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The Holistic Millionaire
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The Holistic Millionaire
Dr. Steve G. Jones, Ed.D.Clinical Hypnotherapistwww.SteveGJones.com
Copyright © 2013
All rights reserved. No material in this book may be reproduced or utilized in any form or
by any means, electronic or mechanical, including photocopying, recording, or by any
information storage and retrieval system, without permission from the author.
Dr. Steve G. Jones, Ed.D.
Steve G. Jones, Ed.D. - Page 4
Table of Contents
Chapter One: Preparing Yourself for Wealth................................................................. 7
Program Yourself for Wealth.................................................................................................. 8
Unlimited Confidence............................................................................................................ 10
Change Your Habits...............................................................................................................12
Create Positivity..................................................................................................................... 16
Chapter 2: Overcoming and Moving Forward............................................................. 17
Facing Your Fears.................................................................................................................. 18
Induction Script (Beach House)............................................................................................ 21
The Keys to Ongoing Success................................................................................................24
Getting Past Blocks................................................................................................................ 27
Chapter 3: Implementing Change..................................................................................29
How Do I Know If I’m An Expert?...................................................................................... 30
Find Your Passion.................................................................................................................. 32
Making a Plan........................................................................................................................ 35
Chapter 4: Production Ideas...........................................................................................38
Where Are The Ideas?........................................................................................................... 39
Working With Outlines......................................................................................................... 47
Chapter 5: The Power of Positivity................................................................................ 49
Maintaining a Positive Mindset to Succeed......................................................................... 50
Limiting Your Exposure to Negativity..................................................................................52
Accepting The New You.........................................................................................................54
Unlimited Wealth Script........................................................................................................ 56
Amnesia.................................................................................................................................. 58
Trance Termination............................................................................................................... 59
Chapter 6: Creating a Working Platform and Philosophy......................................... 60
Expanding Your Platform..................................................................................................... 61
Dr. Steve G. Jones, Ed.D.
The Holistic Millionaire
Being Rigorous....................................................................................................................... 63
Providing Services to Clients You Never Met...................................................................... 64
Turning an Idea into a Product.............................................................................................67
Chapter 7: Creating Content.......................................................................................... 71
Content is King...................................................................................................................... 72
How to Record and Produce Quality Audio.........................................................................75
How to Create and Self-Publish eBooks...............................................................................79
How to Film and Produce Quality Video Programs............................................................ 84
Create a Mobile Recording Studio....................................................................................... 87
Chapter 8: Exploring Opportunities..............................................................................89
Creating Customized Content for a Client.......................................................................... 90
The Importance of Doing Interviews....................................................................................93
Deep Discount Sales............................................................................................................... 96
Finding Wealth Opportunities (Accept All Offers)............................................................. 98
Taking Action!........................................................................................................................ 99
Chapter 9: Maximizing Online Potential.....................................................................104
Take the Leap into the Online World................................................................................. 105
Affiliate Marketing.............................................................................................................. 106
Your Physical Practice vs. Your Online Practice................................................................111
Media Outlets....................................................................................................................... 113
Importance of Credentials.................................................................................................. 122
SEO (Search Engine Optimization).................................................................................... 125
Resources.............................................................................................................................. 128
Books by Steve G. Jones, Ed.D..................................................................................... 132
Steve G. Jones, Ed.D. - Page 6
The Holistic Millionaire
Chapter One: Preparing Yourself for Wealth
Steve G. Jones, Ed.D. - Page 7
The Holistic Millionaire
Program Yourself for Wealth
Thank you for believing in your ability to generate wealth online! This book
is going to revolutionize the way you think about online marketing. You are
going to learn solid techniques based on my experience that will skyrocket
your online marketing success. Before you go any further, please visit
SteveGJones.com now and sign up for your free hypnosis mp3 "Program
your Inner Millionaire.”
I believe it is essential to program yourself for anything that you want to
achieve: if you’re interested in weight loss, you must prepare yourself
mentally to lose weight; if you’re interested in stopping smoking, you must
prepare yourself mentally to stop smoking; etc. It is no different when it
comes to having financial success.
Have you ever considered the possibility that perhaps the reason you have
not achieved success yet in your practice is because you do not feel worthy
of it? Have you considered the possibility that you have all of the
knowledge, training and tools to be a raving success, and you have not put
them into practice yet because there is a part of you that feels small,
insecure, unworthy, etc.?
Before moving forward with learning the mechanics of how to make money
as a holistic practitioner online, I think it’s important that you look deep
inside yourself and make sure you are ready for this. This can involve any
Steve G. Jones, Ed.D. - Page 8
The Holistic Millionaire
form of soul-searching that you choose. As a hypnotherapist, I like to use
hypnosis with people to resolve potential conflicts so that they can move
forward.
Steve G. Jones, Ed.D. - Page 9
The Holistic Millionaire
Unlimited Confidence
Now, see a blackboard, a chalkboard in front of you, with the uncomfortable
labels you have been given in the past, the labels that slowed you down and
failed to reflect the wonderful, strong, and good qualities that you have. And
now see those labels on the board and take the eraser and erase those labels
from the board. Just erase each one, wipe it away. They have no meaning for
you, none at all. Now, the blackboard is blank and you write anything you
want to write. Now you take the chalk and you write the words that describe
yourself. You write confident, valuable, important, capable, and skilled. And
now you write other words, other good positive words that describe you, do
this now.
Now look at those words. Look at the words you wrote: confident, valuable,
important, capable, skilled and the other words you wrote, the other good,
positive words you wrote to describe yourself. Look at those words. And
now just begin to imagine yourself standing tall, proud of who you are. You
are fine. The way you look and act and think are fine. They contribute to
making you the wonderful person you are. Imagine yourself experience a
new and healthy energy, an energy that helps you to accomplish all that you
need to do. For a moment, just reflect on all the positive aspects of yourself,
your creativity, your intelligence, your talents. People see you as a good
friend, a good worker. They see you as a good person. See yourself as a
positive and worthwhile person. Just imagine yourself speaking to people.
See yourself confident, very confident. You are certain of your abilities, very
certain. You are certain of your correctness, your talents, your appeal. Your
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The Holistic Millionaire
conversation with others is easy. Words flow easily. People are interested in
what you have to say. People notice you and regard you as a wonderful
person. Just imagine projecting yourself in the most positive way, assertive
and self-assured. You will approach problems with these thoughts: I can do
it, I have the energy, I am just right for the job, I can take charge, I can solve
this. You are confident, capable, talented, and you have appeal. You are kind
to yourself. You are kind to yourself. You are kind to yourself. You no longer
have time for negative thoughts or feelings. You fill your mind with positive
ideas, productive goals, and you look at life as an adventure.
Steve G. Jones, Ed.D. - Page 11
The Holistic Millionaire
Change Your Habits
Opportunities come in all shapes and sizes. They also show up in your life
regularly. Perhaps you have had many opportunities in the past to become
extremely wealthy as a holistic practitioner but you haven’t recognized those
opportunities because you haven’t been prepared for them. It is also likely
that you have passed on a few offers because you didn’t think they would
pan out.
I want to tell you that one of the key components to my success has been
accepting ALL offers. Anytime anyone asks me to do an interview or write
an article or anything, I always do it, no exceptions. If someone wants me to
share some of my knowledge in some way I always do it. The only time I
will make an exception is if, for example, I am on the East Coast and a book
publisher has set up a TV interview in Las Vegas and there’s only one
interview and nothing else going on in that town. I find it difficult to justify
flying 4,000 miles round trip for just one interview. I will always make an
attempt to stack numerous interviews and events when I am traveling. In the
day of internet and phones it is usually not necessary to travel to do
something, most interviews can be done over the phone, through Skype, etc.
So when it comes to travel, this is the only place where I draw the line and I
make sure that I have a lot of things going on before I venture out to a city.
Otherwise, if it’s someone wanting an article, I can always find an article
and have it submitted, or have someone write one for me with my name on it
and have it submitted. If it’s an interview I can easily work this into my day.
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If it’s a Skype interview I can easily find myself on a computer and have this
interview. So most of the opportunities that arise are easy to schedule and
easy to handle.
Never do anything yourself that you can have someone else do. For
example, I mentioned that you can have someone else write an article on
your behalf. Of course make sure that they are going to write things that you
would say yourself, but there’s no need for you to write a five-page article if
you can have someone else do it for you. In fact, there’s no need to do
anything at all ever if you can have someone else do it for you.
Wealth opportunities are easy to take advantage of when you have a
systematic approach to taking advantage of them. For example, you can
have someone who writes your articles, you can have a day that you
schedule all of your phone interviews, you can have someone who manages
all of your appearances in a particular city so that you can take advantage of
doing a TV interview, a book signing, etc. when you’re visiting that city.
I realize that starting out you will not have the higher-level opportunities
such as TV interviews and book signings that you will eventually have, but
whatever you have going on, you need to have a way to organize it. And
when new opportunities come up, you need to have a systematic approach to
handling them. It’s better to put these systems into place now rather than
later.
But the easiest way to do it is as the opportunities come up, realize that it’s
not going to be the only time that they come up. If someone calls you or
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emails you and says they want to interview you by phone and the interview
is going to take an hour, realize that if you schedule that interview you’ve
only handled that one interview. If you decide in that moment that you’re
going to create a system for handling those interviews, then you know that,
for example, Tuesdays and Thursdays between 1pm and 7pm Eastern time
are the days and times that you handle phone interviews. And you can tell
your assistant (or virtual assistant) that these are the times when interviews
are to be scheduled. For me personally, my assistant knows that I will do an
interview any day as long as there’s nothing else scheduled, and that it has to
be after 1pm. There’s nothing magical about the hour of 1pm, it’s just that I
stay up late and I sleep in late, and by 1pm I’ve usually had coffee and I’m
conscious enough to speak semi-intelligently during an interview. This
works for me, you need to find what works for you.
Realize that wealth opportunities occur constantly everywhere, and they
won’t always be clearly labeled as a wealth opportunity. And some things
that look like wealth opportunities are actually a complete waste of your
time. The challenge is that you really will never be able to tell the
difference.
For example, in 2011 I was approached by three different production
companies that wanted to produce individual television programs featuring
my hypnotist skills. I thought that they were all exciting and I had a
wonderful time choosing the best of the bunch to go with. All of them fell
through. I chose one, it fell through; I went to one of the backups, it fell
through, I went to the third one and it fell through. Systematically
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The Holistic Millionaire
everything simply crumbled. I thought this was going to be a new $10
million a year stream of income, me being on a TV show, marketing a lot of
items due to the show – t-shirts, coffee cups, etc. – doing a tour where I
command large audiences and make a lot of money thanks to my popularity
of the show. None of this actually happened.
On the other hand, somebody emailed one day and wanted to do a one-hour
interview with me and I thought nothing of it. My assistant handled it and
put it in my schedule – I do probably three or four of these every week of the
year, so this one was nothing special. But that particular interview turned
out to bring in several thousand dollars, whereas most interviews bring in
little to nothing.
The point of all of this is that you never know what’s going to pan out and
what’s going to be a dud. You need to accept all opportunities that come
your way. Along those lines, you never know who you’re talking to when
you talk to someone on the phone, or who you’re emailing when you email
someone back. By this I mean you don’t know their connections. They may
be connected to people that may help your career tremendously, or they may
just be Joe Blow. You never know, so you need to treat everyone with
respect and make sure that all emails are answered quickly, and that all
meetings are attended promptly.
Steve G. Jones, Ed.D. - Page 15
The Holistic Millionaire
Create Positivity
You would think that everyone would be in perfect shape in this country,
because we’ve got vegetables available to everyone, fruit available to
everyone, and no one’s making anyone eat fast food or processed foods or
foods high in saturated fats. So why isn’t everyone in perfect shape?
It’s because some people either don’t want to be healthy and fit because of
some vested interest they have in being miserable, or they feel that they’re
not worthy of it.
The positive message needs to be taken in a little deeper; you have to
prepare yourself to accept good things first. You have to do this by giving
yourself permission to have good things in your life. Once you start to do
that and you become comfortable with the notion of having good things
come your way, realizing that it’s not taking away from other people, then
you get comfortable with more good things.
And so you’re able to open yourself up to more positive situations, and in
the above example, good food (good meaning that it empowers you rather
than brings you down and makes your body what you don’t want it to be).
You’re able to change your life by first changing the way you think about
yourself. That all starts with taking some quiet time and figuring out why
you either feel unworthy, or you enjoy being miserable.
Steve G. Jones, Ed.D. - Page 16
The Holistic Millionaire
Chapter 2: Overcoming and Moving Forward
Steve G. Jones, Ed.D. - Page 17
The Holistic Millionaire
Facing Your Fears
Many people when starting an online business are concerned that the
business will not succeed. I remember when I had my first version of my
website in the year 2000, it was shortly after that in 2002 when I was selling
mp3’s online. I was strongly advised not to do so because of the piracy that
was beginning to become rampant at that time. Now it is completely out of
hand by the way. I went ahead and starting selling products online and,
rather than realizing net losses, I realized net gains almost immediately.
Mp3’s offer you the possibility of selling products that you record one time
and can sell forever with very little cost in each sales transaction.
This was during the time when I was preparing to leave my office in Beverly
Hills in Los Angeles and move to Georgia. I was somewhat concerned about
losing my hypnotherapy client base, but the mp3 sales kicked in and quickly
replaced all of the income I had been making as a hypnotherapist and then
added more money on top of that.
Many times when I talk to hypnotherapists that want to start an online
business, they have serious doubts as to how they are going to make money
online. This book is designed to teach you how to do that, but before you
take any action, it is important to realize that unless you let go of your fears
you could potentially sabotage yourself somewhere along the way because
of self-doubt. So first of all I want to give you a logical reason to believe in
your future online success. And then I want to share with you a
hypnotherapy session that you can record yourself.
Steve G. Jones, Ed.D. - Page 18
The Holistic Millionaire
Realize that the logic is extremely sound. You put a group of audio, video,
and eBook products that you create one time and sell forever. The amount of
time required to create them is minimal in comparison to the lifetime of
money you will receive from them. Of course this requires some research on
your part before you create any product. Before that you will need to know
what products you will create.
Relax, I am going to walk you through all of those steps. Once you have
created it all you do is you market it, and then sit back and make money. I
think the major source of concern is their fear that they don’t know how to
market online, or that nobody is going to want to buy from them, or that
marketing is too complicated for the average person to learn. I want to tell
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The Holistic Millionaire
you that when I started out marketing online I knew very little about
marketing. Only after a few months I had already replaced my previous
Beverly Hills’ office income minus the office expenses and having to dress
up and go to the office and work 8 hours a day.
Steve G. Jones, Ed.D. - Page 20
The Holistic Millionaire
Induction Script (Beach House)
Go ahead and get in a comfortable position…close your eyes. That’s good.
Now you are going to take three deep breaths. On each one you are going to
concentrate on filling your lungs with air very slowly each time. Alright
now…inhale…breathing deeply…and slowly… and… exhale… releasing
all air through your mouth…very good… again… inhale…through your
nose… pause… and… exhale… out through your mouth. Last deep breath
right here…inhale…slowly…deeply…feel your chest rise… and… exhale…
slowly… through your mouth. Very good. This should have helped you relax
a little more. Now for a moment, focus on your steady and consistent normal
breaths. [pause]. Picture yourself on a beach. You are packing your towel up
and your other things. You brush the sand off your body. You look up at the
brilliant yellow sun and you are wondering what time it is. You look out into
the sea. The sun is glistening off the water. You see pelicans gliding just
inches away from the surface of the ocean. You see and hear sea gulls
darting overhead. There is no one on the beach right now. You have the
beach all to yourself. Behind you is your beach house. You peer up at it. It’s
a yellow house with white shutters. You have a screened in porch in the
back. That is where you enjoy spending most of your time. You gather your
things and climb the steps onto the boardwalk. The boardwalk is several feet
above the dunes and leads to your house. The wood feels warm against your
feet as you walk along. On the edge of the dunes are sea oats; they are
swaying in the breeze. You continue to walk along the boardwalk when you
notice little sand crabs scurrying into holes in the dunes. You enjoy watching
them move sideways in the sand. You walk down some steps and into your
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The Holistic Millionaire
backyard. There are 20 stepping-stones leading to your back porch. You step
from one stone to the next. You look up at the clear blue sky and see some
small puffy clouds here and there. They seem to be standing completely still
as if there was no wind way up in the sky. As you approach the door to your
porch, you smell the fragrant scent of roses. Lining your back porch you
have dozens of rose bushes. They are in bloom with all sorts of different
color buds. There are deep crimson roses, peach roses, yellow roses, and
delicate white tea roses. You breathe in the aromatic scent until it fills your
lungs. You step in front of your door and brush your feet off. You reach your
hand out to the shiny gold doorknob and turn it. The knob feels smooth and
cool to the touch. You walk in, close the door and put your things down.
With a flip of a switch you put on some music. The sound of music fills the
air and makes you feel at ease. You enjoy one song after the other. In the
corner of your screened in porch, you have a hammock. You walk over to the
hammock and easily climb in. You feel the gentle breeze come through the
screens and brush across your body. The breeze is refreshing and calms you.
You have a small pillow beneath your head and you close your eyes. You say
back and forth…back and forth…feeling the warm breeze against your body.
You feel like you are floating on the cloud you saw earlier. You feel as light
as air. You now focus on relaxing your entire body. You start with your
head. You relax the muscles in your face and in your jaw. That’s good.
Moving down to your neck and shoulders, you relax every muscle. Feel all
tension release. Your arms, hands, and fingers lay loosely by your side as
you sway on the hammock. Focus on relaxing your core, your lower back,
sides, and abs. Now moving further down your body, to your hips and
buttocks, you relax these muscles even more. That feels good doesn’t it?
Steve G. Jones, Ed.D. - Page 22
The Holistic Millionaire
Relax your thighs. Relax your knees. Relax your calves and shins. Your legs
are now completely lifeless. Move down to your ankles, feet, and toes. There
is no tension in your feet. Your entire body is now very relaxed. Enjoy this
relaxation. Now focus on relaxing your mind. You do not cloud your brain
with random thoughts. You focus on relaxing further and enjoying swaying
in the hammock. You enjoy this feeling; the feeling of total relaxation of
your body and mind.
Steve G. Jones, Ed.D. - Page 23
The Holistic Millionaire
The Keys to Ongoing Success
In about the year 2002 I hired a success coach to help me take my business
to the next level. I had an office in Beverly Hills and I was working with
celebrity clients, but I was getting very burnt out and I was beginning to
fantasize about changing careers. I wasn’t so sure about being a
hypnotherapist anymore. The money, at the time, was okay, the clients are
always okay, but I was getting a little burnt out with the routine of going to
an office… even a nice office in Beverly Hills in the 90210 area was getting
to be a bit monotonous for me.
So when I hired this success coach who had worked for Tony Robbins, he
told me a story about somebody who sold bottles of water and continued to
do so long after his competition stopped selling bottles of water, and he
turned out to be the most successful seller of bottles of water around. At the
time I just found the story annoying and I didn’t want to sell bottles of water
or be tied to a hypnotherapy office any longer, I just wanted to change to
something else. But something about this story stuck in my mind.
It occurred to me when he told me that story that if I stuck to this that I
would be able to join the ranks of those who are very successful because of
their persistence. So rather than quit, I modified my business to make it
primarily online with very few office sessions. I also moved out of
California and onto an island on the East coast, which allowed me to get my
peace of mind back. Both the online move and the physical move prevented
me from having to stop completely.
Steve G. Jones, Ed.D. - Page 24
The Holistic Millionaire
So by changing things rather than stopping them I was able to stay in the
game and continue moving forward.
I also remember before that in about 1991, I was jogging on a track – at the
time I was going through a jogging kick – and this guy was jogging next to
me, and he was telling me that when you feel tired, don’t stop, just slow
down. So when I was jogging with him, I would slow down a little bit and
he slowed down with me, and when I was ready to speed up I sped up and he
sped up with me. I never saw him before or after that, and we jogged
together for about a half hour that day, but the lesson he taught me stuck
with me. Which is, that there’s no need to stop, you can continue moving
forward and just slow down when you need to, and then when you get your
energy back you can speed up again.
So this method of sticking to things and slowing down when you need to
without completely stopping or changing to doing something completely
different, this method stuck with me over the years.
These two major influences, combined with thousands of other influences in
my life, showed me the way to being successful. The main point here is that
if you are persistent at anything, you will come out ahead, because most
people are quitters. If you want to be the best at what you do, one of the
main ingredients to that success is going to be simply continuing to do what
you’re doing.
Steve G. Jones, Ed.D. - Page 25
The Holistic Millionaire
The person who worked for Tony Robbins who coached me in 2002 about
persistence, I ran into him about eight years later and I thanked him. He
came to a seminar I was doing, a hypnosis seminar in Los Angeles, and I
thanked him for the words of wisdom that he shared with me when I had
hired him all those years earlier. And he told me that he wished he had taken
his own advice because he quit the coaching business, and having seen my
success he was actually a bit envious and wishing that he had persisted as he
had taught me to.
Steve G. Jones, Ed.D. - Page 26
The Holistic Millionaire
Getting Past Blocks
Sometimes you’ll find yourself sitting in front of a computer screen unable
to translate your ideas into actual text. Relax, this is normal and happens to
everyone. I would suggest reading The Artist’s Way by Julia Cameron in
which she presents a simple writing exercise that can help unblock you. Her
writing exercise has you writing three pages freehand every morning when
you get up. You don’t think about it, you just write write write, and then you
put it away. The process helps you to free up your creative mind. There are
even Artist’s Way workshops and groups available in larger cities.
Another program called the Landmark Educational Forum offers multiple-
day programs that get you out of your excuses. I paid $400 and spent four
days with them, and while I’ll admit they can seem cultish or annoying and
mean sometimes, they’re a lovely bunch of people and the program really
pays off.
If you’re still having difficulty writing, change your approach. Instead of
sitting at a computer and staring at a screen or down at a blank sheet of
paper, start dictating your ideas. Keep a digital recorder with you at all
times and begin recording ideas and thoughts as they come to you. Ideas
won’t necessarily come to you when you’re sitting at a desk trying to force
them out. Sometimes they’ll come at you randomly, like when you’re
driving or just waking up from a dream.
The easiest way to record your ideas is with a digital recording device,
which you can then use later to listen back to your dictation to make sure it’s
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The Holistic Millionaire
something that you would actually put your name on. At the same time,
don’t let analysis lead to paralysis.
You should never think about whether it’s going to sell or not when you’re
considering the actual content of something. But if you have a product idea,
just a general product idea, think about if it’s going to sell and do your
market research before you create it. If you’re writing a book, and you get
ideas, don’t analyze them at all, just put them in the book. As long as
they’re legitimate ideas about the concept you’re teaching, just go ahead and
put them in the book.
Steve G. Jones, Ed.D. - Page 28
The Holistic Millionaire
Chapter 3: Implementing Change
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How Do I Know If I’m An Expert?
You should only offer a certification program on a topic that you actually
know something about. Bringing something to market just because you
want to sell it can get you into trouble since you’re only marketing the
product to make money off of it. Oftentimes people will read a book on a
topic so that they can produce something just to market it. That’s not the
way to do it. If you’re in that situation, then you need to find someone that
is an actual expert on the subject to assist you instead of pretending to be an
expert yourself.
Joe Vitale and I created the Law of Attraction certification program because
he’s a law of attraction expert. I also created the NLP & Hypnotherapy
program because I’m an NLP and hypnotherapy expert. For the numerology
program available on my website, I worked with Blair Gorman, a
numerology expert.
For all of these programs, and for yours, it’s important that whoever’s name
it is that’s attached to that deliverable is actually qualified to do whatever is
being instructed.
Outside of providing certification programs, you really just need to be
comfortable with your material. I started teaching hypnosis right after I read
The Complete Guide to Hypnosis, and my bunk mates were thrilled to learn.
In fact, I recently spoke to an old friend from high school that I hadn’t seen
since we graduated in 1985, and he said, “I remember that guy you
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hypnotized, and man, he was out of it! I think about that every day, how you
did that, and you just read a book.”
Even as I was learning hypnotherapy I was already able to teach people how
to hypnotize me. There are a lot of schools out there that will tell you that
you have to study hypnotherapy for years, that it’s something really difficult
to do, but, as a kid of fourteen that was able to process and utilize the
information, I didn’t find that to be the case.
If you want to be a cardiologist then certainly it’s more complicated; you
need to go to medical school, then a specialty school, followed by a
residency and taking your Board exams. But people try to make
hypnotherapy into cardiology sometimes, vaulting it into some complicated
system, when it’s really so basic. With hypnotherapy you’re just relaxing
someone into a trance and telling them that they’re going to change.
My advice if you’re want to become an expert in your field would be to let
go of making it into something that it’s not. Let go of making it something
very complicated and realize that it’s very natural, very easy, very normal,
and if you were to do it, if you were to just stumble upon it as a kid like I
did, you probably wouldn’t think twice about it. So somewhere between
being relaxed with the process and thinking that it’s cardiology is where you
need to fall in terms of letting yourself become comfortable with the content
and letting yourself get into teacher mode more quickly.
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Find Your Passion
I happened to find hypnotherapy at a very young age, and quite by accident.
In 10th grade I was attending Riverside Military Academy in Gainesville,
Georgia, and generally unhappy with the experience: I was bored, upset at
being there, and a bit lonely. I wasn’t into sports or really all that academic
so I didn’t engage much in school – it was difficult to find a fit.
Then one afternoon I found a book by Leslie LeCron called The Complete
Guide to Hypnosis. At one hundred and fifty pages it was ultimately far
from “complete”, but I read it and soon started victimizing my roommates
with what I had learned. It was mostly silly things, like making them scratch
their noses when I gave a command, but it didn’t take me long to realize I
could use my powers for good.
Before long, the campus athletes began visiting my bunk so that I could
hypnotize them to exercise more efficiently, and the smart kids came to
retain more of what they were reading to improve their grades. And all of
these years later, I’m still doing the same thing, except now the athletes are
the Dodgers and the smart kids are working for NASA.
One thing that I have found that is extremely helpful is to identify yourself
as a leader in one particular field. For example, I promote myself as the
world’s leading hypnotherapist. However, I also teach many other subjects
such as NLP, Life Coaching, Business Coaching, etc. But if you go to my
website SteveGJones.com, you will see that I call myself a hypnotherapist
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and I do not call myself any of the other titles. This is because all of the
other titles fall under the umbrella of hypnotherapy. First and foremost, I am
a hypnotherapist and all of the others are sub-specialties, which enhance my
hypnotherapy practice. For example, perhaps I will be working with a client
and realize that what they really need is life coaching. I will work life
coaching into the hypnotherapy sessions.
You need to think along similar lines. What are you really good at? Perhaps
you feel that you are good at a number of things. Perhaps your business card
lists 5 things you are good at. When doing my research for this book, I asked
a group of people at a seminar I was doing to hand me their business cards.
Not surprisingly, most of the cards touted the cardholder as being proficient
at 3 to 5 different things. For example, reiki master, massage therapist, and
hypnotherapist. I don’t doubt that this person was good at all of these things,
but I feel when looking at it as a potential consumer that they have probably
not mastered any of those things. Consumers want to feel that you are an
expert at something. If you promote yourself at being an expert at numerous
things, consumers are not going to believe you. When consumers do not
believe you they do not buy from you often. When they do not buy from you
often, you do not make much money. Therefore, by logical reasoning, when
you promote yourself as being an expert in several fields, you do not make
much money.
So, figure out what it is that you are really good at. Everything else will be a
sub-specialty. This will direct your business cards (which will only mention
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the one category in which you excel), website (which will only mention that
category), and any other advertising you do such as Yellow Page ads, online
ads, brochures, etc.
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Making a Plan
In order to accomplish anything you need to have a plan. In order to get out
of bed in the morning you need to have a plan to move your body in such a
way that your feet will be on the ground and then you will stand up. You can
then carry on with your day.
So even from the very simple things that you do everyday you need to have
a plan before you do them. In this book you are going to be guided through a
step-by-step process for creating ongoing residual income online for
yourself. But that is going to come with some work on your part.
The first thing you are going to have to do is to get focused. The way that
you get focused is by making a plan that makes sense to you. I want you to
get out a piece of paper and a pen. Yes that’s right, a piece of paper and a
pen, because when you write something down you are more likely to
remember it. You are going through the motion of writing it and you are
reading it as you are writing it.
I also want you to read it aloud after you write it. That will involve the
kinesthetic, auditory and visual aspects of learning, which means that this
information is going to have much better chance of turning into a group of
products that you can sell.
The first thing I want you to write is a date on which you will have
completed your first five products. At this point I don’t want you to worry
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about the titles of your products. I want you to get focused on when you will
have them completed. I would prefer that you initially create five audio
products of an hour long each and that they are instructional in nature.
For example, if you were a massage therapist you will be creating five audio
recordings that will be helpful to the people who buy them. Perhaps you are
going to sell to other massage therapists some, which you can make
instructional recordings about different types of massage or perhaps even
how to market yourself as a massage therapist.
Perhaps you are selling to people who are interested in massage in which
perhaps you are creating a recording on what to look for in a good massage
therapist or where to find the best massage therapists in the United States, or
anything you want to create that you feel someone would buy. Remember, I
want you to set a date on which you will have these recorded.
At this point, let go of any concern about how to record anything or where to
get the equipment or which equipment to use or anything along those lines. I
just want you to focus on making a schedule for yourself and then I want
you to back that up. That is the date that you will have finished all five of
your recordings. So now I want you to write four more dates for when you
will have finished the other four recordings. You see the final date is when
you are done with the final product. Five out of five. So you need to write
four more dates when you will be done with products one through four.
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I find that with research and recording and editing and auditing, which we’ll
discuss later, the process from making one recording from initial concept to
final completion is as little as one week and as long as two weeks for a one
hour instructional program. Keep in mind that most of my recordings are
much longer than this so they would take much longer to make. But I want
you to start with something minimal so that you can get up and running and
start making money online as soon as possible.
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Chapter 4: Production Ideas
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Where Are The Ideas?
You may be wondering where the ideas are going to come from. You may
have a blank in your mind when you think about the products you will
create. After all, perhaps you may have never created any products. That
may very well be the reason you are reading this book. I want you to realize
that ideas are everywhere and that nobody has a trademark or copyright on
ideas.
My best advice to you is to go online immediately and type in whatever it is
you do -- hypnotherapy, acupuncture, chiropractic, etc. -- find a few websites
that are selling products online related to what you do. In hypnotherapy it’s
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easy. You can find hypnotherapists online selling eBooks, video programs
and audio programs.
You can look at the titles and you can make those titles your titles. For
example, Having More Confidence, Be More Motivated, Stopping Smoking,
Weight Loss, etc. You can easily do research on these topics or you can order
the products from these websites, analyze them, and create your own version
of them. This is entirely legal and ethical.
But what if you are in a slightly more obscure realm online. For example,
how would a chiropractor take his or her knowledge and turn it into a group
of online products? This requires a little bit of creativity because when you
research online for products by chiropractors that are eBooks or audiobooks
you don’t find much.
In cases such as this all you have to do is think about two different groups of
people. One would be your patients. The other would be fellow,
chiropractors. When I, as a hypnotherapist, think about products I can create.
I think about my patients. This leads me to create audio such as confidence,
motivation, stopping smoking, etc. and I think about other hypnotherapists
and this leads me to create certification programs such as my Hypnotherapy
Certification Program, my Neuro Linguistic Programming Certification
Program, my Life Coaching Certification Program, all of which will help
hypnotherapists increase their bottom line in their practice by teaching them
more skills.
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So back to our friend the chiropractor, who is perhaps at a slight loss for
product ideas. Think about, realizing I am not a chiropractor, the clients you
would see in a day. If you are not seeing clients in an office then think about
the clients you would like to see in a day, or the clients you formerly saw in
a day or the clients you were trained to see and the types of challenges they
would come in with. Perhaps slipped discs, muscle aches, stiff neck, etc.
realize that in an audio program you’re not going to adjust them, you’re not
going to resolve their challenge; but perhaps there’s some extremely helpful
information about these topics that would lead to the resolution of their
challenge.
For example, when it comes to a slipped disc: perhaps a client has been
going to a chiropractor for a while with a slipped disc challenge and they are
not getting any resolution. The slipped disc is still hurting them and it’s still
existent.
Again, keep in mind I am not a chiropractor so I really don’t know how
many times a client would go to a chiropractor for a slipped disc. I’m simply
using this as a potential example that you can extrapolate from. So our
person with the slipped disc is not getting any relief from the chiropractor
and they are franticly searching online for the solution.
Here you come with an audio program that thoroughly educates the client
about slipped discs, gives some helpful resources that they can go to,
perhaps a website that you have created with a listing of chiropractors in
their area that you can later sell advertising on once it becomes popular. Hint
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hint. And you take them from knowing nothing about slipped discs to
everything that they need to know about the challenge that they’re facing.
This can probably be done in an hour if you add some extra helpful
information, and you’re speaking slowly and clearly and you are describing
every aspect of the slipped disc and how to resolve it. And bingo, you have
your first product, which you can now sell for the rest of your life, because I
imagine that as long as there are humans, there will be humans with slipped
discs, and a percentage of those humans with slipped discs will not find
resolution with their local chiropractor and will be searching online.
You now have one product, which will make you money forever. Research
required was almost zero.
The website you can refer them to that you will create is optional. In other
words, you don’t have to create that now, you can create that in the future
version of your audio when you’re ready. Your recording time is probably
slightly over an hour. Auditing time is usually about double the recording
time, so that equals three hours total for production and you have your
product. This is the procedure that you must go through when you are
thinking about products.
This is where the ideas come from. I want to encourage you to follow
through with every idea that you have. You want to follow all potential
concepts that you have all the way through to completion. It is possible
while reading this book that you will come up with 30 different ideas. I want
you to schedule them (if that’s the case) and produce all of them. There’s no
need to limit your self.
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I have produced many products, which never went anywhere. For example, I
produced an audio on releasing wedding stress, which I thought would be a
big hit. One person in Saudi Arabia ordered it about five years ago and I
don’t think anyone has ordered it before or since. I imagine it was a sheikh
who was marrying a number of different women and he was stressed out.
I’ve also produced other recordings that I never thought would be successful
and they were.
So what you end up with is a bell-shaped curve in which the majority of
your products will sell fairly well. Some will underperform and some will
over perform. It really doesn’t matter once you create a lot of products
because you are going to have residual income from this, and they really
don’t take a lot of time to produce. So I suggest you follow every idea you
have all the way through.
One way to get ideas is to take concepts from other people who are already
selling products online in your field. And you now know that in the event
that you do not find anyone selling products online in your field all you need
to do is think about the two groups of people: the patients, since we are all
holistic practitioners we all have patients or could potentially have patients,
and your fellow holistic practitioners in your field.
This leads me to another important point, which is that you need to let go of
being the butcher, the baker, and the candlestick maker. One thing I don’t
like seeing is a business card that says that someone does everything. I
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remember when I lived in Los Angeles people would hand me a business
card that said they were an actor, a screen writer, and a producer… and
really what they were was a waiter or a waitress, but I imagine that wouldn’t
look very good on a business card. The more focused you are the greatest
results you are going to have.
Think about it, if you went to doctor, a general practitioner, because you
have a cold and the doctor said, “Yes, I am a doctor, but I am also a painter
and a car mechanic. Not only that but I have an art store down the street
where I sell my paintings which I work at on Tuesdays and Thursdays and
on the weekend I work at my car repair shop.” How confident would you
feel that that doctor is going to provide you with outstanding service? I
imagine that you would think like I do which is that he or she is too scattered
and needs to focus.
Humans have a difficult time as being experts in more than one thing. I
remember a while back when Michael Jordan decided that instead of being a
basketball player he was going to be a baseball player? His career was very
brief and unfortunate as a baseball player and he very soon went back to
being a basketball player. This doesn’t mean that he couldn’t have been a
baseball player. What it means is that to perform at a high level of efficiency,
which is required at the professional level where he wanted to be, you have
to practice for years to get good at it. It also helps if you have the public
behind you; he had neither. He had ridicule from the public and he had not
had the professional level of baseball practice he had in basketball. So for
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purposes of delivering the best end result to your customers and for purposes
as being accepted as a professional in your field you must focus.
I myself am primarily a hypnotherapist but I also use Neuro Linguistic
Programming (NLP) and lifecoaching and business coaching. So you may
wonder, how am I focused? But if you go to my website SteveGJones.com
you will see that I present myself to the world as a clinical hypnotherapist. I
happen to have sub-specialties which I feel work nicely under the umbrella
of hypnotherapy, which would be NLP life coaching, business coaching,
etc., however, I brand myself as a hypnotherapist. I present myself as a
hypnotherapist who has sub-specialties.
So if you have various interests like I do or if you’ve seen markets that you
can contribute to and financially benefit from like I have, that’s ok, as long
as you choose a main identity and you treat the rest as sub-specialties. In our
example of the doctor, he or she could have had a medical practice that they
practice at five days a week and could have turned car repair and art into
hobbies. This is perfectly fine because it presents a picture of a well-rounded
person.
The challenge is that when he or she attempts to present to the public that
they are equally proficient in all three and they are unrelated areas this
makes no sense and it turns people off. When people are turned off from a
professional that means that the professional loses opportunities and loses
money.
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Working With Outlines
Creating outlines can be an individual or a collaborative step, but it’s
essential to the process. For my projects, I’ll usually have my assistant first
create the outline then turn it over to me for refinement, then we work
together to finalize it so that I can use that outline as a tool for recording my
audio programs.
When I’m working with someone else on a project, like Joe Vitale for
example, he and I will each create our own outlines and then trade those
back and forth for review and approval.
Because I don’t use scripts for my recordings, the outlines become my tool
for staying on track while recording a program. Because I’m no good with
word-for-word scripts, I’m able to improvise around the bullet points of an
outline to ensure that all of the key messages are being delivered, and in
order.
Developing a brief outline can also help keep the deliverable in a
conversational tone. When reading a word-for-word script the content can
become dry when being read aloud, and lose some of the personality of the
author. An outline allows you to explain everything conversationally
without reading it.
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For example, if I’m going to talk about Neuro Linguistic Programming and
the “soft eyes” technique -- that’s a technique that you use in NLP, it’s an
exercise -- all I would need on the outline from my assistant is:
I. NLP
A. “soft eyes”
I don’t need a full two-page script on “soft eyes”. I know what that is
because I am expert in NLP, I don’t need to be told what it is. If someone
needs to be told what it is, that’s a clear indication of them not being an
expert on the topic. If they really knew what they were talking about they
wouldn’t need a word-for-word script.
A lot of times we’ll get our written books from transcripts of audio sessions.
When I want to write a book I’ll often just dictate it and then have a
transcriptionist transcribe the text. Those recordings allow me to keep the
content in a very conversational tone that flows.
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Chapter 5: The Power of Positivity
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Maintaining a Positive Mindset to Succeed
Your mindset has everything to do with your ability to succeed. As Henry
Ford, founder of Ford Motor Company, once said, “Whether you think you
can, or you think you can't -- you're right.”
Essentially what he’s saying is that whatever you think is going to happen IS
going to happen. If you think that you’re going to be successful, you’re
going to be successful. If you think that you’re not, then your thoughts are
already getting in your way.
This negative mindset impacts everything to the degree that sometimes
things never even get started; sometimes the plant never even starts to grow
into a tree, it never gets planted in the first place because you talk yourself
out of it. And we convince ourselves that we’re right, we’ve got logical
reasons, and we know what we’re talking about when we say this isn’t going
to work… but that’s all a negative mindset. And it has the impact of
destroying our dreams.
A positive mindset, on the other hand, can launch us to do anything. I
remember when I was starting off in the online world, at the time I knew a
lot of hypnotherapists who were also doing other things. They weren’t full-
time hypnotherapists, they were pursuing other methods of making money to
support themselves and practicing hypnotherapy outside of that. In fact the
mindset at that time was, as I discovered in talking to these people, that you
were not able to support yourself as a hypnotherapist, and that I couldn’t do
The Holistic Millionaire
it full-time. And that these hypnotherapists, positive people saying that you
can’t be a full-time hypnotherapist and must have another job to supplement
your income, was troubling. They also assured me that the online world
wasn’t going anywhere and if I produced recordings on mp3 people would
just rip them off.
That was all the negative thinking I was hearing at that time, and if I had
listened to it I never would have ventured into the online world. I would
have kept things as a bricks and mortar business and missed a huge
opportunity.
The online world has of course made all the difference in my financial
success, and my ability to help the world. So the impact a positive mindset
has on somebody’s ability to succeed is everything, and you just have to
ignore what you’re hearing and focus on what you believe in your heart to
be true. Even if you’re not able to see the path ahead, you just have to
believe that it’s going to unfold as you continue walking forward.
That’s why I always give the same advice to people, like those that get on
my FaceBook fan page and tell me they did something great and just wanted
to share it with me. I tell them, “Keep moving forward!” Because that is the
positive mindset in action, and that starts us on the path and continues
moving us forward to our goal.
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Limiting Your Exposure to Negativity
Recently one of my publishers, in preparation for my most recent book to be
released soon, said that they would like me to review and comment on
current news items as part of getting the buzz going for my book. He
suggested that I download an application to my phone and look at the news
articles every day to find something that I could “Like” on FaceBook and
comment on.
When I downloaded the app, I looked through it and it was all crap news that
I had no interested in whatsoever: death and everything short of plague,
people losing their jobs and just all kinds of negative things. They were all
very real things, I’m not going to deny that they were true or unimportant
stories, but the things that they were presenting were negative things, things
that I would not want to focus on. So I had to find a different app that would
show news items that I’m interested in, which are science and technology.
When I was a kid my dad used to cut out things about the Apollo missions
and leave them for me to read; those are the kinds of things I read as a kid,
those are things I was exposed to, and that’s still the kind of news I like.
Because it’s so positive, it’s forward moving, it’s forward thinking. It’s all a
matter of focus.
I want to recommend not going under a rock and being oblivious to what’s
going on, but getting a little bit of news to see if anything major’s going on,
and then I look for things that are positive. Everybody has to find their own
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positive in the world, but for me it’s science and technology, it’s businesses
that are doing well, and it’s space exploration.
You can always find something positive to focus on. What that’s going to do
is get you in that positive mindset, realizing that the sky is not falling, things
are actually looking up, and that there’s still a lot of optimism in the world.
And you can bring that down to your life, and say, “It’s worth getting up
today, it’s worth moving forward. There are a lot of people doing good,
positive, powerful things in the world, I want to be one of them – how can I
contribute?”
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Accepting The New You
You may find it difficult sometimes to conceive of yourself as being a person
who makes residual income online without really having to work much. This
concept can seem foreign to people who have gone to an office all of their
adult lives or who have always been told that you need to do an “honest
day’s work for an honest day’s pay.”
Realize that the majority of your income from this point forward is actually
going to come from no work after the initial work is done. I think that many
people have difficulty embracing this idea because it sounds like a fairy tale.
It sounds too good to be true.
I remember in the 80’s I was involved in AmWay. AmWay is a company that
has a multi-level marketing structure, which allows people to get people into
the company beneath them and they make money from those people, so that
the more people you get beneath you the more money you make. This is a
perfectly legitimate company and it has been around for a long time, and it
has made a lot of people rich and pays a lot of people every day without
having to do anything after a certain point.
I didn’t do well at AmWay. In fact, I never got anyone in. I think I was
involved in it for approximately two months in the 80’s. I think part of the
challenge for me was that I didn’t really believe it could work for me. I
heard a lot of stories about how people became wealthy with it and made
residual income and became millionaires but I didn’t believe it would work
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for me. I’m not sure why I didn’t believe it but I did have difficulty picturing
myself as a person making a tremendous amount of money without doing
anything.
Now of course I’m able to picture it because I’ve found my own way of
creating this thanks to selling products on the Internet. But I think that my
AmWay story is a good parallel for what people think when they attempt to
picture themselves making money for the rest of their lives for a small
amount of work that they did at one point at their lives.
I think it sounds like a fairy tale. I think they fully believe that other people
like myself have achieved it, but they have difficulty believing that they can
do it and for this reason they become scattered and unfocused and they
eventually stop moving forward towards this goal because they don’t feel its
going to work for them.
I want to tell you that you need to get focused right now and you need to
realize that in addition to this being possible this is in fact your future. You
need to embrace it and focus on it right now. In fact, I’ve included a
hypnosis program at the end of this chapter, which will increase your focus.
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Unlimited Wealth Script
You are unaffected by negativity and retain the ability to enjoy all of the
warmth and joy that life has to offer. You are totally detached from
negativity. You are open and receptive to love. You do not complain. You
accept other people as they are and you do not expect them to change. You
are patient, calm, and harmoniously centered at all times. You let go of all
fear-based emotions such as blame, jealously, guilt, and possessiveness.
These negative emotions are now a part of your past and you open yourself,
open yourself to receive all the good things life has to offer. You accept all
good things into your life. You know that you are worthy of receiving all
good things in your life. You allow yourself to receive good things. You do
not block good things from entering your life. You are worthy of receiving
them. You allow money to come to you. You allow money to come to you.
You allow money to come to you. You now have a flow in your life and
money is actually attracted to you and you allow it to come to you. You do
not stand in the way of money flowing toward you. You allow it to come to
you. You know it is for you. And you know that you will use it for the
greatest good. You allow it to come to you. You now realize that you have
the ability to create in your life unlimited wealth, unlimited wealth. Your
wealth will be without limits. You allow money to flow to you and it does. It
flows to you easily and effortlessly because you are now open and receptive
to all good things. You keep your mind calm like water. You remain centered
at all times. Physically relaxed, emotionally calm, mentally focused, and
spiritually aware and money flows to you. You now realize that you will
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have unlimited wealth. You will have all the wealth you desire and you let
this happen easily and effortlessly. You are comfortable with wealth.
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Amnesia
As you continue to relax, every breath you take is soothing you, and I want
you now to become aware of your breathing. And I wonder how much
attention you have paid to all the different thoughts going through your
mind. And then you can become aware of how difficult it is to remember
what I was saying exactly 10 minutes ago. And you can try to remember
what I was saying five minutes ago, or what you were thinking 14 minutes
ago. But doesn’t it seem like too much work to try to remember all of that?
In fact, it seems that it takes more effort than it is worth, so I want you now
to relax, relax, relax, and understand that it is not necessary to remember
what I say when it is too much work to do. You can choose to forget to
remember what I said or remember to forget what I said. The choice is
yours.
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Trance Termination
Now, in just a few moments, you are going to come back up at the count of
three. When I bring you back up, you are going to feel comfortable. You are
going to feel relaxed. You are going to feel as though you have had a
peaceful nap and even after you are out of hypnosis, understand that your
subconscious mind will act on every word that you have just heard, these
suggestions will become stronger and stronger in your mind. Each and every
time you listen to this recording, these suggestions will become more and
more a part of you, and you will become more and more the person of your
choosing — a relaxed, calm, confident, peaceful person who is able to
achieve anything. All right now.
One: beginning to come up, feeling very good, filled with energy, rested,
feeling as though you have had a peaceful nap.
Two: coming up even more, beginning to move now, beginning to stir and
you are totally at ease.
And, at the count of the next number, you will be completely awake.
Three: eyes wide open, relaxed, refreshed and feeling wonderful.
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Chapter 6: Creating a Working Platform
and Philosophy
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Expanding Your Platform
If you find yourself in a narrow subject field you’ll often need to get creative
when developing deliverables. On my website, SteveGJones.com, the
catalogue has been expanded over the years to address horizontal expansion
opportunities. Looking at my current catalogue, you would see that we have
an abundance of categories: gold, platinum, titanium, diamond, daytime,
binary daytime, backward daytime, high-speed daytime, subliminal,
backward subliminal, high-speed subliminal, paraliminal, omniliminal,
hypno-hybrid, hypno-fusion – that’s just to name a few. And in each of
those categories we have roughly 215 recordings.
Each month we deliver a new series, and each new series is an opportunity
for multiple levels and kinds of product. For example, a new series may just
have new background material added to a voice recording I created a few
years ago, but that background music will give it a particular flavor or offer
a new slant, making it a distinct product.
When I first started recording audio sessions I recorded over 200 titles and
thought, “well, okay, we’ve got them all done, let’s call it a day.” But then I
realized, “wait a minute, we’ve got all these recordings, we can do a lot of
things! We can have a gold line and a platinum line and the gold line’s
going to have all of the same intros, all the same background music, and
they’ll be shorter, they’ll be 30 minutes, we’ll reduce the script size, and the
platinum’s going to be longer, they can be a full hour or they can have a
variety of five different musical backgrounds, they can have binaural tone,
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they can have a few NLP techniques I can add at the end, we’re really
flavoring them up to make them a much richer experience.” That thought
expanded over time to create a multitude of program levels and types.
We even had a contest here in the office, $500 for anyone who can create a
new series. My assistant got so excited about this, and she said, “We can do
the daytime thing and offset it by ten seconds and play one version on the
left ear, one in the right ear.” This sparked a whole new series, and also kept
the team excited about our deliverables.
Ultimately this growth in my product catalogue came from me wondering,
“hmmmm, what else can I do with these recordings?”
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Being Rigorous
Our online examination tool creates a very thorough online process. It’s a
program that was custom created for my needs, cost thousands of dollars to
build and is constantly being refined to more smoothly and efficiently
process all of our students. Because we have so many given students at any
given time all around the world, we’re not able to handle all of the
examinations in-office, so we created this automated process.
That automated process needs to be rigorous, which is a term I like to keep
in mind while creating certification programs. Keep it rigorous, make it
challenging, and don’t create something that a monkey could pass without
even trying.
Having studied at Harvard and finishing my Doctorate in Education, I’m
intimately acquainted with the notion of rigor. But you don’t have to bring a
Harvard-level rigor to bear in a certification program. You just need to make
it challenging enough so that you’re confident the student has processed the
material. People don’t get a free ride just because they paid money for a
certification program. It has to be tough, thorough and rigorous.
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Providing Services to Clients You Never Met
One of the more difficult adaptations of the internet age is the departure
from face-to-face relationships in businesses and the growth of digital media
and communications. Questions like “how do I trust this provider?” and “is
this information reliable?” are regular concerns, but for the online
entrepreneur it largely becomes a matter of crafting a deliverable for a client
that you may never even meet. How would you translate and market an
existing practice into something that works for an anonymous internet
audience?
Here’s what you need to remember: don’t focus on marketing. In my
business we separate marketing from content creation, which not only allows
you to concentrate on what’s important (the content), but also helps preserve
the integrity of your deliverable. We call content creation “production”, and
production and marketing never mix, at all.
Some practitioners – hypnotherapists even – will balk at that, insisting that
one must be good at marketing in order to be successful. Not true. That’s
what copywriters, website designers, marketing gurus and PR
representatives are for. My first concern as a hypnotherapist is being a good
hypnotherapist, and I know that is what makes me successful at marketing
myself as a hypnotherapist.
You’ve got to maintain what you were doing in the office when you bring
your services to the online world. For me, there was no shift at all in how I
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approached my clients. I just took the best of all of my techniques – for
quitting smoking, overcoming fear, etc. – and recording them to audio
format where people could download them.
I never worried about “how am I going to market this” and instead focused
on creating the recordings, making sure they were of the best quality
possible.
I went to a ClickBank meeting a few years ago and found that they were
promoting one of my products, the NLP Program, at their desk. And why
had they chosen to promote my product? Because, as stated before, I created
something that was pure information – no website plugs, anecdotal unrelated
stories, or fluff to fill a marketing need. ClickBank saw the value in that and
chose to promote my product, thus marketing my product for me.
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Turning an Idea into a Product
I’d like to share with you my regular practice for creating a product to help
illustrate the steps to success.
With over 9,000 audio programs available on my website, and more
programs being developed regularly, we deploy new content over time on a
schedule. Hypnosis records, for example, will often begin with a request.
Because the Steve G. Jones brand has such a powerful online presence, both
our New York and Savannah offices are staffed with customer support agents
that handle phone and email inquiries from clients. Throughout the day that
team will field requests, like “Do you have anything for deep vein
thrombosis?” or “Do you have something for the fear of clowns? My
nephew is afraid of clowns and won’t go to the circus.” The customer
support staff will log those requests and, about once a year, my team and I
will take that long list and begin creating new recordings based on those
suggested topics.
But before something goes to production, my assistant will first research the
topic to make sure the information provided is accurate and executed
correctly. She will then create the script (it’s worth noting that when I first
began this was a step I would complete myself) based on that research to
help guide the content. Together we will review the script, finalize the list of
requests we’ve received that year, and then submit everything to our
marketing department in New York.
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Once marketing receives our list of topics and supporting scripts, they will
either approve or discard the topic based on market insight and their
estimation of its ability to sell. It’s important to note that the marketing team
has NOT had input up until this point. They have no control over the
content itself, but the do have control over what does or doesn’t get created
at this point. They’ll base their decision based on keywords, popularity and
marketing metrics instead of just catering to that single person that sent in a
request.
As an example, my Fear of Frogs program was recorded after a woman in
Australia requested it. The recording has been a remarkably poor performer.
When I first began recording audio programs I would take on any request
that I could, including the request from a woman who asked for something
to help overcome her fear of frogs. I hadn’t done any market research on the
topic, but if I had I probably would have discovered that it was a very
narrow market. And while it’s nice to be able to create something for just
one person, it’s not an efficient use of my time when I could instead be
helping thousands of people who need help with a different topic.
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Once marketing has reviewed the list and we have a final approved list of
topics, I will further refine the script and record the session on my recording
studio. Years ago when I first started recording hypnotherapy sessions I
would go to an apartment in Santa Monica where some guy had set up his
computer and he and his friend would create the recordings for me. That
wasn’t even ten years ago, but the quality of my recordings has improved
tremendously since then. Now I have a custom built recording studio in my
home, with top-end equipment like a hand made RØDE microphone from
Australia, and two college graduate recording engineers to program the
audio.
After I’ve completed recording the audio files they will then be sent to
another audio engineer who will add music tracks. My assistant follows this
by auditing this version, sending it back for any corrections, until a final
version is approved by me and sent to our New York office.
The New York office will complete the process by loading the deliverables
onto the servers, create sales copy, contact the affiliates and finally launch
the product.
Turning a book into a eBook is a very simple process. All you need to do is
find someone that can create PDF files. If your source document is well
formatted, someone can create a PDF for you in ten minutes. If, however,
your source Word document needs a layout created or some editing, the
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process may take 48 hours for a good PDF designer to turn all of your
content into an eBook.
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Chapter 7: Creating Content
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Content is King
The content is the content. It doesn’t have an eye on the audience, it’s just
telling the story, or how to do something. It’s marketing’s job to tell the
story about the content and then create sales copy to support that. The two
initiatives must always be kept separate to maintain the integrity of the
content.
You’ve got to start with SOMETHING though. I recently had dinner with
Joe Vitale in Austin and, after a full delightful meal of sushi, we began
brainstorming, asking each other what we could create together. Having
previously worked together on projects such as The Wealth Trigger and The
Soulmate Attractor, our process always seems to begin in the same way:
collective brainstorming.
That night Joe and I sat over the table and came up with about 20 different
ideas. I sent that list to my New York office, which is now responsible for
reviewing those ideas and assessing their marketability, but we never
considered marketing while brainstorming. Brainstorming can be a great
tool for kick-starting ideas – you can develop all kinds of great ideas in an
environment that acknowledges no limits. During the brainstorming process
your mind should never consider whether someone will like it, if the market
is ready for it, or whether it will sell or not. You just think about what you
know, and how you can use that to help people.
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Even if I’m working alone, brainstorming takes on the same process of free-
formed thoughts and ideas without an eye on marketing. Sometimes you’ll
wind up with a long ridiculous list of ideas, but they’re all things that came
to you because you feel them in your heart and want to create them.
For the past year I’ve spent a considerable amount of time thinking about
how I could take what I know about marketing and being an entrepreneur to
help people. My library includes 20 certification programs currently, from
Life Coaching and Business Coaching, to NLP & Hypnotherapy with
various levels within each program. And I realized that the people taking
those certification courses are usually studying these programs so that they
can become a professional.
Like Joe and I, or like me, most of the people taking these certification
courses want to become a leading hypnotherapist, or a guru within their
specific field. But the challenge for them becomes, “Okay, I have a
certification, now what?” They’ve got to be able to build their business and
market themselves. I saw a missing link in the process.
When I presented the idea to Joe of creating something to help entrepreneurs
market themselves, he not only agreed that it was a good idea but also
confessed that he’d been thinking about that very concept himself. “We
need to create a program,” Joe told me. So out of that brainstorm – both
individually and collectively cultivated – Joe and I will create a program to
help people get to the next step.
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The flip side of this, of course, is the pitfall of creating content that you
don’t stand behind or believe in. I used to create things that I didn’t
necessarily want to do – one of the programs that springs to mind is How to
Communicate With Animals – simply because it had been requested and
approved, but I found that I didn’t enjoy the process at all because my heart
wasn’t in it. After realizing this, I now refuse to take on something that I
can’t get behind. You must be passionate about what you’re creating.
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How to Record and Produce Quality Audio
When you produce audio recordings it is important to do so in a quiet place.
Believe it or not the initial hypnosis recordings that I made back in 2001
were done in the apartment of a sound engineer who I had hired in Santa
Monica, California.
I sat in a small school desk that he and his assistant in a bedroom and
recorded with their computer in the background. The top of their computer
had been taken off and they had a fan blowing on the computer to cool it and
there were occasionally dogs barking in the background. All of these sounds
were picked up on the recording and could actually be heard on the final
product.
In addition to that they weren’t always the best at editing and when I made a
mistake and used an expletive sometimes those were still on the final
recording and I had to catch them. So it was a very rough start.
At the time that I am writing this book I have a state of the art recording
studio that has been built in my house and have two college graduate sound
engineers who look over everything and we use ProTools recording software
on a brand new Apple iMac and I use a handmade Rhodes microphone from
Australia. Obviously this setup is quite different from the one I initially
started with.
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Realize that you do not need any of these things in order to make quality
sound recordings. What you do need is a quiet place, a good microphone,
and a computer and that’s it. You can create your own sound studio in any
closet of any apartment or house by getting packing blankets and tack them
up on the walls and ceilings of your closet. This will serve as sound
insulation. Or you can buy professional sound insulation foam and put it on
the walls and ceiling.
The carpet on your floor will be fine as it is for sound insulation. The idea is
you don’t want the room to be “wet”, which means that it echoes. For
example, if you go into a bathroom with no carpet and not much on the walls
and you talk, you will notice a slight echo. This is something you want to
avoid in professional recordings because it’s going to make your recordings
sound amateur. So all you need to do is go into your well-insulated closet.
Bring your microphone with you. Do not bring your computer with you
because computers have fans and when the fan goes on the microphone will
potentially pick it up.
Microphones can be purchased very inexpensively. Some are as inexpensive
as $10 and they can easily go up to $5000. But I recommend getting a
professional grade microphone. Senhneiser is a good brand and expect to
pay approximately $250 for it.
A computer you probably already have, and you can actually use free
software. Audacity is an example of free software. If you want to use
prosumar software, which means it’s between professional and consumer
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level software, you can use Sony SoundForge. Even the free software such
as Audacity will be fine. Make sure you are recording in .wav format, which
is a high quality recording and you can always mix down to mp3 for
distribution online.
There are several things that you should know which could make or break
the audio recording. First and foremost will be outside sound, which you can
mainly control with the insulation but you should also have a sound studio in
a place with minimal surrounding sounds such as children playing, dogs
barking, airplanes flying overhead, etc. Even with my studio I will
occasionally have to pause for large aircraft flying nearby, because the sound
is sometimes picked up by the sensitive microphone I use.
So realize that occasionally you will have to stop. The best thing to do of
course is to start recording and listen with headphones to the samples that
you produce. Record with sounds in the background you think your
microphone will pick up and see if it actually does. Many times microphones
will not pick up noises that you think they are picking up, and sometimes
they are picking up noises that you haven’t even thought of.
For example, in my studio there is no air conditioner because it makes a lot
of noise. But there is air conditioning outside of the studio, which the
microphone does not pick up. I know these things because I have tested
everything. You need to find out what makes noise in your immediate area,
meaning the area in and around your studio that is going to be picked up.
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Sometimes my digestive tract will make noises after I eat a meal and I need
to re-record after that. So trial and error is the name of the game here. You
need to start recording right away and listen with headphones to see what is
being picked up and what is not. I emphasize listening with headphones
because if you listen without headphones there are a lot of noises that you
will miss that people listening with headphones will hear.
You’ve got to listen to your recordings in the way that’s going to reveal the
most potential erroneous sounds. This way you will be sure you will have
eliminated those sounds any potential listener would hear. I recommend
purchasing a pair of professional Sony studio headphones to listen with.
Earbuds that come with phones are not good enough to pick up the various
subtle sounds that more discerning consumers may potentially hear.
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How to Create and Self-Publish eBooks
eBook production is quite a bit different from audio production. I’m actually
producing a book right now. Although you are reading these words on a page
they will then be transcribed on to a word document and will be read by me
and rewritten and sent to a proofreader, then sent off to the publisher to be
published in a physical book.
But as I am creating this book I am actually following the process that you
will be following when you create an eBook. I very rarely physically write
anything. Instead I dictate it into a digital voice recorder as I’m doing now
and it is created from that. I have attempted to use voice recognition
software but at the time I am “writing this book”, even the best voice
recognition software was not good enough to allow me to maintain a steady
pace in my thoughts.
In order to record with voice dictation software you need to speak fairly
slowly and consistently and annunciate everything, and when thoughts come
to me they don’t come slowly or consistently and they don’t come out well
annunciated. They come to me sporadically in clumps, and I’m often
speaking very quickly and sometimes I speak more slowly when ideas are
not coming as fluently. So until voice dictation software gets better I advise
against it and recommend using a digital voice recorder, which will be
transcribed. I imagine this will change in the near future because the
software is improving regularly, at which time you will be able to create an
entire book just by dictating it.
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I want you to realize that before I get to this point -- where I’m talking into a
digital voice recorder and preparing something that the transcriptionist will
type out -- I have created an outline. In this case I have created an outline for
the entire book. I have divided the book into four parts and numerous
chapters.
Then I make notes about the chapters and start recording. So what I’m
creating from is fairly basic actually. It’s a list of close to forty chapters,
which may change over time as I add, subtract, or combine chapters and I
have about five bullet points that I’ve written out for each chapter and that’s
it. I look at the chapter title, I look at the bullet points, and I start recording.
The reason this works is that I am already an expert in everything that I’m
going to “write about”. I see, for example, a note about creating a sound
studio at your home and I know what I need to say about it. I don’t need to
research it, and I don’t need to ask someone else’s advice or opinion about it.
I just need to say what needs to be said in order for someone to understand
how to get the same result that I have gotten.
This can be a little daunting if you are not accustomed to talking into a voice
recorder, and it also can be daunting if you have not talked about the
procedures that you go through in your practice. Perhaps you just know
certain things, but when it comes time to talk about them perhaps it’s a
different story. If that’s the case I want you to give yourself permission right
now to get over it.
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You need to start recording in order to create eBooks. You need to just go to
the store, spend $25 on a digital voice recorder and start recording. This is
the best way to create an eBook. Yes, your voice may sound funny to you
when you play it back. Yes, you may fumble some of the words, but none of
that matters because you are focused on the end result which is the residual
income you will make for the rest of your life once you have created this.
Realize that the person you’re going to send this to, the transcriptionist, very
possibly doesn’t know you personally and really wont care if you are
fumbling over words because they are getting paid to transcribe the audio
that you are creating. I want you to give yourself permission to make
mistakes, sound silly, and to get over all of that and yourself to move
forward and start creating your eBooks.
It is possible that you are one of those people who enjoy writing out things
by hand when you write a book or type things out on a computer. I have seen
people type very quickly. I myself am not a very good typist and for these
reasons I prefer voice dictation. If you find that typing or writing works
better for you then by all means go for it. You can type out your entire book.
This of course makes editing a lot easier and you save money with
transcription or you can write it out and then type it later or have someone
else type it. It really doesn’t matter how you do it as long as you do it. For
me, voice dictation works the best so that’s the way that I do it.
When I produce an audio recording I make sure that I haven’t had any dairy
within the past few hours because this produces phlegm in my throat. I make
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sure that I am well hydrated. I make sure that I am neither too hungry nor
too full, both of which can create digestive noises, which the microphone
could pick up. I also make sure that I have had proper rest so that my voice
does not sound like it’s dragging. I make sure that I have not had too much
caffeine so that I don’t sound overexcited and speaking to quickly.
Realize that none of this applies for when you are dictating for an eBook.
When you are dictating for an eBook you can record first thing in the
morning or in the middle of the night. Your voice can sound awful as long as
the person doing the transcribing can understand what you are saying the
quality of your voice really doesn’t matter.
When I create eBooks, I always dictate the eBook. I then have the audio
transcribed by a transcriptionist and then sent back to my assistant for
editing. Additionally, my assistant will add information gathered from
various reliable sources. Always make sure when you use other people’s
information that you put it in your own words. If you ever use direct quotes,
then you must site the reference in the references section of your book.
Recently, when I create eBooks, I have used voice dictation software. I can
use this either on my laptop, which has a built-in mic or my iPhone, which
also has a built-in mic. Currently, the best dictation software is Dragon.
However, at the time I am writing this book, this software is far from
perfect. You have to speak like a robot and annunciate perfectly or it will
assume you are using other words, which it will then insert instead of the
actual word you said. Although this method has the potential for eliminating
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the need for a transcriptionist, I do not recommend it in its current state. In
the future, I believe this type of software will be more highly evolved and
will completely replace transcriptionists, but that is in the future.
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How to Film and Produce Quality Video Programs
Video production used to be something that cost a tremendous amount of
money and took a tremendous amount of time. It was not unusual for the
equipment alone in video production to cost somewhere in the neighborhood
of $20-50,000 and for the film associated with video to be quite expensive as
well and to take a tremendous amount of time to develop and edit. Those
days are gone.
Video production is extremely easy now. In fact, I own several Apple
computers and all of them come equipped with a video camera and a
complete video and audio editing suite. I can actually take my 11’ MacBook
Air anywhere in the world and record an entire instructional video and have
it edited and uploaded to YouTube within an hour. I can even perform most
of those functions with my iPhone. I can shoot a video and lop off the
beginning or the end where I’m fumbling around and I can load it to
YouTube.
Video production has become extremely easy and cost effective and in most
cases it is completely free. So I want you to realize that it is very possible
that you already have the resources needed to produce a quality video.
Keep in mind that when you are initially producing video and audio the
name of the game is to keep costs down. You want to be sure you can
reinvest in your video and audio programs later and make them better like I
did. Initially, though, you need to get up and running and start getting some
sort of income.
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When I initially created my audio programs I started selling them on EBay
and started making money. Later on I had my website that started selling
them and made even more money. At that point I had the resources to create
a higher quality recordings. I’m not suggesting you have dogs barking or
fans blowing in the background. What I am saying is that the products that
you make do not have to match the quality of a professional studio produced
CD by your favorite band or the latest feature length film.
Customers primarily want the information you are providing for them, which
I call the ‘steak’, and the added bells and whistles, which I call the ‘sizzle’,
are not as important as the content you are giving to them. You are going to
be selling information products or products that, such as my hypnosis
recordings that help people achieve some sort of goal. You are not producing
products for entertainment value. So realize that as long as the ‘steak’ is
there the ‘sizzle’ doesn’t have to be at the highest possible level. With this in
mind I want to walk you through a basic video production.
Initially, just as your audio recordings or eBooks you are going to have to
have some sort of outline. I recommend when you first make a video product
that you produce a video product that is an hour long dividing it into three
20-minute modules. The reason for this is that when you it’s going to allow
for you to get up and running very easily.
So all you have to do is come up with one topic, for example weight loss,
and then three subtopics, which will be the three 20-minute programs that
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will make up the full one-hour program. For example: how to eat right when
you are at work, at home, and on vacation. So in this eat right weight loss
video you now have the overall title and three subtitles.
Now you need to come up with five different bullet points for each of the
subtitles. For the eating right at home perhaps you’ll want use these bullet
points: purchasing groceries, healthy cooking, avoiding late night snacks,
low fat groceries that don’t cost much, and the importance of drinking water.
For your video on eating right at work: low fat foods that you can take to
work, avoid eating out of boredom, what to do when junk food appears at
the office, recipes for meals that you can cook and bring to the office,
healthy snacks. For eating while traveling: choosing restaurants wisely,
where to eat at the airport, avoiding eating complications due to jetlag,
snacking in the airplane, and snacks that you can bring with you.
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Create a Mobile Recording Studio
Usually I am traveling and I am not at home where my custom built
recording studio is. When I am at home it is wonderful because I can go into
the studio and record and everything is taken care of.
But when I am on the go I use my mobile recording studio, which is actually
fairly easy to use. What I use is an 11” MacBook Air because that actually
packs lightly into my suitcase. I use GarageBand software on that computer.
I use a blue yeti microphone, which I have modified with a collapsible stand
that fits into my suitcase. This plugs into my computer via USB.
I then send my recordings off to a sound engineer, who I’ve been working
with for years, who then edits the sound recording and sends the edit to my
assistant. My assistant audits this again and then finalization of the product
begins.
I realize that you may not have an assistant, and a sound engineer may sound
like an expense to you. But I want to tell you that through the use of
elance.com you can easily find sound engineers who you can FTP your
recordings to, remembering to record in the .wav format, and they can send
you a finalized mp3. You don’t need to worry about paying the fees of a
professional sound studio with professional sound engineers.
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In order to make sure that my recordings do not have any background sound
I always pick the quietest part of the hotel, which is quite often the hotel
bedroom. I’ve never had any challenges with side sounds.
Another friend of mine who also uses the same technique takes the
comforter of his bed and puts it over his head and over his computer and
over his microphone creating a teepee that he holds up with his head and he
records from there. He’s able to see what he’s recording because he’s
looking at his notes on his computer, which provides the light. So you can
use these methods and easily record on the go.
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Chapter 8: Exploring Opportunities
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Creating Customized Content for a Client
While you’ll largely be focused on creating content that appeals to a large
audience, you may be approached by individuals or groups requesting you to
develop a program specific to their needs.
Years ago I was approached by Vishen Lakhiani of Mindvalley who
explained that they needed an Astral Projection Program and would like me
to create it. It was a very detailed and lengthy process, working with a staff
of over 50 people and trying to satisfy everyone from a marketing team to
content creators.
It’s a stimulating process, but completely separate from creating an eBook or
online certification program since you are keenly aware of the audience.
Your Appearance in Videos
One of the details that I pay attention to when I produce videos is my
appearance. I believe that one’s appearance in a video should be as good as
possible, because you are going to make the video one time and its going to
last forever.
Several days before I start recording a video I will avoid foods that may
cause any irritations in my skin; not that I am prone to excessive skin
irritations, but everyone from time to time has minor ones.
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So I will start adjusting my diet, which is already fairly good but I will
tighten it up even more. I will also get a haircut. From time to time I will
have minor cosmetic surgery and remove visible skin blemishes. This is not
very common but as I grow older this does happen from time to time. I
always make sure these things happen with plenty of recovery time between
videos so that it in no way interferes with my video. In fact, with my
enhanced appearance it will help the video.
All of these things are very important to consider when you are making
videos. In addition to having a good haircut and being properly groomed that
day and wearing clothes that are appropriate to what you are doing. I will
wear different clothes depending on the type of recording I am making.
For example, when I recorded the 30-hour NLP program I wore a blazer
with a white collared shirt and had my haircut very short, as I wanted to
present a business appearance. When I create hypnosis videos showing me
hypnotizing someone I usually want more of a casual look so I will often
wear a shirt with a collar and jeans. This allows me to get the image that I
want for that.
But realize that when I am preparing for a video I am always aware of the
way I will look on the day or the days the video will be produced and
everything in my life will be geared toward that, so I don’t have a sunburn
on the day of the video is being produced or some sort of mark on my face
or a haircut that could be better or anything that could distract the person
from watching the video. I want to convey a proper image in all of my
videos so that everything is geared toward that.
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The Importance of Doing Interviews
There’s not a day that goes by that I’m not asked to do an interview these
days. Usually an email comes in, my assistant gets the email, and she sets up
the interview either via Skype or telephone for a particular day and time.
Many times these interviews are sold online and I get a commission from the
product, which is just a collection of interviews, me and other experts in my
field usually. Not all interviews are turned into products and sold but many
of them are.
I never turn down an interview. In fact if you were to email my assistant at
[email protected] and ask her to setup an interview with me, your
request would be immediately granted.
Why is that? Because all interviews are free advertising. The interviewer is
going to use that interview in a number of possible ways. Usually they draw
attention to that interview and get people to go to their website to listen to
that interview. That interview has your name on it and many times at the end
of the interview you’re allowed to mention your website, and sometimes
you’re allowed to mention special sales that you’re having on your website.
So interviews are always good. Once they’re done they last forever. Most
people are fairly good about getting the interviews out and getting people to
listen to them. You don’t have to do any of the groundwork. All you have to
do is talk on the phone or Skype for half an hour or an hour and your part is
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done. The interview is going to last forever just like the digital products that
you have created.
Realize that in preparing for an interview you should prepare just like you
would when you make an audio recording, because its going to be around
forever and you want to make sure its done the right way since you only get
one shot. Some interviews are live and some are recorded and edited. In
either case, you should accept the interview and put your best foot forward.
Some people like to get the interview questions ahead of time; I prefer not
to, I like to be surprised by interview questions. I’m usually not surprised as
they are usually the same questions: what is hypnosis, what are some of the
myths of hypnosis, how can hypnosis help people, etc. Occasionally
someone throws me a curveball and I enjoy it because I like being put on the
spot where I have to dig a little bit more deeply and come up with some
helpful information in the moment. However, most interviewers are more
than happy to provide you with a list of questions ahead of time or even
allow you to write your own.
Some interviewers actually ask you to write your own questions, in which
case I have my assistant do this. But you can have a list of standard
questions that you like to be asked that you create. Usually they want about
ten questions. They don’t have to be detailed questions. They can be fairly
simple questions that you know the answers to.
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Most people who listen to an interview do not want to be overwhelmed by
your vast amounts of detailed and technical information that you have on
your topic. They want to be able to clearly understand what you’re saying
and so you’ll have to be able to convey it in very simple terms. Speaking of
this, I always follow the rule that you should present things as if you are
talking to an 8th grader. You should always make things very simple to
understand, and I feel that it is a real test of whether or not you really
understand it, as to whether or not you can present it in a simple way. If you
really understand what you’re talking about you’ll be able to say it in a way
that even an 8th grader can clearly understand, which takes a lot of the
pressure off of you. Because you’ll want to keep things very straight-
forward.
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Deep Discount Sales
Deep discount sales are highly effective and can garner a tremendous
response. On the American University of NLP website, aunlp.org, we offer
an NLP Certification program with prices ranging from $675 to $875
depending on the level, which people pay for regularly. But sometimes we
will market that program at a deep discount, offering it for a special
promotional price of $7.
When people see the program being offered for $7, in the absence of it being
presented in terms of its normally much higher price, they would say,
“You’ve got to be kidding me, training courses for $7? How can you
possibly get certified in anything for $7, that doesn’t make any sense.” But
the fact that we normally do sell it for a high price makes a difference.
And here’s where we get into some legal concerns – the FTC looks around
for stuff like that, and if they see you pretending that something’s normally a
certain price but now at a deep discount, that’s not legal, you’re not allowed
to do that. You can’t say, “this is normally $300 but today it’s $1” – if
you’ve not sold the $300, it’s not normally $300. That’s something you wish
it was; it’s got to be selling for that price and it’s got to be a legitimate
discount.
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You’ve got to make sure that legally and ethically you’re on the up-and-up.
But once you have those two in place, once you’re offering something at a
very low price that’s super high quality, people really respond. They say,
“Wait a minute, this is an amazing value, this guy’s actually doing
something for us!”
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Finding Wealth Opportunities (Accept All Offers)
Wealth opportunities come in all shapes and sizes. My office is, as I’ve
mentioned, receives at least once request a day to do an interview with me. I
also get offered to be on TV sometimes or to write a forward for someone’s
book, or testimonial for someone; unless I have a definite objection to the
person or their material, I always accept these opportunities because, just
like interviews, they are opportunities for free advertising.
Sometimes people will email you and ask you to partner with them in some
program that is going to create wealth for you. For example, I have 9,000
hypnosis recordings, and many times people email my office and ask if they
can sell my recordings and give me part of the profit.
The answer is always yes. Why would I ever say no? Unless there is some
indication they are shady and you can easily research people online, you
should always accept all opportunities like this to create wealth.
By doing this I have formed very powerful partnerships which pay me a
residual income regularly.
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Taking Action!
The most important part of being successful is taking action. This means
having a good to do list. Every day when get wake up you should have a list
of things that you do: phone interview at 1pm, do the outline for your new
book at 2pm, meet with a client at 3pm, etc. It doesn’t really matter what’s
going on, what really matters is that something should be going on every
day. I don’t take any days off, I don’t believe in days off, I don’t even take
Christmas off, I work every day. When I’m not actually in the office or in
front of my computer somewhere, I’m thinking of ideas, and I’m usually
jotting them down or emailing them to myself, or recording them through
some sort of voice dictation software to look at them later. I don’t believe in
weekends off, I don’t believe in holidays, I don’t believe in taking any time
off whatsoever.
Some of the best of ideas that I’ve come up with have come to me in the
middle of the night and I have jotted them down to act on them the next day.
I’m constantly working and I don’t view this as negative. In fact, my
understanding is that the weekend was created by Henry Ford and later
instituted by the United States government to give laborers a couple of days
rest every week for their labors.
What I do is not labor, it is not intense work. Most of it is cerebral work. I
have other people do the groundwork such as typing, emailing, etc. My job
is very easy and straightforward. I imagine my job would be difficult if I
didn’t like it – you can view anything as being tedious – but I happen to like
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what I do. I work at a high level to produce quality ideas that other people
bring into reality so that everyone can get paid and the end user can get the
help that they want. This is what I do and I enjoy it.
So I am constantly taking action. I don’t wait until Monday to start a job. If
I have an idea I put it in my schedule, and although I may not do it right then
and there, I at least schedule it. You need to get used to scheduling things
and then doing them at the time you schedule them. I get a tremendous
amount of work done in any given day because I stick to my schedule. I
have a meeting at 3, I have an interview at 4, I have a session with my
assistant to discuss new ideas and organize them at 5, etc. I make a schedule
and I stick to it. My assistant is able to update my schedule using a
computer program, which shows up on my smart phone. I suggest that you
do something similar. If you’re unable to afford an assistant at this time, you
can probably afford a virtual assistant. My understanding is that you can
find them in India for about $6 an hour. You can always go to elance.com to
find someone in your price range. Even if you don’t have someone working
for you 40 hours a week, you can perhaps have them work for you for 3
hours a week where you leave them messages somewhere to schedule events
for you and once a week they will update your schedule.
Do what you can with the resources you have right now. Always take
immediate action. Avoid getting caught up in putting things off to the point
that you never do them. You’re either going to do something or you’re not.
If you’re going to do it, then you have a couple of choices: either you do it
now, or you schedule it later and do it then. If you’re not going to do
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something, then delete it from your to do list and from your mind and from
your life. Don’t let it weigh you down and don’t dwell on it. Remember
that anything you put off is just going to linger in your mind. If there’s
something you’re supposed to do and you keep putting it off, it’s going to
slow you down because it’s all that you’re going to think about.
So you either do things or you don’t do things, those are the only two
options. Under the category of doing things, you have the options of doing
them now or doing them later. If you do them later, you schedule them and
you do them later.
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Chapter 9: Maximizing Online Potential
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Take the Leap into the Online World
Transitioning your business to an online platform isn’t as difficult as it used
to be. In the early 2000s I had a very successful brick and mortar
hypnotherapy business with an office in the prestigious 90210 zip code of
Beverly Hills and a roster of celebrity clients. I thought I was on top of the
world. But a website designer friend of mine pointed out that I didn’t yet
have a website. I balked at the idea initially, explaining that my business
was doing very well and didn’t feel I needed the website. My friend
explained that while I had clearly captured the local market, the rest of the
world didn’t yet know about me, and that a website could serve me
wonderfully.
After some discussion, I agreed to the idea of investing in a website (which
my friend helped me achieve for a few hundred dollars) and soon began
exploring other online platforms to grow my business. I started listing my
products on eBay, items I thought people would pay for like the programs
for Weight Loss, Motivation and Stop Smoking, and lo and behold, people
started buying stuff! This made me realize that I could sell products directly
from my own website and pursued the growth of that platform.
This was all just at the genesis of internet popularity, when businesses first
began publishing websites, so I was able to establish myself in the market as
an early adopter and learn a lot about the market in the years since.
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Affiliate Marketing
When you first start out, you may have to do your own marketing.
Remember that this is a separate process from content creation and should
not be combined with that effort.
Additionally, a lot of times people will hold on to things that they really
don’t need to be doing just because they want to have control. I always ask
my business partners and other business owners that I find trapped in this
cycle, “What if Bill Gates had to write all of the paychecks for his company
and manage the money, how effective would Microsoft have been when Bill
Gates was running it?” Not very effective.
You’ve got to let go of control if you want to grow and narrow down tasks to
what needs to be done by you. Once you’ve built up a business and have a
support system in place, you don’t need to reply to emails, field phone calls
or spend your day typing something up.
Consider this: if an expert in hypnotherapy had unlimited resources,
unlimited money, and unlimited people, what is it that they actually have to
do and must be done by them? The answer to that is they have to do
everything that has to do with making sure that content is correct, cutting-
edge and is teaching what it’s supposed to be teaching. That’s it.
The successful hypnotherapy expert doesn’t have to create an outline
because they can review and outline. They don’t have to handle marketing
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because they can get someone to do that. They just have to tell the story,
they have to teach how to do it, that’s all they have to do. Really all you
have to do is deliver the information in a way that is appropriate.
For capturing ideas and content, I’ll use digital recording devices to assist
me. There are currently voice dictation programs available, but I find that
they’re still not quite up to par and a little cumbersome, so will still rely on
transcriptionists to convert my audio content to print as needed.
One of the online resources I’ve found success with is ClickBank.
ClickBank offers tremendous results if you participate in their program. I
went to an affiliate marketing meeting in New York a couple of years ago
and met with the ClickBank people, did some interviews and had an
outstanding time. Here’s how ClickBank essentially works. Let’s say you’ve
got an email list of 100,000 people. That’s nice, and that’s powerful, you’re
probably making some good money with that, but what if Joe’s got a list of
100,000 people, and Bill’s got an email list of 100,000 people, and Mary,
and Sue, they each have a list of 100,000 people, and they’re willing to
share. Now you’ve got 1,000,000 people on your email list. That’s what
companies like ClickBank offer, they offer the ability to access the affiliate
army. You can accomplish much more in a group than you can as an
individual, and that’s the idea behind affiliate marketing. And again, it’s a
matter of letting go of control, and it’s a matter of helping other people.
Affiliate marketing is all based on helping other people, and getting your
needs met through helping other people. If you mail for me I’ll mail for you,
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if you don’t mail for me I won’t mail for you, that kind of thing. So if
you’re a giver and you’re in affiliate marketing, you’re going to get back ten
times more than you could have ever generated yourself because you just
don’t have that many people on your email list.
You will want to build up a good size email list. A good target to aim for
initially is 1,000 people. Once you reach that target, aim for 10,000 people.
Once you reach your target of 10,000 people, aim for 100,000 people. In
other words, your email list should constantly be growing and you should
never be satisfied with the amount of subscribers you have. In the word of
online marketing, your subscriber list is your currency. When my company
makes affiliate advertising plans with other companies, we always want to
know how many people are on their email list. They want to know the same
from us. If someone has an email list of under 10,000 people, we do not
consider doing business with them because we know that we will be
carrying the majority of the burden. In other words, our email list, which is
currently about 150,000 people, is larger than their email list. So, we would
benefit them far more than they would benefit us. This makes the
arrangement very positive for them and potentially negative for us. Although
I believe in charity work, I do not believe the business setting is a place for
that.
As I began to market myself and venture into the online world, I had to
invest a few hundred dollars to establish a website, and take the time to list
my products in EBay.
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Building a website is hugely important, but you don’t need to break the bank
to do it. Elance.com is a great resource for finding freelance website
designers for projects. You can get a person overseas who is willing to build
you a website for $200, which seems cheap but that money can feed their
whole family for a month.
For larger content digital deliverables, we use the Amazon S3 servers. These
very powerful servers, which also run Amazon.com, are available (for a fee)
to host larger projects. This helps offset the drain on your own servers and
minimizes the risk of crashing when you’re putting out a lot of
downloadable items.
We also use Survey Monkey to stay connected with our audience. Often this
is as simple as sending off an email to each contact in our database and
saying, “Hey, what would you like to see?” Our email questionnaires can be
fairly elaborate with questions designed to help identify their interests, with
check boxes to indicate the appeal of ideas and blank spaces where they can
provide their own input.
Securing your information is just as important as creating it. When I create
an audio recording, it not only gets delivered to my New York office for
distribution but I also store hard copies for backup. Currently our process
involves saving an audio recording to five separate hard drives and sending
them off to various secure locations throughout the United States. These
vaults and storage facilities in different states help ensure the safety of my
content through any digital or natural disasters.
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In addition to ClickBank, there are numerous affiliate networks that you can
join. All of them work the same way (you can have other people sell your
products and give you a percentage or you can sell other people’s products
and get a percentage). Here is a list of some of the affiliate networks that I
recommend:
MonetizeIt.com
TatooMedia.com
Convert2Media.com
MarketHealth.com
LinkShare.com
ClickBooth.com
BuyAt.com
Copeac.com
MarketLeverage.com
By the way, if you would like to become an affiliate selling my products you
can use the link below:
http://www.betterlivingwithhypnosis.com/affiliates.html
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Your Physical Practice vs. Your Online Practice
In this book I’ve talked extensively about your online presence and creating
products that you can sell online. You may wonder what is to come of your
physical practice. After all there is a possibility you may be a holistic
practitioner who either has or would like to have a physical practice.
I want to tell you that I’m not opposed to physical practices at all. In fact,
many celebrity therapists who you see on TV have become celebrities
because of their physical practice. They have an office and they see clients
and the sessions are put on TV.
Having a physical office can serve the purpose of advertising. It also keeps
things real for you. There is the tendency that people in the online world
becoming less interactive with the outside world and with clients in
particularly and losing touch with what actually works in a one on one
situation.
I feel that for these reasons it is important that you still, at least occasionally,
continue seeing clients and if you want to have a full-time bustling holistic
physical office practice then that is fine too. Realize that your online
presence is enhanced by your physical practice because you can then say
you are currently practicing which is more alluring to potential online
customers.
The reverse is also true because your physical clients will know of your
online presence and they will be able to buy your online products in the
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future and tell their friends about how wonderful you are and the products
that you offer.
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Media Outlets
In the old days, approximately 1995 and earlier, people had to either pay for
their advertising or look for interview opportunities. Now, with the Internet,
there are a lot of free media outlets. This means that you can get your
articles, your videos, and your audios out there to the public at little or no
cost to you.
This can be done through FaceBook, for example. I imagine you have a
FaceBook profile page already. If you do not, go ahead and create one right
now. But you should also have a FaceBook fan page. As you expand your
presence online you will find that FaceBook profile pages are limited to
5,000 people. However, FaceBook fan pages hold unlimited people.
Currently, at the time I am writing this book, my FaceBook profile page is
maxed out at 5,000 people but my FaceBook fan page has 33,000 people and
growing. Both of these profiles were created at no charge and serve as
tremendous advertising tools. I can post something on my FaceBook fan
page and it is immediately seen by 33,000 people. Cost to me is zero dollars.
I can also send an update to my fan page, in which every one will by notified
individually about a product I am selling or an event I’m doing. Cost me,
again, zero dollars. The same is true on the FaceBook profile page although
the reach is not as great because it doesn’t hold as many people.
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You can create a different FaceBook for every thing that you do. For
example, there’s a company that sells my astral projection recordings that
has 12,000 fans on the fan page they created at the time for this product at
the time that I’m writing this book.
FaceBook allows you to tap into the current trend and social interaction and
the currently hot psychological understanding that people would rather buy
something from someone who their friends like. So when you post
something on FaceBook and somebody’s friend likes it, it is more likely to
be purchased by his or her friends who can see that they like it.
Your FaceBook pages, both regular and fan pages should be updated daily.
You need to give the impression that you are a very active person both in
your field of interest and in life in general. If you already are active in both
of these, as I am, then this becomes a simple matter with the world what you
are doing. For example, if I were filming a new video product, I will post
pictures of the filming sessions. If I am traveling I will post pictures of my
travels. If, on the other hand you’re just starting out and your life actually
revolves around working a job not related to your field and you do not have
a reasonably active life in general, you can always post quotes by other
people that are related to your field. Quotes can be found easily online
through a Google search. You can also have someone spend a few hours
taking pictures of you doing various activities related to your field of interest
and then you can post these pictures slow over the coming month. The idea
here is to give people a reason to go to your FaceBook pages every day.
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Something very important to keep in mind is that you should never post
anything inappropriate on your FaceBook pages or anywhere else on the
Internet. I am hearing more and more stories about employers requesting
access potential employees FaceBook pages. I’m not talking about public
access as a “friend,” but rather getting your username and password and
thoroughly examining everything you have ever posted that is still available.
To avoid any situations like this, all you have to do is make sure that you
never post anything inappropriate. Use your inner compass for this.
Although it is highly unlikely that any of your potential customers gain
access to your account, realize that if you have the tendency to post
inappropriate things, you may, out of habit, post something inappropriate in
a public way. All of this is important because most of your customers will
judge your character what they find on the Internet. You cannot control
everything online, but you can control and diligently control your social
media postings.
When I was being considered for the Bravo television show, Millionaire
Matchmaker, I had to add a “friend” on my FaceBook personal page who
remained a “friend” for 3 months before the show and 3 months after we
finished filming. This “friend” was a person who worked for a company
whose job it was to monitor potential guests of the show and make sure that
they will represent the show in a dignified way. Yes, reality TV has a lot of
dignified things on it, but that is TV land. In actual reality, they do not want
anyone who is inappropriate who associates with people who act
inappropriately. I have also run into this with other major networks that have
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checked out my FaceBook account to get a good idea of my character. Since
I’m sure your goal is to go as far as possible in your field, you need to be
aware of not only what you post, but what others post as well. If anyone uses
foul language on any of my FaceBook pages, it is immediately deleted. If
they do it again, they are immediately banned from my page. I use the same
approach for YouTube and all of my social media.
YouTube
YouTube has also been an outstanding marketing tool for me. My main
YouTube account at the time of my writing this book has had over 4 million
views on the various videos. I have approximately 7,000 subscribers. All of
this was free. My only expense was the cost of creating the videos, which
was fairly minor. As I mentioned in the book, you can create videos on your
computer at no charge and load them up immediately. You can even do this
on your phone.
I regularly create videos from my phone and upload them up to YouTube.
This acts as social evidence, just like FaceBook does, that you are who you
say you are and that you are engaging in the professional practices that you
claim to be engaging in. People can see you hypnotizing someone or
working with a massage client or perhaps talking with a chiropractic client.
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LinkedIn is another social media outlet because once you have a LinkedIn
account you can post to that account and it will show on everyone’s updates.
I currently have about 1,500 LinkedIn connections. I am also a member of
numerous NLP and hypnotherapy groups in LinkedIn. These are easy to find
by doing a search for groups in LinkedIn. There are also a few online
marketing groups that you should be aware of, which can help your online
growth. Some of these are:
Online Marketing Media
Guerilla Marketing Tips for Small Businesses
Digital Marketing
And if you need access to more affiliate groups, you can also join the group
AffiliatePrograms.
Here is a LinkedIn technique that works really well to get your LinkedIn
quotes out to large groups of people. First, post something on LinkedIn.
Ideally, you would post something with a link to a page where you are also
selling something. Then find that posting in your LinkedIn dashboard and
click the button “Share with Groups.” Then you can enter the names of the
groups you want to share your posting with. Let’s say, for example, that you
belong to 20 different LinkedIn groups that have 100,000 members each.
This is a total of 2 million people. When you use this technique, you are
reaching each of these 2 million people individually with your message.
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LinkedIn, like any other social media, is high ranking in Google. This means
that if you type in a word in a Google search that is in LinkedIn, it is very
likely to come up in a Google search. Your LinkedIn account will give you
several options to maximize your use of keywords: your title (what you call
yourself), your about section (where you talk about your specialty), your
work section (where you discuss what you do for a living). Each of these
categories should use the same keywords. For example, I choose to use the
word hypnotherapy in each of these sections. My title is hypnotherapist. My
about section that I practice hypnotherapy and my work section says that I
practice hypnotherapy. Notice that I have kept everything consistent. I have
also used the same form of the word rather than using the word hypnotist or
hypnotherapist. If someone is looking for hypnotherapy, they will find me
whether they are searching within LinkedIn or in Google.
Twitter is another example of media outlets that are free. I currently have
about 15,000 Twitter followers. Any time I update any of these media outlets
everyone who is following me or connected to me is updated about what I’m
doing or selling.
There are numerous websites that will help you customize Twitter with
applications. These can give you a tremendous advantage online by helping
you track information, share certain information, manage your Twitter page,
etc. Here are a few websites that will help you with these actions:
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TinyURL.com (Twitter only allows 140 characters. This website will
make sure that your link is small so that it does not take up valuable
Twitter space).
TweetBeep.com (Notifies you when your products are being talked
about on Twitter)
SocialOomph.com (Allows you to pre-load your Tweets weeks in
advance)
Here are some useful Twitter commands, which you can use:
The @username – make public something that someone tweeted
#keyword – make the keyword searchable on Twitter
RT@username – shares a link, message, etc. with your entire list of
Twitter followers
When I initially started emailing prospects and customers who had signed up
on my email list, I was shocked to see that some people would unsubscribe
after receiving an email from me. I remember having only 6,000 on my
email list and sending out an email and having 20 people unsubscribe. There
was a point up to which I didn’t email daily. I only sent out emails once a
week or sometimes once a month. I had very few people unsubscribing from
my emails. When I started emailing more frequently, the rate at which they
were unsubscribing increased drastically. This was a huge concern for me at
the time because I was losing 20 people per day on average and gaining 20
new subscribers per day on average. So this meant that there was no growth
in my email list. In order to combat this issue, I had to come to terms with
certain realities and I also had to take certain actions.
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Here is what I realized and did: First of all, I developed the mental concept
of the control panel. What I realized was that although I was losing a lot of
subscribers, the money that I was making was actually increasing sharply. So
I stopped looking at the rate at which people were leaving my list and started
focusing on the money that was coming in (the control panel). I think of it
like a pilot flying through a cloud. Having flown a plane through clouds, I
know that the only important information at that exact moment is going to be
found on the control panel. All you need to know is your altitude and
whether or not the wings are horizontal. As long as you maintain your
altitude and keep your wings horizontal, everything is fine. You won’t be
able to see anything except white, but you know from the control panel that
everything is fine. I was previously doing something similar to looking out
the window (looking at the subscribers leaving) to determine how well the
aircraft (my business) was flying. I realized that the information that can be
gathered by looking out the window in a cloud (looking at the subscriber
list) was completely meaningless. The bottom line with all of this is if you
lose subscribers, it’s okay.
I was speaking to a hypnotherapist friend recently who told me he only
sends emails to his list once a month because, “Every time I send emails, I
lose subscribers.” I actually look forward to losing some subscribers now.
We refer to this process as trimming the fat. It doesn’t matter how many
subscribers you have on your list if you are going to baby them and only
email to them once a week or once a month. If they are not turning into
customers and purchasing products, then you are doing a wonderful job of
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communicating, but a very poor job of making money. And let’s face it, you
are in business to make money. I’ve seen many people get emotionally
attached to their email lists. I was one of these people at one time. The
feeling is that if you lose people from your subscriber list, you are losing
friends. Sometimes this is actually true in a sense. My step-mom
unsubscribed from my email lists because she said I was just sending too
many emails. But then again, my step-mom, who I love dearly, has never
purchased any of my products. I call her every weekend anyway, so I don’t
really mind her leaving my email list. I have had other friends email me
telling me that I email too often on my email list. These friends fall into the
same category, non-customers. Sometimes you will even lose customers
from your email list. Just because someone buys something one time, does
not mean that they will continue to do so. If they are not going to continue to
do so, then there is really no point to them being on your email list. My
email list is not a feel-good inspirational, motivational newsletter list. It was
at one time, but that was back before I was making any real money from it.
My email list currently is a down-to-business sales pitch. I don’t make any
excuses for it. And I don’t mind if people leave it. I sell quality products at
discount prices and that is what my email list is all about. Sometimes I will
have motivational and inspirational messages in my emails. But you can bet
that at the bottom of the email that there will be a link to buy something.
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Importance of Credentials
Being aware of certification standards and practices is very important for
those seeking to develop e certification course. My team is on the phone
almost daily with our attorneys to make sure that we’re not violating any
FTC rules or claiming to offer something that we’re not able to claim. Our
attorneys practice in separate fields of law – one is a business attorney, the
other is an intellectual property attorney – and between the two we are very
careful about how we word things.
You can’t, for example, say that someone is going to become a doctor after
completing your program or that someone is going to be able to cure people.
You need to be very careful with how you present things when you offer
self-certification programs.
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There hasn’t yet been any sort of widespread crackdown on the self-
certification industry, though there’s no guarantee that there won’t be in the
future, and so in the meantime we must be vigilant on our adherence to
present standards and principles. The standard that we use in my office, and
that I always keep in mind while developing a product and will reiterate to
my staff, is this: if someone wanted to investigate this, if they wanted to look
into it or put it on television, and they want to talk about certifications – how
would it look? That’s the standard that we have to use. How would it look?
The aim is to always keep the integrity and honesty of the product at the
fore. We must always produce something that’s legitimate, that doesn’t look
like anything that it’s not. We don’t want it to look like we’re offering
something other than what we’re actually providing, and we also want to
ensure that our customers are always satisfied.
When customers aren’t satisfied, especially a number of them, you’ll find
yourself in a position of explaining yourself to the FTC after customers have
approached them with complaints of, “things didn’t go well.”
Which brings up another important element: you have to always make sure
that if someone requests a refund they receive a refund. Immediately. And
while refunds aren’t always indicative of a flawed product – we will
sometimes have people who find that some of our certification programs are
too challenging and simply didn’t want to have to do that much work –
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ensuring your customer’s satisfaction is paramount to creating a solid
relationship with your client base.
Ultimately though, if you’re interested in developing a certification program,
you MUST consult with at least one attorney.
It’s also important to note that there are not currently any educational
requirements in place for creating hypnosis recordings as there is not a
nationally recognized school of hypnotherapy. Apart from my University
degrees, I also have numerous certifications from hypnotherapy
organizations, but those are outside of mainstream education and not a
requirement for my practice.
But those lack of requirements just mean that you have to hold yourself to a
higher standard. You can’t just say, “Oh, there’s no training, I can do
whatever I want.” You have to always keep in mind what would happen if
someone were to look into your product: how would you hold up?
Because of that I recommend having some level of certification from some
sort of certifying body saying that you are what you say you are –
hypnotherapist, NLP practitioner, what have you. In the absence of that, if
there were to be someone looking into what you do, you may not hold up so
well. And if you’re out there selling a training course and making a lot of
money, keep in mind that the more money you make the more likely it is
someone’s going to look into your credentials and business.
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SEO (Search Engine Optimization)
Search engine optimization is something that has taken on many different
forms over the years. When I initially became aware of search engine
optimization in 1995, it was very simple and straightforward. All you had to
do was going into the html code of a webpage and add 500 topic-related
words to your keywords section and you were all set to attract major traffic
on the Internet.
These days, the rules are different. I’ve seen a lot of individuals and
companies claiming to be SEO experts and charging $3,000 or more for their
services. You can get the same job done at no charge by using my steps
below. Or you can go to Fiverr.com and pay someone $5 to do it for you.
There is no need to spend thousands of dollars on such a simple procedure.
The current best way to optimize a page for a search engine rank is to do the
following:
1. Write down 5 words, which describe the particular webpage that
you are working on. For example, if I am working on a webpage
for Reiki, I might choose these words: Reiki, spirituality,
certification, crystals and gurus.
2. In the html code at the top of that webpage, enter these 5 words
into the keywords section. These should be the only 5 words in the
section. Separate them by commas. <meta name="keywords"
content=" Reiki, spirituality, certification, crystals, gurus"/>
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3. In the title section of the html code (located in the same area), use
two of the five keywords in a sentence. For example, The
Spirituality of Reiki. It will appear in the keyword html code like
this:
<title>The Spirituality of Reiki</title>
4. Use the five keywords five times each on the webpage in
sentences. Be sure that your sentences actually make sense. I’ve
seen a lot of poor examples of websites that have apparently hired
non-English speaking people to create sentences using keywords,
but the sentences don’t actually make sense. The sentences need to
make sense and flow logically on the page. Google checks for this.
For example, if I wanted to draw search engine attention to a page
about these five words, reiki, spirituality, certification, crystals,
gurus, I would put the keywords in sentences similar to this: “I’m
excited to teach you all about the wonderful world of Reiki. I have
been a Reiki practitioner for over 30 years and I feel that it has
brought me to a heightened state of spirituality in every aspect of
my life. Many times in a Reiki session I will incorporate the use of
crystals as did the early gurus of Reiki.” As you can see, I am
creating sentences that make use of the keywords. I am also
sharing valuable information about my love of Reiki and my
experience in the world of Reiki (this is all for example purposes
of course, since I do not have 30 years of experience in Reiki). You
will continue writing in this manner until you have used each of
the keywords five times. Be careful not to have keywords in every
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sentence. You should have sentences and even entire paragraphs
that contain no keywords.
Keep in mind that you must use the same procedure for every web page on
your website that you want to draw specific attention to. If you want to draw
attention to your website as a whole, then use this technique on your index
page (the first page of your website). It will be called “index.htm” or
“index.html”.
One thing you need to keep in mind is that Google, Inc. is a very large and
powerful company. They hire some of the best and brightest people in the
world. These people are constantly working to make sure that they have the
best search engine in the world. In order to accomplish this task, they are
constantly revising their algorithms (computer programs based on
mathematical formulas that constantly scan the Internet looking for
violations of Google’s policies). If you think that you have outsmarted
Google or you can hire someone who can outsmart Google, keep in mind
that you’re going up against an army of thousands of extremely intelligent
and well-educated engineers. In other words, do not ever attempt to trick
Google.
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Resources
Search Engine Optimization (SEO) Firms
SEO.com
SubmitExpress.com
BruceClay.com
IProspect.com
Shipping (Fulfillment) Companies
UPS.com
USPS.com
iShip.com
Trade Shows for Affiliate Marketers
InternetRetailer.com
TargetedTraffic.com
AffiliateSummit.com (I go to this one in NY every year)
InternetMarketingConference.com
Additional Resources
SteveGJones.com (my website)
HypnosisProfit.com (a website for my affiliates)
Alexa.com (gives you helpful information about the ranking of
websites)
WhoIs.com (use this website to find out who owns websites you may
be interested in purchasing)
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PRWeb.com (a great way to get a press release out on the internet)
Transaction and Payment Services and Software
Verisign.com
PayPal.com
Authorize.net
Payment Processing Companies
WireCard.com
PayPal.com
CCNow.com
Helpful Keyword Sites
WordTracker.com
Omniture.com
GoodKeywords.com
Work Outsourcing Companies
Odesk.com
Elance.com
Fiverr.com
Internet Marketing/Advertising Sites
TradeDoubler.com
ModernClick.com
AvantLink.com
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HighPosition.net
IncreaseVisibility.com
Wholesale Product and Drop Shipping Suppliers
CafePress.com
DropShipSites.com
WorldWideBrands.com
Email Marketing Services and Software
ConstantContact.com
Aweber.com
iContact.com
InfusionSoft.com
StrongMail.com
Associations
Sempo.org (search engine marketing professional organization)
EmarketingAssociation.com
AAwebmasters.com (American Association of Webmasters)
Domain Name Registration Websites
Register.com
Tucows.com
BuyDomains.com
Cost-Per-Action Networks and Affiliate Networks
RevenueLoop.com
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Cost-Per-Action Networks and Affiliate Networks
RevenueLoop.com
ValueClick.com
Affiliate.com
LinkShare.com
Shopping Carts
PayPal.com
ClickBank.com
OneShoppingCart.com
InfusionSoft.com
OfficeAutopilot.com
Examples of Highly Successful Holistic Marketing Websites
SteveGJones.com
TonyRobbins.com
DrWayneDyer.com
DeepakChopra.com
FaceBook Groups that will help you learn about online marketing
Business Café
AdTech Internet Marketing
The Holistic Millionaire
Steve G. Jones, Ed.D. - Page 131
Books by Steve G. Jones, Ed.D. Available at http://www.stevegjones.com/books.htm
and select bookstores worldwide.
Basic Hypnotherapy for Professionals
Advanced Hypnotherapy for Professionals
Hypnotherapy Inductions and Deepenings Volume I
Hypnotherapy Inductions and Deepenings Volume II
Hypnotherapy Scripts Volume I
Hypnotherapy Scripts Volume II
Hypnotic Techniques for Dating Success
Business guide for Hypnotherapists (Office set-up, websites, forms,
advertising online, search engine optimization, creating and selling
hypnotherapy CD’s and mp3’s)
Hypnotic Sales Mastery Techniques
The Holistic Millionaire
Steve G. Jones, Ed.D. - Page 131
Hypnosis for Laymen
Past Life Regression Hypnotherapy
Hypnotherapy Case Studies