Of course the downside is Cognitive Hypnotherapy is way too effective.
It may sound a little weird coming from a therapist but from a purely business perspective, clients do tend to get well pretty quickly which means that I need to find a constant stream of new clients with new problems.
As a Cognitive Hypnotherapist, I’m delighted that the techniques I use with my clients can make profound differences to their lives in a such short space of time. However, as someone trying to earn a living, there is the occasional pang of jealousy for other therapies where a client may keep coming back to you many months, sometimes even years.
There are a couple of things which have brought this to mind over the Festive Season, which has done its usual trick of disappearing too quickly and returning to normal again? Must be something to do with it being Twelfth night, (depending on which definition of twelfth you plump for).
I’ve started trialling AdWords, which I’ve had in mind for some time but have never quite been prepared to risk actual budget on, so Google came to my aid and offered me a pretty decent voucher to try it out. So I’ve ventured out into the world of AdWords Express, the delightfully easy version which is incredibly easy to set up and which, if you don’t keep a close eye on it, eats into said budget like a ravenously hungry eating thing.
That said, it has delivered a couple of prime client enquiries and many multiples of views of my AdWords ad. It’s definitely been worth it for name awareness and probably for return on investment, especially because so far, there hasn’t been any.
I’ve put it temporarily on hold whilst I explore taking my new-found AdWords Express know-how and see if I can apply it more cost effectively to the grown-up AdWords proper version before my voucher completely runs out. That’s part of next week’s work. With luck it’ll deliver more control of the context that the ad’s words turns up in & so makes the C.P.C., (for those in the know), less costly per click, (which gives away the esoteric knowledge needed for the previous TLA which is a throwback to previous posts).
So there I’ve been, advertising my services alongside the usual possibility that my website might actually turn up in its own right, (not that I’ve noticed it doing so thus far), and the occasional view that it gets from the Hypnotherapy Directory, which has also paid its way, by the way, and beginning to find that I was getting some new clients from other than word of mouth (hooray) only to find that my current clients all went and got better, (double Hooray) except that this means that the boost in client bookings pre-Christmas wasn’t a boost so much as a replacement.
Then I find that my carefully crafted triple-checked ad that I’m trialling in the local villages, (yes, all six of them: villages that is, not magazines), magazine ‘The Village Tribune’, which has its own website, (take a look if you like), didn’t actually say that I’m local which was kind of the whole point. That’ll need updating for the next edition in March, I suppose.
It’s all a learning experience and leads unfortunately for you readers of this blog post, into a rambling discourse on advertising and client flow. Nonetheless, if you’ve got this far, your finding at least some entertainment value, so keep up – here we go again.
In short (not really) this is where I find myself at the beginning of 2014’s adventure.
I’ve been able to significantly help my most challenging clients and, again significantly, they fell within the expected 3 – 7 therapy session range. They’ve involved anxieties, migraines & pain, depression, PTSD, stress triggered epilepsy amongst other interesting conditions. It’s kept me on my toes and 2014 is shaping up to continue in this vein.
My dalliances with advertising, (more toe dipping than anything else, really), will almost certainly turn into something more ongoing. Allied with my mental-health well-being column, this should provide pretty reasonable background awareness with the intention that when a prospective new client finds themselves prospecting, so-to-speak, about who to approach, Tony Burkinshaw Cognitive Hypnotherapy should have passed the number-of-times convincer test.
In essence, if they’ve seen my name around, consciously or unconsciously, more than 3 times in different environments, this lends a level of validity that wouldn’t exist if they had only come across me for the first time. That’s the theory.
I’m also about to run the very first Unlock Your Learning Potential course for the Chartered Insurance Institute. It’s a course I’ve designed from scratch specifically for them, following a series of conversations with them last year. I’m pretty damned excited about it too, which is probably why it has the least space in this post.
On top of this I’m seeking to do a revamp of my website, possibly moving it over to WordPress.org so I can SEO the hell out of it, to borrow a phrase from Victoria, (another excellent Cognitive Hypnotherapist of my close acquaintance). I might also rework the Facebook page associated with this blog and change its name & purpose so it links more cleanly between blogging and the business of actually providing therapy. This all needs some proper thinking through and whatever suggestions you might have would be welcome.
There are, as with any future, potentially good outcomes and quite a few potentially challenging ones. The point is in my line of work, an important skill I teach to others is how to focus on the potentially good outcomes. It makes the future much brighter, (although perhaps no longer Orange, following their multiple mergers). After all, challenges are simply what they say they are. Challenges. They’ll either be met and over-come, met but not over-come or completely ignored in the hope they’ll go away.
Whatever the outcome, challenges eventually disappear into the past, leaving the bright future to get even brighter whilst you enjoy now. Mindfulness.
All in all it’s shaping up to be a good year.
Even though we’re only a few days in, I have a good feeling about what lies ahead.
See you there?
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Out of the past & into the future
© Tony Burkinshaw 2014