Hypnosis Marketing Techniques

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Permalink Reply by Craig Eubanks on January 11, 2010 at 1:29pm

Dale aka Doctor Trance said:

Hi Guys, great topic,,,, I had 3000 postcards made up and went and hand delivered them through the letter boxes and have had a great response from them as i feel people who would not of thought or been bothered came to me, a alot of my new clients have said to me " i didnt know i could get my problem sorted out from hypnotherapy" or i would not have thought of using hypnosis, and also a lot of people go through life with there problems and they all know they have them, but when they pick your postcard of the matt it triggers them to get help, plus i have found a lot of clients still coming to me 5 months after i posted them, so people do put them in the draw for latter. cheers Dale

I do so love it, when results match the key points I try to drive home about Direct Marketing.

Everyone wants to send email because it's free, but look at what happens with a simple printed card. 5 months later people don't walk in holding your email.

It's a simple technique to do a postcard mailing to a list of residential addresses within a 5 miles radius of your office. You can by the list of addresses with simple 'selects' such as household income over $50,000 or household has women ages 30-50 (or whatever your ideal client demographic is) from a source like InfoUSA.com.

And there are mailing services who will do it all for you, including the printing. One I recommend is WestPress out of Arizona.

I'm still a big fan of email marketing, especially because it can be fully automated, I've helped my clients sell millions of dollars of their products/services through email marketing, but it is folly to only use email.

The best is a combination of online and offline marketing. Follow up sequences with both email and postcards that can be automated. I will be doing a presentation about this at the next Hypnosummit.

Cheers,

Craig
HypnosisMarketingTips.com

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Permalink Reply by Mansour Tamadon-Nejad on January 11, 2010 at 4:53pm

Hi,
Glad you had success. What information did you print on the cards? I have done this before and the response has been very little. I am sure I did not print attractive enough info. Any advice? Thanks, Mansour from Thornhill, Canada

Dale aka Doctor Trance said:

Hi Guys, great topic,,,, I had 3000 postcards made up and went and hand delivered them through the letter boxes and have had a great response from them as i feel people who would not of thought or been bothered came to me, a alot of my new clients have said to me " i didnt know i could get my problem sorted out from hypnotherapy" or i would not have thought of using hypnosis, and also a lot of people go through life with there problems and they all know they have them, but when they pick your postcard of the matt it triggers them to get help, plus i have found a lot of clients still coming to me 5 months after i posted them, so people do put them in the draw for latter. cheers Dale

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Permalink Reply by Craig Eubanks on January 12, 2010 at 9:31am

Mansour Tamadon-Nejad said:

Hi,
Glad you had success. What information did you print on the cards? I have done this before and the response has been very little. I am sure I did not print attractive enough info. Any advice? Thanks, Mansour from Thornhill, Canada

I haven't seen your postcard, but it would be a safe bet that what you made was basically a bigger business card. See my post "Your Business Card Is Boring" to understand why this tactic rarely gets you any business.

If you were to learn some basic principles of writing effective copy, you'll find you get much better results. Get yourself a copy of Dan Kennedy's book "The Ultimate Salesletter"

Some of the essential elements are:

1. Headline - To get their attention. 80% of the reason people pay attention to a marketing piece is the headline
2. Irresistible Offer - If you have a solution to a problem they have, your offer should be so good they can't say no
3. Call to Action - Give them a reason to do it now, and tell them how to respond (call this number, go to this website)
4. Tracking Mechanism - You need to track responses and conversions to know how effective it was. A simple one is "Bring this card with you to get a bonus ____________"

Finally, and this is extremely important...

DON'T SELL HYPNOSIS!

Your prospects don't care if you do hypnosis, NLP, EFT or voodoo. They just want their problem solved and the pain to go away. Too many hypnotists get stuck on trying to promote hypnosis because they are invested in it as hypnotists.

Think of it this way, if you have a headache do you care if acetylsalicylic acid (aspirin) makes it go away or acetaminophen (tylenol) makes it go away or iso-butyl-propanoic-phenolic acid (ibuprofin/motrin) makes it go away? No you don't... you just want your damn headache gone... FAST!

So, if you want Stop Smoking clients... your copy should talk directly to them about how you can help them stop smoking... FAST! No drugs, no withdrawls and no cravings. Then offer them a free consultation (if they bring in the postcard) which normally has a $50 value so you can determine if your program is a fit for them.

Note: The consultation allows you to qualify them as to if they would be a good client, and allows you to sell to them one-on-one after you decide they will be a good client. Most hypnotists I consult with say they close about 80% of the prospects they are able to talk to one-on-one so they goal is to make that happen.

Get the book by Dan Kennedy, he goes into this in much more detail and gives you a simple reliable formula for creating killer marketing copy.

Cheers,

Craig Eubanks
HypnosisMarketingTips.com

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Permalink Reply by Kathleen Hanover on January 12, 2010 at 10:23am

Dittos to what Craig said...Dan Kennedy is my main influence in creating direct marketing campaigns. He's the king.

I'm also a huge fan of direct marketing (also called direct mail) because when it's done right, it's directed to the people most likely to be good candidates for your services.

Direct marketing is also called "direct response" because the point of it is to get the recipient to take action (respond) so that you can convert (sell) them. Sometimes the response is a conversion, sometimes there are a few more steps between a response and a sale.

Either way, there are a couple of important things to keep in mind about direct marketing: list and offer. These two factors each account for 40% of your response. "Creative," meaning the copywriting and graphic design, only accounts for 20% of your response, yet that's where amateur marketers spend all their money.

You can send the ugliest postcard in the world--but if you have the right offer, and send it to the right targets, you will make sales. Sending the most beautiful postcard to the wrong list, with the wrong offer, will get you nothing. They don't care about what you're selling, so it doesn't matter to them how expertly you're selling it.

So, if you sell weight loss hypnosis, and you have a choice to buy either a random list of people between age 18 and 64 who live in your area, or a list of people in your area who have expired gym memberships, or people who have purchased weight loss tea, or plus-size shoppers, which is a smarter buy?

Same with the offer. The offer isn't the hypnosis itself--it's a special "hook" or deal that causes the target to respond, such as a free MP3 or free session when you buy 4, or bring-a-friend, or whatever. Identify your ideal target and figure out an offer that would appeal specifically to them.

Kathleen Hanover
"The Pretty Goodest Public Relations, 
Copywriting & Marketing Lady on the Planet"

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