Ease Your Clients’ Pain Before You Even Meet Them

Like all service-based industries, hypnosis relies a lot on first impressions. The moment you meet someone, they begin to form impressions about you. If a client forms the wrong impressions, it makes them harder to work with (assuming they don’t leave). But now, many clients form impressions of you before they ever lay eyes on you.Many hypnotists ignore marketing. Some don’t bother because they get enough referrals to book the solid. Others struggle to figure out what to say. The good news is that, if you have a decent homepage for your website, it puts you ahead of everyone else.Your website is your digital reputation. It’s what potential clients see before they meet you. An effective website, like a powerful reputation, sets them in the right frame of mind to meet you. Everything becomes easier when clients expect great things from you.


Make sure that your homepage includes information like contact details, opening hours and your street address. When clients go looking for this information, it means they’re thinking of hiring you, so make it easy for them. But this is information about your business. As important as it is, clients care about something more…Clients aren’t thinking about you when they read your site. They think about themselves. So talk about them!I see many hypnotists go on about themselves and not the clients. They talk about how they prefer Elman inductions to Erickson’s approaches. They spend pages rambling about their background, journey and lifestyle. Include this information if you think it adds personality, but hide it. Your clients don’t care – all they want to know is that you can help them.When a client opens your page, you have a few seconds to grab their attention. The main headline and the first paragraphs are your only opportunity to grab them. Don’t waste this by saying ‘Welcome to Hypnosis Business #78297′. As polite as that is, the client doesn’t want friendliness. They found your page because they carry pain in their heart.Your headline and first paragraphs should focus on the benefits to the client. Talk about their problems. Talk about what makes the problems unbearable and how they’ll feel after they’re free from them. Maybe allude to how hypnosis will help them, or maybe save that for further down the page. They are in pain now and don’t want to be. They want to know that you understand, so show that you understand.


This is your hook. Once they believe that you appreciate their situation, they’ll listen when you mention solutions. Hypnosis will alleviate their suffering. That’s what they care about and that’s why they’re in the market for your skills. Put yourself secondary to their needs. After all, in your client’s mind, that’s exactly where you are.

Cleaning Out The Clutter – 7 Steps To Sell Or Donate Used Books

It’s a good feeling to get your house cleaned up and the clutter removed, disposing of things you don’t need or don’t use any longer. And books — those dusty relics taking up space on your bookshelves or squirreled away in boxes in the attic — often become the target of most house de-cluttering campaigns. How long has it been that you’ve read that book? Do you really need it any longer? Why not get rid of it?

But, before you haul those used books off to the dump, take a little time learning about how to sell or donate used books to help local charities raise money, to recycle resources, and even earn some extra cash for your family.

Used books are hot sellers online. Websites like Amazon.com, eBay.com and CraigsList.org are filled with listings of used books. Some popular titles are no longer in print, so their value keeps skyrocketing. Some niche titles are collectible or hard-to-find. Some titles contain in-depth ‘how-to’ information people are searching for online. And, some titles simply help people save money by buying used over pricier new books.

In any case, take the time to follow these 7 steps to check typical pricing of used books before you dispose of them.

Step 1 – Gather your books you want to get rid of in one space, preferably one that has a large table for your to work. Your dining room table will do just fine.

Step 2 – Separate out fiction from non-fiction. The best titles to sell online are non-fiction, ‘how-to’ titles.

Step 3 – Sort the fiction titles into two boxes: Keep and Yard Sale. In the “Keep” box, I would put early or first editions of famous writers like Mark Twain, Ernest Hemingway and Rudyard Kipling. In the “Yard Sale” box, I would put popular fiction by authors like Dan Brown, Nora Roberts, Stephen King or Sandra Brown, plus anything from book clubs, slightly damaged books, recipe and cooking books, weight loss books and the stacks of magazines you want to get rid of fast.

Step 4 – Sort the non-fiction into two boxes: Keep and Yard Sale. In the “Keep” box, I would put biographies, history, how-to, pet, religious, UFO alien and crop circle books (big sellers!), relationship books, travel books, homeschooling topics, and any other books which look to be of a limited press run or contain unique content. Sometimes even small booklets on health topics sell very well online. In the “Yard Sale” box, put in Time-Life, Rodale Press, or Reader’s Digest books (these seldom sell online for enough to cover your shipping costs), books that are heavily marked up with writing or highlighting, outdated college textbooks, and heavily used children’s books, dictionaries, or self-help reference books.

Any damaged books, moldy books, or those titles that have torn, crinkled covers or are missing pages, throw them away now.

Step 5 – Sit down in front of your computer. Log onto Amazon.com with your “Keep” box on one side of you, and your “Yard Sale” box on the other side of your chair. Take the first book from the “Keep” box and set it next to your computer keyboard, face down. Somewhere on the back cover you should see an ISBN (“ISBN” stands for “International Standard Book Number,” which since the mid-1960s has helped the publishing industry keep track of millions of books).

Type that book’s unique 10-digit (sometimes a 13-digit) ISBN into the search bar at the top of the Amazon.com webpage. If you cannot locate the ISBN on the back cover or on the book publisher info page, then simply type in the title of the book, as you might very well find it that way too. Scan through the results until you find the book that matches the front cover of your book.

Now, click on the image or the book title, find the correct format (hardcover or paperback) and then select “Used” pricing. Your used book results page should deliver several pages of book listings for sale right now.

Don’t be surprised if the first few books are priced a $.01. Scroll down the page. If by the 5th or 6th listing you start to see pricing rise up to $6, $7, $10 dollars, keep it and list it for sale later. You’ll earn anywhere from $3 to $7 each when these sell. If you see the first two pages containing nothing but $.01 books, then place your book in the “Yard Sale” box to the side of your chair. Click back to the Amazon homepage. Pick up the next book. Repeat until you’re finished.

Step 6 – When you’re done, your “Keep” box stack will be quite small compared with your “Yard Sale” boxes (yes, you will have more than one by now!). Pack those boxes tightly, tape them up well with packing tape, and store them in a closet or corner of a room in your home that is dry, out of the sun, and has low humidity. When springtime comes and you hold a big yard sale to dispose of unwanted items, unpack all your “Yard Sale” fiction and non-fiction book boxes, set them out on a long table, spine facing up, and sell them for 25 cents to $1 each. On the final day of your sale, offer up a “bag sale” — that is, let people stuff a shopping bag full of books into a bag for $2. You’ll be amazed how many books will fly off that table!

Step 7 – When the yard sale is done, take the remaining fiction and non-fiction books to your favorite local non-profit thrift store or church charity shop to donate them. These old books often have a long lifespan, kept alive by browsers who frequent these stores looking for bargains and wanting to help support the non-profit. Ask the store manager if you can get a donation tax receipt before the books get unloaded. I have done this in the past, and I’ve gotten a generous tax deduction on books I would otherwise have had to haul off to the recycling center. Remember first to dispose of any soiled, moldy books, otherwise you’ll be burdening the charity shop instead of helping them.

Now, somewhere in the steps between when you checked the online price for your used books and you haul the unwanted old books off the charity shop, you’ll want to keep busy in your spare time by listing the books left over in your “Keep” boxes at online websites to raise extra cash.

I recommend listing on the Amazon Marketplace, then expand to other websites if you need to. Start slow, learning how the system works, and price your books competitively to move them quickly.

By considering the sales rank of your book, you’ll have a fairly decent idea of how quickly it will sell. If it is in the top 100,000 of Amazon sales, it should sell within 1-3 months. If a title is selling used for $7.50, price yours at $6.99. If a title is selling used at $20 or more, drop yours to $12-$15 for a quick sale.

My advice is that you not list your “Keep” books at less than $5.99, as you won’t earn much more than $2 each, and you’ll be running yourself ragged running back and forth to the Post Office. Likewise, I would not bother posting a book that has a sales rank above 5 million, as this book likely will add to your clutter forever, instead of leaving your home more open and less crowded — your ultimate goal in your home improvement housecleaning exercise in the first place.

Strategies To Position Yourself As An Expert, Create Wealth And Fame Through Book Writing

Introduction
Books represent one of the most lucrative products you can develop to position yourself as an expert both on and offline, more so, online. Your book can get to the White House, Kremlin or Buckingham Palace, some of the most secured places in the planet, which you may not be able to get to. But a book is a low value product, selling at about $10 to $20 so you need to sell thousands of books to really make money. Here I’m talking about really good books, well researched and written with a good storyline. An average book rarely sells more than a few thousand copies so you need to put in your best effort to ensure your book makes it to the best seller list. This is easier said than done, but it can be done.

There are many schools of thought on how one should approach the issue of book writing. Should you write a book after you have achieved fame or write a book to achieve fame? I believe it’s an egg and chicken story. I strongly believe any person who has a story to tell should write a book to bring his or her story alive. Fame is secondary but it may as well follow if you pursue the right strategies before, during and after your book is published.

A book should be at the centre of your strategy to becoming an expert. With your book, you can launch courses, mount seminars, join the speaking circuit as a motivational speaker, turn your book into a film, turn it into several formats like eBook, and audio book. So writing a book is very pivotal to your quest to building an expert empire. Indeed the easiest, fastest and boldest way to position yourself as an expert is to write a book. If you look closely, the fame legendary personalities such as Tom Peters, Simon Sinek, and Peter Diamandis, to mention just three, have achieved was aided by their books. Tom Peters’ In Search of Excellence (written with Bob Waterman) propelled him to stardom. So did Start With Why and Abundance: The Future Is Better Than You Think, by Simon Sinek and Peter Diamandis respectively.

Why You Should Write a Book
As I indicated above, you don’t write a book to achieve fame. If you do it well, fame will come. You write a book to share a compelling message. John Kremer is a well known authority in the book business. He is the author of the best-selling book, 1001 Ways to Market Your Book. Here are his top 10 reasons why you should write a book:
1. Become an expert
2. Support a cause
3. Share a message
4. Change lives
5. Attract better customers
6. Build your list
7. Establish an institute
8. Build a tribe
9. Create wealth
10. Sell rights

There is no feeling more exhilarating than stumbling on the world’s most iconic airports, libraries, shops and websites and finding your book displayed alongside those of the planet’s most revered authors like Daniel Pink, Malcolm Gladwell and Tim Ferriss. Books capture our imagination. Emily Dickinson said “there is no frigate like a book”, and an unknown author said, “if you drop a book and three pounds of gold, pick the book first before the gold”, while Charlie “Tremendous” Jones said, “of all the things in this world, only two will have the greatest impact on your life, the books you read, and the people you meet.” Nothing else comes close to giving you inner peace and satisfaction that exceeds all understanding than a book. So get up and start writing your first book.

Writing Your Book
A book is basically a story about yourself, others, events, phenomena, situations and the like that you pick up the threads and convey to others in the most poignant way that instructs, informs, motivates, inspires, entertains and educates. A book is at the intersection of ideas, information and knowledge packaged as a story. You package your story by exploring questions such as the following, first suggested by Brendon Burchard, the best-selling author of several books, including The Charge, Life Golden Tickets, and The Millionaire Messenger:
• Who are you and what have you been through in life that others can relate to in their own life?”
• What have you overcome and how?
• What did you figure out along the way?
• What did you succeed at-what results did you get?
• What are you going to teach me that I can apply now to make my life better?

Arising from the above questions, Brendon suggests asking secondary questions that will enable you flesh out your ideas, such as:
• A story of struggle from my past that my audience might relate to is…
• Something I have overcome in my life that others might find inspiring or feel a connection with is…
• The main lessons I have learned from my journey include…
• Accomplishments and affiliations I have in my life that help further my credibility include…
• Lessons I can teach people that will help them in my topic area and their life situation include…

Your Keys to Success
John Locke, who sold 1 million eBooks within five months and then wrote a book about it suggests the following:
1. Have a plan
2. Know your target audience
3. Take a business approach
4. Use the right tools and use them properly

The Three Ps That Bring Your Plan Alive
According to Brendon Burchard, one of the top 100 most followed online trainers on Facebook, you need the following – without going into details:
• Positioning
• Packaging
• Promotion

Three Cs That Show You Are Out There Only For Your Audience
Brendon further recommends the following, again without going into details:
• Care
• Compassion
• Consistency

The Six Simple Steps to Writing Your Book
In my interaction with friends, BWC (Book Writing Clinic – which I founded) alumni members and a host of others, the top question that usually crops up is “where do I start?” Briefly you can follow this seven-step sequence:
• Step 1: Decide What You Wish To Write About
• Step 2: Decide The Title & Sub-title of your Book
• Step 3: Decide The Content
• Step 4: Research Your Book
• Step 5: Decide Who Will Write The Book
• Step 6: Write, Proof Read & Edit Your Book
• Step 7: Publish & Release Your Book To The World

The Six Sections of a Typical Book
A typical book will have the following sections but note that nothing is caste on stone:
1. Acknowledgement
2. Introduction
3. Foreword
4. Preface
5. Contents
6. Index

Six Simple Steps to Structuring the Book or the main contents
According to information from BWC alumni members, this is the section most would be authors struggle the most with. Indeed, other than a book, you can use this approach for any product. If you’re a beginner, it requires limiting your book to five or seven chapters. This is how it’s done. Pick a notebook and divide it into five or seven sections (corresponding to the number of chapters you wish to write) and write the section or chapter headings and then follow that up with the five points you wish to make per chapter. Then begin writing. As a beginner, it’s important you don’t stretch beyond five major points per chapter to avoid repeating yourself. If you follow the sequence above, your notebook will look something like this:
Chapter 1: Point 1. Point 2. Point 3. Point 4, Point 5.
Chapter 2: Point 1. Point 2. Point 3. Point 4, Point 5.
Chapter 3: Point 1. Point 2. Point 3. Point 4, Point 5.
Chapter 4: Point 1. Point 2. Point 3. Point 4, Point 5.
Chapter 5: Point 1. Point 2. Point 3. Point 4, Point 5.

The Three-Step Formula To Writing Each Chapter and sub-headings
This is nothing more than the basic tool we use in every conceivable endeavour to generate ideas, which goes by the fearful name brainstorming. Brainstorming is a simple process for thinking about, listing ideas and grouping similar ideas together into buckets. This is how it is done:

Step 1: Draw a circle and write the main idea you wish to brainstorm on in the center of the circle, example, “how to cook mouthwatering coconut rice.”

Step 2: Write or list everything you know about coconut rice, with each idea sticking out from the circumference of the circle as legs. For coconut rice for instance, it will include rice, coconut, fish, and so on.

Step 3: Start brainstorming.

In reality, 5 – 7 people should participate in a typical brainstorming exercise. Follow brainstorming rules, which I suppose you know. If you don’t know read it up. Typically, avoid criticizing any idea, just keep bringing out the ideas no matter how outlandish. At this point we are looking at quantity, not the quality of ideas. The rule is, the more the ideas the better. After you have exhausted all the ideas, start eliminating repeated, unworkable and impracticable ideas, and then group related ideas into buckets. With your brainstormed ideas at hand, you’re ready to write your first book.

7 Mistakes to Avoid in Becoming an Expert Author
Book writing is a creative endeavour so the tendency as a beginner is to start doubting yourself. You start asking, what credentials do I have? You start fearing that people will laugh at you when your book comes at. My advice is to think of the opposites. Think of the applause you’ll get. Think of the new opportunities that will open up for you. Brendon Burchard, the founder of the now defunct Expert Industry Association, has the following advice for new writers trying to hammer out their first book. He says, don’t:
1. Let your inner critic take over.
2. Fail to keep your readers engaged.
3. Write and edit at the same time.
4. Forget to track your results.
5. Add too much irrelevant details.
6. Publish before you’re ready.
7. Stop learning when you know enough.

The Fastest Way to Get Your Book Published
As a beginner, your chances of landing an agent and getting you book published by one of the top three global publishers are slim. However, you can enlist Amazon’s vast resources to release your book to a global audience by using one or all of the following:
• Amazon Create Space (for physical books)
• Amazon KDP (Kindle Direct Publishing) (for eBooks)
• Amazon ACX (for audio books)

Publish on Demand Service Providers Other Than Amazon
Other than Amazon, the following independent publishers will gladly publish your book for as low as $500 depending on the contract you choose:
• Author House
• Greenleaf Book Group Press
• Telemachus Press
• Houghton Mifflin Harcourt Publishing Company
• Trafford

Formats to Consider Other Than the Physical Book
To gain enough traction, you need to publish your book in a format that people can access anywhere in the world. Without going into details, here are the main formats:
• PDF
• Epub
• Mobi (Kindle)
• Audio Books
• Book Turned Into A Movie

Pricing Your Book
Pricing is one of the most difficult and tricky aspects of selling books. Book prices range from 99cents for eBooks to $25 for hard covers, with the average for paper backs being about $10. While the default price for Amazon eBooks is $2.99, on your website you can sell at any price, indeed, for as low as 99cents. As a self published author you control how you price your book but as a general rule of thumb, the cheaper your book, the more you’ll sell. Unless you have deep pockets and a huge marketing machinery to engage in massive promotion, my best advice is to price your book at a single digit.

Platforms to Market Your Book
Here are the platforms in order of accessibility and control for selling eBooks and audio books:
• Your website
• Amazon
• Audible
• Lulu
• Indie Books
• Goodreads
• CD Baby
• Sound Cloud
• iTunes

Your Book Marketing Strategies
If you recall, under the keys to success, we quoted John Locke as recommending, have a plan, know your target audience, take a business approach and use the right tools and use them properly. We also mentioned the three Ps that bring your plan alive as positioning, packaging and promotion. If you did you job well at the beginning, you’ll reap bountiful dividends. Your blog and your website should be the command posts or home bases to bring your book marketing strategies alive. The subsidiary channels will be your Facebook Page, Twitter Handle, LinkedIn Page, YouTube and Vimeo channels. All the channels should work to drive prospects to your website to buy your book and position you as an authority and an expert in your own neck of the wood.

Jeremy Jones in a blog post “How to Write and Publish a Book to Become a Bestselling Author in Less than 30 Days”, wrote, “Writing a book is the most powerful way imaginable to market and promote yourself. The big picture is that you can rapidly create content and be seen, read, and heard on any Internet-capable device anywhere in the world and be promoted by the biggest brands in the world, namely iTunes, Amazon, and Google.” Jeremy suggests:
1. Create your content only once by answering questions in the form of a livecast.
2. Capture the video and promote it through Google Hangouts or YouTube Live.
3. Take the same content and repurpose it into a podcast and post it on iTunes.
4. Take the same content and convert it into a book cast.

Conclusion
Start writing to impact the world. Tell the world your story today, tomorrow may be too late. What I have said may seem daunting for a beginner but it’s not. That’s why you need help. The specific or exact steps to execute the strategies and ideas I have highlighted are sadly outside the scope of this article. If you wish to learn more, enlist in my Expert Empire Program, Book Writing Clinic or book a direct coaching session with me and you will be on your way to writing your first book, which may become a New York Times best-seller. You will never know until you take the first bold step to write your book. Paul Sweeney once said, “you know you’ve read a good book when you turn the last page and feel a little as if you have lost a friend.”

Choosing Your Book Format: Hardcover or Paperback

In the past, the decision about a book cover followed a steady pattern with traditional publishers. Most big name traditional publishers would print a book in hardcover, and then some months later, the paperback version would come out. This process was followed for a couple of reasons. A new book, especially by a well-known author, was a collector’s item. The first edition of a hardcover book was something to treasure, and it was often of the highest quality and made to be aesthetically pleasing, including having a dust jacket. People who wanted a book they could treasure for the rest of their lives would buy a hardcover book. But not all readers could afford hardcover books, so a cheaper mass market paperback would eventually follow. Depending on how much value the readers perceived that the book would hold for them, they might opt to buy the hardcover or they might wait for the paperback. On occasions where the hardcover did not sell well, the paperback edition was never released.

As the world of publishing has changed in the last couple of decades, more publishers have begun to bring out only paperback versions for books perceived not to be of such great lasting value, especially in terms of genre books like romance novels and mysteries. This move saves the publisher money and also makes the books available to a target audience that might not have paid as much for a hardcover of a mystery that can be read in just a few hours.

Now that self-publishing has become so popular, and because traditional publishers are struggling to remain financially stable, more and more books are being printed solely as paperbacks because it’s the most affordable choice. However, hardcover books are still chosen for significant titles by traditional publishers, and some self-published authors also choose hardcover books, often in addition, but rarely in place of paperbacks.

In choosing a book cover format, authors should think about the way the book will be used, the practicality of the cover choice, their own printing costs, what price the market will bear, and how potential readers will view the cover. Following is a breakdown of guidelines for choosing a book cover format for self-publishers.

Hardcover
If you are publishing your first book, you probably should keep your costs low until you know your book will sell, so you are better off opting for a paperback over a hardcover book. That said, there are some exceptions to this rule. Hardcover books are often a good choice for:

  • Children’s Books-because children might be rough with their books so these covers will give the book greater endurance.
  • Cookbooks-because a hardcover book can more easily lay flat on a kitchen counter for quick reference while cooking.
  • Coffee Table Books-hardcover books are easier to hold than paperback books because coffee table books tend to be larger than the average size of 6×9 or smaller used for most paperback books.

While most nonfiction titles and novels will do best as paperback books, you might also ask yourself what perceived value your readers will find in the book. How important is your book, and how important will your readers perceive it to be? Putting your ego aside, you need to understand that your readers are probably not going to place as great a value on your romance novel as they will if you write a biography of Mark Twain. The type of cover you use will speak to the reader, telling him how important your subject is. Remember, readers do judge a book by its cover.

One final advantage to a hardcover book is the amount of “selling” text you can place on it. It is possible to print a nice looking hardcover book without a dust jacket so that the front and back material are the same as if you printed a paperback. However, most hardcover books are printed with dust jackets, which allow for more text to be printed on them. A good formula for text on a dust jacket is to fill the back of it with testimonials you’ve collected from other authors or experts in your field. Then the inside front flap can provide a description of your book that might even run over onto your inside back flap. The inside back flap can also provide space for a short biography of the author and room for a color author photo. Room for more text means more space to sell your book to the potential reader.

That said, if you’re like me, you may find the dust jacket gets annoying while you read the book. I have a tendency to remove the dust jacket while I read, but if readers do that, it doesn’t hurt anything once the book has been sold.

Finally, think about the cost to you and the customer. A paperback book is more affordable to authors and readers. However, a hardcover can be produced sometimes for as little as four dollars more, and that cost can be passed onto the customer by selling the book for five dollars more so you still make a profit on the hardcover. The question is simply: Will people be willing to pay five dollars more for the hardcover edition?

Paperback
The paperback cover is most affordable, and except for the few exceptions listed above, it is probably the best choice for any book, especially novels and self-help books and other nonfiction titles. Again, your book will be judged by its cover, so people may perceive your paperback book as of lesser value-meaning they might actually think the content is of less value too-than if it were a hardcover. However, there is no longer any sense that people are “slumming” by buying paperbacks. I don’t know the percentages for a fact, but I would guess that at least 90 percent of books are printed solely as paperbacks today, especially among self-published books.

You have a little less space on a paperback cover to write text that will sell the book, but you can generally fit on the back cover all the information that you would include on the inside flaps of a hardcover’s dust jacket. If you wish to include testimonials, you can place them inside the front cover as the opening pages. I have mixed feelings about placement of testimonials. Many readers will read them in choosing to buy the book, but others will go to the book description first-most people will buy the book because the topic interests them more than because someone famous said the book is great-but having both can only help so it’s up to you whether or not you feel your testimonials deserve back cover space. Often you can fit just one or two short testimonials on the back cover with the description and author bio to balance everything out.

French Flaps
I’m seeing more and more books published with French flaps. This format is basically a hybrid. It is really a paperback book, but the flaps are an extended part of the paperback cover that fold inward to serve as a dust jacket without being removable. French flaps provide the same space as a hardcover for book descriptions without the expense of a hardcover with a dust jacket. A book with French flaps does cost more than a paperback, but depending on how many books you print, it will probably cost you less than a dollar more per unit.

I believe a lot of authors are choosing to use French flaps because they believe this format makes their book look more professional or significant than if it were simply a paperback. Readers may be impressed with the look of French flaps and even see them as a novelty, but frankly, I find such books annoying to read-the flaps have a tendency of wanting to flip up, making the book somewhat unwieldy. This format feels pretentious to me, like such books have delusions of wanting to be hardcover books.

Making the Choice
Personally, a standard paperback is good enough for me with the few exceptions of books I’ve listed where a hardcover is preferable. While I have offered some guidelines here for choices, no two books are the same and special circumstances may exist that would make one cover a better choice than another. Every author must choose for himself which book cover will best suit his book to promote its value as well as be most desirable in format and price to potential readers.