In our reports, we like to close with something really good. This report is no exception.
Jay Abraham is one of the leading marketing experts in the world. His
products, too numerous to mention here, lead the field. (155) (156) (157)
Jay Abraham (158) (159)
It would be easy to do an entire report just on what Jay Abraham can help us with, but this report is about NLP in writing. The example we have on tap from Abraham is a written script for setting up an appointment over the telephone for a free consultation. It was produced as part of a business consultation he did for a failing weight loss clinic.
Similarly, the audio and video we do on the Internet need to be scripted in advance. (There's always room for improvisation if a brilliant idea strikes while doing the recording). Hopefully, we can pick up a few tips from this recognized marketing genius and superstar business consultant.
In this case, Abraham worked with the owner of a clinic in Florida that used hypnosis to help clients quickly and reliably drop excess pounds. The owner was bleeding money and couldn't figure out why, since his offer was free.
The potential hypnosis client was calling up the hypnotic clinic to get a free consultation. There was trouble for the owner of the clinic, though, because with the script his staff had been using, their prospect "no show rate" was over 80 percent — for a free consultation appointment! (160)
They started using Abraham's NLP phone script. The hypnosis clinic owner was delighted. The clinic turned a profit. Much of what was involved, besides
specific language patterns, was the NLP strategy of "future pacing."
Jay's NLP strategies took our "no show" rate from 80% to less than 10% in just a few weeks. The technique of future pacing should be a part of every sales letter you write. (161)
The clinic owner said these were his "notes" from the consultation call, so we don't have access to the actual final phone script. But Abraham's NLP phone script such as we have here is truly a work of art!
We will leave you to bask in its glory and, if so inclined, to print it out, study it, and analyze it based on what's been learned so far. There may be a pleasant thrill of realization from already being able to recognize some of the subtle patterns that Jay Abraham is applying. There is also plenty of smart
psychology going on that pushes several big emotional buttons.
This script is a masterwork of persuasion copy that combines Abraham's vast marketing and sales experience with his comprehensive grasp of NLP
techniques. Virtually every word is doing huge work in this piece to anticipate objections, sell benefits, and close the prospect for an appointment that she keeps. Nothing is there by accident.
Though intended as a phone script, it works as a written piece as well. We have found that great writing tends to work at multiple levels and in a variety of media.
The bold words were in the original as we received it, so we have reproduced them here. As far as we can tell, since this is a script to be read out loud, the bold words are meant to be somehow emphasized by the telephone
salesperson. Also note the italicization in the section called "Fifth...."
If you are ready to stop dieting and lose weight permanently, Carol, our top weight loss specialist, would like to meet with you. The consultation is probably the most
fascinating experience that you will encounter in thirty minutes or less. It is an enormously interesting experience. Carol has helped thousands of people get enduring solutions to their weight problems. I am curious if you would like to get an idea of what is going to take place on __________ at ________?
(Response)
First... Carol will deeply listen to your situation.
Third... Carol will determine if your mind actually is the cause of your weight.
Fourth... She will give you a dramatic demonstration of how you can change your body powerfully, with simple suggestions.
Fifth... if you are a good candidate for hypnosis, and only if we can give you an unconditional guarantee of success... only then... will we discuss our amazingly easy
programs. We have found whether you need to lose 90 pounds or just 19 pounds in that certain area that is bothering you, we probably can get you a better faster, safer, and more… actually, enduring results.
Sixth... You decide. No pressure. No sales. Just a fascinating, powerful, personal meeting. We give you our word.
We are either right for you or we are not. You will know it at the consultation that you do with your weight loss specialist.
We have a high documented success rate for almost everyone that follows the simple, easy program we lay out for them.
(If they called from a newspaper ad:)
We have one simple request between now and your appointment. We would like you to hold on to the newspaper ad that you saw us in and bring it with you to the consultation. Carol will tell you why when you come. (162)