Why Slogans Suck
I rarely see a good slogan for a hypnosis practice. Why? Because I don’t think people have a very good idea about how to use them.
They use them to set the tone and the personality for their business. While that’s not bad as a rule, most folks wildly overestimate the amount that people are paying attention.
And there’s a far more important task–grabbing your potential client’s attention and telling them they’re in the right place.
Grabbing Attention Is Key
And slogans rarely do that. Usually when I hear them, I think of how WWII was pitched to America, “Making the world safe for democracy.” In fact, as a rule, I advise against any slogan that reminds me of that phrase. “Reinventing Your Positive Mind,” “Caring, Considerate Hypnosis For A Better You,” or my favorite, “Get What You Want.”
That last one was the slogan I came up with when I first started my hypnotherapy practice.
People Will Leave In Seconds If You Don’t Have Their Attention
Why don’t I like those? Because they don’t really serve the purpose that needs to be served by the small amount of space available on your business card, on the top of your website etc. They’re ‘feel good’ slogans. People won’t read on unless they see that your business applies specifically to them.
The job of a slogan or a tag line is to sell them the idea that they’re in the right place and should find out or read more.
Imagine you’re looking for hypnosis to, gee, I don’t know, get rid of your terrible habit of spending too much time reading my blog posts. Imagine you found two hypnotists that looked equally good except for their slogans. One slogan was “Reinventing Your Positive Mind,” and the other was “Helping People Stop Reading Keith Since 1842.” Which one would you go to?
See what I mean?
Because You Breathe What You Burn
There’s an exception to my “Safe For Democracy” Rule. Sometimes hypnosis is an explanatory sale. What I mean is, sometimes, people don’t know that hypnosis can help with what ails them. You have to explain it to them.
Today I was walking through a store and a slogan that was on some candles practically jumped out at me and slapped me in the face. “Because You Breathe What You Burn”. In one brief statement, they’d told me what was unique about their product and what the problem was with their competitors. I had never thought of breathing smoke from candles as any kind of problem. Were I a candle burner, that would speak to me.
Your Marketing Materials As A Hitman
And that’s another thing your marketing materials should aim to do. Eliminate folks that aren’t your ideal customers (I don’t mean “eliminate” in the mafia sense). Your marketing should call out to your ideal potential customers and fall flat for those who aren’t.
Once you do that successfully, you can get the tone of your message just right. Your target market should go, “Yeah, this is for me” when they read your stuff. And your materials should kill the interest of folks that aren’t your ideal potential customers.
So What Do You Do?
What you do is read every part of your marketing with your ideal client in mind. Ask yourself if what you’re communicating speaks directly to them and their specific, immediate need. Yes, there are places to put your education, your guarantees etc. That’s for after you have someone’s attention. Put the stuff that speaks most directly to them up front.
That’s my two cents,
PS: Do you have any really good (or really bad) examples of slogans you’d like to share?
The Hypnosis Business Success Pack Helps You Get Your Practice Up And Running Quickly And Profitably
Discover more about each program here: Includes, How To Start A Hypnosis Practice, The Biggest Hypnosis Marketing Mistakes & What To Do About Them, and Getting Clients.
Hey Keith, thank you for all your tips and help and videos…
my slogan on my website is ” We are all meant to shine”.
Taking the “NO” out of hypnosis since 1976. B^)
I took the “hyp” out.
Most unique slogan: World’s Greatest Hypnotist
perhaps I’ll change it to:
world’s best no therapy sessions
Love to hear comments on these ideas..
Helping you regain control of your life.
You create the world you live in.
To me, neither of those pass my “making the world safe for democracy” test. I’d use a slogan that tells people more specifically what you do.
I don’t have a niche yet, so what do you think of slogans:
LIVE your happiest, healthiest, and most successful LIFE
BE your happiest, healthiest, and most successful SELF
Thanks for stopping by. That slogan also fails the “making the world safe for democracy” test.. to me 🙂
I’ll be honest, I almost deleted your email – the title sounded boring. But fortunately I decided to read it. Then I went and changed my slogan! Ha! I went from “A Natural Approach to Positive Change” to “Making Personal Changes Easy!” I think it’s much better. Thanks.
I’m glad you found it useful, Jeff.
I have wrestled with ideas for slogans for quite some time, and have dismissed many.
One I did consider was ‘Your mind matters’
Honest opinion please!
I ordered your products nearly 10 years ago, and still have a look and listen to remind myself of things. Quality training materials!
Does that as a slogan speak directly to your potential client’s deepest, most immediate need?
“Live In Possibility”
Does that pass or fail??? I have always trusted your opinion..scary I know!
Does that slogan speak to your ideal client’s deepest, most immediate need?
PS: Nice to see you here, Mariana!
IMPROVE YOUR LIFE WITH HYPNOSIS
I think it’s way too general, like my “Get what you want” slogan.
Yes, it is general but what if the client wants to be Very Financially Successful or wants to be Cancer Free and they haven’t the resources to get it… then they perhaps may feel like they have failed with hypnosis. It’s a fine line…because many people go to hypnotherapists/hypnotists as a last resort…and sometimes expecting more than what is possible.
I always enjoy your input… Thank you!
However, if someone is looking to be financially successful, “Improve your life with hypnosis”, probably isn’t going to speak specifically to their most immediate, deepest need. “Abundance Hypnosis — Improving financial mindsets since 2004”, would. I’d go even more direct than that — “Improving finances through changing minds”, or something similar, except you have to be careful what claims you make.
You’re right Keith…being careful not to make claims perhaps may not be obtainable for some… There is never a 100 percent guarantee… THANKS!
How about: “Changing the impossible to I’m possible”?
Or “Empowering Change”
Bright Future Hypnotherapy
Working together to get the real YOU back!
what about something like “be a better you” or “Rediscover yourself” “create a new you” ??
I’d guess 90% of the comments now being left here recently, are simply people trying to get a link back to their site in the comment. By the latest responses, it’s people that don’t even read the article.
So, from now on, I’m stripping the URLs out of any replies, or marking them as SPAM, in order to keep the comments high-quality, and relevant.