Hypnosis Training Video #531: How to Build Your Hypnosis Practice In a New Way, by Telling Stories

Erika Flint, BA, BCH, A+CPHI, OB

Erika Flint, BA, BCH, A+CPHI, OB

Cal Banyan, MA, BCH, CI, DNGH, OB, MCPHI

Cal Banyan, MA, BCH, CI, DNGH, OB, MCPHI

I Want to Tell You a Story….

I was at the grocery store in the soup isle when I spotted my client -  at least I thought it was her. She was browsing the tomato bisques, and I didn’t recognize her at first because she looked so different. She’d lost a lot of weight, which is what she had been coming in to see me for about a year earlier.

She was happy. I could tell because she was standing comfortably, and smiling. About what I’m not sure, and I didn’t ask. All I could think about was how nice it was to see her smile again, and it reminded me of the first time I saw her about a year earlier. 

The first time I saw her I didn’t actually see her.

I heard her.

I was sitting in my hypnosis office with the door open, expecting her any minute for her first session when I heard a swoosh-creak, swoosh-creak, swoosh-creak. It was the sound of someone shuffling down the hall using a walking device.

And sure enough moments later she appeared in the office doorway with a sturdy, 4-pronged cane, accompanied by look of exhaustion on her face.

She lowered herself into the office chair, and gingerly placed her cane into the corner.

Moments later she was in tears, describing how tired she was of being overweight and that she hoped hypnosis would help – even though everything else had failed.  

I proceeded with what I always do with my clients –  together, we come up with a unique, custom solution to help her lose weight followed with hypnosis to lock in the changes.

Later in the session after some powerful insightful changes through the hypnosis process, she left the office to use the restroom.

And a few moments later I was surprised to see her in my office doorway again so quickly. I knew right away something was different - but I didn’t know exactly what it was.  

We both realized this miraculous event at the same time while looking at each other: she had forgot to use her cane when she went to the bathroom!  A magnificent smile came over her face, her eyes sparkled, and in that moment I believe I met my client for the first time - the real her without the years of struggle and suffering that the excess weight and unhappiness had caused.

She returned week after week and continued to lose weight while regaining her life and happiness. And I never saw her use her cane again.   

I help people lose weight with hypnosis – even when everything else has failed…. and sometimes with miraculous results.

Easy Business Building by Telling Stories

Good story telling is compelling.

It draws clients into our influence - they want the same results.

And the brain is designed for storytelling.

You can grow your business with good storytelling.

In this video, Cal and I share insight on how you can grow your practice in a new way. Consumers are resistant to old-style marketing. So because of that, the new way that people are marketing is by storytelling. Who doesn’t love a good story?

Good storytelling is a very powerful tool, and it can seriously help you build your business. We want you and your hypnosis practice to be successful, so to help you build your business we are going to teach how to become a great storyteller. In this video, we explain how to start effectively telling stories, how to get potential clients by telling client success stories, how to interest potential clients in hearing your stories, how to tell stories that are specific enough to motivate your clients to book with you right away, and more.

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As human beings, there is something that occurs in our brain when we start to hear a story. When someone starts telling a story, we want to hear it, we want to hear more and know how it ends, it’s a natural reaction. Hearing a story ignites something that feels familiar to us because stories are often a common part of our upbringing. Storytelling is how certain things are passed down in our history. So because of that, it is kind of embedded in how we are as humans, we naturally feel the want to hear a good story.

It may sound odd, but storytelling is actually a big part of being a human being. Before there were movies, before there were TV shows, before there were even books or print, humans learned through stories. People told stories to one another. Wisdom and the insights of each story were passed on from storyteller to storyteller. As humans, our ability to tell stories and also to get excited about hearing stories is just part of who we are.

So going back to how storytelling can help you grow your business… the newly popular and successful way to try and market yourself and your business is to tell stories, and there are a lot of different types of stories you can tell. There is a certain type of story that is especially powerful for a business like a hypnosis practice and that is a client success story. Sharing client success stories is a great way for you to market yourself and grow your business!

What exactly is a client success story? A client success story is where you tell a story about a client that you helped with the power of hypnosis. Sharing a client success story demonstrates the power of hypnosis to your potential clients.

When you share a client success story… it doesn’t have to be your client, as long as the story is true, you can borrow from the experiences of other hypnotists. Maybe you are just starting out and you don’t have clients yet, or you have clients but you haven’t gotten a great client success story yet, so telling a client success story borrowed from another hypnotist would be better than not telling any stories at all. For example, if you are helping people with weight loss, you can borrow my stories, or if you are helping people understand feelings and what to do with them, then you can borrow from the experiences that Cal has shared in his book, The Secret Language of Feelings. So keep that in mind, if you are talking with someone about a certain area you haven’t covered much on, but you know of a hypnotist who has, share their success story, and with that explain how the power of hypnosis was able to help someone with similar experience.

There are different components that factor into a great client success story. First of all, the specifics are key. Dates and times are important pieces to note in your stories, such as signifying what time of year it was. Other important specifics to note are the problem and the solution. Specific details are important aspects of any story because it allows the listener to visualize. We want our clients to understand that what we're helping them with is a real thing, and a great way to help make that happen is if they can see that it’s a real thing, so we need to be as specific as possible so they can visualize the story. So, instead of just saying something like, “hypnosis can help you lose weight” we're going to tell him a story that demonstrates specifically what we're talking about. So here is an example of a quick client success story, the key specific pieces of information are bolded:

Last spring {specific time}, I was working with a client named Mary. Mary worked at a computing company and sat at a desk all day long. She was an emotional eater and she wanted to lose weight {specific problem}. So, with powerful hypnosis, I helped her understand. She understood why she was eating when wasn't hungry. She started losing weight right away and over the course of a couple of months she lost 20 pounds and she told me later, I saw her at the grocery store she was reaching for. I think she was reaching for a black bean {specific detail} actually, which was kind of funny. I saw her in the aisle of the grocery store, and she looked at me. She said, “Erika, thank you so much. You changed my life.” I barely even recognized her because she had lost 20 pounds {specific result}. So that's what I do, I help people lose weight with hypnosis {specific solution} without the struggle even when everything else has failed.”

This is a great and easy outline example to follow for your client success stories. This format resonates with clients and potential clients because we state the problem in a way that the client can relate to, and then they start putting themselves in that situation to whatever degree they can. Then you get straight to the solution and results which is the big selling point.

Storytelling is one of the easiest and most powerful tools that you have in your back pocket. There is no reason to not be sharing client success stories. Not only is telling stories and easy way for you to market yourself and build your business but sharing these stories is also such a great reminder of the power of hypnosis and the reason why we do what we do.

Now go start telling client success stories! You can them on your website, or on your Facebook page, you can share a story in person, whichever way you want, just go do it. Get those stories ready and start getting better client results and converting more clients with excellent client storytelling.

Watch The Video Below To Learn “How to Build Your Hypnosis Practice In a New Way, by Telling Stories”

Transcription of Hypnosis Training Video #531

Cal Banyan: Hello everybody, Cal at calbanyan.com, and you know what? We've got hundreds and hundreds of free hypnosis training videos on calbanyan.com. So, go there, subscribed, and every week I'll send you a message when a new video is out. Boy, I'm so excited because now we're going to talk about how to build your hypnosis practice and what might just be a new way for you to start thinking about building your hypnosis practice. So, I'm back with Eric of flint and she brought up this topic and I'm so excited to explore it with her. Let's see. It's about building your hypnosis practice by telling stories. Well, let me tell you a story. So, a long, long time ago, but five years ago, I met a lady named Erika Flint. Now did I know that she was a computer science person, that I know that she had been into that world.

Cal Banyan: I don't remember, but I did know that she was very interested in hypnosis. I found out later that she was a computer scientist that had somehow fallen in love with the concept, the world of hypnosis. Perhaps she wanted to work with the most powerful computer known the biological computer, the bioware between the two ears and you know what? I was impressed. I found out that she had learned to take her hypnosis practice from just kind of like learning about hypnosis to actually seeing clients by steadying my five path DVD set, but she took it even farther than that. She came and took the live course and then she went on to become a writer, speaker and inspiring for other hypnotists and I'm so proud to call her a 5-Pather and one of our trainers. How are you doing, Erika?

Erika Flint: I’m doing fantastic, Cal. Thank you so much. It is wonderful to be here today. I'm really excited about this topic, but before we get started, let me tell everyone about you. Albanian is the authority on hypnosis that works, the hypnosis you will use in your office, day in and day out, and get fantastic results for every single one of your clients. He's been in the profession for over 20 years and he's won nearly every single award from the national guild of hypnotists, which is the oldest and the largest hypnosis professional organization in the world. He's also an author. He's appeared on television. He's appeared on radio. He still teaching, he's still training, he still speaking, and he is the trainer of some of the best in the world. He is the one that the experts turn to for guidance and I am just thrilled to be here today.

Erika Flint: He's had a huge impact on my life. Every time I talk with him, I learned something. That's just who he is. It's just how he can't help it. He's smart and he has brilliant ideas all the time and he just can't help it. It's just like who he is. So, you know, if you're at the NGH convention at some point you definitely want to run into him and talk with them because you'll learn something just by being around him. So, today's topic is all on how to grow your hypnosis practice in a new way, a new way. You know Cal, I think you'll agree with this. Consumers are getting smart and they don't want to be marketed to. They don't want to be sold to. No, you're great.

Cal Banyan: I think that they're very resistant to standard old fashioned, old fashioned interruption type style marketing. Absolutely.

Erika Flint: Yep. And so, the new way that people are marketing is by storytelling really good storytelling and something happens in the brain. So, when you said that earlier, let me tell you a story. Maybe some of you out there watching notice how you felt when Cal says, let me tell you a story. There's something that occurs in our brain. We want to hear it. We want to hear this story. It's familiar to the degree that when we're little, right, we had people tell us stories. This is how certain things are passed down in our history. So, I think it’s kind of embedded in how we are as humans to love to hear good stories. So, what do you think about that Cal?

Cal Banyan: I think it's tapping into one of our greatest genetic resources. Before there was YouTube, before there was video, before there were books, before there was print, before there were scrolls, we learned through stories that were passed on containing wisdom and the insights from storyteller to story teller. And so, our ability to tell stories and also to get excited about things or to learn about things from stories is in our genes. It's part of being a human being. Take it from there.

Erika Flint: Yeah. Very good. So, the, the new updated way to try and market yourself and your business is to tell stories and there's a lot of different types of stories that you can tell. The one that I want to go over today is called a client success story. Now this is where you're going to tell a story about a client that you helped with the power of hypnosis. So, what this does in the minds of your potential client is your potential client will be thinking, oh, that's how hypnosis works. I wonder if it can help me with this. Right? It's really demonstrating the power of hypnosis in a short story. So that's the kind of the, the high-level view of what we're going to be talking about today. Anything else you want to add to that Cal?

Cal Banyan: As you're telling me about that? I'm thinking about how easy that dovetails into marketing your business. You know, we're some kind of shirt or pin or something like that says, you know, Mary Jane's hypnosis office or the Minneapolis hypnosis office or something like that. And people say, are you a hypnotist? Yes, I have told me about that. I help people when everything else has failed. Really. Cool. Let me tell you a story, right?

Erika Flint: Exactly, exactly. And that right there, the shortest little elevator speech about hypnosis that I absolutely love. So, if you guys missed it, I'll repeat it for you. I've used this hundreds of times. That comes directly from Cal as far as I know I'm a hypnotist. I help people even when everything else has failed. How much curiosity is embedded in that statement? Cal?

Cal Banyan: Well, immediately someone says at first, they think that then they say it, “can you help me with…” because everybody's got a something, right? Or “can you help my daughter with…” and that's where you go in. Sure. It's easy. We do all the time. Let me tell you a story down.

Erika Flint: Right? And that's exactly what we're talking about and I'm really glad that you have that segue there because one of the things, since we're here that I want you to be doing is making notes of really good stories. There's a format that I have here that I'm going to share with everybody to make it super, super easy. You can, you know, for those of you who love spreadsheets, this is how I do it. I have a spreadsheet of all my clients' stories and stories that are related to particular topics. So, in that scenario of some stuff, can you help me? Can you help me sleep better? I say “Oh yeah, you know, I helped a client wants and this was the problem and this is what happened and this is the result that she got…” So I would have a story that I, in my mind is going to be specifically related to that client and that client's issue so that they can understand how hypnosis can help them. So, part of this is collecting client stories that you are using to help demonstrate this to your clients when you interact with them. How does that sound, Cal?

Cal Banyan: Great. And you don't have to have a thousand different stories. I'm pretty sure Eric has got to break it down to just a few kinds of stories you have to have, right?

Erika Flint: Yeah, that's a really good point. I think I probably have three or four that I share regularly because they're so powerful. So let me, let me talk about the why they're so powerful. They're powerful because they're very specific. This is the insider tip. I want you to come up with stories. I'm going to go through the outline right here, just a second that are really specific. Why do we want to tell a specific story, right? If you tell a general story, you tell it kind of a general story. I helped a weight loss client and she lost weight and now she feels good, right? It's too general. It doesn't really, you know, uh, the brain doesn't really associate to that and they can't really get emotional about that story. We want it to be very, very specific because then the client that you're talking to or the client that's reading the webpage that you're putting the story on or in a book, right. That's how I wrote my first book. Reprogram your weight. It has all these clients, client type stories and very specific stories. Okay. I'm, the client will read it and they'll think, oh my gosh, you know, that's me. Or they'll think, oh, that's not exactly, you know, I don't eat French fries every day, but I dairy queen blizzards every day. They can relate to the specifics of the story so the brain can do a little bit of that translation between certain things. So, the specificity is really important. Anything you want to comment on there, Cal?

Cal Banyan: I'm thinking there might be somebody out there saying clients to have a good story for three or four good stories. Here is a deal. Here's the deal for you guys. So let's say you were five path hypnotist, right, and you got had this opportunity and the clients can you help me with and you don't have a story where you help someone with something like that and you can say something like, well, I'll tell you what, I am certified in a kind of hypnosis called five path. Let me tell you a story. We're 5-Path helped the situation just like you're talking about bam. And you borrow somebody else's story. And uh, there you go.

Erika Flint: I'm so glad you brought that up, Cal. Absolutely. It doesn't have to be your story. It should be a real story, of course, an actual story, but borrow from the experience of other five pastors who have had the success. You know, if you are helping people with weight loss, borrow my stories, use them is fine with me. I bet. Cal, you could read the secret language of feelings. There's a great, great stories in there of helping people understand feelings and what to do with them. You can use those stories to write. So, we want people. This is a communication vehicle to help people understand how hypnosis can be helpful and valuable to them. That's the whole point, right out.

Cal Banyan: Check and double check.

Erika Flint: All right, very good. So here is the outline of how I want you guys to think about your story. Okay. So, a specific date and time. You know, it's useful to say something like in the spring I worked with this client and her name was married. Right now, I always change the names of my clients. I will change specifics about my clients just to protect their identity. Things that don't matter. Okay. So, things that don't matter. My ideal client is named Mary. That's not her real name, but I always talk about Mary. I know who Mary is. Married is a real person, but that's not her name. So, I would say something like last spring, a woman named Mary came to me. She walked in my office and basically fell in the chair. She was so exhausted I could see it all over her face and she looked at me and said, “Erika, I am so exhausted. I hope you can help me. I am so tired of being overweight now.” Maybe you're drawn into that story. Maybe not, but most people are because I'm telling the story. Right. What do you think about that Cal?

Cal Banyan: I think that's very nice. I think that. I mean you started telling me this story and I started visualizing it in my head.

Erika Flint: Exactly. Yeah, and that's exactly what we want because we want our client to understand that this is a real thing that we're helping them with, and this is the level of communication that we can have with our clients when we're telling them a story. Instead of just saying something like, hypnosis can help you lose weight, we're going to tell him a story that demonstrates specifically what we're talking about. Last Spring, a client Mary came to me, she basically fell in the chair. She was so exhausted, and she said to me, “Erika, can you help me? I don't know why I'm here. I've tried everything to lose weight. Can you help me?” Right now, a lot of people are going to say, I've tried everything to lose weight too, right? So, they're going to resume with that too, right, Cal?

Cal Banyan: Right. They're going to relate to. And another thing is, you know, when I said I started visualizing or seeing that stuff that's stored before my eyes, you know what that means. You're in my head.

Erika Flint: Oh, right, right. And so now it's more compelling. Now there's going to be emotion. Now there's going to be other elements is drawing the clients in and is already building the rapport that we want to have with their clients. It's already phase one work there isn't it Cal?

Cal Banyan: Yes. It's all part of the phase one,

Erika Flint: So, phase one preparation, testing and convincing. We are helping our clients prepare them for success in our office. This is part of it where we are talking with them even before they start to work with us. Phase one of five path is what I'm talking about there. All right, so the next part of the story, a specific date and time. Last spring, I was working with a client came to see me named Mary specific client. Okay. You can go into more detail. You could say something like, I'm married. Mary worked at a Computing Company and sat at a desk all day long. Okay. You could say something like that. A specific client. She was an emotional eater and she wanted to lose weight, so that's her specific problem, specific date, time specific client specific problem, and then the next thing you're going to do is this specific solution.

Erika Flint: So, with powerful hypnosis, I helped her understand with hypnosis, she understood why she was eating when wasn't hungry. She started losing weight right away and over the course of a couple of months she lost 20 pounds and she told me later, I saw her at the grocery store she was reaching for. I think she was reaching for a black bean actually, which was kind of funny. I saw her in the aisle of the grocery store, and she looked at me. She said, Erika, thank you so much. You changed my life. I barely even recognize her because she had lost a whole bunch of additional ways since that point, but that is the type of story that we want to be able to tell our client. So that's what I do. I help people lose weight with hypnosis without the struggle even when everything else has failed. So that's kind of the full format of the story. What do you think about that cap?

Cal Banyan: I love it because I mean you stayed the problem in a way that the client can relate to. They start putting themselves in that situation to whatever degree they can. Then you propose a solution and then you demonstrate how. How does work and the whole story can take a minute.

Erika Flint: The holster. Right? Exactly. And this is why I do recommend writing some of them down because we wanted. We want to be able to be very clear and concise when we're telling the story. You're not going to memorize it. Okay? But it can be really valuable to write some of these things down. Let me just go over the list one more time. Specific date and time last spring specific client, Mary, she sat at a desk all day long. Specific problem, emotional eater, wanting to lose weight, had tried everything else. Specific solution hypnosis helped her to stop emotionally eating, eating when she wasn't even hungry. Specific results. She lost 20 pounds in two months and then later the wrap up. This is a cool part, right? You go forward in time. I saw her later at the grocery store and she told me, Erika, you changed my life.

Erika Flint: Okay. All of the stores don't have to be that good. That's a pretty good one in my opinion. The last piece. So, the specific solution, the specific results lost the 20 pounds and then the last piece of it is in their words. Right? “Thank you, Erika. You changed my life” and I do the wrap up, which is what I do. I help people lose weight with hypnosis even when everything else has failed and the format. So that's what we do. I blank, I help people lose weight with hypnosis. I help people stop smoking with hypnosis. I blank get this type of result without this type of pain point, without the struggle, without the frustration, that type of a thing. So, it's a really easy format for excellent client storytelling. Why do you think Cal?

Cal Banyan: No, I think that's very tight, very clean. And one of the things I like about it, when you have him say the results in their own words, that's like having a living testimonial in your back pocket.

Cal Banyan: that you guys can think about, hey, I want to start, start thinking about these client stories in my practice, guess what's going to happen? You're going to start listening to your clients and what they tell you. And then you can use that type of results to help more people. There are times also that I want to comment that you can actually get your real client to tell these stories. Meaning they're okay if you use their real name, you just have to check with them first. Some clients are so grateful. They are so happy. They love the results. They want to tell everybody. They would be honored if you featured them on their site as having these results and using their name. But just make sure you have to check with them. Right? Carol, I really like doing is I love weight loss because it's not subjective. I mean, they get on the scale and the results don't lie. Isn't that great?

Erika Flint: Absolutely. Love helping people with weight loss. It's not really about the weight anyway. We all know that, but it helps them feel lighter and better. It helps them do things in their life that they didn't want to do before. And yeah, the results speak for themselves. To be clear though, the first couple of weeks when we work with our weight loss clients, a lot of it has to do with their ability to not eat when they're not hungry and then they get all of this really amazing mind space back to not be worried about food so much. So, the results right away, our peace of mind and they start loving themselves again. There’re so many layers to really great weight loss work. So, I highly recommend doing that. I was one of my favorite topics to help people with. Clearly that's why I wrote two books on it and I could go on and on just like how you go on and on an age regression. I could go on weight loss if you wanted me to.

Cal Banyan: Perfect. Are you ready to wrap it up?

Erika Flint: I'm ready to wrap it up. So, I hope to see you guys start telling more client stories. You can put this on your website so you can tell a client story on your website. You can do it in person. Okay, so get those stories ready and start getting better client results, converting more clients with excellent client storytelling. I'm flint. Thanks everyone for joining today. You can find me at cascadehypnosistraining.com and I hope to see you in class.

The Meta-Message Of This Episode: Storytelling is “The New Way” to Market

The underlying message of this episode is that consumers are getting smart and they don't want to be marketed to or to be sold to. The new way to market your business and start growing is through storytelling, and lucky for us, being a hypnotist is a something that provides us with truly amazing stories.

TELL YOUR FRIENDS ABOUT THESE GREAT HYPNOSIS TRAINING VIDEOS, THANKS!

I look forward to seeing you in class!  Let's help people lead better lives with hypnosis. 

From my heart to yours,

Erika Flint