Building a Thriving Practice--Part XIII

Taking apart an actual ad

Hi Everyone,

This article should help you do business with EFT.

I am about to launch a major advertising campaign which should be of value to not only EFT'ers but also to those using/promoting other energy related techniques. With appropriate advertising the word will spread much more quickly and this will hasten the day when the "tapping techniques" will become a household word. Everyone benefits when this happens because it creates a larger base of users that share a common conviction.

The first ad will appear in the next issue of the Psychotherapy Networker. For your perusal and study, I am including the text at the end of this article. If you prefer, you can click here to see an exact copy of the ad (including the layout, photo, etc.).

You are welcome to print it out and give copies to friends and clients. It may prove to be a worthwhile interest getter. You are also encouraged to borrow any of the phraseology for use in your own advertising.

Please note that the above is a pdf file and thus you must have Adobe Acrobat Reader installed on your computer to view it. If you don't already have this reader, you can download it for free at http://www.adobe.com

Let me walk you through the lead-in to this ad so we can "take it apart" and thus view some of the business logic behind it.

First, please note that my biggest challenge here is to make this strange process believable to an audience of skeptics (to date, over 95% of the therapists reading this magazine have little or no exposure to EFT). Since the headline is the all-important doorway to any ad, I simply must use it to set the stage AND provide believability. Here's the headline...

STANFORD ENGINEER BRINGS EINSTEIN'S DISCOVERIES TO PSYCHOTHERAPY.

Let's take it apart.

First, I used the term STANFORD ENGINEER because (1) the Stanford name exudes authority, (2) the term plays upon the widely accepted notion that many scientific advances come from outsiders to the field and (3) it portrays me as someone....an engineer....who can properly comment on Einstein's discoveries.

Next, I borrowed Einstein's name because there is no more believable authority in the world than Albert Einstein. His discoveries represent the foundation of all modern physics and, to my knowledge, no-one disagrees with him. In the public perception...if Einstein says something, it is true.

So...since Einstein's most famous discovery is that all things (including our bodies) is made of energy, this provides a natural lead-in to our energy related procedures.

Now, look at the first 3 paragraphs. They build a bridge from the headline to the our topic. They are designed to move the reader from our headline to:

"a major oversight in the field of emotional healing"

"everything (including our bodies) is composed of energy"

"energy related procedures have now been clinically demonstrated thousands of times to dramatically reduce the sting of traumatic memories, grief, anger, phobias and almost any emotional ailment you can name"

The rest of the ad points to the many advantages of EFT and, most importantly, the necessity to visit our web site. This is the ultimate goal of the ad. If readers don't visit our web site, then the ad fails.

Two items of importance about ads are...

1. ALL ADS ARE EXPERIMENTS...including this one. I will never know how well it "pulls" until after it has run. After that I can assess its effectiveness and adjust it accordingly.

2. It doesn't matter whether or not you like the ad. THE ONLY MEASURE OF A GOOD AD IS HOW WELL THE PUBLIC RESPONDS TO IT. In the case of this ad, I will be monitoring the activity on our web site both before and after the ad has run. The extra traffic we receive will be my evidence of the ad's effectiveness.

I hope this helps. As promised, the text of the ad follows.

Hugs, Gary

TEXT OF THE AD

Stanford engineer brings Einstein’s discoveries to psychotherapy

New doors open as free and “almost free” materials provide quality training in Emotional Freedom Techniques (EFT).

(It often works where nothing else will)

www.emofree.com

Dear Professional,

There has been a major oversight in the field of emotional healing.

Over 70 years ago Einstein brought us his famous equation E=mc².^. Simply stated this means that everything (including our bodies) is composed of energy. This is so widely accepted that not one scientist on the planet disagrees with it.

Until recently, however, it has gone unnoticed by the psychotherapy profession. This is true even though energy related procedures have now been clinically demonstrated thousands of times to dramatically reduce the sting of traumatic memories, grief, anger, phobias and almost any emotional ailment you can name (see www.emofree.com). Further, it is usually rapid, long lasting and relatively gentle. It often works where nothing else will.

Success rates

Let me hasten to add that these new procedures don’t do everything for everyone. Unless you truly master them, you will fail at least 20% of the time. However, newcomers that use only the “mechanics” of the process achieve either noticeable improvement or complete cessation of the problem about 50% of the time. Those who master the “art of delivery” enjoy this type of success over 80% of the time—even on such intense issues as PTSD, phobias, rape and grief.

The underlying idea here is that your clients aren’t “mentally blocked”. Rather they are “energy blocked”. This refreshing way of viewing the human system suggests that an important cause of emotional problems can be found in the disruption of the subtle energies that are known to circulate throughout our bodies. We find repeatedly that properly stimulating these subtle energies (by tapping on them with our fingertips) results in new levels of emotional freedom. That’s why we call the procedure Emotional Freedom Techniques (EFT for short).

Interestingly, our results aren’t limited to emotional issues. As you can appreciate, bringing relief to someone’s anger, fear or trauma also brings relief to physical ailments

Along these lines, I have personally used these techniques to relieve people’s headaches (even migraines), carpal tunnel, lactose intolerance, joint pain, stomach disorders, Irritable Bowel Syndrome, heart arrhythmia, high blood pressure, asthma and over 100 other physical ailments. Visit our web site at www.emofree.com and you will find an endless list of successes ranging from back pain to fibromyalgia. They are written mostly by your professional peers and their clients

We also have successes with anxiety, depression and abuse. In addition, the true masters of EFT report impressive results with addictions, overweight and even psychotic problems.

EFT is affordable to learn

Fortunately, it is both easy and low cost to add EFT to your “people helping toolbox.” Go to our web site and you will find a list of “free and almost free stuff”. This includes the completely free 79 page EFT Manual that you can download. It contains all the theory and the mechanics of EFT. You can also listen in on our free EFT email support list and receive recent case histories, tips, hints, how-to’s and other useful support.

The above will get you started. After that, if you want complete professional training you can order our low-cost advanced training videos. Workshops are also available around the world. You can view listings for them on our web site and you can even list your own. No charge.

Mission

As should be clear by now, this ad is part of a mission to bring these procedures to your attention. That is why there is so much free info on our web site and it is also why learning EFT in a quality way is so affordable. It is satisfying beyond words to know that thousands are getting impressive relief every day by using these procedures. It’s what makes my motor run nowadays.

With great respect for all that you do,

Gary Craig, Founder, EFT
www.emofree.com

P.S. If you choose to use EFT you can list yourself for free on the “Find an EFT Practitioner” section of our web site (it is visited over 6,000 times per month by prospective clients).

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