Marketing Hypnosis – Who are You Targeting?

marketing hypnosisSo you are a therapist and you are marketing hypnosis. How exactly do you go about finding people to come to your clinic? Well I will tell you what the average therapist does. They sign up to Yell and a few other directories, distribute leaflets around their area and make a generic website with the minimum number of pages to try and entice clients to call and book. The problem is they are trying to be all things to all people and are scattering their marketing efforts far and wide without ever considering who their target market really is.

Marketing hypnosis through leaflets for example must be one of the greatest examples of futility when they are distributed around your local neighbourhood. You can send out thousands of them but in 99.9% of cases they will never be looked at and thrown in the bin. Why? Because most of the people you are sending the leaflets out to have no interest in seeing a hypnotherapist. It is a classic case of non targeted marketing and it does not work! In order to attract clients you need to work smarter. A generic leaflet won’t cut it but a targeted leaflet handed to the right people might. For example a leaflet about weight loss hypnosis handed out to people before they enter a Weight Watchers class might be nearer the mark. Leaflets about past life regression handed to people attending a mind, body and spirit event could get a greater response and so on.

The same thoughts apply to your website marketing. Is your website trying to be all things to all people. Would it be better if your website targeted a specific group of people so that you are now perceived as an expert in that area rather than the scatter gun approach? I know that if I want help with something I look for someone who is considered an expert in that area. So if I had a problem with stress I would look for someone who specialised in helping with that issue. If I had a choice between a website that dealt purely with that problem and another which mentioned everything under the sun then I would be more likely to pick the one that targeted me.

You see when it comes to marketing hypnosis people want to feel that you know them and you can help them with their exact problem. When they come across your site they want you to have explained exactly why they are feeling the way that they are and how you can fix that issue. Preferably they would also love to see testimonials from people who have experienced exactly the same problem as they have and how they have been helped to overcome the it quickly and easily. A potential client reading this thinks that you know and understand them and will be happy to ring you because you seem like the go to person in that area. A generalist website, leaflet, directory entry or business card simply doesn’t speak to them in the same way.

Whenever you think of marketing hypnosis you have to consider who am I targeting? When you know who you are aiming your services at then you can write copy that speaks to them and them alone. It really is a very simple marketing tactic but one that so many people get wrong. Then when you have the targeted copy consider carefully how you are going to get that to your target audience. Match you audience with the treatments that they are looking for and bingo you get your sale. Think about adjusting your hypnotherapy marketing strategy today to encompass this tactic and watch your conversions increase.

Therapy Marketing – Time Equals Money!

Hypnotherapy Marketing - Time is MoneyAre you one of the many therapists who undervalues their skills and times? Are you getting paid what you are really worth? Are you billing for all your time or are you giving away hours of it without being compensated? Now I am not talking in this instance about therapists who give away some of their time for charitable purposes or even to gain experience. I am talking about therapists who without realising it are being run ragged by some of their customers and clients and are not getting paid a penny for it. If this is you then my therapy marketing sessions concentrate on how to change this behaviour so that you either have more free time or additional income to compensate.

You see if you were a lawyer you would fill out time sheets showing how many billable hours are charged to your various accounts. Every moment in your day would be accounted for and an appropriate invoice would be raised for the customers who used up those hours and minutes. This is how a legal firm makes money and they do it efficiently. They don’t allow their legal teams to spend hours talking to their clients on the phone without charging for it. Their lawyers are not sitting around waiting for clients to show and not billing for that time yet therapists do. Why???

I believe that many therapists bracket themselves as caring people and as such they open themselves up to being taken advantage of. Yes you can be caring but you still need to earn money. The bills and mortgage still need to be paid. Therefore you need to bill for your time and set professional boundaries because you are worth it. That means when it comes to therapy marketing for new business you have do it efficiently and easily otherwise you will find yourself bank account dropping and your energy being sapped.

Perhaps you recognise the following as some of your customers.

1) The client who rings for information but who has no intention of buying – I regularly get clients who call me to discuss hypnosis but who have no interest in buying my time. Perhaps they suffer from anxiety and want reassurance from a professional that they are going to be ok. I have had people ringing me because they want to learn more about hypnosis for their own interests or for course work. I have even had clients who have rung and asked me for a letter so that they can prove to a court that they are intending to do something about a problem without committing to spending a dime!

2) Clients who ask you to call back but are never there – Have you ever had a client who asks you to ring them at a certain time but isn’t there when you call? It is infuriating especially when you have set aside a portion of your evening to give them that call. They then apologise, rebook another time and do the same again. 

3) The client who rings you and 10 other Therapists for comparison – They really do want to book a session but they just don’t know who with. They therefore decide to interview every therapist over the phone for hours. In many ways part of their therapy session is being conducted in advance as they question you on how you would handle this or that. They may even call back a number of times to ask for even more details. In some instances you may have spent hours talking to them with nothing to show for it.

4) Contact form enquiries – Particularly the ones who don’t put their phone number but want you to write an essay in a return email about how you will fix their problem. You therefore spend ages constructing a well put together reply and then you never hear from them again.

5) The dreaded no show  – Perhaps the most wasteful use of your time is clients who book a session and then never bother to show up. You have perhaps traveled to a destination to meet them which has taken considerable time, hired a room and then found that you are sat there with nobody to see.

There are ways of dealing with all these potential clients simply and easily so that you have more free time or can get on with the process of building your income with other clients. In my therapy marketing mentoring sessions I give you resources to deal with all of these situations and more. I make sure that all of my therapists understand how to create their own boundaries and terms of engagement. Remember you are the person who has the skills that those clients need so never be afraid to ask for payment for your time and effort.

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Marketing a Hypnotherapy Business – How you sell your sessions matters!

marketing a hypnotherapy businessAre you one of the many therapists out there who is marketing a hypnotherapy business and sabotaging your efforts because you don’t understand how to get your clients to return after the first session? Have you lost stopped yourself from making more money simply because of the content on your website and the way you booked your client over the phone? Many hypnotherapists fail in their marketing and revenue building because they don’t understand how to sell their sessions to their prospective customers.

Any prospective clients wants to know just a few key things before they choose to part with their money.

1) They have a problem and they want to know how you can fix it.

2) They like to see evidence that you have dealt with this problem before and successfully treated other clients for the issue.

3) How much do you cost and how long will it take?

Give you customers an answer to these key points and you are more likely to convert that phone call or website visit into a sale. The problem is that many people who are marketing a hypnotherapy business forget to give the customer what they want. They have built a website with content that they like but forget that this often nothing to do with what their customer wants.

So lets imagine there is prospective customer out there who wants a therapist to help them Stop Smoking. When they come across your website they want to see a page with information about Stop Smoking sessions on it. They want to see great testimonials from other clients who have come to see you for the problem and have successfully quit. They want to know how quickly you can make them stop and ideally they want to see the price. Now I give my clients mostly what they want. The only thing I don’t give them on my website is price as that opens me up to price comparison with others. That means that when that client comes across my site they nearly all the information they need. I make it easy for them to pick up the phone and do the last part of the process, the booking.

Now lets compare that to a website where the therapist has put up a quick website with minimal pages on it. It might have their name and contact details on it and a brief description of the therapies or treatments that they do but it goes into no details. There are no testimonials on the site and generally the website looks like it has been put together by an amateur who can’t be bothered. Well who is more likely to get the sale? If you do not understand how to put together a website then get some hypnosis marketing help. A website is crucial it is your showroom and it is worth investing time and money if need be getting it right.

Marketing Hypnosis on the Phone

Now of course your hypnotherapy marketing does not stop when you have created your great website. It is also crucial that when the prospective client rings to book in a session you sell to them in the right way. I intend to write a bigger blog post on this in the future. But the one thing I always do is set realistic expectations for my client in that first call. Many clients ring with little understanding of hypnosis and how it works. They have seen stage hypnosis and because of that they believe that I just snap my fingers but them into some form of coma state and that at the end of the session they will walk out my door as a changed person. If you just book a client in without setting up expectations you are in trouble.

You see a little knowledge is a dangerous thing. If you do not explain how hypnosis sessions will work your client will walk out of that first session disappointed and vowing never to come back. They won’t understand why they weren’t asleep, they won’t understand why they could hear you during the session and they will believe that you did the session wrong. They will have lost confidence in you and all your marketing efforts will have gone down the drain as you will have seen your client for one session.

Whenever I book clients in over the phone I always set up a realistic timetable and in many cases I book my clients in for a program of sessions not one session wonders as I like to call them. If someone has five stone to lose and has complex issues from their past then I make it clear that expecting me to resolve a life time of problems in one hour is totally unrealistic. I tell them that I only see clients with that amount to lose for a program of sessions. I explain that this program takes place over a period of two to three months and then I explain roughly how those sessions usually work. I also explain to them what hypnosis is and isn’t so that when they come in for that first session they have an active understanding of what is to come. They will for the most part leave that first session and be looking forward to our work together over the following weeks.

That difference in approach can help to transform your business very quickly and simply. It means that I am selling multiple sessions at a time and my diary fills quickly with less hypnotherapy marketing effort. Do it the hard way and you will be scratching a living seeing the odd customer here and there with little to show for it.

If you are looking for help marketing a hypnotherapy business then I have a number of programs which may be suitable to help you move your business to the next level. All the details about my hypnotherapy marketing programs can be found here. As I am also an accredited supervisor for the General Hypnotherapy Register you could also combine this with your supervision requirements and kill two birds with one stone. Simply email me or call 020 8351 2744 for more details.