One of my Sunday rituals since I can remember has been to get a killer cup of coffee, the Sunday paper, and settle into my favorite comfy chair for a leisurely morning.
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A while back there was a rather heated debate about EFT (Emotional Freedom Technique) on one of the lists I am on. Actually more than one, for some reason EFT really showcases people’s belief systems.
It got me thinking about the nature of the arguments presented and how the debate focused mostly on features of EFT, and not the benefits.
This is a classic mistake most business owners make in their advertising, and one as a marketing consultant I fix all the time.
In the case of EFT, on the whole it seemed that most people could agree that it worked and was at least somewhat effective (BENEFIT)
Instead, the debate was around topics such as:
"Marketing is 50% Psychology and 50% Numbers"
- Dan Kennedy Direct Marketing Genius
A common problem with most hypnotherapy marketing is neither of the above are used.
The numbers are CRUCIAL to knowing if your marketing is working and where you should be making changes to improve the effectiveness.
You have probably heard me say "Advertising is an investment not an expense", and you’ll hear me say it again and again. This is an important mindset to have, because when you invest in stocks, real estate, or even pork bellies… there are NUMBERS available to evaluate the investment so you can decide to keep it, take your profits, or get the hell out before it sucks your account dry.
Numbers like P/E ratios, Debt to Equity, etc. are available and you can monitor the changes in these numbers on a daily basis. In fact you’d be a fool not to check the numbers on a regular basis. And history shows those who ignore these numbers usually get caught with their pants down when the doo doo hits the fan.
Advertising and Marketing should be measured and monitored in the same way. And likewise it’s foolish to put ads in the local paper, send direct mail, or buy Google ads, and not measure the results to the penny.
So what numbers should you ALWAYS know about your business? Here are the 5 Essential Metrics you need to know about your Hypnotherapy business. One of the first questions I ask my coaching clients is what these numbers are. If they don’t know (and most do NOT know them), the first homework assignment is to sit down and figure them out.
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