Disclaimer: Transcripts were generated automatically and may contain inaccuracies and errors.
This is the Work Smart Hypnosis Podcast, session number 284. If I had to start all over. Welcome to the Work Smart Hypnosis Podcast with Jason Lynette, your professional resource for hypnosis training and outstanding business success. Here’s your host, Jason Lynette. So before we get started here, let’s go back in time and I would encourage you to go take a look at episode number 100.
83. This is a podcast episode that’s actually a broadcast of a hypno thoughts live presentation that I gave called Pack Your Schedule, the Fully Booked hypnotist, which will link to that in the show notes [email protected], which even before I get into the information here, What I wanna highlight is in that presentation, which again is, you know, available as a podcast.
It’s also on YouTube. We might even just embed it in the show notes at Work Smart Hypnosis for this week’s episode. That’s where in the shape of a little less than two hours, I detail step by step exactly what I did to get my hypnosis business up and running, and, uh, just call out what that presentation was.
I had so many people asking the question about What would you do? How’d you get started? And I offered that presentation to the Hypno Thoughts Live convention and filmed it. And now if I’m ever in a form and someone asked the question, I share the video of it. Because it’s all there. Then again, we find ourselves in rather interesting times as a bit of the theme.
And for those that don’t know me yet, I’m Jason Lynette, and this is the Work Smart Hypnosis Podcast. This is a series that’s been coming out for well over six years now, and the nature of running several different six figure hypnosis businesses as I teach the business strategy, as well as how to work more effectively with our clients.
And you can find out more by. Any of the other 280 episodes of this series, and we’re taking a little bit of a format break this month of August as we’ve got a project that’s in the works that’s drawing some attention, but also there’s, again, if you heard last week’s episode, some specific themes and content I’ve been wanting to share.
And this is the perfect time to go solo episode and give you some, either focusing or refocusing strategies. So if I was to get started in the business, Right now. And the cool thing about this, I hinted at this last week, the trainings are filling up even faster right now for certification courses. That there’s enough people going, Hey, here’s something I’d rather do.
Let me learn how to do it from someone who helps people to launch professional careers. So there’s this massive shift that’s going on in the world right now of people kind of refocusing their goals because nothing like a global pandemic to wake you up and go, Hmm am I really happy. Doing what I’m currently doing, and that’s part of what the inspiration for this week’s episode is.
So before I get into some of the specifics here, I wanna share with you some bigger picture themes. And it’s the nature that my. Promise to you is I’m not just gonna be the person who knows how to run a hypnosis business back to 2009 or so when I opened up shop with Virginia Hypnosis in Virginia. It’s instead, I’m still gonna be that person who knows what’s gonna make your business work and tick and be successful and massively scalable even 20, 30 years from now.
That if you understand the psychology behind the sales process, It all writes itself. The same is in Dave Elman’s words. If you understand the rules of hypnotic suggestion, there’s not a person in the world you cannot hypnotize provided that person wants to be hypnotized. Go to YouTube, find the video clip for a catalyst induction.
You’ll hear those words from the man himself. So as we talk about business here, which is the theme this week, there’s a few nuances. There’s a few psychological mental triggers that need to be addressed before we get specific, because the formulas will never. The platforms will be different. The strategies will be the same, but it’s where we do the messaging is going to continue to shift, and I’ll highlight that as part of this week’s episode.
So there’s a sequence that occurs in someone’s mind. They have to move through a journey from no, like trust before they’ll ever buy. So too many people in business, Not just within our industry, are trying to consummate the sales relationship before they’ve even gone on the first date. So no, like trust in buy, which is a promise to you.
Those of you that have been in business already, those of you that have perhaps had other career paths, those of you that have maybe experimented with different bits of marketing, you’ll likely be able to think back to specific things that may not have worked as well as it could have. And from some of the filters that I’m going to share with you, you might be able to d do exactly why they didn’t.
So the journey from no to like to trust, to buy in the BNI world, Business Networking International, they talk about visibility, credibility, and profitability. And again, this is a journey that if you don’t have visibility, it’s hard to get credibility. So, you know, Kevin Costner and his ghost dad in, uh, Field of Dreams, if I have the story right, if you build it, they will come.
Uh, not quite. You gotta tell people you’re there. So that’s where that visibility, that’s where that know, and in some way like comes into play from here. It’s where through our messaging, through what we broadcast to the world around us. Not just putting the good energy out into the universe, but by actual effort.
This is where we build that trust factor. This is where we build that like factor. This is where we build that credibility factor. And unless any of these things are established, it’s kind of hard to go to buy. It’s kind of hard. To get to profitability, which let’s draw a clear line here. You know, we’re offering a different service than, let’s say you’re in the Dollar Tree because they’re not doing 4th of July fireworks.
The story’s about to get oddly specific. They’re not doing 4th of July fireworks, and you don’t want your seven year old blowing his good handoff because he. Broke the bone on the other, other hand, perfect button by the way to this year, uh, . So you’re buying, uh, 20 bucks of glow sticks at the Dollar Tree because that’s what kind of day you’re having.
But then you’re at the Dollar Tree and you know what? I need super glue and it’s in the impulse by section of the store and hey, why not? It’s an extra dollar. I’ll get it. You know, that didn’t require no like trust and buy. That was really just convenience and matching up to a need. And a retail shop, like a dollar store, you know, can be something of that nature.
You know, I’ve got a tripod that’s broken, so I’ll throw on the mask and I’ll go to Home Depot and I’ll then get the little wing nut that I need to make that piece of the tripod. Well, I’ve been to that Home Depot before. I know it’s there cuz I’ve seen it and I’ve credibility cuz I’ve bought from there before.
And I’ll throw what’s probably gonna end up being 35 cents for the wingnut and then be happily on my way, likely wandering the aisles because it’s good to walk outdoors ever since, you know, back in the before times. So I, I wanted to start with this as the foundation because too many people are going direct for the juggler.
They’re going directly for the sale. I was running an. The last couple of days prior to recording this, and there’s someone who’s brand new to all of this in business, really for the first time in her own career, she’s going, Oh, I just need to find someone to run Google Ads for me. And I kind of went off in the tangent of, No, you need to build the no like and trust.
You need to have the visibility and the credibility. You don’t have a website with videos yet. You don’t have articles on your site. You don’t have a means to capture information, and there’s a whole host of other things you need to have done before you pay for traffic to go to the website. Otherwise, you’ve got all the right darts, but nothing is sticking yet.
So these are those foundations that really need to be there. The, the big picture here, and I’ve hinted at this before in this podcast series, and credit to Jeffrey Ronning, who used to run, still owns stage hypnosis center.com, but now has kind of pivoted business. And runs an incredible webinar platform that’s called Stealth Seminar, and we’ll put a link to that in the show notes because it is a game changer for your business.
Just go to work smart hypnosis.com/stealth. That gives you, I believe, a one month free trial offer. Yes, that’s an affiliate, but it gives you a nice one month free offer, and that is driving a lot of business for the client. Of what I do right now. Well, Jeffrey was the one who talked about the journey from unsophisticated to sophisticated.
And, and this is the journey that people have to go through before they’re ever ready to make a buying decision. So someone’s never done hypnosis before in their lives, and they’re calling you up because you’re a practitioner, you’ve hung out a shingle and they can find you. They’re an unsophisticated buyer.
You know they’re gonna be asking. Base level questions like how many sessions and how much because they don’t yet know what they should be asking. As opposed to someone else who’s done hypnosis before and is now doing a bit of research and calls you well, are they unsophisticated or are they sophisticated?
Well, surprise answer, they’re unsophisticated as well because they haven’t yet done the work directly with you. So it’s where in the nature of things, as much as part of the big top secret project that’s in the works is specifically for people in sales and people who are in business. So much of it comes down to the fact that I read books on Objection crushers.
I read books on closing strategies, and I’ll tell you in the shape. I’d say, damn near all of my business, I’m not doing any of that because it’s always about bringing a person from the place of being unsophisticated. And then bringing them to the place where they’re now sophisticated. They understand the value of what they’d like to buy.
They understand the service that they’re gonna begin to partake in, and as soon as they hear the value, it all matches up. So I’m not selling, I’m not marketing. I’m kind of not technically persuading. I’m only ever educating and informing, which is where if we talk about the nature of a sales funnel, you’ve heard of this before, that you can have a lead magnet, which is an opt-in offer.
You could maybe do a trip wire, which is a thing that you would sell to, then sell someone something else. Simplest format. The thing that built, and I’ll talk about this later, the thing that built Virginia Hypnosis and I teach this inside of hypnotic business systems.com, you even get the entire workshop inside of hypnotic workers.com.
The thing that built all of this was offering self hypnosis group workshops. So 15 people in the room, 50 bucks ahead. I would sell out a $750 seminar that I’d spend 90 minutes delivering. That ain’t bad. But then from the group of people who interacted with that, that’s who I would then pivot and offer the one to one services.
It was a lot easier to sell people into a single 90 minute event for 50 bucks. But by doing that, these people followed the laws of all things lead generation marketing, and it basically metaphorically and literally raised their hands to say that they’re interested in using hypnosis. And it wasn’t much of a fancy sales strategy.
Educating and informing you can make use of the technique I’ve shared with you tonight and through repetition. Start to see some great results, though I know some of you maybe want to see those results. Faster and more easily, and that’s why I offer private hypnotic services for one to one clients.
Here’s how, and that was that simplest of a pivot. So that’s the nature of a trip wire. I would sell that $50 event to then sell someone into a much bigger, more premium. Core offer, which is the next step, the actual service that we provide. As a side note to this, I often pop up and offer like a hypnosis 1 0 1 training in my local area, and that would pivot into the live and in person work.
Smart hypnosis live, or you’ve probably picked up, many of you have like little tiny, you know, small digest products of mine, which very clearly. You’ll also promote the bigger thing, but the individual little $27 thing stands completely on its own. So I give you this as the format because there’s a step that has to be in front of all of this.
And the step that has to be in front of all of this isn’t gonna change anytime soon. Content, free content, which if you want example of that, you’re listening to one. Right. The Work Smart Hypnosis Podcast yes, is my gift to the hypnotic profession in terms of educating and inspiring and highlighting like-minded professionals and teaching workable strategies.
Though this clearly does lead into my live training events and online programs, and I’m just as satisfied with the people who just simply listen and learn something and help their clients as I am the one who goes. You know, fully down the rabbit hole and attends live events and online programs, maybe even becomes a consulting student.
So by leading with that content, value first is the mindset of all of this. So be that person who goes inside and asks, What can I give these people? Rather than, what can I sell these people? If you can always operate from that value first mindset, you will have a business for life. You will have raving fans and you will have people who are bending over backwards to help you out and refer to you and come back for more when it’s appropriate.
So these are those core foundations that have to be there. Everything else, and the key to that content is two simple fancy words, frequency and recency. So we’re taking a bit of a, I’m calling it a content break with this podcast for the month of August. We’re still coming out every single week, just kind of changing up the format because these episodes are a little bit easier to produce.
But again, that’s information I’ve been wanting to share for quite some time. Why? Because I know the value of connecting with you every single week. Not just for the nature of it increases my business, but also it helps you to guide yours, and I don’t wanna step away from that. That’s why we’re just kind of changing up the format for a bit and coming to you with these digestible episodes with actionable content this week, all about, if I had to start all over, so the frequency and recency, I know I am doing my job correctly as a content curator and podcaster when for some reason this happens.
Sometimes a podcast episode is. You know, maybe there was a glitch in programming or maybe I was late on something and it’s my fault, which happens. Yeah. Where I get an email and it’s 9:00 AM on Thursday morning and the podcast, this is how laser specific we are. The podcast usually hits the hosting at four 30 and the website goes live at four 40.
systems baby. So if something is flawed in the systems or I’m late on something, which happens, I’ve sometimes gotten the email at nine in the morning on Thursday. Hey Jason, is everything okay? Are you still doing the podcast? Which informs me, people are counting on me then I’m not allowed about to let them down.
So the frequency and recency. So what have we talked about so far? No, like trust and. Visibility, credibility, profitability, The journey of informing and educating people from unsophisticated to sophisticated, leading with value first. And this is where, if I was to get started right now, It’s a little questionable whether I’d go about getting a physical office.
You know, I’m only seeing a few clients in person. We’ve got 1200 square feet at the Virginia Hypnosis office, and I’m able to social distance and masks, and so far everyone’s been cool with that, and they know in advance before they arrive that, Hey, as soon as you arrive, hit the restroom. Wash your hands please.
There’s a box of masks in there and put one on, and then we’ll join in, and we were able to social distance and kind of relax some things once the session begins. The face to face intake is where we’re using all the appropriate precautions, but still I’m pushing most people online. Market viability has been proven for online services and it’s so much easier.
I would say this, there’s two things that I think are equally easy. It’s equally easy to build a local business as it is to become the person who’s known for one. So I hinted at this last week as a theme for every one thing you find to be really easy, that someone else’s very specific pain point. And if you could help them to resolve that pain point faster and easier, you’re gonna be in business for life and people are gonna be very happy to pay a professional fee for the services that you provide.
So if I was to get started right now, I would look and let’s get personal, This is not what I’m currently doing, but let’s give some examples. I do exceptional work patting on the back jokingly with people in weight loss. In very specific, I’d say kind of high performance categories, people who do intermittent fasting and weightlifting.
I do outstanding work with, and the best selling author of one of the best books in that world wrote one of the blurbs on the back of Work Smart Business. That was a gap that we bridged by working with clients in that world. I say we, it’s just me, but really it’s the fact that there’s a massive team of digital outsourcers that are helping to make this all happen.
You know, look at the fact that, let’s call it out. I have put out two episodes apparently called Hypnotic Outsourcing. It’s such a big part of my life. It’s that important. Or just look on YouTube, there’s a full presentation from Hypno Thoughts Live, by the way, Plug for Hypno Thoughts Live. I’m not gonna be able to go this year.
At the time of this recording, they’re doing a hybrid live and in person and online. I’m a, I’m around a bunch of high risk people, so I’m just. Not, uh, getting on an airplane right now. If you’re going, absolutely be safe. You’re gonna see some amazing people there. Check out HT live.net. They’re doing an amazing offer of getting access to video content of the conference plus a cool deal for next year as well.
I’ve never seen them do something that awesome. So ht live.net, it’s, what’s the business term? It’s stupid cheap. So do it. It’s amazing what Scott, Richard and Stephanie are doing. So hop on that. Right? Right. So this value first mindset, I would identify these categories. So there’s a category that I know that world, cuz I’ve done it myself and I can speak their language and I would start to put out videos on YouTube.
I would put out videos on Facebook Live and I would talk about those things and in a very non salesy way, reference the fact that I help clients in that. People are smart. They’re gonna make the connection, they’re gonna reach out to you. Or even better content, lead magnet, trip wire, core offer, sales funnel model.
I would start to create some opt-in offers. I would create like a maybe low dollar, $27 audio for that world, and then sell that. As an easy entry point and then promote to those people. When you try to sell to everybody, you end up selling to nobody and instead to only promote to those people who have already expressed an interest and even better have already spent money with you.
That’s even easier. Let, let’s talk weight loss even further. Here’s another category. Endurance athletes who do like a Paleo or even ketogenic lifestyle. This is a category of work that I’m very familiar with because I’ve done it myself. I can name off the top of my head the gurus, the best selling books in that world.
So there’s some of the targeted online advertising if I wanna spend some money. These are the places where they’re gathering. I would find, listen to this one. I would find the Facebook groups where there are either official or unofficial gatherings of people supporting each other, and I would provide massive value.
Listen to that carefully. Because just like Richard non guard who boots people outta the IC B c h, uh, Facebook group, if they join and promote, we do the same with my work. Smart Hypnosis public community value first people. It’s how you build relationships. No, like trust and buy. Don’t be the person just selling something.
Be the expert, not the vendor. Those of you inside of hypnotic business systems have heard that many times over. I would’ve only back in the. Gone to a health fair, if they can answer the question of, Hey, what are the opportunities for me to speak? Oh, we don’t have that. Well, I’m not willing to be at your event if I only can be there as a vendor standing behind a table and selling something.
If you can find an opportunity for me to give a 20 minute presentation with the full focus of the event, I will pay the full asking value of the. Without that, no thank you. It’s a dead conversation. I’d rather respectfully Pi Piper people from the presentation to the table to then offer even more value, which is the same thing I’m talking about right now of online video content.
Hop up on the Facebook Live on a regular basis, Tell stories, share research curated about the effectiveness of hypnosis. scholar.google.com is where you can find all of. And be that person providing value and kind of in the style of qvc, just kind of drop in some offers. Hey, and if this is resonating for you, you can find out more about this by going to specific website.com.
You know, offer that thing out, make it simple, which if you wanna see an easy example of this in motion in this world, Hey, if you wanna learn a better way to price your hypnotic sessions, simply go to hypno formula.com. We’ve got an on demand workshop where you can learn a strategy to easily add more value to your services price at an ethical and appropriate premium, and learn better ways to make it rain.
That’s hypno formula.com. There’s a plug for a webinar. You can go off and. Today that’ll deliver that. Exactly. And you know, look at what I’ve done with that as an example. There’s a webinar off of the smoking page on Virginia hypnosis.com right now for the smoking side of the website. So be that person focus first on what can I give and we only have to pepper in that sell the next step offer, which that, that’s the other big foundation of all of.
In the nature of business, I’m only ever selling one thing. I’m selling the next step. It could be selling a consult. Some of you have my Velvet rope strategy where I teach step by step, exactly how to do that. If you don’t yet have that, we just sell that for 27 bucks. We’ll stick that in the show notes [email protected].
It’s a whole business action plan ready to go. I would absolutely plug something like that in, but I would position myself as the niche specific. Better word, micro niche expert people doing intermittent fasting and and weightlifting, people doing endurance athlete work and ketogenic or even paleo style of eating.
I know that world or the projects that I’ve got in the works right now for people in business, solar entrepreneurs who want to level up their game with their ethical communication, which is part of what the new project is all about. Be that one person who does one thing extremely. Which the fear of the niche down, which, yes, it’s niche.
It’s not niche because niche rhymes with rich. The fear of this is that, oh no, if I do that, they won’t come to me for smoking. They won’t come to me for weight loss. The answer is yes, they. When you position yourself as the expert, they give you a higher regard and they will assume that you can do other things.
So it’s when you position yourself as that jack of all trades, things become a little bit more challenging, though you can do a little bit of both, which has been my business model since day one. As of right now, if you go to the Virginia Hypnosis website, which by all means in my, if I had to start up right now, segment here, absolutely do a website, and if you [email protected].
There’s a way that you can see the top two services that I’m highlighting right now of confidence for people in business as well as stop smoking, which I just love working with that one. You know, those are the things prominently featured. And yes, there’s a dropdown under other services for like weight loss and you know, other fears and things of that nature, but you get to call out the thing that you want and it’s gonna be so much easier to pick one specific thing and even.
Pick something that you’re good at, and not even necessarily yet something you’re good at helping with Hypnotically, something that you have a bit of a personal story behind, because I do, people do business with people. You know, if you’re falling prey to this hiding behind the royal, we, we can help you with this and we can help you with that.
That holds you back Instead, turn on the. Tell stories and we’re using as a, as a tool right now in the business, at least, no, we’re using it on, on Virginia hypnosis as well. I’m in a little bit of a bubble right now where we’re migrating a bunch of websites. We’re leaving an old hosting company that was just painfully slow.
If you’re curious, we’re moving everything over to WP Engine. We’re working right now behind the scenes on not only a brand new podcast and another industry and a line of products to support that, but also work Smart Hypnosis 3.0, a new version of the website, which is gonna be faster and have some cool features to it.
Yeah, we’re not busy right now at all. Now are we , But it’s where you know that opportunity to broadcast a message and have the website where people can interact with you because we’re in a bit of a growing pains moment. I’m using Click Funnels because this lets me host my sales on another platform, which yeah, if you head over to work smart hypnosis.com/click funnels, yes, that’s an affiliate link.
But what that will do is, I think that gives you, again, it’s gonna sound familiar cuz these companies offer this for affiliates, a one month free trial to get. Play with it, see what it is and see if you like it. I’m loving it right now for the reason that it is a bit of a click and drag easy editor. And the benefit also becomes that we can be working on the big websites elsewhere without interrupting the nature of the business.
So usually I don’t like things being third party hosted right now. This month it’s a necessity. So that’s why I’m using it. I bring up Click Funnels because I heard. The founder of Russell Brunson say something that I go, I love that. I gotta share that. But full credit to Russell Brunson for saying this.
He goes, The first time you get up and give your message, it’s gonna suck. Which I’ve talked about the documentary comedian with Jerry Seinfeld many times over. You get to see him struggle after the TV show goes off the air to really work hard at creating a one hour routine. Once again, and you see him eventually get it up on its feet.
Well, the truth is, the first time you do the YouTube video, the first time you go out on Facebook Live, you know, I love you, but it’s gonna suck. So I love this tip of Russells. He goes, Go live three times a day for like two weeks. But there’s a way you can broadcast it privately just to yourself. You know, it’s gonna suck the first couple of times, so maybe not broadcast those yet, but you’re gonna start to nail your messaging.
And here’s where this came. Go watch that fully booked presentation. Pack your schedule. You’ll hear my networking delivery. You’ll hear the way that I would design live talks. You’ll hear that in that bigger presentation. That’s a world that’s not happening right now. And even better. Facebook Live and YouTube has replaced it.
Be that person to provide content value first. Inform and educate. You’re gonna have a business for life. And as we get to this now, really it comes to this massive, you know, place where website. Video networking, which can happen online, blog, writing articles, social media, post answering questions in different Facebook groups and threads, running group programs online, putting out small digest products.
These are these things that I teach inside of hypnotic business systems. There’s step by step tutorials for nearly all of those here, but it comes down to be that person who understand. Value first? No. Like trust and buy. Visibility, credibility, profitability. Go out there and offer one or two specific things and share your story.
Yes. There’s other people out there who talk weight lifting. Yes. There’s other people who talk intermittent fasting and ketogenic diet or even paleo diet. There’s the, it proves market viability that there’s thousands of other options. Hey, there’s other people who do hypnosis podcasts. Love you Chris.
Love you Mike. And there’s other people who put out programs. Go check out Brain Software with Chris Thompson and Mike Mandel. You know, there’s other people who teach business for hypnotists, and many of them I’ve had on this podcast along with me, and they offer similar things. Why? Because it comes down to who message do they resonate with.
You know, also know what makes your program different. Hypnosis business, Guinea pig. You can actually, you know, fact check me and see the stuff that I’m currently doing. And I’m currently teaching because I found it works. And also, of course, showing you how to make it your own. But here’s the thing, people sometimes need your specific story.
They need to resonate with you. So maybe yes, they could have. You know, I’ll leave out the name for, I don’t wanna get sued. Here’s the really tall guy who motivates people by the thousands and amphitheater and on a Netflix documentary. You know, clearly it’s going well for him, but then again, he’s not the single mother who’s now raising two kids who has launched her own business.
And in the shape of that, Got in shape. You know, that’s a student of mine that I’ve thinking of off the top of my head, and her story is gonna resonate with a segment of the audience even better than my story ever could. And here’s where it all comes together. How dare you not share that story and take this time, start to curate your stories, start to define who you are and what it is that you can.
And realize if you had to get started right now, or even if you wanna reboot things, cuz I’ll share what I’ve described to you in the last 30 or so minutes, is the nature of all that I do. And the sessions are at a premium. The workshops are selling out. There’s people joining online programs on a daily basis.
And this is the foundation. And I say this never to brag, boast, but business is up this year, it’s a wacky year, and business is up because the foundations are what I leaned into and, uh, provided the audience an even better value first experience. So if you’re starting up, go watch that fully booked presentation.
Go back and listen to this. And in the words of Robert Kiyosaki, Rich Dad, Poor Dad, Focus. Follow one course until success. Pick a few things to get really good at, broadcasts that message out there, and if you want to get there faster and easier, I’m here to help. That’s the message, to go out there and share.
Hey, it’s Jason Winnet. Thank you so much for interacting with this program, especially those of you who have been listening for six years running, Check out the entire backed library of this program at Work Smart Hypnosis. Dot com and to go even deeper into the content, check out hypnotic business systems.com.
That’s the all access pass to my hypnosis training library, though if you want a bit of a preview. Once again, we hinted at this earlier hypno formula.com. It’s the on-demand hypnotic. Pricing Formula workshop. You’re gonna learn immediately how to increase your revenue as a practitioner, how to charge an ethical premium for your services to get out there and help a lot of people and make it rain.
Check that out. It’s free hypno formula.com. See you soon. Thanks for listening to the Work Smart Hypnosis Podcast and work smart hypnosis.com.