If you could start over...

what would you do differently?

I stopped my hypnosis practice 2 years ago after 20 years of part-time practice. I want to start over again, and this time do what's necessary to make a full-time, self supporting business of it.

Given that I'm a competent hypnotist and coach, with a stack of testimonials, and still getting search hits on the web for hypnosis - what would you suggest? If you could start all over again, what would you do differently/

Thanks in advance for any responses...... Robert Monteux

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Permalink Reply by docregal.com on October 2, 2011 at 5:19am

Based on your desires, Robert, I'd say focus on promoting heavily your favorite niche. That answer can only come from experience, IMO, which you fortunately already have. Just hone in now on the best spot to make things happen. Remember a great business needs to be located at the right place.

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Permalink Reply by Steve Andrade on October 2, 2011 at 5:35am

Hi Robert,

I sense a bit of "Doubt."

I would start this time by setting all....all doubt aside.

And when you look over to where you set the doubt aside, you will probably see bunches of little fears attached to all that doubt, that's normal and good when it is aside and not inside.

Looking forward and full speed ahead.

I like what A J said also.

Steve

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Permalink Reply by Anthony Jacquin on October 2, 2011 at 5:55am

Less advertising, more local networking. Less talking, more demonstrations. Less of everything, more of one thing.

Anthony

www.headhacking.com

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Permalink Reply by Brochu on October 2, 2011 at 7:14am

Robert:

After 20 years part-time I would think that you are a competent Hypnotist.

I agree with suggestion that A.J. made about Location.

It’s can be more difficult to generate a full time income from a clinical practice in a remote or seasonal town.

If relocation is not a viable option then perhaps you can start a satellite location a couple days a week in larger town within traveling distance.

Robert you have a wonderful opportunity, for a fresh start. You might consider seeking out an industry consultant to minimize any missteps.

Yours in Health,

John Brochu

BrochuHypnosisCenter.com

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Permalink Reply by Kathleen Hanover on October 2, 2011 at 9:01am

Hi Robert,

I would forget about the hypnosis part. Just focus on the elements necessary to help ANY business succeed.

Off the top of my head, and possibly not in the right order:

Decide the minimum amount of money you need to live on. Add more for savings and retirement. Add more for regular professional training. More for insurance. Utilities, rent, equipment, furniture. Lead generation. Sales fulfillment (if you're selling products.)

Figure out what business model you prefer, that will give you the income and lifestyle you want. Is it seeing clients? Teaching? Making information products? Skype sessions? Selling MP3s? All of the above?

Figure out how much you reasonably need to spend to support whatever business model you prefer. Figure out your potential income from each service or product or business activity. There's a lot of math to be done first. (I suck at math, so I can't help you there.)

Once you arrive at a business model, write a business plan that details specifically how you will run the business, who you ideal clients/customers are, how you will market to them, what your lead generation funnel looks like, your sales process. Figure out the areas of responsibility--marketing, sales, fulfillment, bookkeeping, seeing clients or making products or whatever, billing, keeping the office clean, etc. etc. Figure out which of these you will do yourself and which you will have to hire out.

Create a marketing plan that will cost-effectively generate leads and/or sales. Develop a strategy, then tactics. Implement, test, adjust as necessary.

The point I'm trying to make is that it's not easy running a business. There are a lot of moving parts. You may need to plan to "fire" yourself from some of those tasks so you can concentrate on the things you love most and do well. That's where your biggest income potential is (ironically)--the things that you love so much you'd do them for free. Because that's what you'll get better and better at.

There are lots of good books on starting and running a business. I think Scott recently posted something about business plans.

I hope this helps.

Kathleen

Marketing and PR Opinionist

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Permalink Reply by Brochu on October 2, 2011 at 9:37am

Robert:

Those of us who work in the Hypnosis industry realize that Hypnosis is our Raison d'être.

Marketing is only a vehicle by which we serve the client’s needs and consequently make our living.

I am sure that with a clear eye on the Art and Science of Hypnosis a proper marketing plan could get you to your financial goals. Never lose sight of who you are. Welcome back to the industry.

Yours in Health,

John Brochu

BrochuHypnosisCenter.com

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Permalink Reply by Stephen Gruber - www. ask-the-hypnotist.com on October 2, 2011 at 10:27am

Quite right Kathleen. Most hypnotists I meet who are starting out seem to have no idea that they will need all the regular business skills (and resources) in order to succeed. All is possible but realize what you are getting yourself in to and plan and equip yourself accordingly. Just because we are "helping people" does not exclude us from these requirements.

But remember, many of use have done it starting from scratch before. I think it was Scott who referred somewhere to the other important ingredient of persistence. Can not be understated! Use self hypnosis daily!

Stephen

Kathleen Hanover said:

Hi Robert,

I would forget about the hypnosis part. Just focus on the elements necessary to help ANY business succeed.

Off the top of my head, and possibly not in the right order:

Decide the minimum amount of money you need to live on. Add more for savings and retirement. Add more for regular professional training. More for insurance. Utilities, rent, equipment, furniture. Lead generation. Sales fulfillment (if you're selling products.)

Figure out what business model you prefer, that will give you the income and lifestyle you want. Is it seeing clients? Teaching? Making information products? Skype sessions? Selling MP3s? All of the above?

Figure out how much you reasonably need to spend to support whatever business model you prefer. Figure out your potential income from each service or product or business activity. There's a lot of math to be done first. (I suck at math, so I can't help you there.)

Once you arrive at a business model, write a business plan that details specifically how you will run the business, who you ideal clients/customers are, how you will market to them, what your lead generation funnel looks like, your sales process. Figure out the areas of responsibility--marketing, sales, fulfillment, bookkeeping, seeing clients or making products or whatever, billing, keeping the office clean, etc. etc. Figure out which of these you will do yourself and which you will have to hire out.

Create a marketing plan that will cost-effectively generate leads and/or sales. Develop a strategy, then tactics. Implement, test, adjust as necessary.

The point I'm trying to make is that it's not easy running a business. There are a lot of moving parts. You may need to plan to "fire" yourself from some of those tasks so you can concentrate on the things you love most and do well. That's where your biggest income potential is (ironically)--the things that you love so much you'd do them for free. Because that's what you'll get better and better at.

There are lots of good books on starting and running a business. I think Scott recently posted something about business plans.

I hope this helps.

Kathleen

Marketing and PR Opinionist

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Permalink Reply by Kathleen Hanover on October 2, 2011 at 3:25pm

Hi Robert,

I found that blog post I mentioned. Scott posted it back in August--give it a read! Great stuff.

How To Write A Business Plan - Scott Sandland

Have at it! ;)

Kathleen Hanover

Marketing and PR Opinionist

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Permalink Reply by Robert Monteux on October 2, 2011 at 3:26pm

Kathleen,

Thanks!

And thanks to everyone who has responded so far.

Kathleen Hanover said:

Hi Robert,

I found that blog post I mentioned. Scott posted it back in August--give it a read! Great stuff.

How To Write A Business Plan - Scott Sandland

Have at it! ;)

Kathleen Hanover

Marketing and PR Opinionist

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Permalink Reply by Brochu on October 2, 2011 at 4:45pm

Robert:

Propinquity and demographics play a large part in a establishing a brick and mortar business. The best business plan in the world will struggle to bring clients through the door in a brick if you are in a remote and under populated area.

If I had a chance to change anything I did in the early years, I would not have wasted thousand of dollars on unproductive advertising. I spent far too much with radio and newspaper ads that brought few clients to my door. Most PR people love to spend your money and when it doesn’t work, they tell you to spend more.

Yours in Health,

John Brochu

BrochuHypnosisCenter.com

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Permalink Reply by Kathleen Hanover on October 2, 2011 at 5:39pm

Hi John, PR people don't tell you to buy advertising...their goal is to get you free news coverage, which also has the advantage of having more credibility with potential consumers than advertising does. :) I rarely recommend broadcast advertising nowadays. The ROI just isn't there, in most cases.

Robert--Advertising, SEO, direct marketing, billboards, PR...they're tactics that may or may not be a good idea, depending on where your target customers/clients get their information. Unfortunately, non-marketers typically throw money at random tactics, and their choices are typically influenced by the skill level of the media outlet's salesperson. That's a frequent recipe for failure when it comes to marketing spend.

A more successful recipe is:

Identify your target audience and/or niche
Figure out the best strategy for reaching them
Choose tactics based on your strategy and available resources (time and/or money)
Implement the tactics on a small scale to test them
Keep track of results
Do more of what works and less of what doesn't
Lather, rinse and repeat

Too many amateur marketers go "all in" on a single tactic at the beginning of the game, and when that doesn't work, they have no "plan B." I can't tell you how many people have called me to write them a marketing plan AFTER they've spent most of their marketing budget on random tactics that haven't worked.

Plan first, THEN invest a little of your time/money, and figure out what works. Only invest more after you see results.

Hope that helps, Robert!

Kathleen Hanover

Marketing and PR Opinionist

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Permalink Reply by Brochu on October 3, 2011 at 4:02am

Kathleen:

I must have been hood winked, Thanks for the information.

As a PR person you could tell me what are the regulations and certification for someone becoming a PR professional? Does this require a license?

Yours in Health,

John Brochu

BrochuHypnosisCenter.com

Kathleen Hanover said:

Hi John, PR people don't tell you to buy advertising...their goal is to get you free news coverage, which also has the advantage of having more credibility with potential consumers than advertising does. :) I rarely recommend broadcast advertising nowadays. The ROI just isn't there, in most cases.

Robert--Advertising, SEO, direct marketing, billboards, PR...they're tactics that may or may not be a good idea, depending on where your target customers/clients get their information. Unfortunately, non-marketers typically throw money at random tactics, and their choices are typically influenced by the skill level of the media outlet's salesperson. That's a frequent recipe for failure when it comes to marketing spend.

A more successful recipe is:

Identify your target audience and/or niche

Figure out the best strategy for reaching them

Choose tactics based on your strategy and available resources (time and/or money)

Implement the tactics on a small scale to test them

Keep track of results

Do more of what works and less of what doesn't

Lather, rinse and repeat

Too many amateur marketers go "all in" on a single tactic at the beginning of the game, and when that doesn't work, they have no "plan B." I can't tell you how many people have called me to write them a marketing plan AFTER they've spent most of their marketing budget on random tactics that haven't worked.

Plan first, THEN invest a little of your time/money, and figure out what works. Only invest more after you see results.

Hope that helps, Robert!

Kathleen Hanover

Marketing and PR Opinionist