Marketing Hotseat: Break Through the Membrane: M:arketing

Marketing Hotseat:  Break Through the Membrane

Scott is a chiropractor-turned-hypnotist who needs help marketing his products.  His main products are hypnosis for weight loss and stop smoking.  Right now his main income is from his hypnosis shows and he wants to add some passive income.  He is having trouble getting started because he needs focus.

Topics include:

  • How to get inexpensive radio spots,
  • How to build your list from the stage and while on TV and radio,
  • How to build a Twitter following,
  • How to transition from “entertainer” to “marketer” while on stage (selling from your heels),
  • The “Dr. Phil” phenomenon,
  • How to filter out “the noise” and get started.

At the 5 min. mark John explains his “membrane theory”, a very unique perspective about different levels of accomplishment.

They also talk about how to sell into a new market.  Scott will be appearing on VH1 in the near future.  Their audience is mostly 18 – 24 years old, and Scott’s main products target the weight loss and stop smoking markets.  Very few of the VH1 viewers are interested in either.  Therefore, Scott must reposition himself to appeal to that market.

Scott suffers from a “disease” that many of us share.  He is having trouble getting started because he has a lot of things he can do and a lot of avenues he can follow and can’t focus on step 1.  At one point Harlan asks him why he doesn’t have his website set up and he said that it was because he didn’t yet have any way to drive traffic to it.  He is thinking 5 steps ahead and not starting with the basics.


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