Hypnotherapy Services Vs Benefits Of Hypnotherapy

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 Serv...

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:

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 roundabout, it may be a teaser or a curiosity-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.

We're guaranteeing our services anyway because if we don't perform, we probably won't get paid.

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.

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.

There are other things that cause people to feel out of place. Clothing styles and modes of dress tend to make outsiders either stand out or blend in. When the outsider stands out, the chances of getting through to the prospective client in a comfortable manner are reduced.

The best way to overcome this dress code situation is to make a telephone call to the prospective client’s office and find out what the standard of dress is. We’ll find that we will fit in and make the client a lot more comfortable if we look and dress like the employees of the organization. John T. Malloy’s books, New Dress for Success and New Woman’s Dress for Success, were written based on research for what is appropriate in different industries and different parts of the country.

We have to examine each situation on a case-by-case basis, then say to ourselves, "This is where I can make the prospect feel as comfortable as possible." Put them in familiar surroundings and be non-threatening.

Many times, because people are put in a strange environment, even though they are predisposed to buy, they do not, simply because they feel uncomfortable making the decision.

It is for this specific reason that we recommend that the demonstrations and training of the Hypmovation™ program be given in surroundings that are familiar and comfortable to the respondents.

Determine which characteristics are familiar and non-threatening, and use them to your advantage.

The Implications of Advertising

Advertising, by formal definition, is creating the awareness that something exists. And a sale is the only reason for it to exist.

If you don't want to sell somebody on your hypnotherapy services, you don't advertise it, or you don't tell people about it. Obviously people cannot buy what they do not know about.

Therein lies the basis of advertising. Remember that advertising, in all forms, has two parts. There is a primary message, and there are the implications.

The implications of advertising are far more powerful than the prim...

As an example, think of an iceberg. An iceberg has approximately ten percent of its total mass showing above the water line. It's the ninety- percent that's hidden below the water line that does all the damage; that's where all the power’s located.

In the world of advertising, the primary message is approximately ten percent of the total message, and where all the power is in the implications.

Here's a specific example that occurs on a regular basis in magazines. You'll find an ad for fragrance. You'll know it's an ad for a fragrance because there is a color photograph of the bottle containing the fragrance in the ad. It makes no difference whether it's Coty, Chanel, or Old Spice; the ad is for a fragrance.

Perhaps on one side of the ad there's a flap containing an essence, called Scratch 'N Sniff™, and the reader is allowed to open the flap and actually sample the fragrance using the Scratch 'N Sniff™ flap. These messages are portrayed this way because the ad is for a fragrance.

However, you'll notice that in many of these ads, in the background of the ad, in half-tone gray or perhaps simply black and white, there's a night lit skyline of Manhattan, New York. In the foreground is a champagne and candle light dinner, with a man and a woman in a photograph.

The man's in a tuxedo, the woman is in a formal, and they're toasting each other with the champagne. Although the ad is for the fragrance, the implications of the ad are that, if you use the fragrance, you will have a relationship like the one depicted, which implies sex, romance, or an upscale lifestyle.

The power, therefore, is not in the primary message of the fragrance, but in the implied benefits, which are that you will have the sex, romance, and upscale lifestyle if, and only if, you wear the fragrance.

These are the implications of advertising. Keep them in mind when you're creating awareness about your hypnotherapy services. The implied benefits are ten times more powerful than the primary message.

Don L. Price