The Transparent Hypnotist

 
Photograph by Yogma(cc)

One last quick look. The coupon dates are correct. The word hypnotist is spelled correctly. The numbers in my phone number are in order. My physical address is listed. The advertising notice is at the bottom of the message. All my collected client email addresses are in the blind, carbon copy section of the email and I click send. Out across cyber space my words, thoughts, and specials are on their way to hundreds of customers. For this moment I feel satisfied. One more thing to check-off as done on my marketing to-do list. 

Of course the next thing that will occur is that I will swig another sip of Tarajulie tea and wait. Yes, there it is:

“Vous avez le courrier.”

I have mail. And there they are – the several wrong address, cannot find, have been blocked email reports. I begin to update my contact list. What will soon follow are the various people who will “opt-out” of my emails. At first, it used to depress me, each ping back to my email box was a stab of personal rejection. But, now days (unless the responses are really nasty), I accept the rejections without much thought. I respect people’s desire to cut back on what they consider spam. After all, I want the same respect (I really do not need car sale email everyday from a company in Nebraska, which is quite far away).

Personally, though, I used to rarely take the opt-out for most spam because I feared that it would just create more spam, showing the spammers that I was a live one. Then I opened my own business and decided use email advertising. It has been a sometimes painful learning experience, but a good lesson overall.

Enter The CAN-SPAM Act. This states what a commercial marketer can and cannot do legally in regards to email marketing (and the penalties of disregarding it are rather fearsome). I share this with you for two reasons. One, if you are running a small business in the US, you need to know about this and comply (if you want to appear legit). Two, if you are a consumer, here is how to tell if companies comply with The CAN-SPAM Act and therefore you are safe to “opt-out.” This is straight from the Federal Trade Commission’s web site:

1. It bans false or misleading header information. Your email’s “From,” “To,” and routing information – including the originating domain name and email address – must be accurate and identify the person who initiated the email.

 

2. It prohibits deceptive subject lines. The subject line cannot mislead the recipient about the contents or subject matter of the message.

 

3. It requires that your email give recipients an opt-out method. You must provide a return email address or another Internet-based response mechanism that allows a recipient to ask you not to send future email messages to that email address, and you must honor the requests. You may create a “menu” of choices to allow a recipient to opt out of certain types of messages, but you must include the option to end any commercial messages from the sender.

 

4. Any opt-out mechanism you offer must be able to process opt-out requests for at least 30 days after you send your commercial email. When you receive an opt-out request, the law gives you 10 business days to stop sending email to the requestor’s email address. You cannot help another entity send email to that address, or have another entity send email on your behalf to that address. Finally, it’s illegal for you to sell or transfer the email addresses of people who choose not to receive your email, even in the form of a mailing list, unless you transfer the addresses so another entity can comply with the law.

 

5. It requires that commercial email be identified as an advertisement and include the sender’s valid physical postal address. Your message must contain clear and conspicuous notice that the message is an advertisement or solicitation and that the recipient can opt out of receiving more commercial email from you. It also must include your valid physical postal address.

Many thanks to HypnoMedia for reminding me about the relevance of this. He recently sent me a wonderful link to The World Privacy Forum’s Top Ten Opt Outs to help cut out annoying marketing material from one’s life.

Art by Rakka

A little while ago, a message was left on my answering service. The voice, feminine and almost childlike but with a lilt that suggested a few years beyond adolescence, referred to me as Ellie, not Ms. Blunt. The connotations of that message indicated that she knew me and needed my help. As I put on water for tea, I admit, I racked my brains trying to figure out how I knew this person. Sure, it would mean a new client, but how did I know her?

On the consultation day, in walked one of my various bank tellers. What surprised me is that she knew that I was a hypnotist. It was not as though she randomly chose me out of the phone book. After the office niceties (would you like a cup of tea?), I had to ask her how she knew I was a hypnotist. Now for those of you who are very clever and think that she was a very astute teller (which it turns out she is) and looked at the details on my checks and deposits, think again. Everything is in my name - Ellie Blunt – and that is it. Her answer was that she had heard me conversing with someone in line while waiting my turn. It apparently was another client who had told me he was doing well, but had also mentioned enough to let everyone around us know that he had been to me for my hypnotism services.

Call it a jolt of inspiration, call me late to the party, but some of the ideas behind Guerilla marketing have been tapping me on my subconscious shoulder since that moment of discovery. If one can get a client from a miscellaneous conversation at a bank, what if one carried it farther? With the printing of personal checks or even business ones, being relatively inexpensive, does it not make sense to use checks and deposit slips as potential marketing tools? If you used a company like VistaPrint, you could get something eye catching and noticeable (not your standard safety checks) that convey your message, be it a blog or a business. You could put your logo on the check or you could use a design template from the printing company that would match your business cards, brochures and stationary (if you do not have your own designer). Sure, your checks might only hit a few people, but it would be a consistent thing and that helps build brand recognition and consumer trust.

I am still on the subject of chairs, not completely ready to let it go. If you read my post from yesterday, I mentioned a phenomena that happens when a certain type of person sits in a particular chair in my waiting room. Indeed there is definitely a psychology to the height level of seating and such when it comes to interview scenarios. In the hypnosis setting, it seems a little more difficult to figure out appropriate seating (for the waiting room and such). In some ways, it is the client who is interviewing both me and hypnosis. In many ways, it is I who am the one interviewing the client to see if they are good match for my services. Since I let the client choose where they will sit (even though I face the clip board with the intake form placed toward the couch, those who choose the chair have no problem picking it up and moving it). So, I do not really think of it as manipulation. It is just interesting the type of person who chooses the chair and their response to me.

When involved in the pre-session (and overall process), I utilize NLP techniques of mirroring a client. It is a subtle thing. If they cross their leg, I do the same (mirrored) and so on. It really seems to help those who are nervous because the mirroring will either put them at ease or allow me the opportunity to guide them into a more relaxed posture. The key is subtly and reading their body language.

So, with this in mind, I have to wonder if the waiting room arrangement should be tweaked. I like the couch because it is comfortable for family or friends who have to wait. Yet, maybe the waiting room is not the place to do the pre-talk. The session room is a little bit better because the recliner, when upright is about the same level as the chair in which I facilitate the process.

But then I think that maybe it would be good to do the pre-session in my office. I am not too keen about sitting behind a desk (and I use a computer armoire). I have a notion to buy a couple mission style chairs (they will go with the armoire). This way they are the same height. Sadly, with the economy, I cannot just go out and buy a couple and give it a go. However, I may look into the old-fashion (but rather brilliant) notion of doing layaway. That way I commit to the chairs, pay for them slowly (eight weeks) and I do not have to over extend the credit card. Being a Martha Stewart fan, Kmart carries her mission style furniture (see above). Maybe it is time to get back to basic and try the Kmart Lay-Away idea.

Just a few thoughts.

When it comes to the stock market or things of that nature, I am an ostrich. I bury my head in the sand (lots of soft comfy pillows) or effectively decide not hear what is being said by putting my hands over my ears and saying at the top of my lungs, “La la la la.” Very mature, I know. My personal plan is to hold tight and hope it all works out - you know, meditate for the world that all these issues will be healed without too much suffering on our parts. That is the one thing that I have within my power to do.

However, in talking with a networking group the other night, they turned my ideas about the stock market upside down. I am discussing this here because hypnosis is all about making positive changes and dealing with suggestions (and oh yes, our friend the subconscious - that’s Ms Subconscious to you) and this conversation effectively changed something deep within me, enough so that I have (for the moment) brought my head out from under the pillows.

The conversation started innocently enough. Someone suggested that I turn the Transparent Hypnotist into a business, rather than just a blog (hmmmm). Then there was the joke (I think it came out of my mouth) that I could get a bunch of investors and eventually be traded on the floor of the stock market (sarcasm at its worst). I think this tangent played out a bit more, but the words were spoken and the only thing I heard for a few more moments was “la la la la la la.”

When my coffee cup was empty, I let go of my mantra and was sucked back into the conversation. The group was still discussing supporting the once and future Transparent Hypnotist commodity. As I looked at the faces of these coffee guzzling women - women who I respect very much - a few actually looked serious. And here is where my ideas about the stock market have begun to change.

“Now does not seem like a good time financially to try this,” I said, feeling grounded.

But one disagreed, “Now is perfect. Your would start low - you’d have to. We’d all come in at this great price and like you say - we ride it out.” Great - tons of responsibility on me and we all just ride it out on my back. Anyone got a horse and a sunset?

As it turns out, my groups is hopefully about positive, BIG changes that are around the corner. Things are so crazy, that like the philosophy of Inner 8, we all just need to take back our finances and be responsible for them. Using analytics and having a sound investing community where like minded people work together (like social networking for investors), this might help us turn the tide away from the big corporations that only see our dollar signs and not the inherent value of a company or investor. It is a total change in the idea of business and investing and as one of my lady friends said, “it aint all about the all-mighty dollar anymore.”

Anyway, after another cup of coffee, I said my ados and left with no promises of allowing this blog to be turned into big business (yet). So, rest assured, it will remain a home grown blog (still taking the occasional sponsorship but remaining true to my daily planner).

FreeDigitalPhotos.net

Money. What a complex little word that teeters on the edge of the abyss of hate and the shallowness of artificial love. It is the thread that is woven throughout our day-by-days and as we all know (US people especially) that the thread is fraying. But, I am not going to do a diatribe about the economy. There are enough other people doing that (and some doing it well). Instead, I am going to make the subject more personal.

Sure I could use more money (but couldn’t we all and there is the rub…when is enough enough?), but my topic today is more about receiving money than wishing for it.

For those who own their own businesses or run someone else’s, do you ever notice that occasionally there is some block that you need to overcome but don’t? It is the thing that most other businesses do and use successfully, but for some odd reason you rebel against it? It could be networking, advertising, changing hours, or, as in my case, accepting credit cards. Maybe it is the idea of the fees involved, the complications, the sheer paper trail. I just don’t know. And I am willing to state that I am hypocritical - I use credit cards for most everything and am miffed when someone does not accept them. Go figure.

But, like those in the more New Age lifestyles, I have begun to pay attention to the signs the universe is handing me. And the sign is clear (d–mit). It is not some spiritual awakening concept like be patient with the teenagers at the grocery store for they need compassion, too (well, they do). Nope, the sign says “accept credit cards.” Augghhhhh!!!! No longer do I seem to be able to get away with cash, checks, and pay-me-before-the-session-on-PayPal. Those days are over. It seems to be all about credit card processing.

I spent last week and yesterday, billing clients who came unprepared to pay for their sessions in the ways that I specified in advance. It was not just one. It was several - all in a row.

So, I am curious, how do you all handle being paid for your services?

This is not a problem I can go lightly into, I realize that. I have begun to compile a list of what I would need in a merchant account. These include:

• Minimal fees (none would be fantastic)
• Merchant services that I am not stuck with for a long period (if I hate it)
• Heck, a free credit card machine (after all, the company is making something off my services, I should get a little something something)
• And a free merchant service account

In doing a few moments of research, I discovered that OnlineChecks.com seems to offer these very qualities. Does anyone have any experience using this company? Am I missing anything?

Photograph by katmere

The coffee is in a to-go mug and I am already half-way out the door. All sorts of craziness.

Anyway, since I have to do this at a quicker pace than I would prefer, I have been thinking about the whole idea of a hypnosis franchise (yes, I am thinking of Positive Changes). My partner has been privy to my comments about the whole Positive Changes franchise issues. He asked me an interesting question, though.

“Why didn’t you go the franchise route when you opened your practice?”

Good question. First, I admit it never occurred to me. I always knew I would study the arts and science of hypnosis and when I was comfortable with my abilities, I would begin building my own business with my own credentials, my own style, my own way of doing what I do. And maybe I am a bit dim here, but I had never heard of a hypnosis franchise.

There is a part of me that abhors the idea of a hypnosis franchise, but that may be me being judgmental and righteous (and that sucks). I guess I feel it makes it all business, and the business is foremost (or making money) and hypnosis or helping people make positive changes is secondary. I suspect I could be wrong here. I think of the place with the golden arches - why else would you open a one of their franchises?  The money, of course. And maybe that is why I am not wealthy - because it is hypnosis first and business second.

What are your thoughts?

It was one of those nights I do not actually remember sleeping. Yet, a half a pot of coffee later, I feel fairly awake. How about you?

I am looking at my pile of snail mail and I noticed a friend of mine sent me a postcard for an event she is hosting at her office. The postcard itself is quite lovely, glossy card-stock with the image of a painting on it (she is having an art show). The back side, of course, has all her information. It is pretty snazzy and it looks expensive.

She and I have discussed her postcards before. This is not the first time she has sent me something like this. They arrive fairly frequently. I have once heard that such mailings are usually tossed aside and show little return for the effort. But in talking to her, I asked what this sort of marketing does for her business. She says it usually brings about a 15% return. Now granted I do not know the marketing statistics, but I suspect this might be pretty good. So, then I asked her what she feels is the key to her success with such promotions. Her answer was two-fold.

To have a good return on a mailing, it all depends on the content. Is the item something you might want to look at - good design, not too much text, and good quality paper (especially in terms of post cards)? If so, it is probably a winner. I admit I asked about the cost of producing such a thing. Seems like that would entail hiring a designer (gotta do it right) and spending a lot on actual production.

“No, indeed,” was her response. Apparently she actually uses vistaprint.com for her mailings. She utilizes their coupons and splurges on graphic design. She uploads her image onto their site, gets an electronic proof back and there you have it - Postcards done cheap (and well). For a little extra, they will even handle mailing it for you.

Interesting idea. I know when I wrote about vistaprint.com before, a few of you mentioned that you use them and have had good luck (as have I). So, if this has inspired you to give such a mailing a go, the coupon code for 50 Free Oversized Postcards is PC50. (P.S. - the image above is one of their free designs…I just liked it).

When a friend of mine got into real estate, he asked me what photographer I used for the photograph that is on my business card. He liked the quality and the message I was sending by using a professional photographer as opposed to having my partner snap a quick picture against a white wall. He wanted the professional look for his card and ads as well.

That made me step back and really think for a few moments. Why on earth I had I originally put my photograph on my card? Had I been peddling my hypnosis practice like selling Austin real estate? Well?

So, as I sipped my free-trade cup of Joe and looked over the rim at my would-be-real-estate-mogul friend, I asked him why people in real estate put their likenesses on everything from cards to signage.

He sipped his expresso or rather tossed it back like a shot of libation.

“I want people to know who I am. My face is my brand recognition. Just because my company was rated the number one residential real estate team in Austin by the Austin Business Journal, I want them to know me, the human element of the company. If they like the way I look, they will come to me. If they don’t…”

Hmmm. I see that. Had I become snarky in my high-brow healing modality? Had I begun to think I was better than everyone else and was now questioning my own purposes in having a picture on my card? Were my reasons any different from the millions of real estate agents who do just that?

No. Subconsciously I guess I have always known that my picture might influence someone to try my services. The picture shows people “me” (or my outer representation). Maybe the set of my jaw or the closeness of my eyes will make some people feel more comfortable and for those who do not like red heads, well…there are other hypnotists in the world. I had never really thought of myself as the “brand,” though, thinking more conservatively that branding was the logo, the consistency of materials I use, and such. But maybe there is something to the idea that I am part of the brand, just like soda is part of the Pepsi branding. It may be the product as well, but the taste is part of the package. Who am I to deny that people do judge books by their covers and so on. I am guilty of purchasing items because I like their label design. I image I am not alone.

Do any of you use photographs of yourself to self your services? Do you think it helps of hinders?

Do you ever feel really tired after learning a lesson through experience?  I do.  Very tired.  The Irish Breakfast tea is just not cutting through it today. And on each email ping into my inbox, I feel even more ready to crawl under the warm protection of my quilt.

Maybe you are thinking I went ahead and began my next university degree in neuroscience.  Yeah, that would be me. Not. That would probably also feel more like tired in a positive way.  My tiredness does not feel like the exhaustion of something well done, but of something that has gone totally amiss.

I recently participated in a women’s expo, setting up a booth and all that.  Part of my rental package included a list of emails of event attendees of whom I could entice with marketing.  It sounded good.  Basically the emails came from people participating in the hourly door-prize drawing.  We each had to supply a prize.  For those participants who wanted the opportunity to win said prizes, they signed up in agreement that they would be marketed to by us.

How has that all worked out?  Rather poorly.  I sent my first email out to these 200 people, introducing myself as a vendor from the expo, gave them a special offer, and of course added the disclaimer about unsubscribing to the future emails.  After a few weeks what has been the response?  Only those people who signed up for more information at my booth were worth the trouble.  The 200 sum-marketing list proved a disappointment.  I had more interest for “unsubscribing” than anything else - plus a few outraged husband-types who told me to leave their women alone (okay, that is priceless) even if they called for an appointment.  Granted, this is the Bible belt, but for goodness sake….

Now I am just so sleepy.

So here we are, Monday morning it again. As I sip my very hot (new cup and the heat is unexpected) cup of Darjeeling, the office phone has been ringing. No, no new clients yet, but solicitors (non-profits in the throws of fund-raising). It would be one thing if they were soliciting for causes near and dear to my heart, but they are for things that seem odd to me. Buying circus tickets for children (not even under-privileged), buying advertising so the local cheerleaders can go to France (I do not have children and I did not go to school here), or one that I think is particularly good, but am appalled that it is not state funded - bullet-proof vest for the local police officers. Needless to say out the three, I would be most apt to support the last. But business wise, I choose my charities carefully. I feel bad saying ‘no’ (I suspect I am supposed to) but really, I really do not understand how seeing a circus can truly help some or why can’t those cheerleaders parent come up with the funds. I did not fund-raise for travel when I was a student or expect others to fund my fun

So, here is the real thing, I am at a point of not answering my business phone. I decided against hiring a receptionist long ago, but this is getting annoying. I do not answer the phone when I am in session and people leave messages. Why would this not work all the time? My partner says he believes many people will not leave messages because it would be awkward to have a hypnotist return a call. Perhaps they do not want other people to know they are thinking about seeing a hypnotist. Now I wonder if I do lose clients when they get the answering machine. I thought we had transformed into a “talk to the machine” society anyway. Did I miss something?