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.
Your promotional efforts should contain a headline that aims your services selectively at readers or listeners with an immediate interest in your services. You should be concerned about attracting attention and arousing interest - a persuasive presentation, based on information, AIMED SQUARELY AT A HUMAN NEED.
The appeal must be present, if only by suggestion, if your efforts are to have real sell. The headline or title of the promotional effort must promise the prospect something they want.
The headline may be subtle, it may be indirect, it may be round-about, it may be a teaser or a curiosi¬ty-rouser, but it must be rooted in a human need.
The promise, if not stated, must be implied.
Offering Hypnotherapy to people must be done in a manner that targets a need and shows that practicing hypnotherapy will answer that need. No other offer or advertising methodology will work as well as targeting the specific needs of the listener.
Money Back Guarantees
Here's one of the ground rules for success in the Hypnotherapy business:
Offer a 100 percent, no hassle, unconditional, money back guarantee.
1. We're guaranteeing our services anyway because if we don't perform, we probably won't get paid.
2. People see what they believe, and obviously this must be a quality service because we wouldn't give that kind of a guarantee on poor service.
3. The response rate for people actually asking for a refund is so low that unless we're not performing at all, they're probably not going to ask for the refund.
Here’s a guarantee that we see everyday but probably haven’t ever used. Look on the side of a box of breakfast food. If for any reason you're unsatisfied with this product, send the unused portion back for a full refund.
Can you see yourself sending back a half-eaten box of breakfast food? The offer is genuine. They'll send you the money back, but who wants to go through the hassle?
Some people say, “I can't offer that kind of a guarantee; I'll go broke because I cannot guarantee success.”
What is guaranteed is the work that is done—not the results.
When contracting with a client to perform hypnotherapy services, we must define what the client believes constitutes complete services and agree to them in writing.
Once it has been agreed how the training is to be structured and delivered, complete the training and live up to the commitments that were made.
We have no control over whether the client uses the Hypmovation System properly, uses the information at all, or has any success in using it. That is out of our control.
Timing...
A prime consideration when offering hypnotherapy services is the timing of the offerings.
For every self-hypnosis topic, there exists a window of opportunity where the potential client will perceive that self-hypnosis is more valuable than ever before.
By locating this window of opportunity and making our services known, we’ll have more business than ever before.
For example, right after an earthquake, earthquake consultants flourish. Several years after the quake we rarely hear about earthquake matters or the consultants that specialize in them.
The need has not lessened, but the public’s perception of that need has.
The height of the public’s perceived need is the window of opportunity that a successful hypnotherapist looks for.
A good example is smoking. Employees who smoke are now faced with non-smoking regulations in their workplace. Non-compliance with the non-smoking rules can mean discharge or other serious ramifications.
This is when the employees who smoke realize that they need assistance in quitting the smoking habit because their financial livelihood is now jeopardized. This is an ideal time to offer a practical, proven solution to give up smoking using the Hypmovation program.
The question is:
What event, or series of events, will occur that will make the prospective client believe that our hypnotherapy services are more valuable at this particular time than any other?
Familiar and Non-Threatening
We tend to do things based on the way we perceive the world around us. We respond best when what we’re being offered is familiar and non-threatening.
At different times in our lives, at different times in our careers, different things are more familiar than others. We respond if what we're being offered is familiar and non-threatening to us.
Many things in the world are threatening to people. For example, language may become threatening, especially “techno-babble”. In fact, technical terms about a product may be threatening to somebody rather than reassuring. One of the primary concerns in today's world of technology is that technologists have a tendency to get overzealous about explaining the technology rather than the benefits.
We're not buying the product, we're buying the benefits. When asked, “How does that work,” the best response is “Very well; press the button and watch it.” A technical dissertation may cause the client to be repulsed by the answer.
There's nothing wrong with explaining hypnotherapy, so long as it is familiar and comforting to the listener. If it's not, then what we have done is turn them away from us.
