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The Holistic Millionaire
Dr. Steve G. Jones, Ed.D. Clinical Hypnotherapist www.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.
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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
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Chapter One: Preparing Yourself for Wealth
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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
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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.
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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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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.
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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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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.
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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.
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Chapter 2: Overcoming and Moving Forward
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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.
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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 Steve G. Jones, Ed.D. - Page 19
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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.
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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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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?
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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.
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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.
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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.
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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.
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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 multipleday 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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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.
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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 fulltime 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 Steve G. Jones, Ed.D. - Page 49
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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 freeformed 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 straightforward.
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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, cuttingedge 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. FaceBook 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 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 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
Email 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 selfcertification 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.
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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: The Spirituality of Reiki
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
Twitter
Business Café
AdTech Internet Marketing
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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
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Hypnosis for Laymen
Past Life Regression Hypnotherapy
Hypnotherapy Case Studies
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The Holistic Millionaire
Steve G. Jones, Ed.D. - Page 132
