Gotta a huge response back yesterday. Lots of questions on how to use the Wall Street Journal article on Medical Hypnosis.
Unfortunately I was off-the-grid yesterday running my Business Mastermind group. (Got some KILLER new ideas… more on that another time)
So I’m going to tackle the questions today.
You asked for ideas on how to use the WSJ article in your marketing.
Hold on to your hat, cause I got a TON of em!
Let’s dive right in…
*** From David A. in California
Thanks for this article.
How can I best utilize this info? I can offer help for IBS now and I’m brushing up on my pain management skills.
>>> My comments:
Using this article specifically for these Niche specialities is a smart idea. Here are some ways you can do it:
Use snippets from the article in multiple emails sent out to both prospects and existing clients.
For prospects, use the parts of the article that are tied into the problem they are looking to solve. The article mentions both Pain Management and IBS research studies, so for you this is perfect.
For past clients the article gives you are “reason why” to be writing about those things (IBS, Pain Management, etc.), and you can ask them if they happen to know anyone with these problems, and to refer them.
And you should definitely use the names of people in the articles to look up their actual research papers. Get the abstracts and give these to doctors when you go after medical referrals. (Credit to Melissa Roth for this idea)
*** From Nicky C. in the UK
Thanks for a great email. You said to get in touch for ideas on how to use the article. I’ve tweeted it. What else can I do? Any advice would be greatly appreciated:)
And another similar question…
*** From Miriam G. In New York
Thanks Craig. Have sent this out and posted on LinkedIn so far.
Would love more ideas.
>>> My comments:
First thing, good job to both of you for TAKING ACTION immediately!
Here’s some other ideas for using the article in your marketing:
- Send it to prospective new clients in email.
- Put article in a binder in your waiting room, along with other articles about hypnosis and printed testimonials
- Frame the top part and put it on the wall of your waiting room/office.
- Send out in your “new client welcome package” which they get BEFORE first session.
- Write an article on your blog and reference the article
- Have a section of your website called “hypnosis in the news” and link to the article with a screen shot of the Headline.
- Reuse these writings in other places such as Article directories, local publications, Stumbler blog etc.
- Create a video out of one of the articles or emails you write and put it on YouTube.
- Write more emails pointing people at the video
- Pitch a story idea to local news outlets referring to the article and offering to provide professional comments about hypnosis.
- Print it out and send it to your personal doctor, dentist, physical therapist, massage therapist etc. These folks can be great referral sources (See “How To Build An All Referral Practice” for more about referral sources)
Or you could do some Publicity Marketing like Mark…
*** Mark J. in Texas
Thanks for sending this, it smells like another Press Release opportunity… I got a TON of exposure after Paul McKenna appeared on Dr Oz… my 2 online PRs are my most popular ever, and last time I looked they were at or near the top in google…
Now we have another opportunity for online and local PR…
>>> My comments:
Awesome! Seize the opportunity.
I’m a big fan of using Publicity in your marketing, which is why I created the program How To Use Free Publicity To Get More Clients.
*** From Linda D. in Massachusetts
That’s a great article!
One question regarding how it concludes — In your opinion, what is the best way to handle the article’s advice to be leery of “lay hypnotists” and only seek out a state licensed medical or mental health professional who is trained in hypnosis. Every great article or book seems to caution people in this way — and yet we often have far more training in hypnosis than those who are licensed to practice medicine. Frustrates me.
But from a marketing stand point, what would you suggest is the best way to address that part of the article?
And James also has concerns…
*** From James H. in Texas
I’m totally with you on the fact that this article is a good thing and that we can use it by extracting certain quotations from it.
However, I suspect most of your audience is non-licensed, and the article quotes unnamed experts as warning that clients are safer going to licensed health-care professionals.
Any thoughts on this?
And also Zack…
*** From Zack R. in Canada
How do you suggest that those who are not medical doctors or licensed psychologists use this article in promotion of their business? As this article is clearly advising one to only seek the help of someone who is licensed.
>>> My answer:
Most people don’t care much about licenses and certificates.
What they care about is “can YOU solve my problem???”
Scott Sandland works in dental offices, rehabilitation clinics and gives lectures at the University of California Irvine Medical School.
Scott is booked solid and has a 6-figure practice. To my knowledge no one has challenged him on not being a licensed medical professional.
Besides your average human won’t bother to read the whole article. Most won’t read it at all, but the fact that it EXISTS is proof enough for them.
If you’re really panicked about this kind of thing, just get copies of the research studies cited in the article and use those.
My karate Sensei likes to say “People worry too much about stuff.” What he means is focus on what’s important and what you can control.
This is sage advice.
*** From Marc. C. in New York
Thanks for the tips.
I’d love to pick your brain with with the “how” of using this proof.
>>> My answer:
The best way to ‘pick my brain’ is to hire me for a business consultation.
Marc actually knows this already, because he did it a few years ago when the economy tanked.
And to his credit, he took MASSIVE action. Which is why he’s doing well even in this crappy economy.
I’ve listed over a dozen ideas today. I know Marc will use at least half of them right away.
What will you do?
Ever feel threatened by a pastry?
Apparently some TSA folks do.
The great cupcake scandal erupted a few days before my surgery. (Surgery went very smooth, thanks for all the well wishes).
Stick with me on this, there is a valuable marketing lesson…
If you’ve ever traveled in the USA, you know how inconsistent airport checks are.
Seems a cupcake purchased in Rhode Island, made it through east coast airport security with no problems.
But Las Vegas deemed the frosting on the tasty treat to be a threat. (I am not making this up)
And said cupcake was confiscated.
The owner of the cupcake was less than thrilled and did not have kind things to say about the reasoning powers of Vegas TSA agents.
Which brings us to the marketing lesson.
Kelly Colgan, owner of Silver Spoon Bakery created a “TSA Compliant Cupcake”.
This first ever compliant pastry also comes with a TSA boarding pass and a picture of Richard Nixon saying “I am not a gel”.
They also dubbed the cupcake confiscation “Cupcakegate”. And then began to send out press releases.
The results are impressive. So far this bakery has been featured in
- The Los Angeles Times
- The Huffington Post
- ABC News
- Business Insider
- Time Magazine
- Fox News
They even created a key word focused website.
These are some smart cookies!
I’ll bet this bakery is always on the lookout for opportunities like this, and this one went viral because it hit a nerve with people.
Plus, I’ll bet they had fun putting this thing together.
But the most important metric is sales, and in follow up interviews they had this to say:
“We’ve been shipping all over – one of our most recent orders being a US Airways pilot! We’re looking to expand into airports and partner with national chains and local vendors to offer our unique treats.”
And this is why I am so big on using publicity in your marketing.
Will you always hit homeruns like this?
But if you are persistent, you will get stories.
And one good story can bring in a LOT of new business.
Need some help using publicity in your marketing? Check out my low-cost program How To Use Free Publicity To Get More Clients
How would you like to be on TV?
Or interviewed on a local radio station?
How would you like to have a full page article in your local paper or news website?
All of these things can happen from sending out a 1-page document.
In fact, many hypnotists have been featured in local media including
- Debbie Lane (Tampa FL) – St. Pete Times, TV & radio
- Greg Turner (San Diego CA) – Featured as hypnosis expert on Good Morning San Diego KUSI TV
- Debbie Papadakis (Toronto Canada) – Oprah Magazine, radio
- Delores Merrell (Pennsburg PA) – Front page story Times Herald
- Scott Cooper (Lake Orion MI) – 4 newspapers and 101.0 WRIF radio in Detroit
Scott Cooper sent out press releases for World Hypnotism Day in 2008. He later told me…
“I’m truly off to a great start, I have appointments all the way to the end of next week
and I still have more people to call and turn into clients!”
Sending out press releases can have a HUGE impact on your business.
You won’t get a story every time, but if you send out releases regularly you will get media coverage.
And one story can have you fully booked for weeks.
Publicity Marketing is one of the top 3 low-cost high-return ways for a hypnotist to get new clients.
Best part… it only takes an hour or two at most.
And that’s what this month’s Marketing & Practice Building Teleseminar is about.
My Guest Expert, Kathleen Hanover has 20 years of experience in publicity.
She’s helped Scott Sandland get a feature story in the Los Angeles Times.
And she’s going to show you…
How To Write A Press Release That Gets Results
Register now, and mark your calendar so you won’t forget to join in.
Here’s the details:
Date: Tuesday, December 6 Time: 4:00pm Pacific, 7:00pm Eastern Length: 60 Minutes presentation, 30 minutes Q&A Guest Expert: Kathleen Hanover REGISTER: Click HERE To Reserve Your Spot Sponsored by: HypnoThoughts.com
As always, there is no charge for this event.
Press Release Makeover
On this teleseminar Kathleen is going to do a Press Release Makeover for one lucky person.
A complete re-write of a press release sent in (details below). And she will SEO optimize it and send it out through a newswire service used by top tier PR & media professionals.
She normally charges $500 for this service.
This is going to be a fun teleseminar, see you on the call!
Note: I will attempt to record this for those of you who may not be able to make it. If the recording is successful the replay will be available for 72 hours after the event.
You must be registered to get access to the replay!