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.IF YOU USE ANY WORD OTHER THAN THE WORD THEY USE, THISTECHNIQUE WILL NOT WORK!!! Once you have the word, then you need to feed itback to them, but if you do it too quickly, you might come off as pompous or arrogant.Feed their answers back to them, but act as if the two of you are discovering somethingtogether.Here is an example of how the above hypothetical situation might havecontinued&"Okay, let me make sure I'm hearing you correctly.What I'm hearing is that you weredone with your meal, and you really wanted a cigarette, is that right? And at some level,you were hoping that the cigarette might make you feel more confident, I think that's theword you said, is that right? Okay, so let me get this straight, you wanted to feel moreconfident, and one of the ways in the past that you've accomplished that was by smokinga cigarette, right? Okay, so then I guess what I'm hearing here is that what you reallywanted was to feel confident, but you didn't know any other way to achieve that afterdinner than by way of a cigarette? Is that accurate? Then what I'm hearing is you reallywanted to feel confident, and if you had gotten that some other way, you wouldn't haveneeded the cigarette, because what you really wanted was to feel that confident feeling,not the cigarette, right? Now by doing it in this sort of self-discovering way, it gives the impression that youboth are figuring this out together.It is possible, although unlikely, that your client maydisagree with you at the end, and if this happens, just get to a higher level of emotionalbenefit.Simply say, "Oh, I'm sorry, then if you had the cigarette, and felt confident,what would that have done for you emotionally? Now start back at the top, run throughthe process again until you get agreement.Once you have the emotional need, during hypnosis, link that emotion up to a newbehavior.If the new behavior includes something about deep breathing, then you willhave conquered both of the needs that client may have for continuing to smoke.Page 50 © Copyright 1999-2004, American Institute of Hypnotherapy Accelerated Hypnotherapy Certification Training American Institute of HypnotherapyHelpful Hints For Dynamic BrochuresA personal brochure is a prospecting tool designed to attract new clients to yourpractice.Its purpose is to establish a positive emotional bond between you andthe reader before you ever meet.A well-designed and carefully written personalbrochure conveys credibility and competence while at the same time making thereader feel comfortable in picking up the phone to call you.Unless it achievesthose results, your brochure will be worthless, no matter how it looks or what itcontains.The personal brochure is your first opportunity to establish a strong foundation forfuture business relationships.It is not the place to impress potential clients withyour products or to score resume points.Take full advantage of this opportunity,and make your personal brochure work hard for you.Five Steps To Creating An Effective Personal BrochureStep One: Pick a Single, Focused BenefitYou cannot be all things to all people.Select a specific benefit that is designed to attract yourtarget market.The most effective personal brochures tell a story or give examples whichshowcase this benefit in an interesting way.Keep these questions in mind: "What single benefitis most important to my potential clients, and what can I share about myself which will drivethis point home?"Step Two: Write a Personal BiographyRegardless of what you are selling financial services, widgets, consulting, or hypnosis if youdon't do a good job selling yourself, your products will remain on the shelf.By the time apotential client finishes reading your personal brochure, he or she should feel as if they reallyknow you.Present the information as though you are sharing a part of yourself.Like a goodBarbara Walters interview, you can establish this kind of rapport by revealing who you are as ahuman being, not as a salesperson.Include personal information which illustrates who you areand builds an emotional connection between you and the reader.© Copyright 1999, American Institute of Hypnotherapy Page 51 American Institute of Hypnotherapy Accelerated Hypnotherapy Certification TrainingYour personal biography should account from half to three-quarters of the brochure's entirecontents.Resist the temptation to talk about your therapeutic services for at least the first twoparagraphs.Even though you are selling yourself, don't frame it as a hard sales pitch.If thereader feels that you are pushing yourself on them, they will be less likely to do business withyou.If your practice is affiliated with a company, limit company and service information to one ortwo paragraphs.Present your company as a support system and capitalize on the power of yourcompany name.The link between your image and your established company name increasesyour credibility in the minds of potential consumers.Step Three: Follow These General Writing GuidelinesUse the third person, objective point of view in writing the text.Third person gives theimpression that you are reporting facts, not engaging in self-important bragging
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