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How To Automatically Increase Your Closing Rate

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In this video:

00:24 — Talking with a chiropractor about his marketing
00:33 — What’s been working for him
00:48 — What hasn’t been working so well
01:27 — The big question…
01:36 — The “7 Touches” Rule
02:37 — How we improve our closing rate
02:58 — What we send to patients
05:09 — What you need to do now

Hey, folks! Philipp Lomboy here with Automated Marketing Strategies and I wanted to share with you a conversation I had last night.

Now, if I hadn’t mentioned to you before, I am the Director of Implementation for one of the largest direct response marketing networking groups here in Los Angeles.

Basically, I help people get things done.

I was speaking with one of our group members who’s a chiropractor and it looks like he’s doing lot of great things.

He’s really embraced the lead generation and direct response methods that we teach.

But one of the things he said was like, “You know, it’s great that I’ve got automated leads coming in, but my close ratio is around four out of ten.”

So, out of every ten people that his lead generation processes bring to him, where he actually meets with them face to face, only four say “yes” to his prescribed treatment plan.

As for the other six, he doesn’t really have anything going on with them.

When I asked what he did with the people that don’t accept his offer, he said, “Not much. If I do anything I pick up the phone and call them a few weeks later to see if anything has changed and ask whether they want to come in and talk about a little bit more. Or maybe I send them a direct mail piece or a letter, but that’s it.”

He continued, “Would there be a way that I could automate that? And if I was going to automate it, what would I actually send to them?”

We got talking about the concept that it usually takes seven “touches” before somebody actually decides to say “yes” to you.

So if you only ask him once or twice, that’s not enough.

If that’s the case, what could those touches be?

Well, I shared with him what we set up for one of my clients who’s a dentist.

It similar type of scenario where a patient will come in and the staff may find an opportunity to offer preventative and/or cosmetic treatment.

After the staff presents the treatment plan it’s up to the patient whether they want to go with it or not.

While there’s a small percentage of them that will say “Yes, let’s do it!” right then and there, the many of them will delay their decision and want to “think it over”.

So, rather than rely on the staff to pick up the phone or send a letter to the patient to follow up on their decision, we’ve set up an automated six-week process that will do it the follow-up for us.

For this particular client we use Infusionsoft to do this marketing.

Every time we prescribe a treatment plan, Infusionsoft will send six weeks of follow-up to them – one touch every single week.

Our touch points are based on the biggest objections that we get from patients.

Whether it’s money, or their insurance, or fear, we address all those objections in some part of the follow-up process.

For example, three weeks into our follow-up process, an automated email is send to the patient that says:

A few weeks ago, we had recommended a treatment plan to you.

One of the things that people think about with their prescribed treatment plan is how to pay for it.

Would it help you to talk with someone on our team more specifically about your payment options and how you’d be able to cover the cost of this treatment plan?

Click HERE to request a call directly from our staff…

And people click!

These are thoughts we’ve identified to be knocking around in their head – it’s a conversation in their head.

Since we know they’re thinking about it, we just hit it straight on.

And since our follow-up process spans six weeks, if “payment options” isn’t their main objection, we’ve got five more chances including “insurance coverage” and “fear of pain or discomfort”.

When the patient clicks the link to request a call, our staff gets a notification that specifies which objection they want to talk about.

Those are things that you want to think about putting into your marketing process.

So if your patients/customers/prospects don’t say “yes” the first time, maybe they will after week two, or week three or week six, right?

Or even week twenty-four, if it’s profitable for you to follow-up that far down the line.

But think about that conversation that’s going on in their head.

Why are they putting that decision off?

Why they may have said no to you initially?

Then just hit it straight on in your follow-up process.

And if you can automate that process, more power to you!

It’s going to really help you increase your conversions.

Hope this was helpful to you.

Take care and cheers to your success!

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Are Gut Decisions Right for Your Marketing?

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In this video:

00:15 – Talking with a client about a mailer
00:40 – The owner’s “gut” reaction about it
01:10 – What we found after taking a deeper look
01:42 –  The whole picture
01:54 –  Perception vs. reality
02:44 –  Use your gut AND data to make better decisions

Hey, folks, Philipp Lomboy here with Automated Marketing Strategies. And I want to talk to you today about following your gut in your business decisions.

I was talking with a client not too long ago and one of the things that they were doing to get more business was sending out a flyer.

It was just a regular flyer that had some specials on it, sent through the mail every other month or so.

They have database of a few thousand customers but they are sending the flyer to maybe 1500 of them.

One of the owners was telling me, “We’re thinking about not doing it anymore. It’s not really costing us a whole lot but it’s  something that we just don’t think is really working for us.”

I said, “Okay, that’s fair enough.  But can you share with me a little bit more about what you’re doing?”

It turns out that each round of mailings cost them $800, including printing and postage.

When we dug deeper though, we found that the flyer got them 20 sales and the average sale was around $400 each.

ThenI said, “How about we do a little math on this?”

So, subtract the $800 it cost them to send the mailer out from the gross sales, then divide by the ad cost…

total sales     $8000
ad cost          -800
              -------
net profit       7200
ad cost          ÷800
              -------
ROI              900%

That means their flyer produced a 9X return on their investment!

I said, “No, you want to keep mailing this thing out, okay?”

Their initial gut perception was they weren’t getting a lot of return on it.

In reality, it wasn’t meeting their expectations.

“Send out 1500, oh, I only got 20 sales out of it.”

Well, let’s take a deeper look… and what you really want to look at is that return, right?

Did you get MORE MONEY BACK as a result of the mailing?

Typically if you can get back even a 1:1 return, keep on doing it until you start like losing money on it.

In this particular case, they made 9 times their investment back!

Now, I challenge you to find any mutual fund or any other investment where you’ll be able to get back that kind of return in just a few weeks.

So, that’s my lesson for today.

You know, it’s important to follow your gut, right?

It’s important to follow your intuition.

But if you have data to support it, that’s going to be a lot better.

You’re going to have a more comprehensive view on which to base your final decision.

That’s it. Hope all is well.

Talk to you soon!

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How To NOT Get Arrested With Your Marketing

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In this video:

00:21 – What my friend sent me
00:55 – The video
03:20 – What does this have to do with marketing?
03:24 – Perception is everything

Hey, folks this is Philipp Lomboy with Automated Marketing Strategies and I want to share with you something really, really, really funny and a lesson with marketing as well.

So I just got a video and I think this video is making its rounds on social media and all the news.

It’s a 3-minute video of Jeff Gordon – the race car driver Jeff Gordon – playing a practical joke on a used car salesman.

If you haven’t seen it yet, you really got to see it.

I’m going to share a few minutes of it with you – just a little bit of it, not the whole thing.

If you want to see the whole thing just CLICK HERE, but I just got to show you that this is the most hilarious thing.

So Jeff Gordon takes somewhat a pretty crazy joyride but to the salesman…

Well, he’s not having a good time.

It’s pretty, pretty cool and he’s like starts cursing at Jeff!

He’s like, “Stop the car, you &@#*!”

And when they finally get back to the used car lot, the guy gets out of the car the guys says, “I’m going to call the police on you!”

He looks really upset!

Then Jeff says, “Whoa, hold on a minute!” and tells him, “Hey, this is a joke.  We’ve got a camera here. You see these cameras over here.”

Finally he takes off his disguise and reveals that he’s Jeff Gordon.

And the guy is like, “Oh, my gosh!”

And then he says, “Hey, can we do it again?”

(Sorry to spoil it for you if you haven’t watch the whole thing yet…)

So what is the marketing lesson here?

Well, there is no difference in the joyride, right?

I mean it was just a thrilling ride going all over the place and it was a lot of fun.

So, it’s the exact same ride.

But notice the difference in the guy’s reaction from when Jeff reveals himself at the end and at the beginning when he thought it was just some crazy guy that took him on this ride.

I mean the ride itself was really – at the time it was really harrowing for him, right?

He was thinking, “Oh, my gosh, this is a crazy guy. I don’t know what’s going on. I’m going to die!”

But then after he finds out it’s Jeff Gordon, he says, “Oh, can we do it again?”

So, he would have taken the exact same ride all because he now knows that the guy that’s driving is Jeff Gordon.

So, what is this have to do with you and your marketing?

Well, perception is everything.

Whatever you have – whether it’s your product, service or your marketing, process, your consultation process – all of that could be great, great, great stuff.

But if your prospect, the one that you’re looking to do business with, isn’t convinced or isn’t understanding of who you are, so that they actually put a lot of value in to that product or service or process you’re putting them through, then it’s all for naught.

And they might call the police on you.

So anyway, watch the video. It’s so hilarious.

But that’s my tip for the day.  I’m done.

I’ll talk to you next time.

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Best Marketing Book Ever?

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In this video:

00:15 – The book revealed
00:38 – A preview of the book (spoilers)
01:29 – How to use it in your business
02:21 – An example

Hey, folks!  Philipp Lomboy here and I wanted to take a couple of minutes to share with you the wisdom of one of my favorite books and maybe yours too…

The Very Hungry Caterpillar.

Now, I know what you’re thinking, “Philipp, that’s a children’s book.”

It is but it’s a very, very, very wise book and absolutely related to marketing.

SPOILER ALERT: I am going to be going through this book. So, stop reading if you don’t want to find out what happens at the end.

Let’s go through this and I’ll show you exactly what I mean…

(And by the way, it’s a beautifully illustrated book.  I love reading it to my girls – it’s awesome.)

  • So here is the caterpillar when it first appears.  It’s just an egg at first, but eventually it comes out of the egg and starts to grow a bit.
  • Then it gets hungry and it wants to eat all this food.  It goes through all of these different fruits through the week. From the fruit it goes to lollipops and sausages and watermelon.
  • It keeps eating more and getting bigger and then ultimately, it becomes a cocoon.
  • After it’s cocoon for a while it finally turns into an awesome, awesome butterfly.

So, what is that have to do with marketing?

Well, I’ll tell you…

You want to think about your prospects like they are “very hungry caterpillars” that you want to turn in to “butterflies”.

In marketing we’re thinking of butterfly as your IDEAL CLIENT/CUSTOMER.

This is somebody that:

  • Pays you a lot
  • Pays you often
  • Refers your services
  • Loves your services
  • Loves you too

But in order for that happen – in order for that butterfly to come out from that cocoon and change from being a caterpillar, you got to give it the right “food”.

You got to give it the stuff to actually make that TRANSFORMATION, because ultimately that’s what we’re looking for.

So, what’s the right food?

Well, let’s take one of those criteria like referrals, for example…

You want your ideal customer to refer more of their friends and family and business associates to you.

In that case you’ve got to give them the “food” that makes you referable.

  • You’ve got to have a great product or service to give them and that really happy with
  • Great customer service
  • Give them the opportunity to refer to you… so, ask them for referrals, and ask often.  Ask them for referrals in different ways.

You can create your ideal customer, but only through giving your customers the right kind of food – the kinds of things to help them make that transformation.

So, that’s my tip for today.

Again, pick up this book if you don’t have it and think about what are the different ways you can turn your caterpillars in to butterflies.

Cheers to success and I’ll talk to you soon!

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How To Boost Your Response By More Than 3X

Podcast: Play in new window | Download (Duration: 13:09 — 10.6MB) | Embed

In this video:

00:27 – Statistics for boosting your response
00:44 – The strategy revealed
04:27 – A real-life example
05:45 – What your prospect is thinking about
06:50 – The critical pieces you need
08:45 – The two systems I recommend (simple system) (advanced system)
12:10 – Strategy recap

Hey, folks. Philipp Lomboy here and I want to take a couple of minutes to share with you fantastic strategy that has worked very, very well for me and the campaigns that I run for myself and my clients, and I wanted to pass it on to you.

What if I could show you a way to increase the response that you’re getting from current advertising campaigns by up to 300% (based on statistics from the Direct Marketing Association, PODI, and Calson Company) and even make it more so that whenever your target audience sees your marketing piece they look at it and say, “Wow, this really is for me!”

Well, that’s exactly what you get when you use a strategy called PURLs or Personalized URLs.

So how does this whole thing work?

Well, let’s say for example you got a promotion or you got a discount on your sale period, on a webinar, a teleseminar, whatever it is that you’re trying to get people to respond to…

You have one of those coming up and you obviously you have to get the word out.

You can do that by e-mail, you do that by postcard, direct mail letters – whatever it might be, and you give them away to respond – a phone number or maybe they have to fill out a form and mail it back to you.

Well, these days, you typically are going to find a website incorporated in to that way to respond.

And how is that typically work?  Well, here’s one that I got from Infusionsoft.  This is a postcard I got from them.

infusionsoft-postcard

And this here is the URL, the website address, right? So if you to go your browser, it’s this part right up here – that’s the website that it’s going to.

So let’s go to this one…

infusionsoft-landing

It’s kind of general website that anybody that goes to this particular URL is going to see.

Now, what is a Personalized URL?

Well, a Personalized URL is such that whatever you put in the address also incorporates a person’s information in there.  Typically, it’s going to be their first and or last name.

So, say for example, in this one if you wanted to use a Personalized URL, it would be http://www.infusionsoft.com/2012tour/philipplomboy or some derivative of that.

Here are a few more examples of URLs, Personalized URLs:

  •  www.yourgiftfromphil.com/james.smith
  • AAAtoys.com/special/james_smith
  • holidaysale.AAAtoys.com/james.smith
  • james.smith.abc123.com

Sometimes they come before the actual website name, maybe they come afterwards. There are a few different ways that you’d see it in the things that you’d get in the mail or by email.

In another postcard example, they personalized this part of the postcard for me, but the actual URL is not personalized to me.

another-postcard

This particular code might be specifically for me but it doesn’t explicitly say that to me.

Here’s a question for you…

What is the thing that resonates most with a customer of yours – your prospect?

Well, it’s their name, right?

I mean even my children, my two girls, no matter what they are doing, regardless of the craziness that they’re doing… when I call their name, that gets their attention and they know I’m talking to them.

Now, you know, does that work all the time? Well, for my kids, maybe not. But it works much more more often than if I just say, “Hey, you!” or  just yell, “Hey.”

And that’s what you want to do as mush as possible in your campaigns and do it all the way through the campaign if you can.

So, here’s an example of a postcard that I sent on a client campaign that I’ve run…

purl-postcard

So, here is the URL here, the website is address is yourfourthofjulygift.com/ and then I put the name of the prospect.

When someone gets this they say, “Hey, a gift and it’s for me – this is relevant to me!”

So, that makes them more likely to want to go to the website.  And when they actually go to this Personalized URL and they get the message that I really want them to see, it shows that it’s still specific to them.

Now, that said, there are two parts to a PURL campaign or this PURL Strategy…

One, we already talked about is the PURL itself.  It incorporates some personal information about that person in the URL.  Again, typically, it’s their name.

Second is where this PURL leads to, and that is what we called the landing page.

We already talked about for this general campaign from Infusionsoft.  On their particular landing page there’s really nothing that says “this is for Philipp” in here.

Now remember, there’s that radio station that all of our prospects are thinking about: WII-FM.  What’s In It For Me.

And the more you can tell them, “Hey, this is for you!  There’s something in it for YOU!” in your communication with them, the more effective it’s going to be.

Now here is the actual landing page for my PURL campaign.

purl-landing

You can see there’s multiple places on the landing page that it continues to reinforce what I started in the PURL which is “Hey, Philipp, this is for you.”

So, in the headline, you see that right there. In the name and address right here, salutation, all the way down peppered throughout this particular landing page is a reinforcement of, “Hey, Philipp. This is for you. This is for you. This is for you.”

And especially because it says, “Here is YOUR gift.” A gift is typically given to an individual, right? So, that’s why we wanted to use this PURL strategy.

Again, there’s the two parts to a PURL Strategy:

  1. One is the website address itself – Personalized URL
  2. The second is the landing page, which you can choose to make personalized or specific

Now, how would can you set up a PURL campaign?

First you’ll need a website address, also known as a domain.  You can use your company’s domain, but a better strategy to use is to get a domain that is more specific to the thing that you’re trying to promote.

For example, let’s consider Old Navy.  For their next sale PURL they could use OldNavy.com/holidaysale/philipplomboy. Or even better one is awesomeclothessale.com/philipplomboy which leads to Old Navy’s web page.  The latter domain/URL is easier to remember, easier to type in so there’s going to be a better response there.

Second, you also need a system to manage the Personal URLs.

There are two systems that I personally use and recommend…

The first one is called Personal URL Generator.

This is a very simple way for you to manage your PURLs and your landing pages.  The great thing about this system is that you can get this thing up and running within a couple of minutes.

It’s actually a script that you just upload to your server, much like you would any web page. If you’ve got a Webmaster to help you with it, that’s cool.  But again, it’s very simple and if you just follow the instructions, you’ll be able to do it yourself.

The only three downsides with this is PURL system…

One is that you’re only limited to four fields that you’ll be able to put on your landing page that are actually personalized: first name, last name, the day of the week, and today’s date.

The second is that it doesn’t have built in tracking in there. For example, if I wanted to see if someone actually viewed their personalized page, Personal URL Generator it doesn’t allow that. It doesn’t have that built in. This is the bigger downside to it but again, the upside is that it’s incredibly simple to use.

Third is you actually have to create your own landing page pretty much from scratch. Of course, you can get your Webmaster or web designer to do this for you.

The other system that I use that’s more robust is called Purlem.

Purlem is fantastic because it’s got pretty much everything is built into one roof.  It manages all the PURLs, tracking, and you can have virtually unlimited personalization fields in there.

For example, you’re mailing to your own customer list.  In that case you know a bit more about them. Maybe their birthdays, maybe what color they like, maybe their favorite meal or beverage.  Well, you can put that in to Purlem and that information could be incorporated in to your landing page which is pretty cool.

Purlem also it comes with its own templates so if you know how to use Microsoft Word or some other Word processing program you’re able to create your landing page without having any programming or graphic design skills.

So, Purlem is great. It’s definitely much, much more expensive but there’s a lot of features in there that would really make it worth your while to check it out.

Anyway, folks, that is the PURL Strategy.

Just to review what we’ve covered:

  • There are two types of ways to get people to respond to your websites that you put in your direct response advertising
    • General URL
    • Personalized URL (PURL)
  • There are two parts of the PURL Strategy
    • The actual PURL they go to
    • The landing page they go to and with the landing page, you can choose to make that general or you can personalize it
  • The two PURL management tools that I recommend:

Really, really, just take this and run with it.

Use it.

If you want to see an immediate boost in your advertising results, PURLs are a fantastic way to go absolutely.

Hope that was helpful, folks.

Cheers to your success and we’ll talk to you soon!

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How to Stack the Marketing Deck in Your Favor

Podcast: Play in new window | Download (Duration: 6:52 — 7.9MB) | Embed

In this video:

01:19 – Tale #1
03:06 - How to decide which tale to tell
03:34 - Tale #2
05:14 - What to do after the tale is told
06:11 - How can YOU use this?

Hey folks!  Philipp Lomboy here and what I want to do is tell you a story – a tale of two webinars.This is in relation to a conversation I had with a client this morning and what we are doing is setting up a webinar for his business.

So we’re setting up the campaign and I asked them, “What is the topic of this particular webinar? What is the content? What are we going to be talking about?”

[As a side note this particular campaign is about a webinar, but what I am going to be sharing with you in the next few minutes is applicable whether it's a webinar that you are sending people to, whether it's a straight up offer where you are offering your product or service directly for purchase, whether it is a lead generation tool. Maybe you are sending them to an 800-number or a video or a free report. Whatever it might be this lesson really applies to all of that, so just apply what I’m talking about here to what you are doing.]

So going back to the story, I said, “Well what are you going to be talking about and presenting on the webinar?”

Tale #1

He said, “Well I want it to be along the lines of ‘Why You Want To Invest In Dallas [and by the way Dallas is not his city, he is actually in a smaller city but I want to keep it confidential for my client] and Invest with Us’.

I said, “Okay, that’s one way to go but let me ask you a question… If that’s the message, then who is it that we are talking to? Who is the audience for this? Who are you inviting to actually get onto this webinar session? Is it people that already have it in their mind to invest in Dallas, like they already have that in their head that they should invest in Dallas? Or is it people that are just kind of general – they have money to invest, they want to invest somewhere in the United States, but they are not sure exactly where to do it.”

He said, “Well, it would be more of the latter – people that generally know they want to invest but they haven’t made any decision where. They are not “married” to Dallas in one way or another.”

“Great! So in that case what we want to do instead, so that we can get better results, is that we want to match the message to that particular market. Because if we just rolled out with ‘Why You Should Invest in Dallas and Why You Should Invest with Us’ that’s only going to cover maybe 3% of the market. So 3% of the broad swath of people that we are going to be talking to have already decided that Dallas is the place to be and they are ready to make that decision.”

How to Decide Which Tale To Tell…

“But if we look at the actual market that we are targeting,” I continued, “most of those folks haven’t gotten to the point in their buying cycle of deciding on Dallas. They haven’t even narrowed it down to Texas. They are just a general investor that needs to get more information as to where they should invest so they can pull the trigger.”

Tale #2

So I said to him, “Well how about we do this instead… How about we make your webinar topic ‘The Seven Criteria You Need to Consider When Deciding on Where to Invest in the United States’. That way it’s much more compelling and more appealing to the people that we are actually targeting – those general investors that are interested in real estate investing. And this is something that will help them on to the next step of their decision making process.”

So “The Seven Criteria for Determining Where to Invest in United States” and what we are doing behind the scenes is stacking the deck, so that each of the criteria we set up leads to Dallas.

Now to be fair the criteria that we set up it could appeal to other cities as well. Maybe when we create the seven criteria we are a bit looser, so it doesn’t necessarily lead directly to Dallas. Maybe it leads to Dallas, Indianapolis, and Seattle. But that’s upto you how “collared in” you want to make the criteria. Ultimately when they go through the presentation Dallas makes more and more sense.

What to Do After the Tale is Told…

At the end of the webinar we’ll have an offer to them that says, “If you’re interested in learning more about Dallas, the available properties here, why the market is booming here, and why we are benefiting and growing as a result of it, just call our number. Call our 800-number and talk to Jack and we can have a conversation about whether it would make sense for you to go to Dallas and work with us or not.”

So that’s the way that you want to structure something instead. So again the message matches more with the audience, the market that you are looking to talk to.

So how can you use this?

Well what you want to do now is take a look at what you are doing today: the advertising you’ve got out there, the lead generation tools you’re using, and see if you are stacking the deck in your favor.

See if what you are saying to them, whether it’s the bullet points or the copy or the headline, is leading them closer to the path of choosing you, or least getting them closer to you in their buying cycle.

So that’s it folks, tune in next time, this is Philipp Lomboy saying cheers to your success and I’ll talk to you soon.

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Tutus are optional…

The other day a friend was complaining to me about the whirlwind that is his life…

“Man! I’ve got so much stuff I need to do! I’ve gotta put this video together. I have to finish that CD project. I need to work on that big client account…” and on and on.

Finally catching his breath from his tirade he admits, “I’m freaking exhausted! It’s dizzying just thinking about it all!”

After a moment I asked him, “Have you ever seen a ballerina dancing?”

“Sure,” he replied.

“Well, you know that thing they do where they start spinning in place – pirouettes? They spin their bodies round and round, over and over again, all the while maintaining a perfect form.”

“Yeah, pretty crazy stuff.”

“You know how they’re able to do that without tripping over themselves and throwing up all over the floor?” I asked.

“They keep looking at a spot on the wall.”

“You got it. They choose a specific stationary point in space, and put all their attention on it to help them
maintain stability, balance, and perspective.”

From now on, I told him, think of yourself as a ballerina - the tutu is optional.

Choose the ONE thing that’s going to make the biggest positive impact for you right now.

Define exactly what that is, how it will look when you get it, and, above all, WHY you want it.

Then it’s go time. Laser. Focus.

Cheers to your success!

Philipp

 

 

 

 

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Hypnotic Video Marketing

If you want quick and efficient growth, you know the importance of getting traffic. The best widget in the world will not create a profitable business if no one knows about it. The rapid growth of online video is our cue to use it as a marketing channel for your business. Rather than pull people away from where they’re going so that they can view your message, simply bring your message to where the people are already going.

With the Internet’s wide reach and the reduction of technology costs, even small businesses are now able to leverage video in their marketing efforts. While the “big boys” can continue to spend millions of dollars producing Super Bowl commercials, many small businesses and people are claiming their piece of the opportunity. The proverbial pie has indeed gotten bigger. In addition, tests have shown that traditional online sales pages convert at 2-3% while those using video convert at 8-11%.

In both offline and online marketing efforts, most businesses focus on persuading their customers by using logic and unique product features. While that can play a role, as you know already, people buy based on emotion and back it up with logic. You probably experience this every day when you watch television commercials. The ones that are most popular and move you to actually buy the product are those that evoked a strong emotion within you.

So how do you begin to leverage emotion through your online videos? The key lies not in WHAT you tell your viewers, it rests in HOW you communicate with them. While some would consider themselves “naturals” in moving people emotionally, it is absolutely a skill that can be acquired by discovering the fundamentals of how the mind works, and applying the proper system.

While Hollywood has distorted the phenomenon of hypnosis to a resemble a form of mind control as a way to create compelling plotlines, the concepts upon which hypnosis is based are very real and useful to the savvy marketer.  Simply put, hypnosis is an altered mental state in which one does not use their critical, logical mind to evaluate information before accepting that information and acting on it.  By understanding the science behind hypnosis, will allow you to transform your videos from ordinary to powerful tools that will compel your customers to take specific actions like signing up to your email list or even purchasing your product!

Foundations of Hypnotic Communication

There are two parts of your mind: the conscious and the subconscious.  The conscious mind is your mind’s “gatekeeper”. It is responsible for logical thinking and reasoning, and the voluntary actions you take such as moving your hand to pick up an object. Your subconscious mind is like a computer, with no reasoning or making value judgments. It’s that part of your mind that controls involuntary actions such as your breathing, blinking, heartbeat, and emotions. It also stores all your memories and experiences.

Dr. Ray Birdwhistell of the University of Pennsylvania studied human non-verbal communication, or kinesics. He understood that a person’s words contributed only a portion of the overall message they were communicating. By filming people in social situations and analyzing their interactions, he discovered that there was much more being conveyed in a conversation that what was being said.  His research showed that a person’s words only accounted for 7% of the message being conveyed.  Body language accounted for 58% and voice tonality accounted for 35%.  Video allows you to use the entire spectrum of communication to deliver your marketing message and more effectively influence your audience.

Everything we as individuals have experienced in our lives is based on the filtered translations of the outside world. The filters and translators we use are our 5 senses: sight, sound, feel, smell, and taste. The more senses we engage in our communication with others, the more likely they will receive our message. We want to engage our audience’s senses directly. The key for more successful delivery is to relate those abstract concepts to tangible, sensory-based experiences. Great communicators (e.g., salespeople, orators, authors, teachers, etc.) throughout history have shared this rare talent.

Hypnotic Techniques for Video

To create more effective and influential marketing videos you must use these psychological foundations as part of your video creation process (i.e., concepts, scripting, post-production, distribution).  Here are a few ideas you can begin using immediately.

  • Build rapport by identifying with their current point of view and where they want to go.  This will significantly reduce resistance from the conscious mind.
  • Tell lots of stories to get people engaged in following your train of thought.  In order for them to comprehend and identify with your story their conscious mind must accept what you’re saying as true.
  • Music is one of the most powerful ways to engage people’s emotions and other subconscious triggers.  Using appropriate intro or background music to your message is a key hypnotic influence strategy.
  • Make sure you (or your spokesperson) use body language and voice tonality to reflect the way you want the customer to feel.  For example, if you want them to feel calm and comforted by your message, you may want your voice to be quiter and slower, and your gestures to be slower and more reserved.
  • Engage your audience’s senses even more by using appropriate visuals (movie clips, photos, props) and audio (sound effects).  While these elements can be incorporated directly into the video, eliciting a strong sensory memory can be just as effective (e.g. tell them to remember the smell/taste/touch of their favorite meal).

As more people and businesses use video as a means of online marketing, you’ll want to use these techniques and many more to differentiate your message and ensure your audience gets the greatest impact.

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You asked for it, you got it!

A couple of weeks ago I sent out a survey asking folks what they wanted to learn most in my upcoming trainings.

The overwhelming majority of respondents wanted to learn two things: how to automate their marketing, and how to get found on Google.

So keep an eye out for upcoming training events from me on those two topics.

In the meantime, let me give you a quick lesson for getting found on Google.

Assuming you’re wanting to get found in order to generate more money for your business (and not “I’m #1″ bragging rights), there are two key points you must pay attention to when it comes to making this happen.

FIRST, you need to is stand out from your competitors.

While most people that hear this thinks it means “get my website to the top of the listings” that’s a pretty limited viewpoint.

While position CAN work in your favor, there are a variety of other ways to get noticed by your customers: star reviews, headline and description copy for your listing, maps location (if you have a physical location), and images.

SECOND, you need to make sure that whatever web page you’re sending those “clicking customers” to will convert them to take the next action in your marketing sequence (e.g., clicking on a link, calling a phone number, filling out a form).

One of my favorite (and most effective) ways of setting my clients apart from their competitors that can handle both of those at the same time is video.

When Google puts a video on the search results page, it adds a thumbnail image to the listing, making it stand out like a sore thumb.

Here’s an example:

Because video adds another level of complexity to online marketing, most businesses are NOT using it as a marketing tool.

In addition, tests have found that pages with video convert better than those without video by up to 30% with some reporting up to 400% increase in conversions.

So what does all this mean?

Time get a jump on your competition and start using video right now!

Cheers!

Philipp

P.S. I’ll have more trainings specifically on video marketing in the coming weeks. If you have questions about it, just COMMENT below and I’ll be sure to address them on the trainings.

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Confessions of a hair clip expert

When I was growing up, I had my fair share of cool toys: Transformers, GI Joes, Legos.

But I also had equally good times improvising playtime with my sister’s – wait for it… hair clips!

Her spring-loaded plastic clip became a catapult that launched paper balls.  Her banana clip doubled as my futuristic x-ray vision visor (way before Star Trek thought of it).

It’s interesting how karma works out though….

With two daughters I’m now a hair clip expert – which includes hair brushing and ponytail tying.

While the older one is does a pretty good job of keeping her barrettes and scrunchies in her hair, the youngest isn’t quite there yet.

I put one on her, she takes it out.  I put it back on, she takes it out and throws it across the room.

She just doesn’t like having anything in her hair… or so I thought.

The other day I noticed a sly look in her eye that made me finally realize what was REALLY going on.

It wasn’t that she didn’t like having a hair clip on…

It was that she was playing a game!

“Let’s see how many times I can get this stooge to do this,” I imagine her laughing to herself.

What you think is happening isn’t always the case.

For example, when asked the question, “Why do your customers leave you?” most business owners would guess that their lost customers are going to competitors.

But according to data from the Rockefeller Corporation, only 14% leave due to competition.

68% leave because of “perceived indifference”.  They simply feel that the company or people they dealt with just didn’t care about them.

How well do your customers know that you value and care about them?

Are you sure?

Cheers to your success!

Philipp

P.S. I’ve just completed editing the video recording from last week’s book signing and marketing seminar where I share more lessons on “How to Turn Your Business Around Overnight in 3 Simple Steps”.

But at this time I’m only making it available to those that are helping me help the homeless by purchasing my book from the website.  (I’m donating portion of the book sales to Union Station Homeless Services.)  To get your copy of the book and the link to the video, just go to http://www.bodybuildersintutus.com/bizturn

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