy, we need to tell stories.
Consider that if you were to be asked right now how much you could remember of what you learned in high school, you would probably say "very little". On the other hand, if you were asked if you could remember your first date, you would probably think for a moment and say "yes".
An interesting question then comes to mind, and that is, since both of these were at about the same period of your life, why is it easier to remember one than the other?
The answer is this. You do, in fact, remember a great deal of what you learned in high school. In fact, you use it every day. You just don't remember it with any degree of specificity, because what you learned was an endless string of facts and data that were to be used in your daily life in your work.
Your first date, however, is a story. There are names, faces, people, and places connected with it. You could probably tell a story and, if you stop and think about it deeply, you can probably recall sounds, and some people can even recall scents and odors.
Therefore, when you're selling hypnotherapy services, it's important, if you want them to remember it, that you put it in the form of a credible story in a prose format if you will, so that it's easy for them to hold onto and remember the story.
All the great books of religion in the world were written in story form. We teach children using stories. Here's a perfect example for you to think about:
You go to the store and see a copy of Good Housekeeping. The headline reads, 25 Ways to Keep the Kids Quiet On A Long Trip in the Car. "Just what I need", you say to yourself.
You buy it for the story and you read it for the copy. Facts tell, but stories sell. The story is in the headline and that's what got you to buy the magazine.
Do you recall the book "How to win Friends and Influence People?" The title is 10% primary message, 90% implication. The implication is that you're going to learn how to win friends and influence people.
That may or may not be true but that's why you purchased the book. Whether you really accomplish the task of winning friends and influencing people is another matter, but the title of the book said you could and you believed it.
You see what you believe, and you buy the book.
The implications of the advertising and marketing of hypnotherapy are:
• Facts tell but stories sell and
• People don't buy hypnotherapy - they buy the benefits.
As you're developing advertising and marketing plans, remember to tell good credible stories about the benefits of your hypnotherapy services, as perceived by the buyer, not you as a seller.
Now! You may be lying in bed tonight and you will hear a little voice inside say maybe I should!
Should What?
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